Explore every episode of the podcast Great Events

Don’t underestimate the power of webinars. A well-built webinar program can create ongoing opportunities to educate audiences, build relationships, and support sales teams. 



In this episode, Felicia Asiedu sits down with Sarah Jordan Usher, Global Events and Field Marketing Manager at Mastercam, to discuss how they built a scalable webinar strategy from scratch. 

Sarah shares how Mastercam grew its webinar program from a brand-new initiative into a consistent channel for customer engagement. She covers how to create repeatable webinar processes, measure success beyond attendance, use audience insights to inform follow-up, and connect digital and in-person experiences across the customer journey. 

What you'll learn:

• How to build repeatable webinar programs that scale engagement
• Webinar success metrics beyond attendance numbers
• The importance of connecting webinars with broader event and field marketing programs

Things to listen for:

(00:00) Meet Sarah Jordan Usher of Mastercam

(03:43) Understand your webinar audiences and goals

(06:31) Using field events to build brand connections

(09:09) How events build customer loyalty

(11:45) Measuring ROI and customer journey impact

(14:03) Building a repeatable webinar strategy

Great content isn't enough to wow audiences anymore. When every event can deliver a polished keynote, personalization becomes the real differentiator.



In this episode, Stephanie Sweetland sits down with Nigel Reeves, Senior Director of Event Operations at YPO, who runs over 500 events a year for 37,000 members worldwide. They discuss how member data should inform event design, how to use AI to move faster without losing the personal touch, and what it takes to get a whole team to adopt new tools.

What you'll learn:

• How to use data to create more personalized member experiences
• Ways AI can cut admin work for event planners
• Signals that indicate an event program has outgrown its process

Things to listen for:

(00:00) Meet Nigel Reeves

(02:27) Moving beyond content to create connection

(06:08) Connecting event data across platforms

(07:44) Events for younger audiences

(08:47) Creating innovation teams for AI adoption

(11:43) Advice for navigating event evolution

A sold-out event does not always mean it’s successful.

Big registration numbers and packed rooms are nice, but those numbers alone don’t tell you whether an event achieved what it set out to do.

In this episode, Felicia Asiedu sits down with Mahoganey Jones, founder and CEO of Event Specialists, to discuss how event professionals can move beyond vanity metrics and focus on meaningful KPIs to measure performance. Mahoganey explains how she defines stronger event outcomes, evaluates the true impact of event content, and borrows ideas from other industries to create more strategic and memorable experiences.

What you'll learn:

• How to move beyond vanity metrics and measure event impact
• Why event goals should always connect to business outcomes
• How to use feedback loops to evaluate content effectiveness



Things to listen for:

(00:00) Meet Mahoganey Jones of Event Specialists

(01:23) Moving beyond registration numbers and vanity metrics

(04:08) Measuring the real impact of event content

(05:53) Using the start-stop-keep framework

(09:00) Meaningful event performance benchmarks

(10:27) Borrowing ideas from other industries

Planning an event is hard enough. Without the right processes in place, it's chaotic and nearly impossible to scale.

For the Wounded Warrior Project, building a stronger event program meant replacing fragmented processes with clear systems, defined responsibilities, and leadership support.

In this episode, Felicia Asiedu sits down with Paige Marg and Sarah Lutz from the Wounded Warrior Project to talk about how their team built a robust events program from the ground up. They explain how standardized workflows, a two-planner model, and better reporting improved efficiency, strengthened trust, and helped leadership recognize the full value of the events team.

What you'll learn:

• Why clear ownership reduces friction between teams
• How to build processes that flex as your event volume grows
• How to use past event data to justify future budget asks

Things to listen for:

(00:00) Meet the Wounded Warrior Project event team

(02:08) How events rebuild community and camaraderie

(04:08) Building processes for an event program

(08:59) How the two-planner model works

(11:09) Reporting event value to leadership

(13:35) Becoming strategic subject matter experts

Your event had 1,000 attendees. Great. But how many showed buying intent?

Attendance, booth traffic, and badge scans only tell part of the story.

In this episode, Stephanie Sweetland sits down with Nick Bennett from Reachdesk, to discuss how marketers can connect event engagement to pipeline and prove business impact. Nick explains why events work best when they are treated as part of an integrated growth strategy rather than a standalone tactic. He shares which intent signals matter most, how sales and marketing can improve follow-up, and where AI can simplify reporting and analysis.

What you'll learn:

• How to connect event engagement signals to pipeline
• Why badge scans shouldn’t automatically become MQLs
• How AI can simplify event reporting and analysis

Things to listen for:

(00:00) Meet Nick Bennett from Reachdesk

(01:29) Why traditional event metrics fall short

(03:36) Identifying the strongest intent signals

(08:11) Nick’s event impact tracker

(10:21) Turning events into a growth engine

(15:00) Opportunities for gifting to create memorable experiences

Impact tracker: https://event-impact.lovable.app/

TED is so much more than just an events company. 

Globally, their audience trusts them to spread big ideas, spark important conversations, and create meaningful experiences. In this episode, Rachel Andrews sits down with Monique Ruff-Bell, Chief Program and Strategy Officer at TED Conferences.

Monique takes us behind the curtain of their global ecosystem and world-class event strategy. She discusses their human-centered approach, their dedication to long-term speaker development, and their strategy for building loyalty among younger audiences.

What you’ll learn:

• How to design experiences that build real emotional connection
• The importance of speaker curation, topic development, and script refinement
• Why you need to serve audience segments through different stages of life

Things to listen for:

(00:00) Meet Monique Ruff-Bell from TED Conferences

(05:37) The framework behind TED's event design

(09:02) How to create content around hope and optimism

(10:47) TED's three flagship events

(16:28) How TED filters 22,000 speaker recommendations

(18:36) How AI helps content curation and event strategy

(23:08) Using events for a year-round digital and community strategy

(27:17) Where to draw inspiration from as event planners

Events are getting smaller and smaller in 2026.

It’s got a lot to do with AI. Audiences are skeptical, overloaded, and craving something authentic. Intimate gatherings, personalized experiences, and IRL events foster real connection.

In this episode, Felicia Asiedu and Rachel Andrews sit down with new Co-host and Goldcast CMO Kelly Cheng for a mid-year trend check-in. They discuss why building trust is more crucial than ever as AI quietly transforms the events industry. 

What you’ll learn:

• Why in-person events are crucial for building trust
• The importance of intentional venue selection and design
• How events are evolving into a performance-driven channel

Things to listen for:

(00:00) Welcome Kelly Cheng, new co-host at Great Events

(07:20) Trust as a differentiator in the age of AI

(17:05) The rise of micro events

(22:03) Why unique venues are trending

(24:40) Event-led growth in marketing

(30:47) Practical advice for teams overwhelmed by event measurement

Can events be both data-driven and people-focused?

According to MPI’s Lori Pugh and Rachel Benedick, absolutely. In this episode, Rachel Andrews chats with industry veterans, Lori and Rachel, about how to design experiences that delight participants while aligning with revenue goals. They discuss what it really means to know your audience, how data can transform events into meaningful experiences, and why revenue is still the ultimate metric for success. 

