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

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

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

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

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

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

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

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:Stronger sales and marketing partnerships: See how collaboration improves event outcomes.Data-backed event strategy: Discover how using data-driven insights can refine your event strategy.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

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 

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:Tech-driven lead follow-up: Discover tools and techniques for smarter, more efficient follow-ups.Audience segmentation tips: Understand how to target the right people for greater impact.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

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:Why teams need to align around content goals: Marketing, sales, and events should all be part of the conversation from the start.Ways to repurpose event sessions: From blog posts to sales tools, there’s more value in your sessions than you think.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 

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: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.Creating a culture that supports strategic events: Shift your team’s mindset so strategy and execution work together to deliver real business outcomes.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

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:How to make accessibility a starting point: Learn why building inclusion into early planning makes events better for everyone.Why accessibility laws are tightening: Understand the impact of the European Accessibility Act and updates to the ADA.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 standardResources:The Big Book of Event Accessibility: https://community.cvent.com/education/learning-centers/topic/accessibility