EVENT ABOUT IT: Event Marketing, Strategy & Business Growth

Megan Martin
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Struggling to make events drive business growth? Welcome to Event About It, the podcast for event-led growth. Hosted by Megan Martin, we ditch surface-level logistics for the high-stakes event strategy and event marketing your CEO, CMO, and CRO actually cares about. We blend actionable tactics with wild, backstage stories to ensure your next activation is a strategic powerhouse, not just a party. Join us every Friday: • 1st/3rd: Event strategy, stories and “Vent of the Week.” • 2nd/4th: The Aftershow—unfiltered truths & Dynamic Dialogue Stop guessing. Start growing.

  1. 2 days ago

    The Event ROI Question Every CRO Asks and Nobody Preps For

    Most event teams are not badly run. They are badly wired. Three teams doing the same job in three different directions, and the event ROI conversation never actually happens because nobody owns it. This episode runs a live diagnostic on that wiring. Ten real decisions event teams make every week, sorted in real time into executor thinking or executive thinking, with a guest, Sara Ann Straw, who has walked into fractured global event organizations and rebuilt them from the inside. One of her calls is going to annoy you. She is also right about it. In this one: Run your own week through ten real scenarios and see which side of the executor and executive line you are actually operating on Stop carrying a contingency line you have not questioned in five years, and know exactly what to interrogate instead Learn what executives actually want from registration pacing, which is not the registration number and not the segment breakdown Understand why a lead that sits longer than 24 hours loses roughly a third of its conversion rate, and what that does to the marketing and sales blame cycle Hear what happens when your production partner walks six weeks before a 2,000-person sales kickoff, and why "vendor" versus "partner" is a budget decision, not a vocabulary preference If you are walking into budget season with a number you cannot defend, this is the one to start with. The diagnostic takes ten minutes and it will tell you something uncomfortable. About the guest: Sara Ann Straw has spent nearly two decades building and rebuilding global event organizations at high-growth tech companies, usually by pulling field, partner, webinar, and corporate events under one roof. She learned to speak executive the hard way, in a meeting where she could not answer why her own company was investing in its own event. Her book, The Experienced Executive, is the version of that lesson she wishes someone had handed her at the start. Find Sara: Website: www.saraannstraw.com Book: The Experienced Executive — https://a.co/d/07Rit5wG Podcast: Solo Travel Woman, on Spotify LinkedIn: https://www.linkedin.com/in/saras23/ About Your Host Megan Martin is the founder of M Squared Dynamics, a consulting, facilitation, and content strategy firm helping event leaders, marketers, and sales teams turn live experiences into measurable business growth. She's the host and executive producer of Event About It, and a two-time PCMA Visionary Award nominee (2022 winner). With nearly 20 years in the industry, Megan operates at the intersection of event strategy, marketing alignment, and behavioral intent signals, turning events from line items into pipeline drivers. Connect with Megan and M Squared Dynamics: Podcast: EventAboutItPodcast.com Newsletter (Step and Repeat): msquareddynamics.com/stepandrepeatsignup Consulting and strategy: msquareddynamics.com LinkedIn: https://www.linkedin.com/in/meganmartincmp/ Instagram: @m2dynamics and @eventaboutit TikTok: @eventaboutit Keep the Conversation Going Subscribe to Event About It so the Aftershow lands in your feed the second it drops. That one is the full story of the meeting where a CRO asked why the company was investing in its own event, and the answer was "because I was told to." Send this episode to the event leader on your team who is excellent at the wrong thing and has not been told yet.

  2. 21 Aug

    Event Creator Programs: Are You Paying for Reach, Content, or Influence?

