Event Marketing: Redefined

Hosted by Matt Kleinrock

Business Marketing

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Episodes

205

Latest episode

Jun 2026

Language

EN-US

About the show

Welcome to the go-to resource for event marketers. With each episode, we dive deep into the world of event marketing, bringing in industry leaders to discuss trends, strategies, and success stories. We're not just talking about creating trade show booths; we're exploring how to craft success stories that drive tangible results. We believe trade shows and events are not just a cost of doing business but an essential sales and marketing strategy, and have the potential to propel your brand growth and significantly impact your bottom line. We understand the industry can be complex, with challenges around under-resourced staff, budget allocation, and much more. That's why we're here—to provide guidance and expertise so you can do better, be better, and expand your career. Join us on this journey to get results, grow your brand, and experience the revolution of event marketing! “Event Marketing: Redefined'' is hosted by trade show and event marketing expert, Matt Kleinrock, CEO of Rockway Exhibits + Events.

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60 recent

June 3, 2026Episode 18646 min

EP 186 | If Your Trade Shows Aren’t Driving Pipeline, What Are They Doing?

Most event teams are still measuring trade shows by booth traffic, badge scans, and “good vibes.” But when budgets tighten and leadership wants answers, those metrics stop meaning much.Bethany Gustafson leads events at ACTIVE Network, where her team manages everything from small pop-up trade shows to large-scale flagship exhibits across multiple markets and products. In this episode, she joins Matt Kleinrock to break down what it actually takes to run a high-volume event program strategically—not just operationally. They get into the pressure event marketers face to prove impact, why clean attribution is harder than executives think, and how strong teams build scorecards, feedback loops, and sales alignment around real business outcomes.Learn:✅ How Bethany structures Tier 1, Tier 2, and Tier 3 event strategies across 75–100 shows a year✅ The leading indicators she watches before ROI is fully visible months later✅ Why operational systems and sales alignment matter more than flashy boothsIf you’re being asked to prove the value of your trade shows while managing more events with fewer resources, this episode will probably feel very familiar.---------------------------------- Connect with Bethany GustafsonLinkedIn: https://www.linkedin.com/in/bethany-gustafson/Connect with Matt Kleinrock LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ Company: https://rockwayexhibits.com/ 🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined

May 20, 2026Episode 18514 min

EP 185 | Most Booths Are Designed for the Wrong View

Most trade show booths are still being designed for the render. Not the person walking a crowded aisle deciding in seconds whether your booth is worth their attention.Recorded live from EXHIBITORLIVE 2026, Matt Kleinrock and Coty Adams break down what they’re noticing on the show floor right now: bigger structures, tighter aisles, shorter attention spans, and event teams trying to balance nonstop execution with pressure to deliver better ROI.✅ Why some of the “best-looking” booths still fail to pull people in✅ How immersive, eye-level design impacts dwell time and engagement✅ What burnout is doing to strategy, creativity, and event performanceThis episode goes beyond booth aesthetics. Matt and Coty dig into why many exhibits are blending into the noise, why themed experiences tend to stick with attendees longer, and why connection still matters more than spectacle. They also talk openly about the reality many event marketers are facing right now: running at full speed while still being expected to think strategically, innovate constantly, and prove results.If your team is trying to create more meaningful event experiences without burning out in the process, this conversation will probably feel very familiar.-------------------- Connect With UsMatt Kleinrock: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ Coty Adams: https://www.linkedin.com/in/cotykadams/ Our Company: https://rockwayexhibits.com/ 🚨 Register for the show here: https://tinyurl.com/EventMarketingRedefined

May 6, 2026Episode 18445 min

EP 184 | Everyone Wants Better Event ROI. Few Teams Are Set Up for It.

Everyone wants better event ROI, but most event marketers are navigating a frustrating reality: they are expected to think strategically while being buried in execution.In this episode, Matt and Coty break down their EXHIBITORLIVE experience as a live case study in what it looks like when an event is planned more intentionally from end to end.From pre-show planning and alignment to on-site engagement and post-event momentum, they walk through how thinking about events as a full campaign—not just a moment—can change outcomes.They also share key takeaways from the “State of the Race” poll, revealing what event marketers are trying to achieve right now, what is getting in the way, and why the gap between strategic expectations and day-to-day execution keeps holding teams back.You’ll learn:✅ How to approach events as a full campaign (pre, during, and post), not just a booth experience✅ Where creativity and scrappiness actually show up and how to use them to drive engagement✅ What 150+ event marketers are focused on right now, and what’s slowing them downThis is a practical conversation for marketers who want to create stronger event outcomes without pretending they operate in perfect conditions.-------------------- Connect With UsMatt Kleinrock: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ Coty Adams: https://www.linkedin.com/in/cotykadams/ Our Company: https://rockwayexhibits.com/ 🚨 Register for the show here: https://tinyurl.com/EventMarketingRedefined

