Advertise on podcast: Great Events

Better events do not always come from doing more. As expectations change, event teams are being pushed to rethink how they create value, where they focus their energy, and what actually makes an experience worth showing up for.  In this episode, Rachel Andrews sits down with Tavar James, VP of Marketing & Global Head of Events at Forrester, for a wide-ranging conversation on the changing role of event leaders. They explore the pressure to do more with AI, the importance of building experiences around the right audiences, and what it takes to grow into a leadership role without losing sight of the people behind the event. What you'll learn: How a commercial mindset helps event leaders earn executive influenceWhy AI should accelerate event work without replacing human connectionHow to create more intentional eventsThings to listen for: (00:00) Meet Tavar James of Forrester (05:13) Finding the right role for AI in events (07:58) Growing your scope beyond the title (11:32) Why people want better, not more (15:18) Rethinking forced networking (16:41) Being intentional with your personal brand

Event professionals need to be fluent in marketing, operations, and finance. That range is what makes them qualified for leadership even if they don’t feel ready for it.  In this episode, Rachel Andrews sits down with Angie Smith, Chief Executive Officer of InVision Communications, to discuss her unconventional career path and the lessons she learned along the way. Angie shares how community, curiosity, and overcoming self-doubt shaped her career. She also explains how AI can help event teams work smarter without replacing the human connection that drives great experiences. What you'll learn: How curiosity and relationships can shape a successful events careerWhen an agency partner makes more sense than a full-time employeeHow AI can improve event workflows without replacing human connectionThings to listen for: (00:00) Meet Angie Smith, CEO of InVision (01:14) Building a career across the events industry (05:52) Event pros already think like CEOs (08:04) Should you hire an agency or increase headcount? (11:42) Rethinking how AI creates value (16:56) Hiring for curiosity over experience

Don’t underestimate the power of webinars. A well-built webinar program can create ongoing opportunities to educate audiences, build relationships, and support sales teams.   In this episode, Felicia Asiedu sits down with Sarah Jordan Usher, Global Events and Field Marketing Manager at Mastercam, to discuss how they built a scalable webinar strategy from scratch.  Sarah shares how Mastercam grew its webinar program from a brand-new initiative into a consistent channel for customer engagement. She covers how to create repeatable webinar processes, measure success beyond attendance, use audience insights to inform follow-up, and connect digital and in-person experiences across the customer journey.  What you'll learn: How to build repeatable webinar programs that scale engagementWebinar success metrics beyond attendance numbersThe importance of connecting webinars with broader event and field marketing programs Things to listen for: (00:00) Meet Sarah Jordan Usher of Mastercam (03:43) Understand your webinar audiences and goals (06:31) Using field events to build brand connections (09:09) How events build customer loyalty (11:45) Measuring ROI and customer journey impact (14:03) Building a repeatable webinar strategy

Great content isn't enough to wow audiences anymore. When every event can deliver a polished keynote, personalization becomes the real differentiator.  In this episode, Stephanie Sweetland sits down with Nigel Reeves, Senior Director of Event Operations at YPO, who runs over 500 events a year for 37,000 members worldwide. They discuss how member data should inform event design, how to use AI to move faster without losing the personal touch, and what it takes to get a whole team to adopt new tools. What you'll learn: How to use data to create more personalized member experiencesWays AI can cut admin work for event plannersSignals that indicate an event program has outgrown its process Things to listen for: (00:00) Meet Nigel Reeves (02:27) Moving beyond content to create connection (06:08) Connecting event data across platforms (07:44) Events for younger audiences (08:47) Creating innovation teams for AI adoption (11:43) Advice for navigating event evolution