What you’ll learn:

• The importance of understanding attendee personas and goals
• How to drive business outcomes without compromising attendee experience
• Why tried-and-true practices must be balanced with flexibility and innovation

Things to listen for:

(00:00) Meet Lori Pugh and Rachel Benedick of MPI

(03:55) Understanding attendee personas and goals

(09:35) Meeting your attendees’ needs

(13:17) Aligning event goals with revenue and growth

(18:09) Quality vs. quantity when attracting attendees

(22:56) Opportunities for growth in the events industry

(26:59) Learning and adapting from attendee insights

Meet the woman who built the sponsorship strategy behind Fanatics Fest.

In this episode, Rachel Andrews and Felicia Asiedu sit down with Paulina Giusti, Director of Sponsorships at Fanatics Events. Paulina shares what it takes to craft activations, energize brands, and drive revenue for a festival that draws 175,000 sports fans.

She takes us behind the scenes of Fanatics Fest, revealing how internal alignment, strategic sponsor partnerships, and fan-first experiences can turn an event into a memorable and profitable venture.

What you’ll learn:

• How sponsorship activations are built from strategy to execution
• What B2B marketers can learn from B2C fan experiences
• Why relationships are the foundation of successful events

Things to listen for:

(00:00) Meet Paulina Giusti of Fanatics Events

(03:55) The difference between B2B and B2C events

(06:22) What Fanatics Fest actually is

(08:13) Designing memorable fan experiences

(14:22) How sponsorship fulfillment actually works

(19:50) Measuring sponsorship ROI and event success

(22:22) Advice for event marketers moving into B2C

Daniel Murray on How B2B Marketers Earn Attention in 2026

What’s broken in B2B marketing? And how do we fix it?

In this episode, Camille Arnold and Daniel Murray, founder of The Marketing Millennials, discuss why earning attention is harder than ever before. 

In this age of AI, creating content is easy, but standing out feels impossible. Daniel shares why brand marketing is making a comeback, how events have evolved into powerful content and community engines, and why marketers need to rethink their approach to measuring success. Find out how B2B marketers can still stand out, build trust, and drive pipeline in today’s crowded digital landscape.

What you’ll learn: 

• Why the obsession with measurement may be hurting creativity
• How events can become year-round content engines, not just one-off efforts
• Why IRL experiences are becoming more valuable in the age of AI

Things to listen for:

(00:00) Meet Daniel Murray of The Marketing Millennials

(08:07) Why brand and demand need to work together

(13:41) Personality-led content and owning your audience

(16:55) Events as content engines and trust accelerators

(19:19) Should B2B marketers take Reddit seriously?

(25:41) How to make events stand out in a crowded market

Accessibility is not a trend. It’s a fundamental part of how great events are designed and delivered. 

In this episode, Felicia Asiedu sits down with Stephen Cutchins, Director of Accessibility at Cvent, to talk about how to make events accessible for more people. From registration to on-site execution, they share practical ways to remove barriers and create better attendee experiences. Stephen also highlights why accessibility isn’t just important; it’s a powerful opportunity to expand your audience and drive stronger results.

What you’ll learn:

• The Web Content Accessibility Guidelines and how to apply them
• How attracting underserved audiences can boost ROI
• Why accessibility should be continuously integrated throughout the event lifecycle

Things to listen for: 

(00:00) Meet Stephen Cutchins

(03:02) Accessibility is not a trend

(05:58) How legislation has made accessibility a necessity

(08:50) Vendor and venue sourcing

(14:22) Understanding Web Content Accessibility Guidelines

(21:40) How to accommodate different attendee needs 

(28:17) Networking for people with social anxiety

(31:43) Making registration & post-event surveys more thoughtful

People know that events work, but how do you prove it?

In this episode, Rachel Andrews and Megan Martin, founder of M Squared Dynamics, discuss the strategies and metrics you need to effectively prove the ROI of your events to leadership. They explain how events can directly contribute to business growth and why event planners need to be involved in sales and marketing strategies. 

If you’ve struggled to align events with business goals, this episode offers insight to help you demonstrate ROI.

What you’ll learn: 

• Proving event ROI. Learn how to align event goals with business outcomes and prove impact beyond attendance numbers.
• Measuring event success. Discover how to track meaningful metrics that demonstrate the true value of your events to leadership.
• Strategic event planning. Find out how to bridge the gap between event planning and sales to create revenue-driving strategies.

Things to listen for:

(00:00) Meet Megan Martin

(02:54) Events gone wrong

(06:58) Defining ROI in the events industry

(11:13) Alignment between marketing, events, & sales

(18:12) First steps to understand demand generation

(20:44) Why pipeline influence rate is a key metric

(23:18) The one skill event leaders need

In an AI-dominated digital world, earning audience trust is hard. 

But that also means it’s more important than ever.

In this episode, Kelly Cheng, CMO of Goldcast, explains why video content is crucial for building trust and connecting with your audience. She shares how authenticity and AI tools can actually coexist, and why you need both to succeed in B2B marketing.

You’ll learn the latest tips on AI-driven video repurposing and smarter ways to structure your event. Marketers and event planners, it’s time to rethink your video strategy.

What you’ll learn:

• Building trust with video. Learn how video content can help you boost brand awareness and connect with your audience.
• Balancing authenticity and AI. Learn how to combine authentic content with AI tools for maximum marketing impact.
• Efficient content repurposing. Understand how to repurpose webinars and events into high-performing content using AI.

Things to listen for:

(00:00) Meet Kelly Cheng, CMO of Goldcast

(04:10) Why video cuts through the noise 

(06:04) Video content vs. written content in building trust

(10:41) Understanding the 95/5 Rule

(16:08) Structuring live events for easier AI repurposing

(20:35) Why authenticity > high-production video

(29:01) Metrics for measuring video marketing success

(35:20) Two common mistakes in video marketing

Great events aren’t just about the day itself. What you do before, during, and long after creates experiences that truly resonate and drive long-term value.

In this episode, Camille Arnold sits down with UserEvidence’s VP of Marketing, Mark Huber, and Director of Content Marketing, Jillian Hoefer, to talk experiential marketing. The two take us behind the scenes of Highline 2025, explaining why it was more than an event, but an opportunity to build lasting connections and enhance their brand’s presence.

Tune in to learn how to craft an event experience that is unmistakably on-brand and delivers measurable business growth.

What you’ll learn: 

• Choosing the right location: Discover key factors for selecting a location that enhances your brand and event experience.
• Linking strategy to metrics: Understand how to connect your event goals to measurable business outcomes.
• Post-event content and follow-up: Learn the importance of content capture and follow-up strategies for lasting impact.

Things to listen for:

(00:00) Introducing Mark Huber and Jillian Hofer of UserEvidence

(03:27) The business objectives behind Highline 2025

(10:00) Crafting a content capture plan to maximize post-event value

(18:04) The importance of pre-production planning 

(22:20) Coordinating with sales for post-event follow-ups

(27:28) Leveraging attendee feedback to improve future events

(34:40) Lightning round on event strategy and post-event priorities

What on earth does the menstrual cycle have to do with leadership? Everything, if you care about performance, burnout, and team dynamics.

In this episode, Felicia Asiedu and Jo Fuller, Founder of The Merry Menopause, talk about cycle literacy in the workplace and why it matters for event and marketing teams operating under constant pressure. Jo explains how energy shifts show up across the month, how to plan smarter for big meetings and big shows, and how to normalize these conversations across teams, including with male colleagues.

Tune in to discover how cycle awareness can sharpen your leadership and protect your energy in high-pressure seasons.

