What if your CRM—not your event tech—is the real secret to unlocking better attendee experiences and sponsor value? In this episode of 'UNSCRIPTED', I talk to James Tucker, CEO of GovNet, on how he rebuilt a broken event marketing machine from the ground up. From managing 13 disconnected CRMs to orchestrating one of the cleanest HubSpot implementations in the sector, James breaks down what it really takes to turn a traditional events business into a data-powered audience machine.
🌟 Featured Speaker: James Tucker 🌟 James is the CEO of GovNet, brings a unique perspective on leveraging technology to enhance the operation and effectiveness of their extensive event portfolio. A marketing-obsessed leader with a passion for people investment, James's background as a fund manager uniquely informs his strategic, results-driven approach to business growth, underpinned by a deep affinity for data-driven decision-making.
🤝Connect with James on Linkedin: https://www.linkedin.com/in/jamestucker08/ or check out GovNet at https://www.govnet.co.uk/With zero technical background, James led a tech transformation by focusing relentlessly on one thing: outcomes. From automating 95% of internal tasks to giving sales teams actionable insights, this episode is a goldmine for event leaders, marketers, and anyone navigating the complex intersection of audience, tech, and ROI. Look for insights on: - Why every event business needs a CRM-first tech vision - The painful cost of scattered data—and how to fix it - How AI and HubSpot are reshaping personalisation and marketing agility - The one mistake that ruins most tech adoption efforts - How to say “no” to sales requests that break your data model (and why you must)
(00:00) Introduction & James' background
(05:30) HubSpot vs. Legacy CRMs for Audience Acquisition
(11:15) Why Your CRM Should Be the Center of Gravity
(16:45) Change Leadership: Why Vision Matters More Than Tech
(21:45) Data Discipline & The Danger of Over-Customisation
(27:15) Mindset Overhead: Building Tech-Ready Teams
(31:00) Predictive Behavior & the Future of Audience Intelligence
(34:10) Advice: Where to Start With Your Event Tech Stack
(36:00) Final Thoughts & Takeaways
🔥 Whether you're deep into digitising events or just starting to question the status quo, this episode delivers hard-earned insights from the front lines of event transformation.
💬 Drop your questions or takeaways in the comments!
