Turning Every Event Into A Growth Engine

Events have always been a powerful way to connect, but in the world of B2B marketing, they often don’t get the recognition they deserve as a proper growth channel. Today, event-led growth is making a strong comeback, particularly as people yearn for genuine human connection in a tech-heavy, AI-driven world. When done right, events become much more than a one-time experience. They are strategic moments that drive revenue, build relationships, and fuel pipeline growth.

In this episode, Kate Hammitt, VP of Marketing at Cvent and an event marketing veteran, shares insights from her extensive experience running events, from the US Open to major trade shows. She breaks down how event-led growth is evolving, why rigor and data are crucial, and how to create events that not only deliver exceptional experiences but also generate ongoing value through content and follow-up.

Kate also shares smart tips on measuring success, curating the right audience, and using personalization to make every event meaningful.

In this episode, you’ll learn:

• What event-led growth means, and why it needs a clear strategy
• How to measure event success beyond just attendance and anecdotes
• Ways to use data and AI to personalize and elevate event experiences
• Practical advice for identifying gaps in your buyer’s journey where events can add the most value

Jump into the conversation: (00:00) Introducing Kate Hammitt and event-led growth (05:19) Defining event-led growth and the role of strategy (07:24) Post-event follow-up and measuring impact (09:30) What makes a good event (10:22) Content creation and attendee experience (12:04) Trends in personalization and peer connections (15:06) How clients are shifting event budgets and formats (16:23) Using data and AI to personalize events (19:04) Kate’s favorite events and career highlights (20:22) Advice for starting or scaling an event program