EVENT ABOUT IT: Event Marketing, Strategy & Business Growth

Most event teams can't answer the most basic pipeline question. Steph Pennell built the framework. Here's the whole thing.She googled the domain mid-call. Bought it on the spot. A few months later she quit ZoomInfo, flew first class to the south of France with no plan, and came back ready to build something from scratch.This is the Aftershow. It goes deeper.Steph Pennell — The Event Critic — is back for the second half of her conversation with Megan Martin. This time they get into the actual frameworks: how to calculate revenue in the room, how to build a pre-event outreach matrix that segments by audience and relationship stage, how to get BDRs and SDRs to show up for your events, and how to speak the data language that finally makes sales care.Then they get honest about the stuff that doesn't usually make it into the strategy deck — leaving a toxic environment, building a business with no safety net, ADHD in the events industry, and why the F*ck You Fund is one of the most practical moves you can make whether you go out on your own or not.WHAT YOU'LL LEARN:→ The revenue in the room metric: how to break down ARR influenced, expansion pipeline, and net new revenue from a single event → Why most companies would restructure their entire event portfolio if they actually ran the attribution numbers → The outreach matrix: pre-event segmentation by audience type, seniority, and relationship stage — built to run at scale → How to work event registration into BDR and SDR quota so the whole go-to-market team shows up for your program → How to stop reporting attendance and start reporting pipeline — the switch that gets demand gen and finance off your back → What she actually looked at when she told a client to cut five events from their calendar → The F*ck You Fund: what it is, why it matters, and why you should be building yours right nowCHAPTERS:00:00 Welcome to the Aftershow 01:17 The Event Critic: How That Name Actually Happened 04:06 The Biggest Shock Going from B2C to B2B Events 07:28 Why Starting in Sales Made Her a Better Event Leader 11:05 How to Actually Unify Sales and Events (Not Just "Align Earlier") 14:03 Why BDRs and SDRs Are Your Secret Weapon for Event Registration 18:22 Revenue in the Room: The Metric That Changes the Conversation 22:29 The Outreach Matrix: How to Get the Right People in the Room 28:37 Post-Event Follow-Up by Segment 32:30 When You Know It's Time to Leave 34:46 ADHD, Human Design, and Honoring Your Energy 44:54 The F*ck You Fund Is a Business Strategy 46:00 Back of House: A 911 Line for Event Professionals 48:27 Until Next TimeCONNECT WITH STEPH PENNELL: LinkedIn:⁠ https://www.linkedin.com/in/theeventcritic/⁠ Instagram: ⁠https://www.instagram.com/bystephpennell/⁠Website: ⁠www.byingenue.com⁠🔗 LINKS & RESOURCESSubscribe to Event About It:⁠ https://eventaboutitpodcast.com⁠ Submit a story or moment from the field:⁠ https://eventaboutitpodcast.com⁠ Follow Megan on LinkedIn:⁠ https://www.linkedin.com/in/meganmartincmp⁠Follow Megan on Instagram: ⁠@m2dynamics⁠ and ⁠@eventaboutitABOUT EVENT ABOUT IT: Event About It is the podcast for B2B event marketers, demand gen leaders, field marketers, and anyone who needs their events to do more than look good in the recap deck. Hosted by Megan Martin of M Squared Dynamics, each episode connects event strategy to pipeline influence, revenue, and event-led growth — with enough personality to make it worth your Friday commute.New episodes every Friday.Submit a story or moment from the field: www.eventaboutitpodcast.com#EventROI #EventMarketing #B2BEvents #EventStrategy #EventLedGrowth #DemandGeneration #FieldMarketing #GoToMarket #EventMeasurement #B2BMarketing

Your event had 2,000 attendees, a standing ovation, and an open bar. Cool. But did it drive pipeline? The Event Critic has thoughts.Most B2B event recap decks look the same: great attendance, strong NPS, everybody had fun. What they rarely say is whether any of it moved the business forward.In this episode, Megan sits down with Steph Pennell — The Event Critic — to play Pipeline or Party, unpack what large-format trade shows keep getting wrong, and tell the story of an event where nobody touched the swag table, nobody played Dance Dance Revolution, and the client called it the best event of the year.If you've ever handed leadership a recap deck and quietly wondered whether it actually counted, this one is for you.WHAT YOU'LL LEARN:→ Why a sold-out keynote with a standing ovation might still be brand awareness, not pipeline — and the one addition that changes everything → What happened when zero activations landed and the event was still a massive success (and the insight that explains it) → Why large-format trade shows keep falling short at the thing that actually drives pipeline: genuine human connection → How to know if your company is actually ready to hire an event consultant before you burn the budget and the relationship → The 60-40 rule for event innovation — what to keep, what to push, and why most event teams are playing it way too safeCHAPTERS:00:48 Meet Steph Pennell, The Event Critic 01:38 The Story Behind the Company Name Nobody Expected 04:55 Pipeline or Party: Real Scenarios, Real Verdicts 12:44 Vent of the Week: What's Actually Broken in B2B Events 25:41 The Event That Worked Because Nobody Used the Swag Table 33:50 The 60-40 Rule for Event Innovation 35:29 Where to Find StephCONNECT WITH STEPH PENNELL: LinkedIn: https://www.linkedin.com/in/theeventcritic/ Instagram: https://www.instagram.com/bystephpennell/Website: www.byingenue.com🔗 LINKS & RESOURCESSubscribe to Event About It: https://eventaboutitpodcast.com Submit a story or moment from the field: https://eventaboutitpodcast.com Follow Megan on LinkedIn: https://www.linkedin.com/in/meganmartincmpFollow Megan on Instagram: @m2dynamics and @eventaboutitAbout Event About ItEvent About It is the podcast at the intersection of events, marketing, and business growth — where we prove that live experiences aren't just logistics, they're a growth channel. Hosted by Megan Martin, founder of M Squared Dynamics and one of the leading voices in event-led growth strategy. New episodes every other Friday.#EventMarketing #B2BEvents #EventROI #EventStrategy #PipelineGeneration #EventLedGrowth #DemandGeneration #FieldMarketing #EventPlanning #B2BMarketing

Yes. She canceled Christmas. And she went to Waffle House instead of making Swedish pancakes.But before we get there — this aftershow is one of the most dense, useful, and occasionally unhinged episodes we've done. Christine Martin is back, and we go deep on the things that didn't fit in the main episode: speaker management truth bombs, post-event metrics that actually matter, a tax crash course event pros desperately need, road warrior travel hacks that will change how you pack, and the crowdsourced audience questions that somehow led to a story about AI agents auditing people's garage sales.Christine has attended, spoken at, and worked conferences and trade shows for 30+ years. She is a senior solutions consultant at Avalara, a road warrior with more flight miles than most event pros I know, and in this Mother's Day special — also my mom. Which means this aftershow goes places no other event podcast has gone. Including: the Christmas she canceled and the year she gave her work friends huckleberry jam and "bottle condoms" as Christmas gifts.There is real strategy in here, I promise. But there's also a story about an Indiana tax auditor who went on vacation, picked up a gift shop catalog, and triggered a full corporate audit. In this aftershow:The speaker management question every event team should be asking — but never does Why scan count is a vanity metric Tax 101 for event prosThe road warrior travel hacks Christine swears byWhat it actually takes to build a career in events as a single momThe crowdsourced audience questions If you sponsor events, speak at them, plan them, or run a business that shows up at them — this is the aftershow you didn't know you needed.⏱ TIMESTAMPS00:00 — Welcome to the Aftershow: Meet Christine Martin (for anyone just joining us)01:00 — When Christine knew Megan was going to make a career in events05:00 — Career pivots: pharmacist → Belize → communications → public administration → event industry08:00 — The most useful things Megan learned from watching Christine work (and she actually gives Christine credit for them)14:00 — Single mom on the road: when is it worth it, how to find balance, and the Sister Wives theory22:00 — Road warrior travel hacks: the Paris-to-Mumbai story, hidden city ticketing, the double toiletry kit, bottle covers, and the travel power strip you need in your bag30:00 — Speaker management secrets: what event teams get wrong, what makes Christine say yes to coming back, and why she hasn't seen session feedback in three years42:00 — Post-event metrics that actually matter: 30/60/90 pipeline tracking, booth scan ROI, and why your event team should know the sales cycle length for the product they're supporting55:00 — Tax 101 for event pros: registration fees and sales tax, VAT on international events, multi-state income tax exposure, 1099s for paid speakers, digital receipts, and the AI agents now used to audit garage sales1:10:00 — Audience questions1:30:00 — The Christmas she actually canceled (the full story, with context)1:38:00 — Curiosity card: what would your home reveal about you?🔗 LINKS & RESOURCESSubscribe to Event About It: https://eventaboutitpodcast.comSubmit a story or moment from the field: https://eventaboutitpodcast.com Follow Christine Martin on LinkedIn: https://www.linkedin.com/in/christine-martin-9a02961/Learn more about Avalara (tax compliance for event tech providers): https://www.avalara.comFollow Megan on LinkedIn: https://www.linkedin.com/in/meganmartincmpFollow Megan on Instagram: ⁠@m2dynamics⁠ and ⁠@eventaboutit⁠

Your events are being graded in real time by attendees who will never fill out your feedback form, never tag you in a post, and never tell you what they actually thought. They'll just decide whether they're coming back.Today I brought one of them into the studio.Christine Martin has attended, spoken at, and worked trade shows and conferences for 30+ years — as a tax professional, a solutions consultant, a road warrior, and now as the woman on the other side of every event decision you've ever made. She's sat through your keynotes, walked your expo floors, stood in your speaker green rooms, and gone home deciding whether it was all worth signing off on again next year.She's also my mom. And for this Mother's Day special, she's finally on the record.This episode is for every event professional who says they design for the attendee — but has never actually asked one. Christine audits real event planning decisions in our game segment "Audit the Agenda," tells you exactly what she needs from event teams to succeed as a speaker, vents about the industry habits that have been driving her crazy for decades, and shares a memorable Vegas event story that I can only describe as... educational.No marketing spin. No industry politeness. Just 30 years of attendee experience, delivered directly.In this episode:Why the most valuable attendee feedback you'll ever get is the kind that never shows up in a post-event surveyWhat experienced attendees and speakers actually want from your event team (and what's making them quietly opt out)The real reason "same as last year" is costing you attendee retention and event ROIWhat a tax pro thinks about your booth activation strategy — and whether it's actually generating pipeline or just foot trafficThe event in Las Vegas that involved a bush, a private party, and a badge check that did not go as plannedIf you design events, sponsor them, speak at them, or approve the budget for them — this episode will change how you think about attendee experience.⏱ TIMESTAMPS00:00 — Cold Open: "I've been in events since daycare" 01:04 — Guest Introduction: Meet Christine Martin 02:00 — The Marriott Headquarters Daycare Story (and the cover photo nobody saw coming) 03:45 — Game Segment: "Audit the Agenda" — a 30-year attendee audits your event planning decisions 17:00 — Vent of the Week: Hotel mix-ups, umbrella swag in the desert, and "Sally Events" 21:00 — Event About It: A Vegas party, a bush, and what actually drives people to your booth 24:00 — Episode Close + After Show Tease🔗 LINKS & RESOURCESSubscribe to Event About It: https://eventaboutitpodcast.com Submit a story or moment from the field: https://eventaboutitpodcast.com Follow Christine Martin on LinkedIn: https://www.linkedin.com/in/christine-martin-9a02961/ Learn more about Avalara: https://www.avalara.com Follow Megan on LinkedIn: https://www.linkedin.com/in/meganmartincmpFollow Megan on Instagram: @m2dynamics and @eventaboutitAbout Event About ItEvent About It is the podcast at the intersection of events, marketing, and business growth — where we prove that live experiences aren't just logistics, they're a growth channel. Hosted by Megan Martin, founder of M Squared Dynamics and one of the leading voices in event-led growth strategy. New episodes every other Friday.#EventStrategy #AttendeeExperience #EventMarketing #EventROI #EventPlanning #EventIndustry #EventLedGrowth #TradeShowStrategy #EventPros #MeganMartin #EventAboutIt #MothersDaySpecial