    Every event on the circuit is running some version of the same program right now. Comp the badge, comp the flight, comp the hotel, get content in return. Suddenly the registration list has "creators" on it, and almost nobody in the room agreed on what that word actually means, or what they're paying for when they use it. The quick answer: a content creator asks what to post this week. A thought leader asks what only they can say. An influencer asks whether their audience will buy what's being shared. Three different jobs, three different payoffs. Most hosted creator programs in the events industry never decide which one they're actually hiring for, and that's the expensive mistake this episode is built to fix.  This is a solo episode, no guest this time, built around a distinction Megan couldn't stop thinking about after her own turn inside Cvent CONNECT's first hosted creator program. It pulls in growth executive Elena Verna's writing on the "operator" path versus borrowed authority, breaks down where creators, thought leaders, and influencers genuinely overlap, and then puts Megan's own campaign data on the table, including the one post that outperformed everything else in her lineup for reasons that had nothing to do with strategy. What you'll learn: Why "content creator," "thought leader," and "influencer" are three different jobs with three different goals, and why most event budgets quietly default to the easiest one to measure instead of the one that actually moves the business The three questions to ask before you build or join an event creator program, so you know whether you're buying reach, content, or influence What happened when Megan's own Cvent CONNECT wifi failed and accidentally proved the entire thesis of this episode, with the real numbers: her best post pulled six times her next-best result and roughly a third of all her campaign engagement Why a niche, relevant audience routinely outperforms a massive, unengaged one, and what that means for how you evaluate who to bring into your event's creator program The honest goal nobody wants to say out loud when they build one of these programs, and why saying it plainly beats dressing it up as "community" or "creator partnerships" This episode connects directly back to event-led growth: how event budget decisions, event marketing ROI, and B2B event strategy actually hold up once real campaign data gets put next to the pitch. If you've ever approved, built, or been comped into an event creator program, this is the episode that tells you what you were really buying. About Your Host Megan Martin is the founder of M Squared Dynamics, a consulting, facilitation, and content strategy firm helping event leaders, marketers, and sales teams turn live experiences into measurable business growth. She's the host and executive producer of Event About It and a two-time PCMA Visionary Award nominee (2022 winner). With nearly 20 years in the industry, Megan operates at the intersection of event strategy, marketing alignment, and behavioral intent signals, turning events from line items into pipeline drivers. Connect with Megan and M Squared Dynamics: Podcast: EventAboutItPodcast.com Newsletter (Step and Repeat): msquareddynamics.com/stepandrepeatsignup Consulting and strategy: msquareddynamics.com LinkedIn: https://www.linkedin.com/in/meganmartincmp/ Instagram: @m2dynamics and @eventaboutit TikTok: @eventaboutit Keep the Conversation Going Subscribe to Event About It so you don't miss what's coming next. Send this episode to the marketing leader who just signed off on a creator or influencer program and still isn't sure what they're actually getting for it.