What you’ll learn: 

• The four phases at work: How each phase of the menstrual cycle can influence creativity, communication, focus, and detail work in event teams
• Calendar strategy: Practical ways to plan deadlines, show days, and high-visibility moments around your natural energy shifts
• Normalizing the conversation: What it looks like to bring cycle awareness into teams, including male colleagues.

Things to listen for:

(00:00) Introducing Jo Fuller 

(02:48) Cycles are a leadership advantage

(06:30) Why this conversation is important for event planners

(15:49) Color-coding your calendar to prevent overwhelm

(17:14) Normalizing cycle talk at work

(25:05) Inviting men into the conversation

(27:08) Show-week survival tips when you’re on your period

SEO is no longer enough in an AI-powered world. With tools like ChatGPT and Claude changing consumer search behavior, event marketers need to rethink how they approach visibility and discoverability.

In this episode, Camille Arnold sits down with Sam Brown, an SEO lead at Cvent, to discuss Generative Engine Optimization (GEO) and why it’s crucial. Sam explains why traditional SEO no longer guarantees success and how AI-powered platforms are changing the game. 

Tune in to learn how marketers can adapt their strategies to stay ahead.

What you’ll learn:

• The difference between SEO vs. GEO: Understand the nuances and why you need both.
• The importance of brand mentions in AI platforms: Discover why they’re essential for boosting visibility and driving traffic.
• How to adapt your strategy: Learn best practices for optimizing your event content for AI discovery.

Things to listen for:

(00:00) Introducing Sam Brown

(01:33) What is Generative Engine Optimization (GEO)?

(05:21) Why brand mentions in AI platforms matter

(08:10) The content types that work well with AI

(13:29) How to use videos for AI and GEO optimization

(17:58) Integrating traditional SEO strategies with GEO

(24:28) Final tips for marketers looking to succeed with GEO in 2026

Many events are designed by boomers, for boomers—even as Gen Z becomes the fastest-growing demographic in the workforce. As a result, these events struggle to connect with the next generation of attendees.

In this episode, Rachel Andrews talks with Ken Holsinger, SVP of Industry Research and Insights at Freeman. Drawing on data from millions of attendees, Ken discussed why only 30% of first-time attendees return, how an aging workforce is affecting event participation, and why many events struggle to drive retention.

In this episode, you’ll learn:

• The future of event planning: Learn what events need to succeed in 2026 and beyond.
• Navigating the generational shift: Discover what Gen Z and Millennials really want from events.
• How to understand attendee behavior: Dive into the data behind why attendees stay or leave.

Things to listen for:

(00:00) Introducing Ken Holsinger

(04:32) How outdated event strategies impact engagement

(06:40) Understanding Gen Z and Millennials' expectations for events

(10:49) How to align event goals with audience needs

(19:06) The X factor in events

(20:46) What event planners should be doing today

Resources:

Freeman End-of-Year Trends Recap: https://www.freeman.com/resources/freeman-end-of-year-trends-recap/

Some things never change in the events industry. But as we look ahead to 2026, we’re seeing shifts that can’t be ignored.

In this episode, hosts Alyssa Peltier, Rachel Andrews, Felicia Asiedu, and Camille Arnold continue their discussion about the next wave of trends shaping event planning and strategy. They explore how purposeful spaces, evolving tech expectations, rising costs, and outcome-focused measurement are redefining how events drive value.

In this episode, you’ll learn:

• Strategic venue selection: Learn how to choose venues that align with your event's objectives and create the right environment for your audience.
• How to balance innovation and accessibility: Adopt modern event technology without leaving behind those less familiar with new tools.
• Cost-effective event sourcing: Understand how to balance rising costs with creative solutions that still deliver impactful event experiences.

Things to listen for:

(00:00) The next wave of event trends for 2026

(01:08) Using strategic venues to shape engagement

(08:24) Tech adoption across generations

(18:00) How budget cuts affect attendee experience

(23:05) Measuring outcomes that matter

As we kick off the new year, the events industry is buzzing with exciting new trends that will redefine how we plan experiences.

In this episode, hosts Alyssa Peltier, Rachel Andrews, Felicia Asiedu, and Camille Arnold discuss the top five trends shaping the future of event marketing. They explore how these shifts will impact the way we engage audiences, leverage technology, and create lasting connections. You’ll hear actionable insights to help you design events that will deliver measurable results in 2026.

In this episode, you’ll learn:

• How events are getting smarter: Why structure, technology, and intent are becoming essential to modern event programs.
• The role of AI, personalization, and attendee expectations: How these forces are changing the way experiences are planned and delivered.
• What changing expectations mean for event strategy: How teams can adapt planning as behavior and technology evolve.



Things to listen for:

(00:00) Hot trends in event marketing for 2026

(01:40) Intentional adoption of AI

(08:12) Trust is best built through in-person events

(11:36) More emotion and storytelling in B2B 

(15:01) Personalization becomes attendee-led

(19:40) The rise of curated experiences

(23:19) Building community beyond the event

2025 was a big year for events. Elections reshaped the global landscape. AI became more disruptive and unavoidable. And teams were stretched thinner than ever.

In this episode, Felicia Asiedu, Alyssa Peltier, and Rachel Andrews gather to reflect on the year that was. They also introduce the newest host joining the podcast, Camille Arnold. Together, they reflect on the trends they predicted, the ones that surprised them, and why so much of 2025 felt messy, exhausting, and foundational all at once.

In this episode, you’ll learn:

• What changed in the events industry this year: A recap of how AI, data expectations, and global shifts influenced event programs.
• Why data became impossible to ignore: Learn how AI accelerated the need for cleaner, more standardized event data.
• What to carry into the next year: Practical perspectives on what to keep, what to let go of, and how to head into the upcoming year with more clarity and intention.

Things to listen for:

(00:00) Introducing the new host of Great Events

(05:41) 2025 was a foundational year of learning

(10:11) Admitting no one has AI figured out yet

(16:23) Global shifts that changed event planning

(19:31) How events are being integrated across organizations

(26:04) Treating attendees like humans, not headcount

(27:35) Protecting time and making moments matter

Events bring your brand to life like no other medium can. But creating an unforgettable experience requires a perfect blend of creativity and technology.

At Cvent CONNECT 2025, Matt Heinz sits down with Jennifer Perry, Senior Director of Brand Storytelling, and Mark Correira, Director of Go-to-Market Technology at Workhuman. Together, they reveal the secret to successful collaboration between creative, tech, and marketing teams. By grounding big ideas in data, they turn those ideas into experiences that drive results.

In this episode, you’ll learn:

• Designing events that feel simple and human: Make the complex parts of your event feel frictionless for attendees.
• How to collaborate across teams: Discover how teams can work together to create memorable events.
• Building data-driven experiences: Learn how to use data to guide decisions, from event planning to post-event analysis.

Things to listen for:

(00:00) Introducing Jennifer Perry and Mark Correira

(02:38) Events are expressions of your brand 

(04:04) Why creative and tech teams must collaborate

(07:22) Turning activations into business outcomes

(11:48) Using data to design better events

(17:42) Stop overcomplicating events

All it takes is one great event to prove the value — and before you know it, it’s evolved into a full event ecosystem.

At Cvent CONNECT 2025, guest host Matt Heinz sits down with Andrew DePaul, Director of Digital Marketing at CAIS, to share how his team built a data-driven event strategy that drives measurable business growth. Andrew explains how he turned one successful event into a scalable program that connects marketing, sales, and partners through technology and data. He shares how his team aligns across departments, proves ROI, and keeps events at the center of the company’s growth strategy.

