Great Events

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