  3. 14 Aug ·  Bonus

    The Event Content Lifecycle Nobody Teaches You

    Everyone talks about the agenda. Almost nobody talks about what happens before the venue is even booked, or what happens to that content a full year after the show wraps. In this Aftershow, we get into the parts of event content strategy that don't make it into most conversations: how sponsored sessions actually get negotiated, why celebrity keynotes mostly fail, and the one connection that made an Olympic-themed keynote at Tableau Conference actually work. If you caught the main episode, you already know why Stephanie Wells is the person you call when your event has sessions but no strategy. In the Aftershow, we go past the headlines and into the operating system behind it. What You'll Learn: What a full event content lifecycle actually looks like when next year's planning starts while this year's event is still running Why "back pocket allocations" exist and how they save a content strategy when a company acquisition drops two weeks before an event How to balance sponsored content against owned sessions without turning the agenda into a string of sales pitches The real reason most celebrity keynotes fall flat, and the one Tableau used that didn't What to measure in a post-event report if you actually want your C-suite to fund next year's budget Guest bio: Stephanie Wells has spent over 20 years building content strategy for Microsoft, Salesforce, Tableau, and Workday. She's a founding member of the Event Content Council and most recently spent two years inside hands-on training at Skillable. This fall she's launching Gold Heart Events, specializing in event content, strategy, and operations. Connect with Stephanie: LinkedIn: Stephanie Wells Website: goldheartevents.net (launching fall 2026) The best conversations start after the show ends, and the best ones keep going in your inbox. Subscribe to Event About It wherever you get your podcasts and sign up for the Step and Repeat newsletter at msquareddynamics.com/stepandrepeatsignup. Until next time, stay curious. About Your Host Megan Martin is the founder of M Squared Dynamics, a consulting, facilitation, and content strategy firm helping event leaders, marketers, and sales teams turn live experiences into measurable business growth. She's the host and executive producer of Event About It, co-founder of Opportunity Hunters, and a two-time PCMA Visionary Award nominee (2022 winner). With nearly 20 years in the industry, Megan operates at the intersection of event strategy, marketing alignment, and behavioral intent signals, turning events from line items into pipeline drivers. Connect with Megan and M Squared Dynamics: Podcast: EventAboutItPodcast.com Newsletter (Step and Repeat): msquareddynamics.com/stepandrepeatsignup Consulting and strategy: msquareddynamics.com LinkedIn: https://www.linkedin.com/in/meganmartincmp/ Instagram: @m2dynamics and @eventaboutit TikTok: @eventaboutit

  4. 7 Aug

    Wi-Fi Disaster That Broke The Event Strategy

    Picture this: a dozen rooms, 200 attendees, a paid hands-on training session everyone showed up specifically for, and the Wi-Fi just... dies. Not for five minutes. For hours. Turns out the culprit wasn't the venue's internet at all, it was a stranger walking the floor with a pocket microwave sucking up bandwidth. This week's guest lived it, owned it in front of her entire leadership team, and turned it into one of the biggest lessons of her career. Stephanie Wells has spent 20+ years building the content strategy behind some of the biggest tech conferences on the planet, Microsoft, Salesforce, Tableau, Workday, to name a few. She's a founding member of the Event Content Council, just wrapped two years embedded inside the world of hands-on training, and this fall she's launching her own firm, Gold Heart Events. She's also the person you call when your event has sessions but no strategy, and this conversation is exactly why. What You'll Learn: Why an event content strategy needs to exist before the venue contract gets signed, not after The real story behind a hands-on training Wi-Fi outage that took down a paid conference session, and what it taught an entire leadership team about contingency planning Why AI-written session titles are quietly making every conference sound the same, and what that's costing attendee loyalty The "Scope or Nope" test for deciding what actually belongs in your event content plan How to build a content repurposing strategy before the agenda is even finalized This episode covers the real mechanics of event content strategy: what belongs in scope, what gets cut, and why event ROI depends on decisions made months before anyone signs a venue contract. Stephanie makes the case that content should be first out the gate and last to leave, ahead of sponsors, ahead of venues, ahead of everything. Guest bio: Stephanie Wells has spent over 20 years building content strategy for Microsoft, Salesforce, Tableau, and Workday. She's a founding member of the Event Content Council and most recently spent two years inside hands-on training at Skillable. This fall she's launching Gold Heart Events, specializing in event content, strategy, and operations. Connect with Stephanie: LinkedIn: Stephanie Wells: https://www.linkedin.com/in/stephanie-wells-6930325/ Website: goldheartevents.net (launching fall 2026) Instagram: @gold_heart_events Subscribe to Event About It so the Aftershow lands in your feed the second it drops. We're going deeper into the full event content lifecycle, from venue contract to post-event report, plus where celebrity keynotes and sponsored sessions actually earn their spot on the agenda. Send this episode to the event planner still finalizing the agenda before anyone's touched the content strategy. Keep laughing, keep growing, and keep eventing about it. About Your Host Megan Martin is the founder of M Squared Dynamics, a consulting, facilitation, and content strategy firm helping event leaders, marketers, and sales teams turn live experiences into measurable business growth. She's the host and executive producer of Event About It, co-founder of Opportunity Hunters, and a two-time PCMA Visionary Award nominee (2022 winner). With nearly 20 years in the industry, Megan operates at the intersection of event strategy, marketing alignment, and behavioral intent signals, turning events from line items into pipeline drivers. Connect with Megan and M Squared Dynamics: Podcast: EventAboutItPodcast.com Newsletter (Step and Repeat): msquareddynamics.com/stepandrepeatsignup Consulting and strategy: msquareddynamics.com LinkedIn: https://www.linkedin.com/in/meganmartincmp/ Instagram: @m2dynamics and @eventaboutit TikTok: @eventaboutit

  5. 31 Jul ·  Bonus

    Is Everything You Know About Gen Z at Events Wrong?

    The events industry keeps publishing research about Gen Z. Nobody thought to read it back to one. So Megan brought her assistant Sierra Siebulrud to Cvent CONNECT 2026 for her first-ever industry conference — and her first major conference of any kind — then sat her down and read out thirteen published Gen Z stats to her face. Some of them held up. Several of them did not. The ones that fell apart are the ones your agenda is probably built on. This is a different kind of Aftershow. So this is net-new: a fact check, a first-timer debrief, and a straight-answer session on the things everyone wants to ask a Gen Z and doesn't. What you'll learn: Why the "Gen Z avoids in-person networking" stat gets pushback from an actual Gen Z, and who she thinks is really responsible for the shiftThe real reason a first-timer will sit through your hour-long session, and the one thing that guarantees she won't remember itWhat actually pulls a Gen Z attendee to a booth (hint: it is not the tote bag, and the answer will annoy your swag budget)The 30-second rule she uses to accept or ignore every LinkedIn request after a conferenceWhere Gen Z goes to learn how to network before an event, and why it isn't Google and isn't AIThe exact sentence that predicts whether a Gen Z hire stays a year or bailsHow she verifies whether "great company culture" is real before she applies, using nothing but LinkedInApproximate chapters: 02:40 — Fresh Eyes: walking into CONNECT completely blind04:15 — What surprised her most: the rebrand as a full factory reset06:15 — The purple badge and the partner reception panic11:05 — Her advice for first-timers, and it takes ten seconds a day12:05 — The acronym problem14:55 — A brief and necessary Bravo detour18:50 — Stat Check: thirteen published Gen Z stats, live34:35 — Ask a Gen Z: LinkedIn, swag, managers, and job hopping51:10 — Rapid fire, plus a real conversation about alcohol at events56:15 — Curiosity card Connect with Megan and M Squared Dynamics: Podcast: EventAboutItPodcast.comNewsletter (Step and Repeat): msquareddynamics.com/stepandrepeatsignupConsulting and strategy: msquareddynamics.comLinkedIn: https://www.linkedin.com/in/meganmartincmp/Instagram: @m2dynamics and @eventaboutitTikTok: @eventaboutit Plus: the purple badge moment, the acronym problem nobody in this industry will admit to, a Bravo detour involving a Montana wedding, and the fastest way an older colleague loses credibility with someone half their age. About Sierra Sierra Siebulrud is 27, Gen Z, and currently exploring what's next — checking out different industries before landing on her next opportunity. She came to Cvent CONNECT 2026 to help Megan and to find out whether the events industry is a fit for her. She left thinking it might be. Worth naming up front: Sierra shadowed Megan through the creator program, so this is one Gen Z's read from an unusually good seat, not a stand-in for every Gen Z attendee walking your show floor. About Your Host Megan Martin is the founder of M Squared Dynamics, a consulting, facilitation, and content strategy firm helping event leaders, marketers, and sales teams turn live experiences into measurable business growth. She's the host and executive producer of Event About It, co-founder of Opportunity Hunters, and a two-time PCMA Visionary Award nominee (2022 winner). With nearly 20 years in the industry, Megan operates at the intersection of event strategy, marketing alignment, and behavioral intent signals, turning events from line items into pipeline drivers. Keep the Conversation Going The best conversations start after the show ends, and the best ones keep going in your inbox. Subscribe to Event About It wherever you get your podcasts and sign up for the Step and Repeat newsletter at squareddynamics.com/stepandrepeatsignup . Until next time, stay curious.

  6. 24 Jul

    Trust is Broken. Cvent bet a billion it isn’t

    Cvent just bet a billion dollars that presence, not swag, not badges, not brochures, is the rarest signal left in B2B marketing. They're calling it the presence premium: in a world where AI can fake almost anything, showing up in person is the one thing it still can't. Megan Martin spent Cvent Connect 2026 in Nashville as one of only ten creators hand-picked for Cvent's first-ever hosted creator program, the first of its kind in the events industry. In this solo, no-guest edition of Event About It, she breaks down five takeaways almost nobody else is reporting on, and holds Cvent's own numbers up to the same scrutiny she'd apply to any client's data. What you'll learn: Why Cvent's "trust recession" stats (85% say AI content is harder to trust, 81% say in-person events raise audience trust) are worth reading twice, and the one question every marketer should ask before quoting vendor-commissioned event ROI data in a budget meeting.What the new Cvent Center for Event Insights signals about the future of first-party data and event attribution, and why Megan thinks it could become the most cited research source in the industry within two years.Why the ON24 and Goldcast acquisitions aren't a contradiction to Cvent's in-person pivot. They're the bridge between event technology and martech.What it means that Cvent IQ runs on MCP, the same protocol connecting AI agents like Claude and ChatGPT to outside tools, and why that could reshape event technology before anyone has a clean use case for it.The real lesson from Cvent's inaugural creator program, plus two chaotic behind-the-scenes stories from the show floor and one deeply humbling DoorDash run-in with Cvent's entire C-suite. Watch the real-time Field Notes recaps, recorded on-site in Nashville: https://www.youtube.com/watch?v=rZUgwx4w3vAhttps://www.youtube.com/watch?v=Rc4g-k9G8Bk About Your Host Megan Martin is the founder of M Squared Dynamics, a consulting, facilitation, and content strategy firm helping event leaders, marketers, and sales teams turn live experiences into measurable business growth. She's the host and executive producer of Event About It, and a two-time PCMA Visionary Award nominee (2022 winner). With nearly 20 years in the industry, Megan operates at the intersection of event strategy, marketing alignment, and behavioral intent signals, turning events from line items into pipeline drivers. Connect with Megan and M Squared Dynamics Podcast: EventAboutItPodcast.com Newsletter (Step and Repeat): msquareddynamics.com/stepandrepeatsignup Consulting and strategy: msquareddynamics.com LinkedIn: https://www.linkedin.com/in/meganmartincmp/ Instagram: @m2dynamics and @eventaboutitTikTok: @eventaboutit Subscribe to Event About It so you don't miss the two follow-ups coming next: the full story behind Cvent's creator program straight from Dara, the person who built it from scratch, and a first-timer's honest take on Cvent Connect from Megan's Gen Z assistant, at her very first industry conference. Send this one to the marketer who's about to walk into a budget meeting with a vendor's stat and no idea who paid for the research behind it. Keep laughing, keep growing, and keep eventing about it.

