Great Events

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/