In this episode, you’ll learn:

• What a data-driven event strategy looks like: See how tech and analytics can simplify planning and prove impact across the business.
• Why integration matters more than ever: Aligning teams, tools, and data creates a seamless ecosystem that allows for continuous improvement.
• Tangible ways to prove ROI: Learn how to track key metrics and demonstrate value in every event.

Things to listen for:

(00:00) Introducing Andrew DePaul from CAIS

(02:50) From one internal offsite to a full event ecosystem

(07:24) Integrating sales, marketing, and technology

(11:27) Partner collaboration and sponsor success

(14:02) Early mistakes that influenced strategy

When done right, event-led growth can deliver up to 7x ROI. But most teams are stuck running ad hoc, one-off events without a clear path to get there.

In this episode, Camille Arnold, Director of Experiential Marketing at Splash (now part of Cvent), joins hosts Felicia Asiedu, Rachel Andrews, and Alyssa Peltier to map out a five-stage event-led growth (ELG) maturity model. Together, they unpack how events can become a true growth engine when they’re tied to the right goals, tech, and internal alignment. 



You’ll learn the four non-negotiable prerequisites for ELG, how to build an intentional event portfolio, and ways to use data and AI to scale impact without burning out your team.

In this episode, you’ll learn:

• The ELG maturity stages: Find out how targeting, engagement, tech, and attribution evolve as your program matures.
• How to pick metrics for different event types: Not every event should be judged on MQLs; choose KPIs that match the real goal of the program.
• How to turn internal stakeholders into champions: Get sales, customer success, and marketing aligned so events are seen as a growth lever, not just logistics.

Things to listen for:

(00:00) Introducing Camille Arnold

(03:05) Are events and marketing still disconnected today?

(06:13) The four prerequisites for an event-led growth strategy

(09:06) What audiences need in an AI-heavy world

(11:41) Moving from one-off events to intentional strategy

(20:02) The stages of event-led growth maturity

(27:11) Why alignment gets harder as teams grow

(29:15) Defining success for each type of event

(36:04) The future of event-led growth 

(41:04) How to assess your own event-led growth maturity

Assess your event strategy:  https://www.cvent.com/en/resource/event/event-led-growth-maturity-model

Think about the energy at a concert, the excitement of a live sports match, or the buzz at a festival. There’s something magnetic about in-person events that no other marketing channel can replicate.

At Cvent CONNECT 2025, Matt Heinz sits down with Alyssa Peltier and Kate Hammitt from Cvent to talk about the power of Event-Led Growth (ELG). Events are powerful catalysts that create lasting engagement that extends well beyond the experience itself. They discuss how to design events with clear outcomes, how to capture valuable attendee insights, and how to use those learnings to fuel smarter marketing strategies. 

In this episode, you’ll learn:

• How to sustain momentum beyond events: Learn strategies to keep attendees engaged after the event ends.
• The impact of  Event-Led Growth (ELG):  Learn how events can become a central growth strategy for pipeline, retention, and conversion.
• Why in-person experiences matter: Events are important if you want to form bonds with your customers.



Things to listen for:

(00:00) Introducing Alyssa Peltier and Kate Hammitt

(03:44) The power of shared experiences

(05:41) Designing great events for your audience

(10:18) Capturing and activating post-event insights

(14:57) Real connections at in-person events

The problem with event marketing? It’s gotten too predictable. Jay Schwedelson, founder of SubjectLine.com and GURU Media Hub, says the only way to stand out is to stop playing it safe.

In this episode, Rachel Andrews chats with Jay about how to plan events that people actually enjoy and remember. From hot wing challenges to earned on-demand content, Jay shares what’s working right now and why some of the best event ideas come from simply asking, “Does this suck?”

In this episode, you’ll learn:

• Why safe events fall flat: Repeating old formats can make your event forgettable before it even begins.
• Audience-first subject lines: A small change in your email approach can lead to a big jump in engagement.
• How to work with AI: You can get value from AI tools without needing to be an expert.

Things to listen for:

(00:00) Introducing Jay Schwedelson

(04:09) How to brainstorm and encourage bold ideas 

(05:32) Building the confidence to try new things

(08:36) Authentic connections during networking

(09:55) No one is an AI expert

(12:56) Jay’s dream event if he had an unlimited budget

(17:22) Boost your open rate with this subject line tip

When sales, marketing, and events operate in silos, leads fall through the cracks and event ROI takes a hit.



At Cvent CONNECT 2025, Matt Heinz and Ajith Krishnankutty, VP of Experiential Marketing at Capital Group, discuss the importance of collaboration between these teams and its impact on event success. From planning to post-event follow-up, Ajith shares strategies for getting sales and marketing on the same page. When teams align, events become a powerful go-to-market tool that drives measurable results.

In this episode, you’ll learn:

1. Stronger sales and marketing partnerships: See how collaboration improves event outcomes.
2. Data-backed event strategy: Discover how using data-driven insights can refine your event strategy.
3. Post-event momentum: Learn how to turn leads into long-term relationships.

Things to listen for:

(00:00) Introducing Ajith Krishnankutty

(02:05) Breaking down silos between sales and marketing

(08:47) Joint planning for better alignment

(11:10) Post-event strategies that turn leads into pipeline

(15:36) Creating memorable experiences beyond the trade booth

AI is everywhere these days, and it’s hard to ignore the buzz. But beyond the hype, there’s real value in how it’s reshaping event planning.

At Cvent CONNECT 2025, guest host Brittany Fisher is joined by Marco Ogsimer and Kevin Cobb from Augeo Marketing. They discuss how AI is helping event professionals save time, enhance team collaboration, and simplify the planning process. Plus, they’ll explore how AI tools are taking event personalization to the next level, driving better engagement for attendees.

In this episode, you’ll learn:

1. How AI creates more time: Free up hours for creativity by automating repetitive tasks.
2. Personalization strategies: Use AI insights to design attendee experiences that feel more meaningful.
3. Curiosity and empathy as skills: Learn why these traits are more valuable than ever as we integrate AI into event planning.

Things to listen for:

(00:00) Introducing Marco Ogsimer and Kevin Cobb

(02:48) How AI creates more time for planners

(06:07) Personalizing attendee experiences with AI insights

(09:29) Skills event teams need in the era of AI 

(13:08) Practical steps to start learning AI tools

Are your events earning the spotlight, or are they getting budget cuts from the C-suite?

At Cvent CONNECT 2025, Matt Heinz sits down with Amanda Young, Senior Director of Global Events at ConnectWise, to talk about proving ROI and scaling event programs. Amanda shares how she manages pressure from leadership, keeps sales and marketing aligned, and uses data to run high-performing events.

In this episode, you’ll learn:

• Scaling events with focus: Ways to grow programs while staying efficient and avoiding wasted effort.
• Getting sales and marketing on the same page: Practical steps to align event goals with revenue goals.
• Building scorecards that matter: What to track and report so leadership pays attention.

Things to listen for:

(00:00) Introducing Amanda Young

(03:13) Balancing costs and creative strategy

(07:06) Alignment around event outcomes

(13:25) Event metrics that prove ROI

(14:41) The future of large-scale events 

B2B marketing doesn’t have to be predictable and boring. When we put people first, brand experiences can be as creative, authentic, and engaging as anything in B2C.

