『Event Marketer's Toolbox』のカバーアート

Event Marketer's Toolbox

Event Marketer's Toolbox

著者： Chris Dunn
無料で聴く

Each episode, host Chris Dunn teams up with a leading event professional to explore the tools, tactics, and trends that drive real results.

Event Marketer’s Toolbox is the definitive playbook for corporate event professionals and trade show marketers.

From first-time marketers to seasoned planners, this show delivers practical solutions to make your events memorable and impactful.

Engage. Excel. Execute.

© 2026 Event Marketer's Toolbox マーケティング マーケティング・セールス 経済学
エピソード
  • EMT #64 with Kayla Drake - Creative event strategies that drive pipeline, not just attendance

    EMT #64 with Kayla Drake - Creative event strategies that drive pipeline, not just attendance
    2026/07/26
    Trade shows remain one of the most effective channels for building relationships and generating pipeline—but a successful event program is about much more than having the biggest booth on the show floor.In this episode of Event Marketer's Toolbox, hosts Chris Dunn and Brendon Hamlin welcome back Kayla Drake, field marketing advisor, speaker, and event career coach, for a practical discussion on how event marketers can create meaningful experiences that move business forward.Building on her previous appearance, Kayla shares actionable strategies for thinking beyond the traditional exhibit booth. From wrapper events and hospitality activations to post-show follow-up and sales alignment, she explains how marketers can create experiences that generate stronger conversations, deeper relationships, and measurable revenue.If you're looking for ideas that go beyond collecting badge scans and focus instead on creating real business opportunities, this episode delivers practical playbooks you can begin using at your very next event.Bigger Lead Numbers Don't Always Mean Better ResultsOne of the central themes of the conversation is that event success shouldn't be measured by lead volume alone. While booths play an important role in brand awareness and demand generation, they're not always the best investment for every company or every event.Kayla explains that, in many cases, meeting ten high-value target accounts can produce significantly more pipeline than collecting hundreds of cold leads. The key is understanding your objectives before committing to an event and designing experiences around your ideal customer profile (ICP), rather than simply maximizing traffic.Think Beyond the Booth with "Wrapper Events"One of Kayla's favorite strategies is creating experiences that complement a major trade show rather than relying solely on the exhibit floor.She shares examples of:Coffee shop buyoutsExecutive dinnersWellness activationsHospitality loungesPartner eventsOff-site networking experiencesThese "wrapper events" create natural environments where conversations happen organically instead of immediately leading with a product pitch. The result is a more memorable experience for attendees and higher-quality meetings for sales teams.The Real Work Begins After the Trade ShowA booth conversation is only the beginning.Kayla emphasizes that follow-up is where most opportunities are won—or lost. She recommends uploading leads immediately, following up within days, and using content such as webinars, blogs, podcasts, and videos to continue nurturing prospects while the event is still fresh in their minds.Instead of treating trade shows as one-time interactions, marketers should build a structured follow-up process that moves attendees toward meaningful sales conversations.Align Marketing and Sales Around Target AccountsStrong field marketing depends on close collaboration with sales.Rather than planning events in isolation, Kayla encourages marketers to sit down with sales teams before an event and identify their highest-priority accounts. Together they can build personalized experiences for those customers—from booth demonstrations to executive dinners and additional marketing touches throughout the event week.This account-based approach helps marketing directly support sales while creating measurable influence on pipeline and revenue.Measure Success Through Pipeline, Not Just AttendanceThroughout the discussion, Kayla returns to one consistent message: event marketers should understand the numbers behind every event.She walks through calculating expected ROI, setting realistic revenue goals, aligning sales follow-up expectations, and communicating results transparently. If an event isn't generating business, marketers shouldn't be afraid to acknowledge it and explore different approaches such as partnered events or wrapper events instead of repeating the same strategy year after year.Investing in the Next Generation of Event MarketersToward the end of the episode, Kayla shares her next chapter: launching her own field marketing advisory and event career coaching business.After more than 13 years building field marketing programs for companies including Apollo, StackAdapt, Udemy, and Autodesk, she's now focused on helping early- and mid-career event marketers develop the practical skills often missing from traditional career paths.It's a fitting close to a conversation centered on sharing playbooks, building stronger event strategies, and helping the industry continue to grow.One of the biggest themes from this episode is that successful event programs aren't built around collecting the most leads—they're built around creating the right conversations.Kayla challenges event marketers to rethink how they measure success by focusing on pipeline, relationships, and thoughtful experiences that serve the right audience. Whether it's an executive dinner, a hospitality lounge, or simply a stronger follow-up strategy, the ...
    続きを読む 一部表示
    1 時間 1 分
  • EMT #63 with Alison French - Turning Trade Show Conversations into Sales Opportunities

    EMT #63 with Alison French - Turning Trade Show Conversations into Sales Opportunities
    2026/07/09

    Trade shows have always been one of the most powerful channels for building pipeline—but success doesn't happen by chance.

    In this episode of Event Marketer's Toolbox, Chris Dunn and Dana Esposito welcome back returning guest Alison French, founder of Lead to Opportunity (LTO) and creator of ShowScout, for a practical conversation about sales activation, accountability, and how exhibitors can generate more revenue before, during, and after an event.

    Since her first appearance on the show, Alison has refined her approach from simply helping companies capture leads to helping them activate their sales teams around the right prospects. The discussion explores why booth traffic alone isn't enough, how marketing and sales can work together more effectively, and why the companies seeing the strongest event ROI are the ones with a clear strategy long before the exhibit hall opens.


    Great Events Start Before the Show Floor Opens

    One of Alison's biggest messages is that successful events begin well before attendees arrive. Companies should identify their ideal prospects, prepare outreach campaigns, align messaging, and build a plan for connecting with the right people—not simply hope the right attendees walk into the booth.

    Sales Activation Is More Than Lead Capture

    The industry has plenty of badge scanners and lead capture tools. The bigger challenge is making sure sales teams know exactly who they should meet and helping them take action throughout the event.

    Alison explains how sales activation creates accountability before, during, and after the show so exhibitors focus on meaningful conversations instead of collecting names.

    Marketing and Sales Must Work Together

    Marketing often owns event strategy, while sales owns follow-up—but true event success happens when both teams share goals.

    The conversation explores how marketers can provide better visibility into projected revenue, pipeline growth, and sales activity while helping leadership understand the long-term value of trade show investments.

    Relationships Matter More Than Booth Traffic

    Trade shows aren't just about generating leads—they're about building relationships that often develop over months or even years.

    Alison encourages exhibitors to reconnect with existing contacts, use LinkedIn strategically, and continue nurturing conversations long after the event ends because today's conversation may become tomorrow's customer.

    Measure What Really Matters

    Rather than judging success solely by badge scans or booth traffic, Alison recommends measuring:

    • Target account engagement
    • Meetings completed
    • Opportunity creation
    • Projected revenue
    • Sales activity after the show
    • Long-term pipeline contribution

    These metrics tell a much more complete story when leadership asks whether an event delivered ROI.


    Trade show success isn't determined by booth size, giveaways, or even foot traffic. It's determined by preparation, alignment, and consistent follow-through.

    Throughout this conversation, Alison reminds us that event marketing and sales are most effective when they operate as one team—sharing goals, measuring meaningful outcomes, and staying focused on building relationships that create long-term business opportunities.

    Whether you're preparing for your first trade show or managing a global event portfolio, this episode offers practical ideas you can begin implementing immediately to improve sales activation and demonstrate stronger event ROI.


    👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

    This Show is sponsored by Blue Hive

    📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn

    Follow Us on LinkedIn and YouTube

    Subscribe to our Newsletter!
    続きを読む 一部表示
    59 分
  • EMT #62 with Al Mercuro and Laura Palker - Building the Next Generation of Event Professionals

    EMT #62 with Al Mercuro and Laura Palker - Building the Next Generation of Event Professionals
    2026/06/18
    The events industry powers experiences, drives economic impact, and employs millions of people worldwide. Yet for decades, many of the careers behind those experiences have remained largely invisible.In this episode of Event Marketer’s Toolbox, Chris Dunn and Brendon Hamlin welcome Laura Palker, President of the Events Education & Workforce Development Federation (EE-WDF), and Al Mercuro, Strategic Marketing & Client Engagement at Genesis Exhibits and EE-WDF board member, for a conversation about workforce development, industry visibility, and the future of event careers.The discussion explores how the pandemic exposed major workforce challenges across the live events industry, why attracting new talent has become critical, and how EE-WDF is working to connect students, educators, employers, and policymakers through education, advocacy, and awareness initiatives.The Events Industry Is Bigger Than Most People RealizeOne of the central themes of the conversation is that the events industry remains largely invisible to the public despite its enormous economic impact.Laura shares that during the pandemic, industry leaders realized just how interconnected the events ecosystem truly is. The loss of millions of event industry jobs had ripple effects far beyond trade shows and conferences, impacting communities, families, schools, and local economies.The Pandemic Exposed a Workforce CrisisThe creation of the National Trade Show Alliance—later evolving into the Events Education & Workforce Development Federation—was driven by a simple realization: the industry needed a long-term workforce strategy.As organizations shut down and talent left the industry, leaders recognized that rebuilding would require more than simply reopening events. It would require attracting, educating, and retaining the next generation of professionals.Why the Industry Calls Itself "The Invisible Industry"Many people enjoy concerts, sporting events, festivals, conferences, and trade shows without ever thinking about the thousands of professionals who make those experiences possible.Laura and Al discuss how event professionals often work behind the scenes, receiving little visibility despite being responsible for logistics, production, installation, transportation, technology, and attendee experiences. The challenge now is making those career paths visible to students and job seekers.Creating Awareness Through EducationOne of EE-WDF's most exciting initiatives is the development of educational resources designed to introduce students and educators to careers in events.The organization has created learning tools that showcase the wide variety of jobs available in the industry and is actively building curriculum frameworks to help schools incorporate event-related career pathways into educational programs.Building Bridges Between Talent and OpportunityThe conversation highlights EE-WDF's "Bridges" approach, focused on connecting:TalentEducatorsEmployersGovernment and community leadersBy bringing these groups together, the organization hopes to create sustainable pathways into the industry while helping employers address long-term talent shortages.The Industry Must Tell Its Story BetterPerhaps the biggest takeaway is that event professionals need to become better advocates for their own industry.Whether it's introducing students to career opportunities, educating policymakers about economic impact, or helping families understand what event professionals actually do, visibility remains one of the industry's biggest challenges—and opportunities.The future of the events industry depends on more than technology, innovation, or new venues—it depends on people.Laura Palker and Al Mercuro make a compelling case that workforce development is no longer a future concern; it's a present-day priority. By increasing awareness, strengthening educational pathways, and building stronger connections between talent and opportunity, the industry can ensure that the next generation of event professionals is ready to carry it forward.For event marketers, exhibitors, agencies, suppliers, and industry leaders, this episode is a reminder that investing in people is ultimately investing in the future of events itself.🎧 Listen to the full episode of Event Marketer's Toolbox and learn how you can help build the next generation of event professionals. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.This Show is sponsored by Blue Hive 📅 Join us LIVE every Thursday at 12 PM ET on LinkedInFollow Us on LinkedIn and YouTubeSubscribe to our Newsletter!
    続きを読む 一部表示
    1 時間
adbl_web_anon_alc_button_suppression_t1
まだレビューはありません