It was the last day of RISKWORLD 2023. The show had been the best one yet. Danica Patrick was about to take the stage for the closing keynote.Then Stuart Ruff-Lyon got pulled from the show floor and walked, without explanation, to a room where the Chief of Police of Atlanta was waiting.Two miles away, there was an active shooter on the loose. Four hotels on lockdown. Two shuttle routes stopped. Nine thousand attendees in the building.In this Dynamic Dialogue After Show, Megan Martin and Stuart Ruff-Lyon go through the whole story, minute by minute, from the walk down that hallway to the decision to cancel the finale, to what RIMS did publicly afterward that the entire events industry should study and copy.But this episode is bigger than one incident. It is the full behind-the-scenes career of the person who turned a 60-year-old conference into a global brand, survived a ransomware attack on the morning of a show, led his professional association through a pandemic as board chair, and now oversees events, sales, and marketing for one of the most recognized societies in the world.This is what it looks like to go wide from the inside.What You'll Learn:What was happening in the RISKWORLD command center in Atlanta that 9,000 attendees never sawWhy RIMS made their entire crisis after-action review public and what that decision cost them and gave themHow Stuart went from Director of Meetings and Events to Chief Commercial Officer at the same organization and what he had to learn that no job description ever mentionsThe real story behind rebranding a 60-year-old conference, from the research and outside firms to the board conversation and the pandemic delay that almost derailed the launchWhat RIMS' 365-day strategy actually looks like in practice, from selling next year's show before this year's show closes to building community beyond the four days on the floorHow RIMS thinks about event revenue as a percentage of total association income and what that accountability looks like for an event teamWhat event professionals fundamentally misunderstand about the business they are actually inThe one metric this industry is obsessed with that Stuart thinks tells us almost nothing (it is the room block and the reason will change how you think about destination ROI)What association leaders say behind closed doors about events that never makes it into the conference presentationResources Mentioned:RIMS Active Shooter Resources and After Action Review — the full report Stuart references about the 2023 Atlanta incident, including the minute-by-minute after action review and RIMS' security enhancementsComprehensive Risk Management Guide: https://www.asaecenter.org/about-us/news_releases/2024-news-releases/asae-collaborates-with-industry-leaders-to-produce-comprehensive-risk-and-crisis-management-toolkit-for-associationshttps://associationsnow.com/2023/05/how-one-association-handled-an-active-shooter-incident-in-conference-city/Adam Grant — Think Again — the book Megan references in conversation with Stuart about rethinking assumptionsConnect with Megan Martin: LinkedIn | msquareddynamics.com | @M2Dynamics on social mediaConnect with Stuart Ruff-Lyon: LinkedIn | RIMS.orgHave an event story or a Vent of the Week worth sharing? Submit it at eventaboutitpodcast.com for a chance to be featured on a future episode.Until next time, stay curious.

Everyone says celebrity keynotes are out. Data says audiences want practitioners, not personalities. So why is RISKWORLD, the world's largest gathering of global risk professionals, doubling down on names like Adam Grant and Michael Strahan?Because sometimes the data is right and your audience is the exception. And knowing the difference is exactly what separates an event operator from a Chief Commercial Officer.In this episode of Event About It, host Megan Martin sits down with Stuart Ruff-Lyon, Chief Commercial Officer at RIMS, the risk management society, to talk about what actually happens when you stop measuring the wrong things and start asking better questions of your event.They play The Debrief, a game where Stuart gives the one question every event leader should be asking in their post-show report but almost never does. From flat sponsor revenue to a 92% say-they'll-return survey rate, Stuart flips the script on the metrics this industry treats as wins.Plus, Stuart shares the story of the morning a hacker held every single PowerPoint and video from RISKWORLD's 150-session education program for ransom. The first day of the show. Before the first session opened.And yes, they got it all back.What You'll Learn:The one question hiding behind every post-event metric that nobody is askingWhy cutting your closing reception to save $200K might be your most expensive decisionHow to think about social media engagement after your conference without counting selfies as a strategyWhat cybersecurity risk actually looks like for a large-scale conference and what RIMS did about itWhy the data says ditch celebrity keynotes — and when to ignore that data entirelyConnect with Stuart Ruff-Lyon: LinkedIn | RIMS.orgRISKWORLD 2026: May 3-6 | Pennsylvania Convention Center, Philadelphia Register and learn moreResources Mentioned:RIMS Active Shooter Resources and After Action Review — the full report Stuart references about the 2023 Atlanta incident, including the minute-by-minute after action review and RIMS' security enhancementsComprehensive Risk Management Guide: https://www.asaecenter.org/about-us/news_releases/2024-news-releases/asae-collaborates-with-industry-leaders-to-produce-comprehensive-risk-and-crisis-management-toolkit-for-associationshttps://associationsnow.com/2023/05/how-one-association-handled-an-active-shooter-incident-in-conference-city/Adam Grant — Think Again — the book Megan references in conversation with Stuart about rethinking assumptionsConnect with Megan Martin: LinkedIn | msquareddynamics.com | @M2Dynamics on social mediaGot a Vent of the Week or an event story worth sharing? Head to eventaboutitpodcast.com to submit yours and get featured on a future episode.Don't miss the Dynamic Dialogue After Show with Stuart, where we go deeper on the RISKWORLD rebrand, the Atlanta active shooter incident, and what association event leaders say behind closed doors that never makes it into the conference presentation. Join the Squared Squad at eventaboutitpodcast.com for access to every After Show episode and exclusive bonus content.Subscribe, leave a review, and share this with someone who still thinks 92% say they'd attend again is a good metric.

You asked your speaker to show up. They did. You offered them exposure. They smiled and said thank you.And then nothing happened for either of you.In this Dynamic Dialogue After Show, Megan Martin and media strategist Beth Nydick pull back the curtain on the unspoken agreement between event organizers and speakers that nobody is formalizing, the myth of exposure as compensation, and what it actually looks like to build a media strategy around your event that works for the other 362 days of the year.Beth brings her TV producer lens to the events industry and what she sees is not a logistics problem. It is a media problem. Events are the most powerful content machine in the world and most organizations have absolutely no plan for what happens after the carpet gets rolled up.They also get into BravoCon as the event strategy blueprint the B2B world refuses to study, why micro niche creators with 8,000 followers will outperform your celebrity keynote, and why the conversation you need to be having with your speakers starts the day they get booked, not the day they hit the stage.Plus a full Bravo break because they are both Bravo girls and they earned it.In this after show you will learn:Why "you'll get great exposure" is BS and what organizers should offer speakers insteadHow to apply the Mic to Millions framework to a live event before, during, and afterWhy your event content strategy needs to power 365 days not just 72 hours post showWhat BravoCon is doing right that every B2B conference organizer should be studyingWhy micro niche creators drive more engagement than big name celebrities at your eventHow to move your attendees from passive consumers to active participants in your event storyWhat the unwritten contract between speakers and organizers should actually includeThis episode is essential listening for event organizers, conference producers, event marketers, speakers, and anyone responsible for making events drive real business growth beyond the show floor.Connect with Beth Nydick Website: https://bethnydick.com Instagram: https://www.instagram.com/bethnydick LinkedIn: https://www.linkedin.com/in/bethnydickBeth's Mic to Millions System https://bethnydick.comClean Cocktails: Righteous Recipes for the Modern Mixologist by Beth Nydick https://a.co/d/07IK3eQvBravoCon https://www.bravotv.com/bravoconGiggly Squad Podcast https://www.giggly.comCEO School on Prime Video https://www.amazon.com/CEO-School/dp/B0CXYZConnect with Megan MartinWebsite: https://msquareddynamics.comInstagram: https://www.instagram.com/M2Dynamicshttps://www.instagram.com/EventAboutItLinkedIn: https://www.linkedin.com/in/MeganMartinCMP Subscribe to The Step and Repeat Newsletter https://msquareddynamics.com/stepandrepeatsignupGot a vent or an event story worth sharing? Head to https://eventaboutitpodcast.com to submit yours for a chance to be featured in a future episode.Until next time. Stay Curious.

What do you do when someone steals your mic, your camera, and your clicker right before you walk out to a standing room only crowd?You scream. Literally.In this episode of Event About It, host Megan Martin sits down with Beth Nydick, former TV producer turned media strategist and creator of the Mic to Millions system, to talk about what actually happens when event speakers show up prepared and the event is not. Beth takes us inside the most chaotic speaker moment of her career and what it taught her about performing under pressure, building audience connection in real time, and why the events industry is leaving its most powerful content asset completely untouched.They also play The Upfronts, a game where real event content strategies get pitched like TV season lineups and Beth decides what gets a full season pickup, what becomes a limited series, and what gets canceled before it ever airs. Spoiler: most of what your team is doing right now is getting canceled.In this episode you will learn:Why celebrities at TRL were terrified before going on live TV and what that teaches us about event speakersWhat event content strategies are dead on arrival and which ones actually have legsWhy a dedicated hashtag with no social strategy is a wasted opportunity and what to do insteadHow to think about your event like a TV producer before the doors ever openWhat the difference is between being known and being famous and why it matters for your event brandThis is a must listen for event professionals, conference organizers, event marketers, speakers, and anyone trying to make their event work harder than the three days it lives.Connect with Beth Nydick Website: https://bethnydick.com Instagram: https://www.instagram.com/bethnydick LinkedIn: https://www.linkedin.com/in/bethnydickBeth's Mic to Millions System https://bethnydick.comClean Cocktails: Righteous Recipes for the Modern Mixologist by Beth Nydick https://www.amazon.com/Clean-Cocktails-Righteous-Recipes-Mixologist/dp/1624143059Alt Summit https://altsummit.comConnect with Megan Martin Website: https://msquareddynamics.comInstagram: https://www.instagram.com/M2Dynamicshttps://www.instagram.com/EventAboutItLinkedIn: https://www.linkedin.com/in/MeganMartinCMPSubscribe to The Step and Repeat Newsletter https://msquareddynamics.com/stepandrepeatsignupGot a vent or an event story worth sharing? Head to https://eventaboutitpodcast.com to submit yours for a chance to be featured in a future episode.Don't miss the Dynamic Dialogue After Show where Beth and Megan get into why great exposure is the biggest lie in events, what a real media strategy for your event looks like, and the thing nobody inside this industry has the guts to say out loud.Until next time. Keep growing, keep laughing, and keep eventing about it.