April 15, 2026Episode 18324 min

EP 183 | Bespoke Events: How to Build VIP Experiences That Actually Move Deals Forward

A great dinner or VIP experience means nothing if it doesn’t lead to a meaningful conversation. In this episode, Stephanie Hunicke (Director of Global Marketing Events at Aderant) breaks down how to design bespoke events that prioritize relationships and real business outcomes from the start.You’ll learn:✅ Why depth beats scale when it comes to executive events✅ How to align purpose, people, and experience to drive real outcomes✅ What most teams get wrong about VIP dinners, roadshows, and exec forumsAs more teams invest in smaller, high-touch events, the question isn’t whether to do them, it’s how to do them well. Stephanie shares a clear, practical framework for building bespoke experiences that are intentional, audience-first, and tied to real business goals. From defining purpose upfront to shaping the full attendee journey, she explains how these events can strengthen relationships, create meaningful conversations, and move deals forward. With over 25 years of experience leading global event programs, her perspective is grounded in what actually works in the field, not just in theory.If you’re rethinking your event strategy, this is a must-listen for making your smaller events matter more.---------------------------------- Connect with Stephanie HunickeLinkedIn: https://www.linkedin.com/in/stephhunicke/ Connect with Matt Kleinrock LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/Company: https://rockwayexhibits.com/ 🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined

April 8, 2026Episode 18242 min

EP 182 | Why Your Trade Show Booth Isn’t Working — And How to Fix It (Guest Appearance on Behind the Experience Podcast)

Most trade show booths fail for one simple reason: they’re built to be seen, not experienced. In this conversation, Matt breaks down why the old playbook no longer works and what actually drives pipeline today.Learn:✅ Why “show up and pitch” is killing engagement and what to replace it with✅ How pre-show and post-show strategy often matter more than the booth itself✅ What it really takes to turn events from a cost center into a revenue driverIn this guest appearance on the Behind the Experience Podcast, Matt Kleinrock joins Francisco Opazo of Eventify to unpack the shift happening across trade shows and B2B events. The conversation goes beyond booth design and into strategy -- covering audience intent, experience design, and how today’s attendees engage on the show floor. From aligning sales and marketing to rethinking how events influence the full customer journey, this episode challenges the way most teams approach events today and what needs to change moving forward.If you want your events to actually drive pipeline, not just check a box, start here.---------------------------------- Connect with Matt Kleinrock LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ Company: https://rockwayexhibits.com/ 🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined

April 1, 2026Episode 18145 min

EP 181 | RFPs for Event Agencies: How to Ask Better Questions and Choose Better Partners

How do you know if the event agency you hired is actually a strategic partner? Or just a middleman? Choosing the right agency partner can shape the success of an entire event program, yet many teams still rely on RFP processes that miss what truly matters.In this episode, Matt Kleinrock sits down with event strategist and fractional Head of Events Gianna Gaudini to unpack how organizations should rethink agency selection from the start. Together, they explore how event leaders can run smarter RFPs, ask better questions, and evaluate agencies based on strategic value rather than surface-level proposals.You’ll learn:✅ Why many RFP processes fail to reveal whether an agency can truly be a strategic partner✅ What questions event leaders should ask agencies to uncover real capabilities and alignment✅ Red flags that signal when an agency relationship may create more friction than valueWith experience spanning Google, AWS, and Airtable, Gianna brings a unique perspective from both brand-side and agency-side roles. Tune in to rethink how you choose agency partners and how better questions can lead to better event outcomes.---------------------------------- Connect with Gianna GaudiniLinkedIn: https://www.linkedin.com/in/giannagaudini/ Connect with Matt Kleinrock LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/Company: https://rockwayexhibits.com/🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined

March 18, 2026Episode 18052 min

EP 180 | Micro-Events as Closers: The Playbook Behind 15,000% ROI

Most event programs are built around visibility: booths, sponsorships, brand presenceFor years, that approach was considered the safest way to drive pipeline. But what if the deals you care about aren’t won on crowded show floors? And your highest-value buyers respond to something far more intentional?In this episode, Matt sits down with Bronwen Gregg, who leads event strategy from inside sales enablement, not marketing. After seeing diminishing returns from large trade shows, her team shifted toward curated micro-events designed specifically for executive decision-makers. The result: hosted experiences functioning as late-stage deal accelerators, with activations reporting ROI in the five-figure percentage range.Instead of treating events as lead generation tools, they built a program where each experience has a defined role in the buyer journey and micro-events are engineered to close.Here’s a look inside the playbook:✅ Why micro-events outperform large trade shows for executive audiences✅ How to design experiences that move deals forward instead of just starting conversations✅ What changes when events are owned by revenue leadership, not just marketingIf your events create activity but not outcomes, this conversation offers a blueprint for turning intimate, high-signal experiences into real business results.----------------------------------Connect with Bronwen GreggLinkedIn: https://www.linkedin.com/in/bronwengregg/ Connect with Matt KleinrockLinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ Company: https://rockwayexhibits.com/ 🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined

March 4, 2026Episode 17952 min

EP 179 | Why Most Event Strategies Never Make It to Revenue

Most event teams are doing everything they’re supposed to do: booking the booth, training staff, showing up with the right materials.And yet, the results rarely match the effort.The issue usually isn’t poor execution. It’s that the event was never designed to drive revenue in the first place.In this episode, Matt and Coty break down the thinking behind the session they’ll be bringing to EXHIBITORLIVE 2026… and why so many event strategies stall long before pipeline is even possible.Instead of tactics or checklists, this conversation focuses on the decisions that shape everything downstream:✅ Why events fail when emotional outcomes, strategic intent, and revenue goals aren’t aligned✅ What actually needs to be true before a show starts and after it ends for revenue to follow✅ How to treat events as a revenue accelerator within your go-to-market strategy, not a standalone momentThis is a zoomed-out, strategic look at what separates busy event teams from effective ones, and why most execution never gets the chance to work.-------------------- Connect With Us Matt Kleinrock: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ Coty Adams: https://www.linkedin.com/in/cotykadams/ Our Company: https://rockwayexhibits.com/🚨Register for the show here: https://tinyurl.com/EventMarketingRedefined

February 18, 2026Episode 17843 min

EP 178 | How a 10×10 Booth Booked 116 Meetings (And Why Pre-Show Is Everything)

The event didn’t start on the show floor.By the time Accelevents showed up with a 10×10 booth, much of the pre-show groundwork was already in motion—accounts targeted, meetings scheduled, and conversations planned. The result? 116 meetings driven by intentional strategy, not booth size or blind hope for foot traffic.In this live conversation, Matt is joined by Jonathan Kazarian, CEO of Accelevents, and Michael Burns, CRO, to walk through a real case study. They’ll break down the pre-show strategy behind that outcome:✅ Why booth size had nothing to do with meeting volume✅ How targeted outreach and community plays drove qualified conversations✅ What changes when sales and marketing co-own pre-show strategy✅ How pre-booked meetings should influence booth design and on-site experienceIf you want your next event to work BEFORE you arrive and not after, this episode will show you how to rethink your approach.----------------------------------Connect with Jonathan KazarianLinkedIn: https://www.linkedin.com/in/jkazarian/ Connect with Michael Burns LinkedIn: https://www.linkedin.com/in/michael-burns-0208/ Connect with Matt KleinrockLinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/Company: https://rockwayexhibits.com/ 🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined

February 4, 2026Episode 17753 min

EP 177 | Inside Lenovo’s Event Strategy: Partnerships, Scale, and Standing Out

Have you ever looked at a big brand’s event partnerships and wondered what actually makes them work... beyond the logos and budgets?In this episode, Matt is joined again by Jon Wolff and Mandy Glenwright to take you inside how Lenovo thinks about event strategy through the lenses of partnerships, scale, and standing out in crowded environments.Hear them unpack:✅ Why most partnerships default to logo placement and what differentiates the ones that feel genuinely collaborative✅ How Lenovo approaches partner-led events as long-term strategic levers, not one-off collaborations✅ How large-scale activations (including sponsorships like FIFA) are evaluated for relevance not just reachIf you’ve wondered how big brands avoid becoming bloated, unfocused, or overly tactical with events, this episode offers a grounded, inside look at what intentional event strategy really looks like in practice.---------------------------------- Connect with Jon WolffLinkedIn: https://www.linkedin.com/in/jondwolff/Connect with Mandy GlenwrightLinkedIn: https://www.linkedin.com/in/mandy-glenwright/Connect with Matt Kleinrock LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ Company: https://rockwayexhibits.com/ 🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined