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

The problem with event marketing? It’s gotten too predictable. Jay Schwedelson, founder of SubjectLine.com and GURU Media Hub, says the only way to stand out is to stop playing it safe.

In this episode, Rachel Andrews chats with Jay about how to plan events that people actually enjoy and remember. From hot wing challenges to earned on-demand content, Jay shares what’s working right now and why some of the best event ideas come from simply asking, “Does this suck?”

In this episode, you’ll learn:

• Why safe events fall flat: Repeating old formats can make your event forgettable before it even begins.
• Audience-first subject lines: A small change in your email approach can lead to a big jump in engagement.
• How to work with AI: You can get value from AI tools without needing to be an expert.

Things to listen for:

(00:00) Introducing Jay Schwedelson

(04:09) How to brainstorm and encourage bold ideas 

(05:32) Building the confidence to try new things

(08:36) Authentic connections during networking

(09:55) No one is an AI expert

(12:56) Jay’s dream event if he had an unlimited budget

(17:22) Boost your open rate with this subject line tip

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:

1. Stronger sales and marketing partnerships: See how collaboration improves event outcomes.
2. Data-backed event strategy: Discover how using data-driven insights can refine your event strategy.
3. 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

AI is everywhere these days, and it’s hard to ignore the buzz. But beyond the hype, there’s real value in how it’s reshaping event planning.

At Cvent CONNECT 2025, guest host Brittany Fisher is joined by Marco Ogsimer and Kevin Cobb from Augeo Marketing. They discuss how AI is helping event professionals save time, enhance team collaboration, and simplify the planning process. Plus, they’ll explore how AI tools are taking event personalization to the next level, driving better engagement for attendees.

In this episode, you’ll learn:

1. How AI creates more time: Free up hours for creativity by automating repetitive tasks.
2. Personalization strategies: Use AI insights to design attendee experiences that feel more meaningful.
3. Curiosity and empathy as skills: Learn why these traits are more valuable than ever as we integrate AI into event planning.

Things to listen for:

(00:00) Introducing Marco Ogsimer and Kevin Cobb

(02:48) How AI creates more time for planners

(06:07) Personalizing attendee experiences with AI insights

(09:29) Skills event teams need in the era of AI 

(13:08) Practical steps to start learning AI tools

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 

B2B marketing doesn’t have to be predictable and boring. When we put people first, brand experiences can be as creative, authentic, and engaging as anything in B2C.

In this episode, Felicia Asiedu and Shannon Jones, co-founder of VERB, exchange ideas on creating brand experiences that break out of the corporate mold. They discuss the rise of B2B creators, how AI helps shape event experiences, and why authenticity is the key to building lasting connections. 

In this episode, you’ll learn:

1. The power of B2B creators: How to bring authentic voices into your brand’s storytelling.
2. AI in brand experiences: How tech can enhance personalization without losing the human touch.
3. The modern B2B buyer identity: What millennials and Gen Z expect in brand experiences.

Things to listen for:

(00:00) Introducing Shannon Jones

(02:06) The rise of B2B creators and what that means for brands

(07:33) The ROI of experiential marketing

(11:45) Using AI to personalize experiences

(18:40) Making authentic connections in the B2B industry

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:

1. Tech-driven lead follow-up: Discover tools and techniques for smarter, more efficient follow-ups.
2. Audience segmentation tips: Understand how to target the right people for greater impact.
3. 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

Metrics are essential for understanding the success of your events, but there are certain things that data just can’t capture, like the magic moments of connection, delight, and surprise. 

In this episode, hosts Felicia Asiedu, Rachel Andrews, and Alyssa Peltier discuss how events can have a lasting impact on your attendees and your brand. They share creative ideas and strategies for building emotional connections with your guests. Listen and learn how to create experiences that go beyond expectations and truly resonate with your audience.

In this episode, you’ll learn:

1. How to craft moments that matter: Learn what makes an interaction memorable and how it shapes brand loyalty.
2. The value of seamless experiences: Frictionless logistics contribute to attendee satisfaction and long-term impact.
3. Empowering your event team: Learn how to turn staff and volunteers into intentional moment makers.

Things to listen for:

(00:00) Introducing Rachel Andrews, Alyssa Peltier & Felicia Asiedu 

(01:59) Event moments that matter 

(08:03) The intangible ROI of relationship building 

(12:57) Making the attendee experience as smooth as possible 

(16:21) Simple ideas to spark delight at events

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:

1. Why teams need to align around content goals: Marketing, sales, and events should all be part of the conversation from the start.
2. Ways to repurpose event sessions: From blog posts to sales tools, there’s more value in your sessions than you think.
3. 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 

Data always speaks—never underestimate its power to prove the impact of your events. 

At Cvent CONNECT 2025, guest host John Hunter sat down with Cvent’s Rachel Andrews and Robin Clark to discuss the definition and measurement of event success. They also share hard-won lessons about aligning with sales, attribution, and using data for smarter decision-making.

In this episode, you’ll learn:

1. Why defining success is crucial: Understand the importance of setting clear, data-driven goals for every event.
2. Balancing business outcomes with attendee experience: Find out how to integrate fun with measurable results using data.
3. Leveraging post-event follow-up for better results: Learn how to educate sales for better post-event engagement.

Things to listen for:

(00:00) Introducing Rachel Andrews and Robin Clark

(01:24) How to measure event impact with data

(06:17) Common ways teams misjudge event success

(09:46) The challenge of attribution

(12:03) Post-event follow-up with sales 

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:

1. 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.
2. Creating a culture that supports strategic events: Shift your team’s mindset so strategy and execution work together to deliver real business outcomes.
3. 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

Marketers spend months planning an unforgettable experience. And yet, it often feels like all that effort leads to just one day. But with the right approach, a single event can fuel months of content and conversation.

In this episode, Rachel Andrews speaks with Chris Carver, Co-Founder and CEO of Sessionboard, a platform designed to streamline event content management. Chris shares how his deep understanding of planners' pain points has shaped the platform's approach to improving event workflows. He discusses how content can serve as a bridge between event marketing and broader organizational goals and how tech-enabled collaboration can unlock lasting value long after the event concludes.

In this episode, you’ll learn:

1. The power of event content: How content from events can extend beyond the event day to fuel long-term engagement.
2. Speaker management strategies: Practical ways to streamline speaker workflows and save time.
3. How tech encourages collaboration: Technology can bridge the gap between event and marketing teams for a more unified effort.

Things to listen for:

(00:00) Introducing Chris Carver

(03:36) The challenges of content management 

(09:15) Maximize event content for your overall marketing strategy

(19:30) Collaboration between event marketing and sales 

(21:48) The best way to find speakers for events

(26:00) Understanding how senior-level marketers view events

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:

1. How to make accessibility a starting point: Learn why building inclusion into early planning makes events better for everyone.
2. Why accessibility laws are tightening: Understand the impact of the European Accessibility Act and updates to the ADA.
3. 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 standard

Resources:

The Big Book of Event Accessibility: https://community.cvent.com/education/learning-centers/topic/accessibility

The world is in a constant state of change, and it’s making event professionals rethink everything. How is this uncertainty influencing the future of events?

In this episode, Alyssa Peltier is joined by Cvent’s Julie Haddix and Jaimi Welch to discuss the current state of the events industry. Together, they break down key findings from the latest Pulse survey, exploring how political, economic, and social shifts affect planner sentiment, attendance expectations, and sourcing volumes. While confidence has dipped and challenges loom, the importance of in-person events and the continued reliance on event technology are stronger than ever.



In this episode, you’ll learn:

1. The power of in-person events: Discover why in-person events remain valuable even in uncertain times.
2. The importance of data-driven decision making: Learn how integrating event technology into your strategy leads to more informed, impactful decisions.
3. Maximizing content value: Learn how to repurpose event content across multiple channels to extend its reach.

Things to listen for:

(00:00) Introducing Julie Haddix & Jaimi Welch 

(04:42) Latest planner sentiments in the Pulse Survey 

(08:37) The value of in-person events over time

(14:06) How events continue to impact business strategy

(19:02) Why a centralized CRM tech stack is crucial

(22:16) Repurpose event content across platforms

(27:21) Trends to keep an eye on in 2025

Small, medium, and large events each have their own purpose and strategy. They all bring something different to the table.

In part two of our event-led growth (ELG) series, Camille Arnold, Director of Experiential Marketing at Splash, joins Alyssa Peltier, Rachel Andrews, and Felicia Asiedu to discuss how each type of event requires a unique approach. While smaller events may seem simpler and more scalable, they come with their own set of challenges that require careful planning and execution. Each event, big or small, plays an important role in your overall ELG strategy, but it’s equally important to leave space for experimentation. 

In this episode, you’ll learn:

1. The role of experimentation in event planning: Discover why testing new ideas is crucial for keeping events fresh and engaging.
2. Balancing scalability and creativity: Understand how to maintain flexibility while ensuring events align with your overall strategy.
3. Maximizing event technology: Find out how the right tools can streamline processes and support both scaling and innovation.

Things to listen for:

(00:00) Introducing Camille Arnold

(01:02) The strategy behind small vs. big events 

(06:21) Why events need to be scalable 

(08:17) Making room for event experimentation

(10:43) The role of event tech in ELG 

(14:41) Measuring the impact of standalone events

Just because you’re hosting events doesn’t mean you’re practicing event-led growth.

In part one of our event-led growth (ELG) series, Camille Arnold, Director of Experiential Marketing at Splash, joins Alyssa Peltier, Rachel Andrews, and Felicia Asiedu to unpack what it means to lead with an event-first strategy. They explore how ELG goes beyond event execution. It involves business alignment, attribution, tech stack readiness, and building meaningful, long-term customer relationships. Whether you are new to the concept or looking to refine your approach, this conversation sets the stage for a smarter, more strategic way to use events as a marketing channel.

In this episode, you’ll learn:

1. What ELG really looks like: Get clarity on the difference between doing events and building an event-led strategy.
2. How to measure what matters: Learn the basics of attribution and how to connect event performance to revenue.
3. Why small events go further: Understand the long-term impact of repeatable, relationship-driven experiences.

Things to listen for:

(00:00) Introducing Camille Arnold

(05:27) Defining event-led growth 

(11:18) Being strategic with your event goals 

(13:00) How customer behavior has changed over time

(15:38) Getting to know your ICP

(20:45) Why embrace an ELG strategy?

(21:50) Small events build lasting relationships

(27:08) Proving impact through attribution 

No matter how advanced technology gets, face-to-face events hold a unique space in building trust, community, and connection. 

In this episode, Felicia Asiedu and Rachel Andrews chat with Stacey Fontenot, the SVP of Marketing at Cvent. They discuss the lasting value of in-person experiences, the kind of leadership that brings out the best in teams, and how authenticity plays a key role in both. Stacey looks back at the career moments that shaped her leadership style, sharing advice for rising professionals so they can lead with confidence and stay true to themselves.

In this episode, you’ll learn:

1. How to lead with purpose: Discover why starting with “why” helps teams feel connected to the mission and unlock better results.
2. Why events still matter: Learn how in-person experiences continue to create trust and engagement in a time of rapid AI advancement.
3. Career lessons worth sharing: Hear Stacey’s take on saying yes, staying curious, and finding your voice, no matter where you are in your career.

Things to listen for:

(00:00) Introducing Stacey Fontenot

(03:10) Reframing leadership: Think like a CMO

(05:33) Women in leadership and building your network

(10:44) Aligning teams with purpose and vision

(15:13) Commit to your “word of the year”

(19:25) Events build trust and connection

(29:23) Career advice: say yes and stay curious

Event tech is more powerful than ever, but keeping up with constant changes is a job in itself. Enter the event technologist—the expert who ensures teams choose and use the right tools effectively.

In this episode, Alyssa Peltier and Rachel Andrews sit down with Taylor Bohn, Event Technology Manager at Cvent, to explore the rise of event technologists as a critical function within meetings and events teams. Taylor shares how her role has grown from a one-person operation to a full team, the importance of aligning event tech with marketing and IT, and how to turn event data into actionable insights.

In this episode, you’ll learn:

1. Why event technologists are essential: Discover how they streamline processes, improve efficiency, and keep up with ever-changing event tech.  
2. Ways to use data more strategically: Find out how to incorporate insights in event planning and decision-making.  
3. Tips for integrating event tech in your organization: Learn how to work with different departments to maximize the value of your tech stack.  

Things to listen for:

(00:00) Introducing Taylor Bohn

(03:28) The event technologist role and its impact 

(14:13) Why collaboration is needed to improve event tech

(17:10) Keeping up with new features in your tech stack

(22:14) Content generation and insights through AI

(28:39) Being open to the evolution of event roles and responsibilities

Women play a powerful role in the exhibitions industry, yet leadership positions have long been dominated by men. So the real question is, how can more women step into decision-making roles, and what support systems help make that happen?

In this episode, Rachel Andrews sits down with Danica Tormohlen, VP of Group Content at Informa Connect and President of the North America chapter of Women in Exhibitions, alongside Oana Cipca, the organization’s Founder and Senior Manager at MECC in the Netherlands. They discuss the origins of Women in Exhibitions, the challenges women face in the industry, and how the organization has grown into a global network that supports, mentors, and uplifts women at all career stages.

In this episode, you’ll learn:

1. How Women in Exhibitions began: From an idea sparked at a conference to a movement empowering women worldwide.
2. The key challenges in exhibitions: Why leadership roles remain male-dominated and how the industry is shifting.
3. Ways to get involved: From online meetups to international summits, the organization provides networking and learning opportunities that help women build their careers.

Things to listen for:

(00:00) Introducing Oana Cipca & Danica Tormohlen

(03:02) The origins of Women in Exhibitions

(07:30) Addressing gender disparities in the exhibition industry

(12:22) How Women in Exhibitions creates real career opportunities

(18:13) Expanding Women in Exhibitions globally

(22:41) Insights from the Women in Exhibitions World Summit

(27:19) The power of mentorship and industry connections

(31:07) How to get involved and take action today

Every event registration gives associations fresh, accurate member data—but are they using it to its full potential? 

Beyond tracking attendance, this information can shape personalized experiences, strengthen engagement, and lead to sponsorship opportunities.

In this episode, guest host Elizabeth Wu (Powell), Marketing Manager of Industry Solutions at Cvent, sits down with Ben Muscolino, Founder and CEO of Breezio, AMS Geek, and Data Sangria. Ben explains the benefits of seamlessly integrating event tech with association management systems (AMS). He also discusses the biggest hurdles associations face with big data initiatives and shares practical strategies to overcome them.

In this episode, you’ll learn:

1. The best data practices for associations: Maintaining a clean and centralized database ensures accurate insights and better personalization for future events.
2. Why cross-team collaboration is key: When event planners, marketers, IT teams, and membership departments align on data strategy, the entire organization benefits.
3. How to maximize sponsorship impact: More targeted audience insights mean stronger partnerships and increased non-dues revenue.

Things to listen for:

(00:00) Introducing Ben Muscolino & Elizabeth Wu (Powell)

(07:16) Why associations should care about event data

(12:21) Improved sponsorship and targeting through event data

(15:11) The benefits of a properly integrated database

(21:21) Being intentional about the data you need

(24:02) How associations can start improving their data strategy today

(26:32) Getting leadership buy-in for event integration