The Attribution Conversation Event Teams Need to Have with Their CMOMost event reports are a PDF nobody reads. What if your post-event data told you exactly which VP-level executives engaged with your sponsor's content — by name, by title, and by intent signal?In this Event About It Dynamic Dialogue After Show, Megan Martin and Florentin Ngabitsinze go deep on what event attribution actually looks like when it's done right — and why most organizations are measuring the wrong things, at the wrong time, with the wrong data.Florentin breaks down how his team at Uchop tracks identity-level engagement data — not vanity impressions, but real signals: who reposted, who shared internally, which executives engaged, and how that data connects directly to sponsor renewals and audience pipeline for the following year.They also unpack:Stakeholder activation — what it means and why it's more powerful than "content creation"When to measure: the 48-hour, 7-day, and 30-day attribution windows that matter mostOrganic vs. paid: how real-time event content builds the organic signal that makes paid advertising actually convertUGC and IP ownership: who owns the content, who controls the message, and how smart event teams are navigating bothPre-purposing content: using last year's speaker highlights to build attendance momentum for this year's eventWhy attendees who post about your event are a pipeline signal — and should live in a CRM of their ownWhat it will take for events to finally be treated as infrastructure, not a line-item expenseThis is the conversation CMOs, event directors, and sponsorship teams need to have before they build next year's event strategy.🎧 Find this episode and all after shows ateventaboutitpodcast.comConnect with Florentin Ngabitsinze: linkedin.com/in/florentin-ngabitsinzeLearn more about Uchop: linkedin.com/company/uchopConnect with Megan Martin: msquareddynamics.comJoin the Squared Squad at eventaboutitpodcast.com for access to bonus content, after show episodes, and the conversations that don't make the main stage.Until next time — stay curious.event attribution, sponsor ROI events, event measurement strategy, B2B event data, stakeholder activation, event content distribution, sponsor renewal data, identity-level engagement, event pipeline, UGC event strategy, event media strategy, conference ROI, event about it after show, Florentin Ngabitsinze, Uchop, event marketing metrics, CMO event strategy

Why Your B2B Event Content Disappears — and What to Do InsteadYou spend months planning the event. You fill the room. You film everything. And then... it all just fades.In this episode of Event About It, host Megan Martin sits down with Florentin Ngabitsinze, co-founder of Uchop, to unpack one of the biggest missed opportunities in B2B event marketing: what happens to all that content after the lights go off.Florentin's team operates like a live sports studio inside B2B conferences — delivering real-time personalized video highlights to speakers, sponsors, and attendees before they've even left the building. The result? Sponsor renewals. Measurable attribution. And events that function like the media engines they were always meant to be.They play Applause or Attribution — a fast-paced game where every event tactic gets sorted into what actually drives business outcomes versus what just makes people clap. (Spoiler: the logo on the step-and-repeat wall did not fare well.)What You'll Learn:Why event content dies — and how real-time distribution changes everythingWhat "personalized content" actually means when 90% of speakers will share itWhy sponsors who get personalized highlights renew at dramatically higher ratesThe difference between applause metrics and attribution metrics — and which ones your CMO actually cares aboutWhy your event speakers are your most underutilized content distribution channelWhat "phygital" event strategy means and how it expands audience reach without losing the human experienceWhether you're running a flagship conference or sponsoring a trade show, this episode reframes the event from a budget line to a media infrastructure investment.🎧 Catch the After Show at eventaboutitpodcast.com — where Florentin and Megan go deeper on stakeholder activation, attribution models, and how identity-level engagement data is changing the renewal conversation.Connect with Florentin Ngabitsinze: linkedin.com/in/florentin-ngabitsinzeLearn more about Uchop: linkedin.com/company/uchopConnect with Megan Martin: msquareddynamics.comGot an event vent or a story worth sharing?Submit it at eventaboutitpodcast.com and join the Squared Squad for bonus content, after shows, and exclusive guest access.Until next time — keep growing, keep laughing, and keep eventing about it.event content strategy, B2B event marketing, event ROI, sponsor attribution, real-time event content, event media engine, event content repurposing, sponsor renewal strategy, event video highlights, phygital events, stakeholder activation, event measurement, conference content strategy, B2B conference marketing, event about it podcast

Why do CEOs keep asking for content that doesn’t work?In the Event About It after show, Megan Martin, CMP and Devin Bramhall go deeper into the leadership side of content and event strategy—specifically the questions executives ask that unintentionally lead teams into busywork instead of growth.This conversation reframes content not as a marketing output, but as a business decision—and challenges leaders to rethink how they evaluate success from events, campaigns, and marketing teams.In this after show, we explore:The most common mistake CEOs make with content strategyWhy “we need more content” is usually the wrong questionHow leadership decisions shape event and marketing outcomesWhat content is actually supposed to do for a growing businessHow events, marketing, and growth get misaligned at the topThis after show is essential listening for CEOs, CMOs, event leaders, and marketers who are accountable for growth—not just activity.👉 Follow Event About It for more episodes and after shows:Megan Martin, CMP — https://www.linkedin.com/in/meganmartincmpSubscribe and Review and Follow: EventAboutItPodcast.comConnect with the Guest:https://www.devinbramhall.com/

Why does event content fail to deliver real business growth—especially in B2B?In this episode of Event About It, host Megan Martin, CMP sits down with Devin Bramhall, a longtime B2B marketing leader, to unpack why so much event content misses the mark and why the issue isn’t volume, platforms, or distribution.It’s context.As brands invest more in events, activations, and content creation, many teams find themselves producing more assets—but seeing less impact. This conversation breaks down why “we need more content” has become the default ask, how that thinking disconnects events from growth, and what actually makes event marketing work.In this episode, we discuss:Why event content often fails to generate ROIThe difference between content creation and business outcomesHow B2B event marketing loses effectiveness without contextWhy marketing activity gets prioritized over growth strategyWhat actually drives growth from events, content, and marketingIf you’re responsible for event strategy, marketing performance, or growth—and you’re questioning why your content isn’t landing—this episode provides clarity, language, and a better framework to move forward.Subscribe and Review and Follow: EventAboutItPodcast.com👉 Follow Event About It on LinkedIn: Megan Martin, CMP — https://www.linkedin.com/in/meganmartincmp🎧 Don’t miss the after show for a deeper conversation on leadership, content strategy, and the questions CEOs should be asking instead.Connect with the Guest:https://www.devinbramhall.com/

Trade shows aren’t failing.Trade show strategy is.In this Event About It After Show, Megan Martin and Martin Fretwell go deeper — specifically into the world of B2B trade shows, booths, budgets, and why so many teams walk away feeling busy… but disappointed.This is the conversation that usually happens after the event:When the leads don’t convertWhen leadership asks hard ROI questionsWhen teams realize nothing from the last show carried forwardMartin breaks down the hidden reason trade shows underperform, even when:Booth traffic is highThe team is energizedThe budget was significant“Everything went according to plan”Spoiler: the problem isn’t foot traffic, badge scans, or booth design.In this after show, we unpack:Why trade shows feel expensive but fragileThe strategic mistake that resets momentum after every showHow most B2B teams accidentally sabotage trade show ROIWhat successful trade show teams do differently before, during, and after the eventHow to stop treating trade shows like isolated campaignsWhat it actually takes to make trade shows compound over timeThis episode is especially relevant for:Trade show managersField marketing teamsEvent ownersRevenue leaders questioning booth spendAnyone responsible for proving trade show ROIIf you’ve ever walked off a show floor thinking,“Now what?” This episode answers that question.🎙️ Host: Megan Martin🎙️ Guest: Martin Fretwell🔗 Learn more about Event Driven Growth: https://www.eventdrivengrowth.com🔗 Listen to more After Shows: https://www.eventaboutitpodcast.com🔗 Follow Megan Martin on LinkedIn: https://www.linkedin.com/in/MeganMartinCMP🔗 Follow Martin Fretwell on LinkedIn: https://www.linkedin.com/in/dontfretguys/📣 Share this episode with the teammate who always says, “We just need one more trade show.”

Most B2B companies are running events like one-night stands.They show up. They spend the budget. They tear down the booth. And then… they start from scratch all over again.In this episode of Event About It, Megan Martin sits down with Martin Fretwell, founder of Event Driven Growth, to unpack the single biggest event strategy mistake B2B teams keep repeating: treating events as isolated moments instead of compounding growth assets.This conversation challenges the way most organizations think about:Trade showsConferencesField marketingEvent ROI“Successful” event metricsMartin explains why the best events don’t just perform once — they stack, making every future event easier, stronger, and more valuable.If you’ve ever said:“That show went well, but…”“We’ll fix it next year”“Leadership doesn’t see the ROI”“Why does every event feel like starting over?”This episode is for you.In this episode, we cover:The core event strategy mistake killing long-term ROIWhy most B2B events never compound (and how to change that)The difference between one-hit wonder events and greatest hits strategiesHow to turn events into repeatable growth enginesWhat event-led growth actually looks like in practiceWhy “doing more events” isn’t the answerThis is a must-listen for:Event marketersField marketersDemand gen leadersCMOsRevenue teamsAnyone tired of defending event budgets every year🎙️ Host: Megan Martin🎙️ Guest: Martin Fretwell, Founder of Event Driven Growth🔗 Learn more about Martin: https://www.eventdrivengrowth.com🔗 Explore the show: https://www.eventaboutitpodcast.com🔗 Follow Megan on LinkedIn: https://www.linkedin.com/MeganMartinCMP📌 Subscribe, rate, and review if this episode made you rethink your event strategy.