In this episode, Felicia Asiedu and Shannon Jones, co-founder of VERB, exchange ideas on creating brand experiences that break out of the corporate mold. They discuss the rise of B2B creators, how AI helps shape event experiences, and why authenticity is the key to building lasting connections. 

In this episode, you’ll learn:

1. The power of B2B creators: How to bring authentic voices into your brand’s storytelling.
2. AI in brand experiences: How tech can enhance personalization without losing the human touch.
3. The modern B2B buyer identity: What millennials and Gen Z expect in brand experiences.

Things to listen for:

(00:00) Introducing Shannon Jones

(02:06) The rise of B2B creators and what that means for brands

(07:33) The ROI of experiential marketing

(11:45) Using AI to personalize experiences

(18:40) Making authentic connections in the B2B industry

Planning and executing successful events is only half the battle. 

But to truly maximize the impact, follow-up is just as important. 

At Cvent CONNECT 2025, guest host Matt Heinz sat down with Alura Roe and Ashley Biggie from 6sense to discuss post-event strategy. They share tips on using tech for personalized outreach and smarter engagement. Alura and Ashley also discuss effective audience segmentation and measuring event ROI beyond attendance.

In this episode, you’ll learn:

1. Tech-driven lead follow-up: Discover tools and techniques for smarter, more efficient follow-ups.
2. Audience segmentation tips: Understand how to target the right people for greater impact.
3. Measuring true ROI: Learn how to track event success beyond just attendance numbers.

Things to listen for:

(00:00) Introducing Alura Roe and Ashley Biggie

(01:33) 6sense’s event-led growth strategy 

(03:57) Preparing for the event and the follow-up

(08:25) Building a sales enablement playbook

(12:09) Measuring and reporting event ROI 

(16:06) The future of events is all about human connection

Metrics are essential for understanding the success of your events, but there are certain things that data just can’t capture, like the magic moments of connection, delight, and surprise. 

In this episode, hosts Felicia Asiedu, Rachel Andrews, and Alyssa Peltier discuss how events can have a lasting impact on your attendees and your brand. They share creative ideas and strategies for building emotional connections with your guests. Listen and learn how to create experiences that go beyond expectations and truly resonate with your audience.

In this episode, you’ll learn:

1. How to craft moments that matter: Learn what makes an interaction memorable and how it shapes brand loyalty.
2. The value of seamless experiences: Frictionless logistics contribute to attendee satisfaction and long-term impact.
3. Empowering your event team: Learn how to turn staff and volunteers into intentional moment makers.

Things to listen for:

(00:00) Introducing Rachel Andrews, Alyssa Peltier & Felicia Asiedu 

(01:59) Event moments that matter 

(08:03) The intangible ROI of relationship building 

(12:57) Making the attendee experience as smooth as possible 

(16:21) Simple ideas to spark delight at events

Planning content for your event is a given. But are you also planning how you’ll use it after the event ends?

At Cvent CONNECT 2025, guest host Matt Heinz spoke with Megan Martin, VP of Marketing and Innovation at EMC Meetings & Events, to discuss how events can become content engines that support marketing, sales, and ongoing audience engagement. Megan explains how pre-event planning helps teams capture the right moments for the right audiences with a clear plan to repurpose it all.

In this episode, you’ll learn:

1. Why teams need to align around content goals: Marketing, sales, and events should all be part of the conversation from the start.
2. Ways to repurpose event sessions: From blog posts to sales tools, there’s more value in your sessions than you think.
3. Tips for turning attendees into content creators: If you make it easy for attendees to create content, they can amplify your brand.

Things to listen for:

(00:00) Introducing Megan Martin

(04:05) Personalize content for your funnel

(07:03) How to repurpose event sessions

(09:42) Cross-team collaboration to maximize content 

(12:25) Inspiring community-generated content at scale

(18:45) How AI gives marketers creative space 

Data always speaks—never underestimate its power to prove the impact of your events. 

At Cvent CONNECT 2025, guest host John Hunter sat down with Cvent’s Rachel Andrews and Robin Clark to discuss the definition and measurement of event success. They also share hard-won lessons about aligning with sales, attribution, and using data for smarter decision-making.

In this episode, you’ll learn:

1. Why defining success is crucial: Understand the importance of setting clear, data-driven goals for every event.
2. Balancing business outcomes with attendee experience: Find out how to integrate fun with measurable results using data.
3. Leveraging post-event follow-up for better results: Learn how to educate sales for better post-event engagement.

Things to listen for:

(00:00) Introducing Rachel Andrews and Robin Clark

(01:24) How to measure event impact with data

(06:17) Common ways teams misjudge event success

(09:46) The challenge of attribution

(12:03) Post-event follow-up with sales 

Inconsistent data, limited executive buy-in, and cross-team misalignment are common challenges in the events industry. But at the latest Cvent CONNECT, these common struggles became the foundation for productive dialogue and real solutions.

In this solo mini-sode, Alyssa Peltier shares key insights from an open forum with senior event leaders from some of the world’s largest brands. She discusses the five most pressing issues facing enterprise event programs today and the steps leaders are taking to move forward.

In this episode, you’ll learn:

1. How to build executive trust in your event strategy: Learn why storytelling with clean, consistent data is essential to gaining internal buy-in and budget approval.
2. Creating a culture that supports strategic events: Shift your team’s mindset so strategy and execution work together to deliver real business outcomes.
3. Evaluate tech that works: Get practical steps for auditing your current stack, reducing overlap, and aligning tools to real business needs.

Things to listen for:

(00:00) Introducing Alyssa Peltier

(02:11) Challenges in the events industry

(09:12) Solutions to reset your event program

Marketers spend months planning an unforgettable experience. And yet, it often feels like all that effort leads to just one day. But with the right approach, a single event can fuel months of content and conversation.

In this episode, Rachel Andrews speaks with Chris Carver, Co-Founder and CEO of Sessionboard, a platform designed to streamline event content management. Chris shares how his deep understanding of planners' pain points has shaped the platform's approach to improving event workflows. He discusses how content can serve as a bridge between event marketing and broader organizational goals and how tech-enabled collaboration can unlock lasting value long after the event concludes.

In this episode, you’ll learn:

1. The power of event content: How content from events can extend beyond the event day to fuel long-term engagement.
2. Speaker management strategies: Practical ways to streamline speaker workflows and save time.
3. How tech encourages collaboration: Technology can bridge the gap between event and marketing teams for a more unified effort.

Things to listen for:

(00:00) Introducing Chris Carver

(03:36) The challenges of content management 

(09:15) Maximize event content for your overall marketing strategy

(19:30) Collaboration between event marketing and sales 

(21:48) The best way to find speakers for events

(26:00) Understanding how senior-level marketers view events

Are your events truly built for everyone?

In this episode, Felicia Asiedu is joined by Julia Santiago, Managing Director at the CSUN Center on Disabilities, and Stephen Cutchins, Senior Manager of Accessibility at Cvent. Together, they discuss what it takes to make accessibility a baseline, not a bonus. You’ll hear what inclusive event design looks like, how new laws are raising the bar, and why creating events for everyone is good for both your brand and your business.

In this episode, you’ll learn:

1. How to make accessibility a starting point: Learn why building inclusion into early planning makes events better for everyone.
2. Why accessibility laws are tightening: Understand the impact of the European Accessibility Act and updates to the ADA.
3. What questions planners should be asking: Get practical advice on accommodations, technology, and attendee communication.