A sold-out event does not always mean it’s successful. Big registration numbers and packed rooms are nice, but those numbers alone don’t tell you whether an event achieved what it set out to do. In this episode, Felicia Asiedu sits down with Mahoganey Jones, founder and CEO of Event Specialists, to discuss how event professionals can move beyond vanity metrics and focus on meaningful KPIs to measure performance. Mahoganey explains how she defines stronger event outcomes, evaluates the true impact of event content, and borrows ideas from other industries to create more strategic and memorable experiences. What you'll learn: How to move beyond vanity metrics and measure event impactWhy event goals should always connect to business outcomesHow to use feedback loops to evaluate content effectiveness Things to listen for: (00:00) Meet Mahoganey Jones of Event Specialists (01:23) Moving beyond registration numbers and vanity metrics (04:08) Measuring the real impact of event content (05:53) Using the start-stop-keep framework (09:00) Meaningful event performance benchmarks (10:27) Borrowing ideas from other industries

Planning an event is hard enough. Without the right processes in place, it's chaotic and nearly impossible to scale. For the Wounded Warrior Project, building a stronger event program meant replacing fragmented processes with clear systems, defined responsibilities, and leadership support. In this episode, Felicia Asiedu sits down with Paige Marg and Sarah Lutz from the Wounded Warrior Project to talk about how their team built a robust events program from the ground up. They explain how standardized workflows, a two-planner model, and better reporting improved efficiency, strengthened trust, and helped leadership recognize the full value of the events team. What you'll learn: Why clear ownership reduces friction between teamsHow to build processes that flex as your event volume growsHow to use past event data to justify future budget asks Things to listen for: (00:00) Meet the Wounded Warrior Project event team (02:08) How events rebuild community and camaraderie (04:08) Building processes for an event program (08:59) How the two-planner model works (11:09) Reporting event value to leadership (13:35) Becoming strategic subject matter experts

Your event had 1,000 attendees. Great. But how many showed buying intent? Attendance, booth traffic, and badge scans only tell part of the story. In this episode, Stephanie Sweetland sits down with Nick Bennett from Reachdesk, to discuss how marketers can connect event engagement to pipeline and prove business impact. Nick explains why events work best when they are treated as part of an integrated growth strategy rather than a standalone tactic. He shares which intent signals matter most, how sales and marketing can improve follow-up, and where AI can simplify reporting and analysis. What you'll learn: How to connect event engagement signals to pipelineWhy badge scans shouldn’t automatically become MQLsHow AI can simplify event reporting and analysis Things to listen for: (00:00) Meet Nick Bennett from Reachdesk (01:29) Why traditional event metrics fall short (03:36) Identifying the strongest intent signals (08:11) Nick’s event impact tracker (10:21) Turning events into a growth engine (15:00) Opportunities for gifting to create memorable experiences Impact tracker: https://event-impact.lovable.app/

TED is so much more than just an events company.  Globally, their audience trusts them to spread big ideas, spark important conversations, and create meaningful experiences. In this episode, Rachel Andrews sits down with Monique Ruff-Bell, Chief Program and Strategy Officer at TED Conferences. Monique takes us behind the curtain of their global ecosystem and world-class event strategy. She discusses their human-centered approach, their dedication to long-term speaker development, and their strategy for building loyalty among younger audiences. What you’ll learn: How to design experiences that build real emotional connectionThe importance of speaker curation, topic development, and script refinementWhy you need to serve audience segments through different stages of life Things to listen for: (00:00) Meet Monique Ruff-Bell from TED Conferences (05:37) The framework behind TED's event design (09:02) How to create content around hope and optimism (10:47) TED's three flagship events (16:28) How TED filters 22,000 speaker recommendations (18:36) How AI helps content curation and event strategy (23:08) Using events for a year-round digital and community strategy (27:17) Where to draw inspiration from as event planners

Events are getting smaller and smaller in 2026. It’s got a lot to do with AI. Audiences are skeptical, overloaded, and craving something authentic. Intimate gatherings, personalized experiences, and IRL events foster real connection. In this episode, Felicia Asiedu and Rachel Andrews sit down with new Co-host and Goldcast CMO Kelly Cheng for a mid-year trend check-in. They discuss why building trust is more crucial than ever as AI quietly transforms the events industry.  What you’ll learn: Why in-person events are crucial for building trustThe importance of intentional venue selection and designHow events are evolving into a performance-driven channel Things to listen for: (00:00) Welcome Kelly Cheng, new co-host at Great Events (07:20) Trust as a differentiator in the age of AI (17:05) The rise of micro events (22:03) Why unique venues are trending (24:40) Event-led growth in marketing (30:47) Practical advice for teams overwhelmed by event measurement

