Great 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:What ELG really looks like: Get clarity on the difference between doing events and building an event-led strategy.How to measure what matters: Learn the basics of attribution and how to connect event performance to revenue.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:How to lead with purpose: Discover why starting with “why” helps teams feel connected to the mission and unlock better results.Why events still matter: Learn how in-person experiences continue to create trust and engagement in a time of rapid AI advancement.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:Why event technologists are essential: Discover how they streamline processes, improve efficiency, and keep up with ever-changing event tech.  Ways to use data more strategically: Find out how to incorporate insights in event planning and decision-making.  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:How Women in Exhibitions began: From an idea sparked at a conference to a movement empowering women worldwide.The key challenges in exhibitions: Why leadership roles remain male-dominated and how the industry is shifting.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:The best data practices for associations: Maintaining a clean and centralized database ensures accurate insights and better personalization for future events.Why cross-team collaboration is key: When event planners, marketers, IT teams, and membership departments align on data strategy, the entire organization benefits.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:How to use AI for event personalization: AI can analyze attendee behavior and preferences to curate individualized experiences.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.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: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.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.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: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.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.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: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.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.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: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.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.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.