Things to listen for:

(00:00) Introducing Julia Santiago and Stephen Cutchins

(02:24) The CSUN Assistive Technology Conference

(06:24) What’s driving the urgency for accessibility

(09:28) Accessibility laws in the US and the EU

(16:06) Designing for functionality, not disability

(24:08) Web content accessibility 

(30:43) How to show your event is inclusive 

(31:50) Accessibility for all as the standard

Resources:

The Big Book of Event Accessibility: https://community.cvent.com/education/learning-centers/topic/accessibility

The world is in a constant state of change, and it’s making event professionals rethink everything. How is this uncertainty influencing the future of events?

In this episode, Alyssa Peltier is joined by Cvent’s Julie Haddix and Jaimi Welch to discuss the current state of the events industry. Together, they break down key findings from the latest Pulse survey, exploring how political, economic, and social shifts affect planner sentiment, attendance expectations, and sourcing volumes. While confidence has dipped and challenges loom, the importance of in-person events and the continued reliance on event technology are stronger than ever.



In this episode, you’ll learn:

1. The power of in-person events: Discover why in-person events remain valuable even in uncertain times.
2. The importance of data-driven decision making: Learn how integrating event technology into your strategy leads to more informed, impactful decisions.
3. Maximizing content value: Learn how to repurpose event content across multiple channels to extend its reach.

Things to listen for:

(00:00) Introducing Julie Haddix & Jaimi Welch 

(04:42) Latest planner sentiments in the Pulse Survey 

(08:37) The value of in-person events over time

(14:06) How events continue to impact business strategy

(19:02) Why a centralized CRM tech stack is crucial

(22:16) Repurpose event content across platforms

(27:21) Trends to keep an eye on in 2025

Small, medium, and large events each have their own purpose and strategy. They all bring something different to the table.

In part two of our event-led growth (ELG) series, Camille Arnold, Director of Experiential Marketing at Splash, joins Alyssa Peltier, Rachel Andrews, and Felicia Asiedu to discuss how each type of event requires a unique approach. While smaller events may seem simpler and more scalable, they come with their own set of challenges that require careful planning and execution. Each event, big or small, plays an important role in your overall ELG strategy, but it’s equally important to leave space for experimentation. 

In this episode, you’ll learn:

1. The role of experimentation in event planning: Discover why testing new ideas is crucial for keeping events fresh and engaging.
2. Balancing scalability and creativity: Understand how to maintain flexibility while ensuring events align with your overall strategy.
3. Maximizing event technology: Find out how the right tools can streamline processes and support both scaling and innovation.

Things to listen for:

(00:00) Introducing Camille Arnold

(01:02) The strategy behind small vs. big events 

(06:21) Why events need to be scalable 

(08:17) Making room for event experimentation

(10:43) The role of event tech in ELG 

(14:41) Measuring the impact of standalone events

Just because you’re hosting events doesn’t mean you’re practicing event-led growth.

In part one of our event-led growth (ELG) series, Camille Arnold, Director of Experiential Marketing at Splash, joins Alyssa Peltier, Rachel Andrews, and Felicia Asiedu to unpack what it means to lead with an event-first strategy. They explore how ELG goes beyond event execution. It involves business alignment, attribution, tech stack readiness, and building meaningful, long-term customer relationships. Whether you are new to the concept or looking to refine your approach, this conversation sets the stage for a smarter, more strategic way to use events as a marketing channel.

In this episode, you’ll learn:

1. What ELG really looks like: Get clarity on the difference between doing events and building an event-led strategy.
2. How to measure what matters: Learn the basics of attribution and how to connect event performance to revenue.
3. Why small events go further: Understand the long-term impact of repeatable, relationship-driven experiences.

Things to listen for:

(00:00) Introducing Camille Arnold

(05:27) Defining event-led growth 

(11:18) Being strategic with your event goals 

(13:00) How customer behavior has changed over time

(15:38) Getting to know your ICP

(20:45) Why embrace an ELG strategy?

(21:50) Small events build lasting relationships

(27:08) Proving impact through attribution 

No matter how advanced technology gets, face-to-face events hold a unique space in building trust, community, and connection. 

In this episode, Felicia Asiedu and Rachel Andrews chat with Stacey Fontenot, the SVP of Marketing at Cvent. They discuss the lasting value of in-person experiences, the kind of leadership that brings out the best in teams, and how authenticity plays a key role in both. Stacey looks back at the career moments that shaped her leadership style, sharing advice for rising professionals so they can lead with confidence and stay true to themselves.

In this episode, you’ll learn:

1. How to lead with purpose: Discover why starting with “why” helps teams feel connected to the mission and unlock better results.
2. Why events still matter: Learn how in-person experiences continue to create trust and engagement in a time of rapid AI advancement.
3. Career lessons worth sharing: Hear Stacey’s take on saying yes, staying curious, and finding your voice, no matter where you are in your career.

Things to listen for:

(00:00) Introducing Stacey Fontenot

(03:10) Reframing leadership: Think like a CMO

(05:33) Women in leadership and building your network

(10:44) Aligning teams with purpose and vision

(15:13) Commit to your “word of the year”

(19:25) Events build trust and connection

(29:23) Career advice: say yes and stay curious

Event tech is more powerful than ever, but keeping up with constant changes is a job in itself. Enter the event technologist—the expert who ensures teams choose and use the right tools effectively.

In this episode, Alyssa Peltier and Rachel Andrews sit down with Taylor Bohn, Event Technology Manager at Cvent, to explore the rise of event technologists as a critical function within meetings and events teams. Taylor shares how her role has grown from a one-person operation to a full team, the importance of aligning event tech with marketing and IT, and how to turn event data into actionable insights.

In this episode, you’ll learn:

1. Why event technologists are essential: Discover how they streamline processes, improve efficiency, and keep up with ever-changing event tech.  
2. Ways to use data more strategically: Find out how to incorporate insights in event planning and decision-making.  
3. Tips for integrating event tech in your organization: Learn how to work with different departments to maximize the value of your tech stack.  

Things to listen for:

(00:00) Introducing Taylor Bohn

(03:28) The event technologist role and its impact 

(14:13) Why collaboration is needed to improve event tech

(17:10) Keeping up with new features in your tech stack

(22:14) Content generation and insights through AI

(28:39) Being open to the evolution of event roles and responsibilities

Women play a powerful role in the exhibitions industry, yet leadership positions have long been dominated by men. So the real question is, how can more women step into decision-making roles, and what support systems help make that happen?

In this episode, Rachel Andrews sits down with Danica Tormohlen, VP of Group Content at Informa Connect and President of the North America chapter of Women in Exhibitions, alongside Oana Cipca, the organization’s Founder and Senior Manager at MECC in the Netherlands. They discuss the origins of Women in Exhibitions, the challenges women face in the industry, and how the organization has grown into a global network that supports, mentors, and uplifts women at all career stages.

In this episode, you’ll learn:

1. How Women in Exhibitions began: From an idea sparked at a conference to a movement empowering women worldwide.
2. The key challenges in exhibitions: Why leadership roles remain male-dominated and how the industry is shifting.
3. Ways to get involved: From online meetups to international summits, the organization provides networking and learning opportunities that help women build their careers.

Things to listen for:

(00:00) Introducing Oana Cipca & Danica Tormohlen

(03:02) The origins of Women in Exhibitions

(07:30) Addressing gender disparities in the exhibition industry

(12:22) How Women in Exhibitions creates real career opportunities

(18:13) Expanding Women in Exhibitions globally

(22:41) Insights from the Women in Exhibitions World Summit

(27:19) The power of mentorship and industry connections

(31:07) How to get involved and take action today

Every event registration gives associations fresh, accurate member data—but are they using it to its full potential? 

Beyond tracking attendance, this information can shape personalized experiences, strengthen engagement, and lead to sponsorship opportunities.

In this episode, guest host Elizabeth Wu (Powell), Marketing Manager of Industry Solutions at Cvent, sits down with Ben Muscolino, Founder and CEO of Breezio, AMS Geek, and Data Sangria. Ben explains the benefits of seamlessly integrating event tech with association management systems (AMS). He also discusses the biggest hurdles associations face with big data initiatives and shares practical strategies to overcome them.

In this episode, you’ll learn:

1. The best data practices for associations: Maintaining a clean and centralized database ensures accurate insights and better personalization for future events.
2. Why cross-team collaboration is key: When event planners, marketers, IT teams, and membership departments align on data strategy, the entire organization benefits.
3. How to maximize sponsorship impact: More targeted audience insights mean stronger partnerships and increased non-dues revenue.

Things to listen for:

(00:00) Introducing Ben Muscolino & Elizabeth Wu (Powell)

(07:16) Why associations should care about event data

(12:21) Improved sponsorship and targeting through event data

(15:11) The benefits of a properly integrated database

(21:21) Being intentional about the data you need

(24:02) How associations can start improving their data strategy today

(26:32) Getting leadership buy-in for event integration

The best events are those that feel curated, relevant, and valuable. People are eager to spend their time wisely, and that means delivering experiences that align with their needs and interests.

In this episode, host Felicia Asiedu is joined by Cvent’s resident Content Marketing Manager, Victoria Akinsowon, to discuss event personalization. They share practical ways to customize events without overcomplicating the process, how to use feedback to craft meaningful experiences, and why small efforts can make a big impact. 



With the right data and tools, event planners can design events that feel personal and truly worth attending.

In this episode, you’ll learn:

1. How to use AI for event personalization: AI can analyze attendee behavior and preferences to curate individualized experiences.
2. The importance of feedback in event planning: Use survey insights to refine and elevate future events. Feedback is only useful if you act on it.
3. The secret to impactful personalization: Less noise leads to better engagement. You can gain your audience’s respect by being more intentional about your content and events.

Things to listen for:

(00:00) Introducing Victoria Akinsowon

(03:08) Why personalization matters more than ever before

(04:41) Using audience data to improve engagement

(08:14) Analyzing event patterns and trends with AI

(13:39) Personalization is about how well you know your audience

(16:17) Quality over quantity in content and events 

(18:04) Start small and maximize the use of technology

Ready to wrap up the top trends reshaping the world of marketing and events in 2025?

In part 2 of our series, hosts Alyssa Peltier, Rachel Andrews, and Felicia Asiedu tackle the final four trends. From data privacy innovations in venues to redefining metrics like "Return on Relationships," this episode discusses strategies for creating more impactful, inclusive, and sustainable events.

You’ll learn how accessibility laws reshape event planning, why relationship-building is more critical than ever, and how to turn event content into year-round campaigns. 

In this episode, you’ll learn:

1. How to secure smarter partnerships with venues: Hotels are adopting advanced tools to safeguard attendee data and comply with privacy laws. Learn how to vet vendors and systems prioritizing data protection for your events.
2. How to measure success with 'Return on Relationships': Shift your focus from traditional ROI to ROR by building deeper connections with attendees. Discover strategies to track long-term relationship-building outcomes that go beyond lead generation.
3. How to transform event content into evergreen assets: Stop reinventing the wheel. Plan your events as content launchpads and leverage AI tools to repurpose key moments into campaigns, podcasts, or on-demand resources that resonate all year long.

Things to listen for:

(00:00) Introduction to part 2 of the episode with hosts Alyssa, Rachel, and Felicia

(01:32) Hotels and venues adopting smarter tools for data privacy

(07:34) Return on Relationships as a key metric for 2025

(09:00) Differentiating ROR from ROI and its importance for relationship events

(15:07) Technology supporting accessibility compliance

(16:48) The impact of the European Accessibility Act on planners

(23:58) Event content fueling year-round campaigns

(28:19) Leveraging AI tools for efficient content repurposing

(29:45) Final takeaways on integrating event content into broader marketing goals

2025 is on the horizon, bringing trends that will transform your event strategy.

And you can unlock these trends shaping events and marketing in 2025 with hosts Alyssa Peltier, Rachel Andrews, and Felicia Asiedu. From AI-driven personalization to the growing demand for unique venues and memorable experiences, this episode covers the strategies every marketing and event professional should know.

You’ll learn how AI can boost productivity and simplify planning, why field marketing is emerging as a key growth driver, and how to turn data into meaningful action.

In this episode, you’ll learn:

1. How to leverage AI for smarter event planning: AI is more than a buzzword—it’s a tool to boost productivity. Use it for drafting emails, personalizing agendas, and streamlining logistics while tracking time saved to prove its value and improve workflows.
2. How to create truly personalized experiences at scale: Personalization now focuses on individual attendees. Use tools to analyze behaviors and preferences, delivering tailored sessions or recaps to create unique experiences with less manual effort.
3. How to balance budget and creativity with unique venues: Distinctive event spaces are in demand but don’t have to break the bank. Consider restaurants, galleries, or unconventional venues that offer ambiance and photo-worthy moments at a lower cost.

Things to listen for:

(00:00) Introduction to the episode with hosts Alyssa, Rachel, and Felicia

(02:04) Using AI to transform event planning

(04:15) Rachel’s approach to quantifying AI’s impact on workflows

(08:26) How personalization is evolving in event experiences

(11:35) Leveraging AI for enhanced attendee engagement

(14:16) The growing demand for unique and experiential venues

(21:29) Balancing field marketing growth with resource constraints

(30:34) Final takeaways on 2025 trends and their practical implications

The event industry is vast, dynamic, and often misunderstood—but it’s time to change that narrative.

In this episode, Alyssa Peltier and Rachel Andrews sit down with Carrie Davenport, Lead Event Manager at Altria, and Candace Fitch, Howard Feiertag Professor of Practice in Hospitality Leadership at Virginia Tech, to discuss how education and real-world experience are shaping the next generation of event professionals.

From student-led events that raise thousands for local causes to building a curriculum that prepares graduates for corporate, nonprofit, and government roles, Carrie and Candace share how they’re shifting perceptions of what it means to work in events.

In this episode, you’ll learn:

1. How hands-on education prepares future event professionals for real-world success: Virginia Tech’s event management program allows students to plan and execute actual events—from securing permits to managing sponsorships and budgets. This practical experience ensures graduates enter the workforce with skills employers value, such as logistics, financial planning, and audience engagement.
2. Why the event industry is more than weddings and parties: The stereotype of “event planner” often overshadows the full scope of the industry. Careers in events span corporate conferences, government meetings, sporting events, and concerts—roles that require leadership, strategy, and technical expertise.
3. The importance of mentorship and networking for career growth: Connecting with mentors, joining industry associations, and pursuing certifications can open doors and accelerate your career. Whether you’re a student or a seasoned professional, building a strong network will help you stay relevant, learn new skills, and find new opportunities in a constantly changing field.