Do you have rungs or do you have range? This week on the Dynamic Dialogue After Show, host Megan Martin and the legendary Kati Quigley keep the mics hot after the meeting ends to discuss the "quiet power" required to lead in a very loud industry.This is the podcast for event led growth & strategy for sales, marketing, and event professionals.Kati pulls back the curtain on the "Introvert’s Advantage" in the events industry. While everyone else is fighting for the loudest voice in the room, Kati breaks down how quiet leadership, active listening, and "reading the room" became her secret weapons for event strategy. They discuss the vulnerability of moving into roles where you aren't the subject matter expert, the importance of treating partners with the same respect as executives, and the "Closed Door Truth" about what it really takes to lead a world-class team.Key Takeaways:The Introvert’s Secret Weapon: How to use quiet observation and listening to dominate event marketing strategy sessions.The "Closed Door Truth": Kati shares what she hopes people say about her leadership when she’s not in the room.Leading Without Being the Expert: Navigating the discomfort of managing teams whose technical skills (like Social or Content) exceed your own.Respect as a Strategy: Why the way you treat your hotel partners and A/V crews is the ultimate reflection of your professional brand.The Power of Relationship Building: Why authentic connections—not just networking—are the foundation of event led growth.About the Guest: Kati Quigley is the Vice President of Portfolio and Brand Marketing at BMC Software. A veteran marketing leader and executive coach at heart, she has led global teams for Microsoft and Smartsheet and has spent her career proving that you don't have to be the loudest person in the room to be the most influential.Have a Vent of the Week? Head to⁠ www.eventaboutitpodcast.com⁠ to share YOUR “Vent of the Week” and join the Squared Squad for bonus content, guest Q&As, and our exclusive After Show.Connect with Us! Follow the show on social media ⁠@eventaboutit⁠ Work with Megan Martin ⁠https://msquareddynamics.com/Connect with the Guest https://www.linkedin.com/in/katiquigley/

Some people climb ladders and some people build rooms. Ultimately, real growth isn't about rungs—it's about range. This week on Event About It, host Megan Martin sits down with the powerhouse who didn't just climb the corporate ladder, she expanded the building: Kati Quigley.This is the podcast for event led growth & strategy for sales, marketing, and event professionals.Kati takes us through her legendary career evolution, from leading the charge at PCMA to building the first-ever Event Center of Excellence at Microsoft. We’re breaking down the high-stakes shift from association life to the corporate tech world, where events aren't just logistics—they are the ultimate leverage for marketing. Kati spills the tea on why your career shouldn't be a "ladder" but a "floor plan," and how she successfully transitioned from being "the event girl" to leading global event marketing for some of the biggest names in tech.Key Takeaways:The Floor Plan Career: Why building "range" and lateral skills is more powerful than just climbing rungs.The Center of Excellence: A masterclass in how Kati built a centralized event strategy at Microsoft to drive global consistency and event led growth.Events as Leverage: Shifting the mindset from "executing a meeting" to "leveraging an event" as a strategic marketing tool.The Corporate Transition: How to translate association experience into the language of corporate ROI and demand generation.About the Guest: Kati Quigley is the Vice President of Portfolio and Brand Marketing at BMC Software. A veteran marketing leader and executive coach at heart, she has led global teams for Microsoft and Smartsheet and has spent her career proving that you don't have to be the loudest person in the room to be the most influential.Have a Vent of the Week? Head to⁠ www.eventaboutitpodcast.com⁠ to share YOUR “Vent of the Week” and join the Squared Squad for bonus content, guest Q&As, and our exclusive After Show.Connect with Us! Follow the show on social media ⁠@eventaboutit⁠ Work with Megan Martin ⁠https://msquareddynamics.com/Connect with the Guest https://www.linkedin.com/in/katiquigley/

Have you built an identity around work you genuinely love — and still find yourself questioning "what’s next?" This week on the Dynamic Dialogue After Show, host Megan Martin and the ultimate “Trade Show Girly,” Carly Heideger, keep the mics hot after the show floor goes dark to spill the tea on the side of the industry the brochures don’t cover.This is the podcast for event led growth & strategy for sales, marketing, and event professionals.Carly breaks down the “Land Deck” lifestyle—the realization that being an event pro is essentially being a “yachtie” on Below Deck, just replace the ocean with a concrete convention center. We’re diving into the reality of event marketing at the senior level, including Carly’s secret weapon for professional development: a Goodreads goal of 30 books a year. They discuss navigating Imposter Syndrome, career transitions, leading revenue teams, and knowing when to prioritize "logos over ego" to fund the mission.Key Takeaways:The "Land Deck" Life: Why the event industry is basically Below Deck on land and how to survive the "charter season" of major trade shows.The 30-Book Blueprint: How reading business memoirs and hospitality manifestos fuels a more creative event strategy.The Imposter Syndrome Trap: Real talk on the "Post-it" mantras and mindset shifts required to lead multi-million dollar revenue teams when you feel like a "fraud."Logos vs. Ego: A candid look at event led growth and why sometimes you have to discount the sponsorship to pay for the "big ideas."The Career "What's Next": How to navigate the senior-level plateau when you aren't unhappy, but you're ready for the next iteration of your professional journey.About the Guest: Carly Heideger is a veteran senior revenue leader and the self-proclaimed "Trade Show Girly" who has spent her career managing the high-pressure intersection of multi-million dollar sponsorship sales and complex event operations.Have a Vent of the Week? Head to⁠ www.eventaboutitpodcast.com⁠ to share YOUR “Vent of the Week” and join the Squared Squad for bonus content, guest Q&As, and our exclusive After Show.Connect with Us! Follow the show on social media ⁠@eventaboutit⁠ ⁠Work with Megan Martin ⁠https://msquareddynamics.com/Connect with the Guest https://www.linkedin.com/in/carlyheideger/

Is your event contingency plan a real strategy or just a dusty file? This week on Event About It, host Megan Martin sits down with the ultimate "Trade Show Girly," Carly Heideger, to spill the tea on what happens when the hypothetical becomes a nightmare.This is the podcast for event led growth & strategy for sales, marketing and event professionals.Carly takes us inside a high-stakes aviation event in Geneva where active protestors didn't just stand outside—they forced a total event shutdown. We’re breaking down why every event organizer must read the security plan before the "Super Bowl" of their industry begins. From $80 million private jets to registration managers jumping over tables with bolt cutters during a flash flood, this episode is a masterclass in crisis management and operational input.We’re also getting real about the "Gen Alpha" paradox. Everyone in the events industry is asking what the next generation wants, but nobody is actually inviting them to the room to experience the current iteration. Are we overthinking innovation while gatekeeping the very people we’re trying to attract?Key Takeaways:The Geneva Shutdown: A play-by-play of the aviation event takeover and why your contingency plan needs to be more than just "if it rains."The Gen Alpha Gap: Why we need to stop the future of events panels and start letting the next generation actually attend.Operational Reality: Why the registration manager and the A/V team are your best friends when a crisis hits.Boardroom vs. Show Floor: Balancing event revenue goals with the reality of sponsorship fatigue.About the Guest: Carly Heideger is a veteran senior revenue leader and the self-proclaimed "Trade Show Girly" who has spent her career managing the high-pressure intersection of multi-million dollar sponsorship sales and complex event operations.Have a Vent of the Week?Head to⁠ www.eventaboutitpodcast.com⁠ to share YOUR “Vent of the Week” and join the Squared Squad for bonus content, guest Q&As, and our exclusive After Show.Connect with Us!Follow the show on social media ⁠@eventaboutit⁠⁠https://www.instagram.com/eventaboutit⁠Work with Megan Martin⁠https://msquareddynamics.com/⁠Connect with the Guesthttps://www.linkedin.com/in/carlyheideger/

AI in every session title. Wellness lounges next to espresso bars. Puppies that are cute … but don’t close deals.If you’re an event professional or event marketer trying to separate what’s trendy from what actually works, this live episode of Event About It is for you.Recorded in front of a studio audience at the Club Ichi Telethon, this episode is loud, unfiltered, and packed with real opinions from people who’ve seen events go very right — and very wrong.Together, we debate today’s biggest event trends, share real behind-the-scenes failures, and break down how smarter event strategy leads to stronger business growth.This is Event Growth Unfiltered — live.🔥 In this episode, you’ll learn:Which event trends deserve a hard mute — and which ones still deliver ROIHow misaligned content, wellness messaging, and logistics hurt attendee trustWhat real event pros do when production fails, power goes out, or plans unravel live🎤 Live panel guests:Seth Weiner — Your Rocktioneer® | The Fundraising Producer Benefit Auctioneer | Emcee | Game Show Host | CAI, BASDavid T. Stevens — Co-Founder, Olympian MeetingAntwone Stigall — Owner & Chief Event Officer, Planner ApprovedIf you plan, market, or produce events — and want fewer gimmicks and better results — you’re in the right place.🎧 Subscribe for weekly episodes focused on event marketing, event strategy, and business growth 👉 Your backstage pass to event success.Have a Vent of the Week?Head to⁠ www.eventaboutitpodcast.com⁠ to share YOUR “Vent of the Week” and join the Squared Squad for bonus content, guest Q&As, and our exclusive After Show.Connect with Us!Follow the show on social media ⁠@eventaboutit⁠⁠https://www.instagram.com/eventaboutit⁠Work with Megan Martin⁠https://msquareddynamics.com/

When you go from coordinating guest speakers with the secret service to a sabbatical on a farm, there's a LOT to unpack. This Dynamic Dialogue After Show feels like stepping out of the ballroom and into a deep exhale. Host Megan Martin and Morgan Prewitt, CMP go full truth-teller about bringing new ideas to events and how they've both learned that experience does not equal years.In the After Show:• Morgan’s post-DNC sabbatical • Farming, goats, and finding joy that isn’t tied to deadlines• How to create main-character confidence in events• Why women in events need strong mentors and the courage to say "no"• How to ditching stale event formats• And yes… the Secret Service moment that proves political events are their own Bravo franchiseGuest Bio:Morgan Prewitt, CMP is a seasoned event strategist with deep experience across tech, venue management, associations, and large-scale political programming.Have a Vent of the Week?Head to www.eventaboutitpodcast.com to share YOUR “Vent of the Week” and join the Squared Squad for bonus content, guest Q&As, and our exclusive After Show.Connect with Us!Follow the show on social media @eventaboutithttps://www.instagram.com/eventaboutitWork with Megan Martinhttps://msquareddynamics.com/Connect with the Guesthttps://www.linkedin.com/in/morgan-prewitt-cmp/ 

When your speakers go rogue and the weather tries to destroy your show, you need proof that even the best planners survive pure chaos with style. Host Megan Martin sits down with Morgan Prewitt, CMP, the calm-in-the-storm strategist behind major corporate, tech, and political programs. She’s here to break down the moments that would make any event pro clutch their headset.What you’ll learn in this episode: • You’ll hear some truly unhinged speaker “ideas”• Vent of the Week: events practicing faux sustainability • Why being transparent is the key to surviving any event disaster • How she rebuilt a full closing reception in under five hours (pizza included)• What sixteen hour days taught her about loving this industryPlus: An Event About It moment where Morgan proves no gig is ever as “handled” as your client thinks it is.Guest Bio:Morgan Prewitt, CMP is an accomplished event strategist known for leading large scale corporate, tech, and political programs with precision and heart.Have a Vent of the Week?Head to www.eventaboutitpodcast.com to share YOUR “Vent of the Week” and join the Squared Squad for bonus content, guest Q&As, and our exclusive After Show.Connect with Us!Follow the show on social media @eventaboutithttps://www.instagram.com/eventaboutitWork with Megan Martinhttps://msquareddynamics.com/Connect with the Guesthttps://www.linkedin.com/in/morgan-prewitt-cmp/

Ever feel like your event is perfectly planned but something still isn’t landing with your attendees? This Dynamic Dialogue After Show goes deeper into the psychology behind the why. Megan Martin and guest Dr. Kristin Malek unpack the brain science, behavior patterns, and real transformation strategies event planners desperately need.What You’ll Learn• Planning for the next generation who want events that matter• Practical ways to create safe learning environments• The real secret to building agendas that stack learning• Why rest is an amplifier for creativity and not a luxury• The one habit Dr. K would break in the events industry• The surprising place she says event design should begin: email campaignsDr. Kristin explains why “the brain doesn’t care if you’re miserable, it cares if you’re familiar” and she reveals how curiosity and fear battle for the same real estate in your mind. Plus how knowing all this can be a game changer for your events.Guest Bio: Dr. Kristin Malek is an internationally known behavior change expert whose frameworks help leaders, planners, and creators rewire identity, spark momentum, and create transformation that lasts.Have a Vent of the Week?Head to www.eventaboutitpodcast.com to share YOUR “Vent of the Week” and join the Squared Squad for bonus content, guest Q&As, and our exclusive After Show.Connect with Us!Follow the show on social media @eventaboutithttps://www.instagram.com/eventaboutitWork with Megan Martinhttps://msquareddynamics.com/Connect with the Guesthttps://www.linkedin.com/in/drkevents/ 

Have you ever poured your soul into an event and still wondered… did anyone actually learn anything? If that question feels too real, this episode is a must listen. Megan Martin sits down with Dr. Kristin Malek, the architect of curiosity who mixes neuroscience with name badges to design events that shift hearts, minds, and behavior.From her Las Vegas executive director days to the moment she realized event agendas were “RSVPing no” to her brain, Dr. K comes in blazing with alliteration, improv energy, and lines like, “You cannot spreadsheet serotonin.”They play a round of Science or Schedule, where Megan tosses out industry dilemmas and Dr. Kristin fires back with gems including, “A ninety minute keynote is our parents lifetime,” and “Sending the PowerPoint is like sending a grocery list and calling it dinner.”What You’ll Learn:• Why adult attention spans tap out at twelve minutes • Why overstuffed agendas kill transformation • “You cannot hashtag oxytocin” and other truths about your event• A Lego story that changed a community• How good design thinking shapes experiences far beyond eventsAnd her Vent of the Week story about eight board members having emotional breakthroughs with Legos. Iconic.Guest Bio: Dr. Kristin Malek is an internationally recognized designer and educator specializing in mindset and behavior change, known for blending neuroscience, psychology, and experience design to create measurable transformation.Have a Vent of the Week?Head to www.eventaboutitpodcast.com to share YOUR “Vent of the Week” and join the Squared Squad for bonus content, guest Q&As, and our exclusive After Show.Connect with Us!Follow the show on social media @eventaboutithttps://www.instagram.com/eventaboutitWork with Megan Martinhttps://msquareddynamics.com/Connect with the Guesthttps://www.linkedin.com/in/drkevents/⁠

If you’ve ever wondered how your early event jobs shaped the way you plan today, this one’s for you. In this “Dynamic Dialogue After Show”, host Megan Martin and guest Jessie Smith rewind to where it all began. Starting on the venue side, learning the ropes from restaurant sales offices to full-scale corporate programs, and how those “learn-it-on-the-fly” lessons built a 20-year career in events for Jessie.Jessie opens up about what earning two degrees in event management really taught her, and how living at a slower pace has reshaped her approach to work, leadership, and burnout. From hospitality roots to managing high-stakes global programs, this “After Show” is a refreshing reminder that success looks different for everyone. It’s okay to define it on your own terms.🔥 What You’ll Hear in This Episode:How starting on the venue side shapes the way planners thinkWhy formal education in event management still mattersThe difference between big-city hustle and small-town balanceWhether earning your CMP is truly worth it — and what it actually changesHow Jessie defines “success” after two decades in eventsAbout the Guest:Jessie Smith is an Event Manager at Enterprise Events Group and a Certified Meeting Professional (CMP), Virtual Event Producer, and Event Strategist. She’s an industry enthusiast who brings heart, humor, and hands-on experience to every production she manages.Have a Vent of the Week?Head to eventaboutitpodcast.com to share YOUR “Vent of the WeeK”, it can be anonymous, and join the Squared Squad for bonus content!Connect with Us!Follow the show on social media @eventaboutithttps://www.instagram.com/eventaboutitWork with Megan Martinhttps://msquareddynamics.com/Connect with the Guesthttps://www.linkedin.com/in/jesssmith1031/

If you’ve ever had an event day spiral into chaos and somehow still pulled off magic, this one’s for you. Host Megan Martin sits down with Jessie Smith, Event Manager at Enterprise Events Group, who’s known for delivering high-stakes programs with poise, precision, and serious production chops.Together they laugh about the real life chaos of event planning like sprinklers going off in the middle of an event gala dinner and discuss why the post-COVID event timeline still gives planners nightmares.Plus, they play Run of Showdown. The rapid-fire game of planner instincts that’ll have you shouting your own answers out loud.What you'll learn in this episode:How Jessie accidentally launched her career running a hotel sales office in collegeWhy she went back to school for both undergrad and grad degrees in event managementThe event that went off the rails when a key team member ended up in jail (yes, really)Murphy’s Law in action: mud pits, busted sprinklers, and keeping guests calmThe “tight timeline trap” and how the industry still hasn’t recovered from itThe Run of Showdown game: VIP seating vs. GA, selfie stations vs. step-and-repeats, and moreAbout the Guest:Jessie Smith is an Event Manager at Enterprise Events Group, known for her ability to keep cool under pressure and execute global programs seamlessly. She’s a Certified Meeting Professional, Virtual Event Producer, Event Strategist, and lifelong events enthusiast.Have a Vent of the Week?Head to eventaboutitpodcast.com to share YOUR “Vent of the WeeK”, it can be anonymous, and join the Squared Squad for bonus content!Connect with Us!Follow the show on social media @eventaboutithttps://www.instagram.com/eventaboutitWork with Megan Martinhttps://msquareddynamics.com/Connect with the Guesthttps://www.linkedin.com/in/jesssmith1031/ 

If you’ve ever felt like running your business feels more like chasing cars than driving them, then you’ll relate to this episode.This week on the Event About It Dynamic Dialogue After Show, Megan Martin sits down with Marc Ghafoori, CEO and founder of AlphaTooth, for a real and raw conversation about entrepreneurship, innovation, and what it means to build something that lasts in the events world.They dive into the unglamorous side of starting up, the evolution of personal vs. business brands, and the power of advocacy in an industry that often operates behind the curtain.Marc shares what launching his company taught him about pivoting, self-discovery, and redefining success on his own terms.🔥 What You’ll Learn in This After Show Episode:What starting AlphaTooth really looks like behind the scenes—and what no book or mentor tells youHow to reevaluate your business every 90 days to stay aligned and inspiredWhy event entrepreneurs must separate their brand from their businessThe truth about advocacy work and how it’s shaping our futureHow to find inspiration and community through connection (and why Club Ichi might just be the blueprint for industry evolution)It’s honest, insightful, and a must-listen for every event professional reimagining what leadership and innovation look like today.About the Guest:Marc Ghafoori is the CEO and founder of AlphaTooth, a creative strategy and production consultancy helping event organizations design smarter, bolder, more impactful experiences. With 15+ years in the events industry and a background in architecture, Marc is known for fusing design-thinking with advocacy to move the industry forward.Have a Vent of the Week?Head to eventaboutitpodcast.com to share YOUR “Vent of the Week”, it can be anonymous, and join the Squared Squad for bonus content!Connect with Us!Follow the show on social media @eventaboutithttps://www.instagram.com/eventaboutitWork with Megan Martinhttps://msquareddynamics.com/Connect with the Guesthttps://www.alphatooth.com/marc-ghafoori

If you’ve ever felt like your event lineup is running on repeat, this episode is your wake-up call. Megan Martin sits down with Marc Ghafoori, a creative event strategist who’s built a career helping brands transform tired conference formats into experiences that actually inspire people to care. Together, they talk about the all-too-familiar chaos that happens when plans go sideways and how to bring the energy back when your keynote—or your client—loses the plot. From what makes a good event actually “good” to the creative burnout so many producers face, this episode gives the honest, funny, and sometimes painfully relatable truths about being the one everyone looks at when the lights flicker.They also play a round of Tooth or Dare, where Marc shares which event buzzwords make him cringe and the one industry peer he’d love to trade jobs with (spoiler: he might bend the rules on that one).🔥 What You’ll Learn in This Episode:How to reset the room when a keynote (or an event) derailsWhy creativity doesn’t survive in constant chaosWhat makes event producers secretly love the adrenaline rushThe buzzword Marc thinks should be permanently bannedWhich event pro he’d swap roles with for a week—and whyAbout the Guest:⁠Marc Ghafoori ⁠is an award-winning event strategist and creative producer known for turning traditional conferences into high-impact, story-driven experiences that connect audiences and brands. His work blends design, direction, and innovation to help clients deliver events that resonate long after the lights go down.Have a Vent of the Week?Head to ⁠eventaboutitpodcast.com⁠ to share YOUR “Vent of the WeeK”, it can be anonymous, and join the Squared Squad for bonus content!Connect with Us!Follow the show on social media @eventaboutit⁠https://www.instagram.com/eventaboutit⁠Work with Megan Martin⁠https://msquareddynamics.com/⁠Connect with the Guest⁠https://www.alphatooth.com/marc-ghafoori⁠

If you’ve ever felt like your event lineup is running on repeat, this episode is your wake-up call. Megan Martin sits down with Marc Ghafoori, a creative event strategist who’s built a career helping brands transform tired conference formats into experiences that actually inspire people to care. Together, they talk about the all-too-familiar chaos that happens when plans go sideways and how to bring the energy back when your keynote—or your client—loses the plot. From what makes a good event actually “good” to the creative burnout so many producers face, this episode gives the honest, funny, and sometimes painfully relatable truths about being the one everyone looks at when the lights flicker.They also play a round of Tooth or Dare, where Marc shares which event buzzwords make him cringe and the one industry peer he’d love to trade jobs with (spoiler: he might bend the rules on that one).🔥 What You’ll Learn in This Episode:How to reset the room when a keynote (or an event) derailsWhy creativity doesn’t survive in constant chaosWhat makes event producers secretly love the adrenaline rushThe buzzword Marc thinks should be permanently bannedWhich event pro he’d swap roles with for a week—and whyAbout the Guest:Marc Ghafoori is an award-winning event strategist and creative producer known for turning traditional conferences into high-impact, story-driven experiences that connect audiences and brands. His work blends design, direction, and innovation to help clients deliver events that resonate long after the lights go down.Have a Vent of the Week?Head to eventaboutitpodcast.com to share YOUR “Vent of the WeeK”, it can be anonymous, and join the Squared Squad for bonus content!Connect with Us!Follow the show on social media @eventaboutithttps://www.instagram.com/eventaboutitWork with Megan Martinhttps://msquareddynamics.com/Connect with the Guesthttps://www.alphatooth.com/marc-ghafoori

Behind the disco-ball energy and champagne sparkle, Neen James is on a mission to prove that luxury is a mindset, not a price tag. In this After Show, Megan Martin and Neen James dig deeper into Exceptional Experiences. What does that mean? It means exploring how to create personalization at scale, giving attendees behind-the-scenes access, and how contagious confidence can elevate your event culture.They also swap stories about luxury hotel dogs, knife sommeliers, and why hot pink has become Neen’s ultimate power move in every boardroom. And of course, they get into guilty pleasures, leadership trends that need to die, and how event profs can protect their energy while showing up 100% for clients.🔥 What You’ll Learn in This After Show:How to spot and create daily champagne moments for your team and clientsWhy behind-the-scenes access is one of the most powerful luxury leversThe mindset shift every middle manager can use to sell leadership on luxury experiencesHow to care for employees as much as attendees—front of house and back of houseThe real story behind Neen’s pink power brand and how to own your presence in any roomAbout the Guest:Neen James is a leadership strategist, keynote speaker, and author of three books including Exceptional Experiences. With boundless energy, sharp wit, and a signature pink style, she’s been called the “Energizer Bunny” of the speaking world and works with Fortune 500 leaders, associations, and even the FBI to help them elevate experiences and influence.Have your own “Vent of Week?”Head to eventaboutitpodcast.com  and tell it to us so we can play it on an upcoming episode!Want to support the show?Share this episode with an event prof who would love to hear these tips. Follow on Instagram @EventAboutItConnect with Megan⁠ ⁠HERE⁠⁠Connect with Neen HERE

If your attendee check-in feels more like standing in line at the DMV than stepping onto a red carpet, you NEED this episode. Host Megan Martin sits down with Neen James, leadership strategist, keynote speaker, and author of her brand-new book Exceptional Experiences. Neen is known for teaching the world that attention pays and that pink goes with everything. She spills her luxury mindset secrets for creating champagne moments that make attendees feel seen, heard, and valued.From turning service fails into brand-building opportunities to rethinking swag bags, registration emails, and lunch breaks, Neen shows event profs how to elevate everyday touchpoints into unforgettable experiences.🔥 What You’ll Learn in This Episode:Why “luxury” is not about money but rather mindsetThe difference between a concierge vs. a bellhop approach to event planningHow to create personalized speaker gifts that don’t end up in the hotel trashEasy upgrades to check-in, confirmation emails, and attendee lunchesThe Experience Elevation Model—and how to apply it at any budgetAbout the Guest: Neen James is a leadership strategist, dynamic keynote speaker, and the author of Folding Time, Attention Pays, and Exceptional Experiences. She consults with Fortune 500 executives, sits on the board of the World Luxury Chamber of Commerce, and is known for helping leaders deliver experiences that drive revenue, results, and lasting connections.Want to hear more from the guest?Listen to the Dynamic Dialogue After Show dropping next week. Have a wild event story you want to share?Tell it to us at eventaboutitpodcast.com so we can play it on an upcoming episode.Connect with Megan⁠https://msquareddynamics.com/Connect with Neen https://neenjames.com/

What happens when your boardroom politics collide with your convention center ballroom chaos? Host Megan Martin sits down with Johnnie White to unpack how event pros can level up from managing logistics to shaping strategy in the C-suite. From translating data into decisions to treating annual conferences like mini organizations, this episode is packed with real-world lessons every planner should hear.You will learn why forecasting trends matters more than recycling playbooks, how to turn audience behavior into strategic insight, and what ROI really looks like when your board is watching. And yes—Johnnie spills on the infamous “symposium by candlelight” story and why handing out 10,000 tablets may not have been the best long-term plan.What You’ll Learn in This Episode:How to translate event data into strategic decision-makingWhy annual conferences should function like mini organizationsThe role of trend forecasting and audience behavior in future-proofing eventsHow to balance ROI-driven decisions with boardroom politicsStories from real-life event chaos—including one symposium that went darkAbout the Guest:Johnnie White is the CEO of the American Association of Clinical Endocrinology, with more than 30 years in leadership and management roles across associations. He has served as PCMA Board Chair, is a board member of ASAE, and has taught at Georgetown University and Northern Virginia Community College.Claim your⁠ ⁠⁠Eventeny ⁠⁠⁠Discount$500 off Pro Annual PlanHERE:⁠ ⁠⁠https://product.eventeny.com/event-about-it ⁠What’s Your Vent of the Week?Head to www.eventaboutitpodcast.com to share it and join the Squared Squad for bonus content, guest Q&As, and our exclusive After Show. Share this episode with a fellow industry friend who needs to hear this!Connect with Megan HERE:https://msquareddynamics.com/Connect with Johnnie HERE:https://www.linkedin.com/in/johnniewhiteceo/

What do CEOs really want from event professionals—and how do you stay sane when you’re the one delivering it? In this After Show, host Megan and Johnnie White dig into the unfiltered truth: why planners need to show up with strategy (not just logistics), what data leaders actually care about, and how to balance vision with daily operations.You’ll hear what Johnnie learned as the only man on the Association for Women in Events board, how a “brilliant” idea to give away 10,000 tablets backfired, and why storytelling with data is the ultimate skill for event pros who want a seat at the table.What You’ll Learn in This After Show:The financial and strategic data CEOs actually need from plannersWhy event leaders must bring strategy—not just logistics—to the C-suiteHow long-term vision and daily operations can (and must) co-existWhat Johnnie learned from serving as the sole male board member in AWEWhy that 10,000-tablet giveaway turned into a cautionary taleAbout the Guest:Johnnie White is the CEO of the American Association of Clinical Endocrinology, with 30+ years of leadership across associations. He’s served as PCMA Board Chair, sits on the ASAE board, and is an award-winning association executive dedicated to elevating events and the professionals behind themWant More?Head to eventaboutitpodcast.com to share YOUR “Vent of the WeeK” and join the Squared Squad for bonus content, guest Q&As, and our exclusive After Show. Share this with a fellow industry friend who needs to hear this!Connect with Megan HERE:https://msquareddynamics.com/Connect with Johnnie HERE:https://www.linkedin.com/in/johnniewhiteceo/

Behind every slick campaign is a lot of caffeine, chaos, and last-minute curveballs. In this After Show, Megan and Joe Federbush swap real stories about the behind-the-scenes moments that never make the case study slides. From awkward client requests to the stress of proving value in real time, Joe reveals how he keeps perspective when everything’s on the line.They also dive into the lighter side of the job—why some of the “worst” ideas can actually spark the best conversations, and how humor sometimes saves the day when spreadsheets can’t.What You’ll Learn in This After Show:How to handle client requests that make zero sense (without losing your cool)Why not all “bad” ideas are actually bad—and how to use them strategicallyThe mental side of event marketing: staying sane when metrics rule everythingBehind-the-scenes stories that prove no two events are ever the sameHow humor and flexibility can turn near-disasters into winsAbout the Guest:Joe Federbush is the President & Chief Strategist of EVOLIO Marketing, where he helps brands prove and improve the value of their event marketing investments. Known for his sharp insights and candid approach, Joe isn’t afraid to share what really happens when theory meets reality on the show floor.Connect with Joehttps://www.linkedin.com/in/joefederbushConnect with Meganhttps://msquareddynamics.com/ Head to eventaboutitpodcast.com to share YOUR “Vent of the WeeK” and join the Squared Squad for bonus content and guest Q&As.

If you think flashy graphics and a catchy tagline are enough to sell out your event—you’re missing the mark. This week, Megan Martin sits down with Joe Federbush, President & Chief Strategist of EVOLIO Marketing, who’s been behind some of the most successful event marketing campaigns in the industry.Joe doesn’t just crunch numbers—he shows how data and creativity can work together to transform how we design, promote, and measure events. From winning over skeptical stakeholders to proving ROI that actually matters, Joe shares the behind-the-scenes truth about what makes event marketing tick.What You’ll Learn in This Episode:Why most event marketing campaigns fail before they even launchThe key data points that really prove ROI (and which ones don’t)How to sell the value of events to decision-makers who don’t “get it”Ways to make your campaigns resonate beyond the event floorHow creativity and measurement work hand-in-hand to drive successAbout the Guest:Joe Federbush is the President & Chief Strategist of EVOLIO Marketing, a leading agency helping brands maximize their event and experiential investments. With decades of experience in research, strategy, and creative marketing, Joe is known for helping clients move beyond surface-level metrics to campaigns that truly convert.Claim your ⁠⁠Eventeny ⁠⁠Discount$500 off Pro Annual PlanHERE: ⁠⁠https://product.eventeny.com/event-about-it Connect with Joehttps://www.linkedin.com/in/joefederbushConnect with Meganhttps://msquareddynamics.com/ Head to eventaboutitpodcast.com to share YOUR “Vent of the Week” and join the Squared Squad for bonus content, guest Q&As, and our exclusive After Show.

If you think your event software is just there to sell tickets then you’re leaving serious growth (and sanity) on the table. This week, Host Megan Martin sits down with Cat McDevitt, VP of Marketing at Eventeny. She’s also a recognized speaker, strategist, and champion for event organizers who want less chaos and more control.From sponsorships that actually sell to the hidden ways your tech can save hours (and your team’s nerves), Cat reveals how smarter tools can take your event from “chaotic scramble” to “scalable success.” She also shares the trends she’s seeing across thousands of events on Eventeny’s platform—and the small tweaks that separate the good from the truly unforgettable.🔥 What You’ll Learn in This Episode:Why event tech should do more than just ticketingHow to choose an event platform that works for youHow to make sponsorships easier to sell, fulfill, and track for next year’s renewalsReal trends from thousands of events and what they mean for your strategyThe overlooked time-saving features that free up your team for high-impact workHow to turn your event software into a year-round community-building toolAbout the Guest:Cat McDevitt is the VP of Marketing at Eventeny, Board Chair for the Atlanta Interactive Marketing Association, and an Atlanta Business Chronicle “40 Under 40” honoree. She’s a sought-after speaker and strategist known for helping event organizers harness technology to streamline operations, boost revenue, and create memorable experiences—without burning out.Claim your ⁠Eventeny ⁠Discount$500 off Pro Annual PlanHERE: ⁠https://product.eventeny.com/event-about-it Got a hot take about something that went wrong at an event? Share it at eventaboutitpodcast.com for a chance to be featured in a future episode as the “Vent of the Week.” And don’t forget to subscribe so you never miss the real talk and raw truths that can actually move our industry forward.Connect with Megan⁠ ⁠HERE⁠⁠https://msquareddynamics.com/Connect with Cat https://www.linkedin.com/in/cat-mcdevitt/

Ever wondered how you turn a Montana cattle ranch into a full-scale music festival with 20,000 people, two stages, a rodeo, and enough power to run a small city? Host Megan Martin hops in a cart with Mark Lopez, Chief Experience Officer at Show Imaging, for a behind-the-scenes ride through Under the Big Sky Festival.From mapping out roads on raw land to building docks for semi-truck load-ins, adding shore power to cut down generators, and setting up safety systems that rival any major venue, Mark shares what it really takes to pull off a festival in the middle of Big Sky Country. Plus, we stop by the rodeo ring, VIP cabanas, and even the “bone yard” to see where the real magic (and chaos) happens.🔥 What You’ll Learn:How Show Imaging transforms a rural ranch into a festival site, from roads to power gridsWhat it takes to load in massive stages and gear without traditional loading docksThe safety systems and communication chains in place for when the unexpected happensHow rodeos, VIP builds, and local vendors create a uniquely “Montana” festival vibeWhy thoughtful planning months in advance (even before the snow melts) is key to pulling it all offAbout the Guest:Mark Lopez is the Chief Experience Officer at Show Imaging, where he oversees festival production, brand activations, and large-scale corporate events. With experience managing everything from remote destination festivals to high-profile brand builds, Mark knows how to turn even the most rugged spaces into unforgettable event experiences.Want more behind-the-scenes tours like this?Join the Squared Squad at eventaboutitpodcast.com for bonus content, guest deep dives, and insider access to the biggest shows in the business.Connect with Megan Martinhttps://msquareddynamics.com/ Connect with Mark Lopezhttps://www.showimaging.com/

What do you do when your LED wall drops a Tetris-sized hole mid-show, your keynote shows up with 47 slides for a 10-minute slot, and the fire marshal shuts down your haze machine ten minutes before doors?  Megan Martin sits down with Steve Evans, founder of Show Imaging and the guy who can turn a dusty cattle ranch into a Rolling Stone–recognized music festival, to talk about why saying “yes” (most of the time) is the only way to survive in live events.From cardboard Guinness World Records to sponsor nightmares and weather drama, Steve shares the chaos, the laughs, and the lessons from 30 years of building events that are both profitable and unforgettable.🔥 What You’ll Learn:How to handle the curveballs—gear fails, diva sponsors, and last-minute changes—without losing your coolWhy “perfection” is a myth in events, and what clients actually value moreThe story behind Show Imaging’s “always say yes” mantra (even when it involves world-record-sized cardboard)Why safety always trumps the show, no matter the stakesHow to keep your team sane and your events special—even when everything goes wrongAbout the Guest:Steve Evans is the founder and CEO of Show Imaging, a production powerhouse that transforms unexpected spaces into world-class experiences, including Under the Big Sky Festival in Montana. With over three decades in live events, Steve has built a reputation for tackling the impossible and still making it fun.Claim your Eventeny Discount$500 off Pro Annual PlanHERE: https://product.eventeny.com/event-about-it Got a wild event story? Share it at eventaboutitpodcast.com and get featured on a future episode. And don’t forget to subscribe so you never miss the chaos, the gold, and the gritty truths from the trenches.Connect with Megan Martinhttps://msquareddynamics.com/ Connect with Steve Evanshttps://www.showimaging.com/ 

What happens when your keynote speaker goes rogue and the whole audience walks out? Megan Martin is joined by Mark Kilens, creator of HubSpot Academy, Drift’s former VP of Content & Community, and current VP of Marketing at EasyLlama. They unpack what to do when events go sideways... and how to bounce back.They play “Funnel Vision,” a high-stakes game of GTM tactics and event chaos, and talk about why splashy moments like llamas in booths or celebrity Cameos won’t fix a funnel that doesn’t focus on people first.What You’ll Learn:Why your keynote must align with the mood of the moment—or risk losing the roomWhat event pros can learn from the People First Go-To-Market strategyWhich splashy stunts actually drive pipeline (and which are just tote-bag distractions)How to avoid over-gating your event content and start measuring what actually mattersA reminder that every keynote, session, and speaker should serve the audience—not just your brandAbout the Guest:Mark Kilens is the VP of Marketing at EasyLlama and founder of TAC Insider. He’s known for creating the HubSpot Academy, scaling Drift’s 65,000-person community, and building the People First GTM model used by modern marketers across the globe.Got an event disaster story? Head to eventaboutitpodcast.com to share it and get featured in a future episode. And don’t forget to listen to the Dynamic Dialogue After Show with Mark where we dive into AI-powered event tech, building your personal OS, and why alignment is officially out.Keep growing, keep laughing, and for the love of panels, keep eventing about it.Connect with Megan Martin HEREConnect with Mark Kilens HERE

What’s the point of saying “people first” if your event strategy still starts with forms, friction, and five follow-ups? In this Dynamic Dialogue After Show, Megan Martin and Mark Kilens take a sharp turn into the future of martech, event tech, and the big missing piece in most GTM strategies: the human behind the data.They dive into why alignment is dead, how AI will overhaul the attendee experience, and what your event system needs to look like if you want to survive 2026. Plus, Mark shares his personal operating system and why your week needs more reflection and fewer random registration fields.What You’ll Learn:Why most event tech is overdue for disruption and what the future system must doHow to build a personal operating system that keeps you focused and fulfilledWhy “alignment” is the most overhyped word in GTM and what to aim for insteadHow to actually measure human connection in a data-driven worldWhy involving your customers in your event strategy is the next big unlockAbout the Guest:Mark Kilens is the VP of Marketing at EasyLlama and founder of TAC Insider, where he publishes weekly insights on event-led growth, martech, and GTM innovation. With previous leadership roles at HubSpot, Drift, and Airmeet, he’s helped shape how modern marketers think about education, experience, and execution.Ready to build smarter, more connected events? Join the Squared Squad at eventaboutitpodcast.com to catch bonus episodes, guest deep dives, and candid takes that don’t make the main stage.Connect with Megan Martin HEREConnect with Mark Kilens HERE

The heels are off (or are they?), and we’re getting into the real talk. In this Dynamic Dialogue After Show, Megan Martin and her guest Sarah Soliman go beyond the stage and the sizzle reels to talk about what happens when the work gets personal. Sarah shares the backstory of walking away from a toxic professional relationship, building her business before age 30, and staying poised when it would be a whole lot easier to clap back.Her dad says it best: “When a dog barks, you don’t bark back.” And that mantra has kept her grounded while gracefully outpacing the people who underestimated her. Plus, we get the truth behind her iconic event stilettos.Spoiler: it’s not just about the look (though the look does slay). They also share some go-to shoe brands that are style and comfort when walking a show floor for 12 hours.About the Guest:Sarah Soliman is the President and CEO of Soliman Productions, and a respected leader in the events industry. From co-leading the #MeetingsToo movement to mentoring the next generation of creatives, she brings vision, strength, and unapologetic authenticity to everything she does.✨ What You’ll Learn:How to walk away from toxic professional relationships without burning down the roomWhy Sarah believes poise and silence can be more powerful than retaliationThe surprising reason she rocks heels at eventsTips for navigating career breakups in a small industry where you’re bound to cross paths againWhy mentorship, storytelling, and representation matter more than ever in eventsWant more real, unfiltered conversations like this? Join the Squared Squad at eventaboutitpodcast.com for bonus content from Megan and you can share your wild event stories!Connect with Megan⁠ ⁠HERE⁠⁠Connect with Sarah HERE

If your event awards show feels like a low budget Oscars and your panel session is just three people nodding at each other in agreement, it’s time to tune into this episode. This week on Event About It, Megan Martin sits down with Sarah Soliman, powerhouse content creator and Founder of Soliman Productions, to say what we’re all thinking: the events industry keeps talking about innovation, but it’s stuck in a loop of recycled formats and last-minute scrambles.We drag dry panels, boring awards shows, and fake community promises right into the spotlight. With a camera in one hand and a mic drop in the other, Sarah brings the receipts on how the events industry is failing its own narrative and what needs to change to actually engage people.From all-male panels and highlight reels with zero energy, to CEO fireside chats that are more smoke than substance, we’re calling “cut!” on it all. Oh, and if your networking event involves a sad cheese tray, we’re swiping left.About the Guest:Sarah Soliman is the President and CEO of Soliman Productions, a powerhouse event content agency helping brands capture moments that matter. With a background in broadcast media and years of leadership across MPI and beyond, she’s built a reputation as one of the most respected creative and strategic voices in the events industry.What You'll Learn:How to rework panels and award shows to actually keep your audience engagedWhat content creators know about consistency and planning that event pros need to learnThe biggest frustrations with industry events and why the word “community” is getting overusedHow to deliver content that matches your brand values instead of just repeating buzzwordsWhy events must start practicing what they preach on inclusion, engagement, and innovationWant to hear more from Sarah?Listen to the Dynamic Dialogue After Show wherever you get your podcasts or on YouTube. Have a wild event story you want to share? Tell it to us at eventaboutitpodcast.com so we can play it on an upcoming episode.Keep growing, keep laughing, and for the love of panels, keep eventing about it.Connect with Megan⁠ ⁠HERE⁠⁠Connect with Sarah HERE

You can’t buy authenticity and Julie Mullins is here to prove it. In this After Show, Megan Martin and Julie dive into the sharp contrast between high-volume, group-heavy destinations like Chicago and small, leisure-first towns like Whitefish, Montana.They unpack how to preserve identity while growing events, why destination meetings need to stay human-centered, and how leaders can mentally navigate the sales rollercoaster through economic uncertainty. This one’s for the marketers, sellers, and planners who know it takes a village—and vision.What You’ll Learn in This After Show:How to apply boutique-level personalization in large-scale destinationsWhy preserving community identity should come before outside investmentThe difference in selling leisure vs. group and what they can learn from each otherHow to stay grounded and focused during economic turbulenceThe power of listening, trusting your team, and playing the long game in salesAbout the Guest:Julie Mullins is the Executive Director of Explore Whitefish and owner of Zeal Destination Consulting. She’s spent decades balancing politics, purpose, and profit across global hotel brands, tier-one cities, and now, one of the West’s most treasured small towns.Want more raw, real talk like this? Join the Squared Squad at www.eventaboutitpodcast.com for exclusive content and candid conversations that go beyond the mic.Connect with Julie HERE⁠Connect with Megan HERE

If you've ever booked a city-wide, dodged political landmines, and still closed the deal, this one’s for you. This week, Megan sits down with Julie Mullins, a 35-year hospitality veteran who’s led high-stakes sales in major metros like Chicago and now serves as Executive Director of Explore Whitefish in Montana.From navigating union drama to managing naked customers on a fam trip (yes, really), Julie shares her unforgettable stories and sharp insights from decades in the trenches of destination sales. Plus, we play Tourism Tinder where igloo bars are hot and mascot costumes are swept left.About the Guest:Julie Mullins is the Executive Director of Explore Whitefish, owner of Zeal Destination Consulting, and former VP of Convention Sales for Choose Chicago. With 35 years in hospitality and a reputation for high-impact sales leadership, she brings both grit and grace to the conversation.What You’ll Learn in This Episode:What it’s really like to manage sales for a billion-dollar tourism economyThe pros and pitfalls of heavily unionized event cities like ChicagoWhy pop-up experiences can work and when they’re just a gimmickThe importance of carving out time for yourself in a career that demands 24/7Why managing tourism in small towns is more complex (and critical) than people thinkHead to eventaboutitpodcast.com to submit your own wild event stories and join the Squared Squad for bonus content and behind-the-scenes access.Connect with Julie HEREhttps://www.linkedin.com/in/julesmullins/Connect with Megan HEREhttps://msquareddynamics.com/

The funnel is dead, MQLs are out, and your networking events aren’t as human-centered as you think. In this After Show, Megan and Ashley go off the record and into the real stuff: AI myths, event design fails, personalization at scale, and why you should probably stop serving bagels at every conference.What You’ll Learn in This After Show:Why AI isn’t replacing marketers—but marketers who ignore AI might get left behindHow to scale personalization using content depth and intent frameworksThe difference between busy work and uniquely human marketing tasksWhy most networking events fail introverts (and what to do instead)The marketing buzzword Ashley wants permanently canceledAbout the Guest:Ashley Faus is the author of Human-Centered Marketing and Head of Lifecycle Marketing Portfolio at Atlassian. She specializes in content strategy, demand gen, and lifecycle marketing—and is a passionate advocate for designing marketing experiences that actually work for real humans.Ashley also shares a hilarious booth mishap involving superhero cutouts and the carpet padding lesson no event marketer should forget.Join the Squared Squad at eventaboutitpodcast.com to access exclusive bonus content, connect with guests, and never miss a behind-the-scenes convo like this one.Connect with Ashley Faushttps://www.atlassian.com/blog/author/ashley-fausConnect with Megan Martin https://msquareddynamics.com/

If you think lifecycle marketing ends after your event wrap-up email, you’re doing it wrong. This week, Megan is joined by Ashley Faus, Head of Lifecycle Marketing Portfolio at Atlassian and author of Human-Centered Marketing, to explore how events power long-term strategy and trust-driven campaigns.Ashley breaks down the difference between industry vs. user conferences, how to repurpose event content without boring your audience, and the unexpected details that make attendees feel seen, heard, and valued.About the Guest:Ashley Faus is the Head of Lifecycle Marketing Portfolio at Atlassian and the author of Human-Centered Marketing. She's known for connecting content, product, and demand gen strategies across every touchpoint—plus, she might just turn your next marketing framework into a musical.What You’ll Learn in This Episode:The real difference between user and industry conferences (and why you need to know it)How to repurpose event content for lasting impact without overwhelming your audienceThe right metrics to measure depending on your event’s purposeWhy little things, like carpet padding, make a big human-centered differenceHow your event strategy fits into the full customer lifecycle, not just the sales funnelHead to eventaboutitpodcast.com to share YOUR “Vent of the WeeK” and join the Squared Squad for bonus content, guest Q&As, and our exclusive After Show.👉 Want to hear more from the guest? Tune into the “After Show” HERE www.eventaboutitpodcast.com Connect with Ashley Faushttps://www.atlassian.com/blog/author/ashley-fausConnect with Megan Martin https://msquareddynamics.com/

If you send emails to your customers, you will want to listen to this episode 🎧 This "After Show" is packed with game-changing email marketing insights from our guest Jay Schwedelson who brings the receipts. With over 15 million subject lines tested and 40,000+ campaigns executed annually, Jay doesn’t just talk email strategy he lives it. Jay Schwedelson is the founder of SubjectLine.com and GURU Media Hub, the force behind the world’s largest email marketing events. With over 15 million subject lines tested and a top-ranked marketing podcast, he’s one of the most trusted voices in the email game.Host Megan Martin dives into the myths, mistakes, and marketing moves that can make or break your next event campaign.From laugh-out-loud flops to subject lines that crushed it, this convo covers the raw truth behind successful email marketing. Whether you're promoting your first event or managing thousands of attendees, you’ll walk away with real strategies to cut through the noise and convert.🔥What You’ll Learn:How to write event emails that don’t feel like just another promo, PLUS the one pre-show mistake almost everyone makes.Why your subject line might be killing your campaign and what to do instead.The right timing, tone, and segmentation strategies that drive real registration results.What metrics truly matter (and which ones you’re obsessing over for no reason).The do’s, don’ts, and total cringe trends Jay says have no place in your next campaign.This episode is your blueprint for more successful event emails, straight from the expert who’s tested it all.👉 Don’t forget to head over to eventaboutitpodcast.com to send us your vents and stories for a chance to be featured on a future episode. 🎧 While you’re there, join the Squared Squad for access to exclusive bonus content, guest interactions, and our After Show Episodes where we dive deep with our guests for actionable steps you can take after listening.Until next time, keep growing, keep laughing, and keep eventing about it.Connect with Jay Schwedelson https://jayschwedelson.com/Guru Conferencehttps://guruconference.com/ Connect with Megan Martin https://msquareddynamics.com/

Welcome to the Dynamic Dialogue After Show, where the real tea gets spilled! Host Megan Martin is back with entrepreneur and tech guru Adam Saad for an unfiltered, no-holds-barred conversation you didn’t know you needed.Adam left the corporate grind at Salesforce to build his own “rocket ship”, and he’s telling us exactly why (and how) he did it.We’re breaking down:The burnout that pushed him to quit the sales floor for good (it wasn’t because he worked too hard either)Why tiny, niche events beat massive trade shows every timeHow to work smarter (not harder) when planning sponsorshipsWhy event organizers must make it stupid-easy to spend money with themAnd the ultimate debate: branded vs. unbranded swag—Adam’s got thoughtsIf you love events, business glow-ups, and a little spicy event strategy talk, pull up a chair, grab a drink, and get ready for some seriously real conversation.Connect with Adam ⁠⁠HERE⁠⁠https://techstackadvising.com/Listen to Adam’s Podcast HEREhttps://open.spotify.com/show/0aGEEihBcdAvi5n7wC21p6?si=e14bf868dbb94dc2Connect with Megan⁠ ⁠HERE⁠⁠https://msquareddynamics.com/Enjoyed the episode? We want to hear from you and your vent of the week!Head over to ⁠⁠eventaboutitpodcast.com⁠⁠ to leave us a voicemail with your burning questions or your own Vent of the Week story to be featured in a future episode.As a member of The Squared Squad you can:Submit questions for upcoming guestsShare your own Vent of the Week through the voicemail feature on the websiteBehind-the-scenes blogs and insights from Megan Martin

In this Dynamic Dialogue After Show, host Megan Martin and guest Will Curran dive deeper into the future of event experiences, exploring how wearable tech, AI, and real-time data are reshaping the way we plan, design, and deliver events.Will Curran is a renowned event technology innovator, founder of Endless Events, creator of the #EventProfs community, and Vice President of Go-to-Market for North America at Voxo, where he leads the company’s strategic growth in the region.Together, Megan and Will explore topics like:How wearable tech can enhance networking and on-site engagementAI tools that summarize sessions and conversations for attendeesThe power of personalized event experiences that make attendees feel like VIPsUsing health and behavior data to influence smarter event designSustainability tips, like promoting mindful water consumptionWhy real-time data is a game changer for audience experienceHow DJs and planners can adapt in the moment based on audience reactionsThe importance of building community for long-term event successHow wellness-focused design can improve attendee energy and retentionThe role of AI in delivering multi-format, multi-sensory event engagementWhether you're an event planner, tech enthusiast, or just curious about where the industry is headed, this episode offers a forward-thinking look at how we can blend innovation with intentionality to build stronger communities and unforgettable experiences.Connect with Will https://willcurran.com/Connect with Megan ⁠https://msquareddynamics.com/As a member of The Squared Squad you get exclusive access:Behind-the-scenes insights to Megan's expertiseEarly access to new episodesInsider tips from top event pros The chance to submit your questions to upcoming guest interviews before the interview!Subscribe, leave a review, and share this episode with your fellow event enthusiasts.

In this episode of The After Show, host Megan Martin sits down with Anca Trifan, a powerhouse in event tech, AI strategy, and wellness advocacy. With over 20 years of experience, Anca has built a reputation as a leader in AV production, AI integration, and event technology strategy. As the host of Events: Demystified Podcast and Senior Manager of Strategic Partnerships, Event Technology & AI at M&IW, she’s shaping the future of how AI enhances event personalization, strategy, and revenue growth.Anca is also the founder of Tree-Fan Events, a woman-owned production company specializing in AI-driven event solutions for live, virtual, and hybrid experiences. In this conversation, she shares:Her journey as an entrepreneur and why she started her own production company.Practical advice for those looking to launch their own business in the events industry.The transition from entrepreneurship to a corporate leadership role and what she’s learned along the way.The biggest misconceptions about AI in events and how professionals can start integrating it without feeling overwhelmed.Her favorite AI tools right now and how they can streamline event planning.Her passion for fitness and biohacking, including how her FIT4EVENTS framework is helping event professionals stay mentally and physically sharp.If you're looking for expert insights on AI, business growth, and wellness in events, this episode is packed with actionable takeaways.Join the dynamic dialogue and get ready to level up with Anca Trifan!Connect with Anca ⁠⁠HERE⁠⁠https://ancaplatontrifan.me/Connect with Megan ⁠⁠HERE⁠⁠https://msquareddynamics.com/As a member of The Squared Squad you can:Submit questions for upcoming guestsShare your own Vent of the Week through the voicemail feature on the websiteBehind-the-scenes blogs and insights from Megan Martin

This is The Event About It After Show, where Rachel Kopczyk flips the script and interviews Megan Martin on why this podcast was created and what she hopes to change in the event industry.Megan, an award-winning speaker and expert in marketing, event design, and community building, shares her insights on leveraging events for business growth and creating unforgettable experiences. From radical event strategies to common mistakes and easy fixes, this conversation is packed with actionable advice and forward-thinking ideas for event pros looking to level up.Topics Discussed:The inspiration behind Event About It and what listeners can gain from tuning in.How to move beyond traditional booth setups and drive event-led business growth.Megan's most innovative and radical approaches to event planning.The biggest mistake event planners make—and how to easily correct it.Practical tips for maximizing your marketing impact at events.How consultants can help bring fresh perspectives and cost-effective solutions.Managing stress and expectations while finding grace in event challenges.The importance of engaging with the event community and embracing change.Join Megan and Rachel for this candid and insightful dialogue that’s sure to inspire creativity and innovation in your next event.Enjoyed the episode? We want to hear from you!Head over to ⁠eventaboutitpodcast.com⁠ to leave us a voicemail with your burning questions or your own Vent of the Week story to be featured in a future episode.While you're there, don't miss out on joining The Squared Squad, where you'll get exclusive access to bonus content, including:Each episode's After Show which is an extended conversation with episode guestsBehind-the-scenes insights to Megan's expertiseEarly access to new episodesInsider tips from top event pros The chance to submit your questions to upcoming guest interviews. Subscribe, leave a review, and share this episode with your fellow event enthusiasts.Connect with Megan HEREConnect with Rachel ⁠HERE⁠