Can events be both data-driven and people-focused? According to MPI’s Lori Pugh and Rachel Benedick, absolutely. In this episode, Rachel Andrews chats with industry veterans, Lori and Rachel, about how to design experiences that delight participants while aligning with revenue goals. They discuss what it really means to know your audience, how data can transform events into meaningful experiences, and why revenue is still the ultimate metric for success.  What you’ll learn: The importance of understanding attendee personas and goalsHow to drive business outcomes without compromising attendee experienceWhy tried-and-true practices must be balanced with flexibility and innovation Things to listen for: (00:00) Meet Lori Pugh and Rachel Benedick of MPI (03:55) Understanding attendee personas and goals (09:35) Meeting your attendees’ needs (13:17) Aligning event goals with revenue and growth (18:09) Quality vs. quantity when attracting attendees (22:56) Opportunities for growth in the events industry (26:59) Learning and adapting from attendee insights

Meet the woman who built the sponsorship strategy behind Fanatics Fest. In this episode, Rachel Andrews and Felicia Asiedu sit down with Paulina Giusti, Director of Sponsorships at Fanatics Events. Paulina shares what it takes to craft activations, energize brands, and drive revenue for a festival that draws 175,000 sports fans. She takes us behind the scenes of Fanatics Fest, revealing how internal alignment, strategic sponsor partnerships, and fan-first experiences can turn an event into a memorable and profitable venture. What you’ll learn: How sponsorship activations are built from strategy to executionWhat B2B marketers can learn from B2C fan experiencesWhy relationships are the foundation of successful events Things to listen for: (00:00) Meet Paulina Giusti of Fanatics Events (03:55) The difference between B2B and B2C events (06:22) What Fanatics Fest actually is (08:13) Designing memorable fan experiences (14:22) How sponsorship fulfillment actually works (19:50) Measuring sponsorship ROI and event success (22:22) Advice for event marketers moving into B2C

Daniel Murray on How B2B Marketers Earn Attention in 2026 What’s broken in B2B marketing? And how do we fix it? In this episode, Camille Arnold and Daniel Murray, founder of The Marketing Millennials, discuss why earning attention is harder than ever before.  In this age of AI, creating content is easy, but standing out feels impossible. Daniel shares why brand marketing is making a comeback, how events have evolved into powerful content and community engines, and why marketers need to rethink their approach to measuring success. Find out how B2B marketers can still stand out, build trust, and drive pipeline in today’s crowded digital landscape. What you’ll learn:  Why the obsession with measurement may be hurting creativityHow events can become year-round content engines, not just one-off effortsWhy IRL experiences are becoming more valuable in the age of AI Things to listen for: (00:00) Meet Daniel Murray of The Marketing Millennials (08:07) Why brand and demand need to work together (13:41) Personality-led content and owning your audience (16:55) Events as content engines and trust accelerators (19:19) Should B2B marketers take Reddit seriously? (25:41) How to make events stand out in a crowded market

Accessibility is not a trend. It’s a fundamental part of how great events are designed and delivered.  In this episode, Felicia Asiedu sits down with Stephen Cutchins, Director of Accessibility at Cvent, to talk about how to make events accessible for more people. From registration to on-site execution, they share practical ways to remove barriers and create better attendee experiences. Stephen also highlights why accessibility isn’t just important; it’s a powerful opportunity to expand your audience and drive stronger results. What you’ll learn: The Web Content Accessibility Guidelines and how to apply themHow attracting underserved audiences can boost ROIWhy accessibility should be continuously integrated throughout the event lifecycle Things to listen for:  (00:00) Meet Stephen Cutchins (03:02) Accessibility is not a trend (05:58) How legislation has made accessibility a necessity (08:50) Vendor and venue sourcing (14:22) Understanding Web Content Accessibility Guidelines (21:40) How to accommodate different attendee needs  (28:17) Networking for people with social anxiety (31:43) Making registration & post-event surveys more thoughtful

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