Things to listen for:

(00:00) An introduction to the episode and guests Carrie Davenport and Candace Fitch

(03:03) How Virginia Tech’s event management program grew

(06:34) The importance of aligning industry experience with curriculum development

(09:50) How students plan real events from start to finish

(12:10) Why hands-on experience gives students a competitive edge in the job market

(13:45) Breaking the wedding planner stereotype and exploring the full scope of event careers

(18:57) Addressing challenges in event education, including the industry's “identity crisis” 

(21:50) Advice for students entering the workforce

(24:45) The role of certifications and associations in growing your career

(29:07) Why understanding the business side of events is key to long-term success

(30:40) The vastness of the event industry and its impact on businesses and communities

(31:04) Final takeaways and a look ahead to 2025

Planning events that leave a lasting impression is not only about logistics; it’s about creating experiences that connect, inspire, and celebrate a destination's story.

In this episode, Rachel Andrews sits down with Michelle Moon, Vice President of Partners, Experience, and Events at Visit San Antonio, to uncover how destination marketing organizations (DMOs) bring a city’s unique culture to life for meetings and events. 

Michelle shares her journey from managing museums to citywide events, explaining how her team helps meeting planners turn ideas into immersive, memorable experiences. Michelle shares how her team aligns small businesses, local talent, and destination assets to deliver personalized activations, like custom scent bars and interactive hat fittings, that capture the heart of the city.

In this episode, you’ll learn:

1. How to unlock the full potential of destination management organizations: DMOs, like Visit San Antonio, serve as invaluable partners by connecting event planners with local service providers, from hotels and restaurants to small businesses and cultural experiences. Leveraging their resources can streamline logistics, amplify attendee experiences, and drive event success without extra effort from your team.
2. How to create unforgettable, multi-sensory event experiences: By incorporating local culture and unique activations, you’ll elevate your event. Whether it’s a custom scent bar inspired by regional wildflowers, personalized hat stations, or local entertainment, immersive experiences resonate with attendees and boost engagement while showcasing the destination's identity.
3. How to plan for seamless, large-scale events: For citywide or high-impact events, collaboration with local stakeholders is essential. Prepare transportation, restaurant availability, and attendee welcome messages in advance. Tailor activations to attendee demographics, aligning with their values (e.g., sustainability) to deliver an effortless and memorable experience that reflects your event's mission.

Things to listen for:

(00:00) An introduction to the episode with guest Michelle Moon

(01:07) Michelle’s career journey from performing arts to destination management.

(02:26) What it means to work for a Destination Marketing Organization (DMO) 

(07:16) How Visit San Antonio connects planners with local partners

(11:43) The citywide event planning process

(14:08) Unique ways Visit San Antonio prepares the city for events

(16:24) Tailoring event experiences for different attendee demographics, focusing on immersive and sustainable initiatives.

(26:17) Highlighting Visit San Antonio’s events

(30:11) Michelle’s advice for aspiring professionals in the hospitality and events industry

(31:10) Final takeaways and the importance of heart and willingness to learn.

Corporate gifting is no longer just about giving—it’s about creating moments that matter. 

In this episode, Alyssa Peltier welcomes back Tom Romine, Founder and President of Cultivate, to uncover how personalized and sustainable gifts can redefine the event experience for attendees, employees, and clients alike.

Tom shares insights into the growing demand for choice in gifting, revealing why one-size-fits-all gifts often fall flat and how customization adds a personal touch that resonates. Tom and Alyssa also explore trends for 2025, including luxury gifts that prioritize quality over quantity and how companies can make smarter budget decisions without compromising impact.

For event planners looking to wow attendees or marketing professionals rethinking employee appreciation strategies, this conversation is packed with practical takeaways to help you elevate your approach to gifting.

In this episode, you’ll learn:

1. How to elevate your events with personalized gifting strategies: Offering attendees the freedom to choose their own gifts, paired with customizable features like initials or logos, creates a unique and memorable experience. For Tom, this approach not only strengthens their connection to the event but ensures the gift is something they’ll truly value and use.
2. How to shift your focus from bulk buys to quality investments: Instead of purchasing the same item for everyone, consider reallocating your budget toward fewer, high-quality gifts that resonate with your audience. Tom shares that thoughtful, premium items leave a lasting impression, reducing waste and increasing the perceived value of your brand.
3. How to maximize impact by rethinking logistics and sustainability: Explore innovative strategies like on-site gifting suites or shipping items directly to attendees to reduce taxes, shipping fees, and waste. Tom explains that these approaches prioritize attendee convenience, enhance the gifting experience, and ensure your budget is spent where it matters most.

Things to listen for:

(00:00) An introduction to the episode with returning guest Tom Romine

(01:27) A recap of Tom Romine’s previous episode and Cultivate’s approach to gifting

(02:18) Key trends in gifting for 2024, including sustainability and personalization

(03:25) Innovative gifting ideas for 2025, from customizable sunglass cases to branded footwear

(06:28) Shifting focus from disposable products to long-lasting, premium gifts

(08:14) The value of offering choice in employee holiday gifting

(10:48) Budgeting strategies to maximize impact without waste

(11:49) The advantages of gifting suites for international events

(12:29) Avoiding the holiday rush with strategic gifting solutions

(14:32) Final thoughts on the future of gifting and actionable takeaways for professionals

Corporate gifting has evolved from simple tokens of appreciation to a powerful way of building lasting relationships and enhancing the attendee experience.

In this replay episode, Alyssa Peltier sits down with Tom Romine, Founder and President of Cultivate, to explore how thoughtful and personalized gifts can leave a lasting impression at your events. 

They dive into the power of offering choice in gifts, the growing trend of personalization, and how small touches can create big moments of connection. Tom also explains how to balance meaningful gifts with sustainability, ensuring the chosen items are appreciated and used long after the event.

Tom’s insights reveal how thoughtful gifts, combined with personalization and sustainability, can turn a simple gesture into a memorable moment that strengthens your event’s impact.

In this episode, you’ll learn:

• How gifting with choice can create a lasting impact: Allowing attendees to select their own gifts adds a personal touch that strengthens their connection to your event. When people choose something they genuinely want or need, it leaves a more meaningful and memorable impression.
• How personalization is the next evolution in event gifting: It’s not just about offering choices—adding personalized touches like custom initials or designs makes gifts even more special. Personalization helps attendees feel appreciated on a deeper level, enhancing their overall experience.
• How sustainability can drive thoughtful gifting: Gifting isn't just about eco-friendly materials; it’s about providing high-quality, practical items that won’t be discarded. By focusing on gifts attendees will use and cherish long after the event, you reduce waste while reinforcing your brand’s value.

Things to listen for:

(00:00) An introduction to the episode with guest Tom Romine

(01:54) Tom’s background and Cultivate’s mission in corporate gifting

(03:03) Navigating the pandemic and the shift to online gifting

(04:51) Gifting trends for 2024 and 2025

(06:34) The power of choice and personalization in corporate gifting

(10:00) Practical examples of personalization at events

(12:48) The role of utility and longevity in corporate gifting

(16:29) Sustainability in gifting and reducing waste

(19:59) Looking forward: New gifting ideas for 2025