  7. 17 Jul ·  Bonus

    When Events Become a GTM Motion, Not Just Marketing

    Most event teams are organized under marketing. But what if that's the whole problem? Aleksandra Panyukhina has been building events as a go-to-market motion for twelve years — and the difference between how she operates and how most companies run events is not a small gap. This is the Aftershow — where the strategy goes deeper and the guardrails come off. We get into the architecture behind it all: how she thinks about event portfolio strategy, why she removed the word "events" from her job title, how the FLOW initiative at Pixelz works as a full GTM motion, and what event teams need to look like in five years if they want a seat at the table. WHAT YOU'LL LEARN: • Why she removed the word "events" from her job title — and what that reveals about where event marketing's identity problem actually lives • The zone of genius framework for event and field marketers: why trying to own logistics AND strategy is the fastest path to being replaced at both • How the FLOW event portfolio actually works — and why the single non-negotiable rule is that every event has to be one the sales team asked for first • How to measure event attribution when deals have a 12-month sales cycle, why "pipeline in the room" is the metric that earns executive respect, and when the math on a trade show simply doesn't add up • What event teams that survive the next five years look like — and the patterns they've already stopped following ABOUT ALEKSANDRA: Aleksandra Panyukhina is the Experience Marketing Director at Pixelz, where she leads FLOW — an event-led growth portfolio combining owned flagship events, local meetups, community, a podcast, ABX strategy, and partner marketing under one umbrella. With twelve years building event programs across five continents, she has driven millions in pipeline and closed-won revenue by treating events not as a marketing function but as a core go-to-market motion. She is based in Prague and is, for the record, also a professional salsa dancer and teacher. Follow Aleksandra on LinkedIn: https://www.linkedin.com/in/apanyukhina/ The best conversations start after the show ends, and the best ones keep going in your inbox. Subscribe to Event About It wherever you get your podcasts and sign up for the Step and Repeat newsletter at msquareddynamics.com/stepandrepeatsignup. Until next time, stay curious. ABOUT YOUR HOST: Megan Martin is the founder of M Squared Dynamics, a consulting, facilitation, and content strategy firm helping event leaders, marketers, and sales teams turn live experiences into measurable business growth. She's the host and executive producer of Event About It, co-founder of Opportunity Hunters, and a two-time PCMA Visionary Award nominee (2022 winner). With nearly 20 years in the industry, Megan operates at the intersection of event strategy, marketing alignment, and behavioral intent signals, turning events from line items into pipeline drivers. CONNECT WITH MEGAN AND M SQUARED DYNAMICS: • Podcast: ⁠EventAboutItPodcast.com⁠ • Newsletter (Step and Repeat): ⁠msquareddynamics.com/stepandrepeatsignup⁠ • Consulting and strategy: ⁠msquareddynamics.com⁠ • LinkedIn: ⁠https://www.linkedin.com/in/meganmartincmp/⁠ • Instagram: ⁠@m2dynamics⁠ and ⁠@eventaboutit⁠ • TikTok: ⁠@eventaboutit⁠

  8. 10 Jul

    How to Turn Event Data Into Buying Signals

    Most event teams are sitting on a goldmine of buyer intent data and handing sales a lead list instead. Aleksandra Panyukhina has spent twelve years figuring out how to close that gap — and today, she's putting it to the test. Aleksandra Panyukhina is the Experience Marketing Director at Pixelz, where she leads FLOW, one of the most intentional event-led growth motions in B2B marketing today. She has driven millions in pipeline and closed-won revenue across five continents — and she has a very specific framework for what event attendee behavior actually tells your sales team versus what it doesn't. We put her to the test with Signal or Noise — our game where she has to call it: is this behavioral intent signal worth acting on, or is it just noise? Then she vents about the targeting mistakes that are quietly embarrassing the event industry — including one she lived through personally. WHAT YOU'LL LEARN: • What actually separates a behavioral intent signal from event noise — and why context is the only variable that changes the answer • Why a cold prospect who shows up to your event and stays all day is one of the strongest re-engagement signals in your pipeline • What it means in 2026 when an existing customer brings their CFO to your owned event without telling you — and why it's almost never just a coincidence • The event targeting mistake that's making your outreach look amateur — and the exact scenario Aleksandra experienced that proves it's still everywhere • Why "thanks for stopping by" emails are quietly eroding your brand credibility with people who were never at your event ABOUT ALEKSANDRA: Aleksandra Panyukhina is the Experience Marketing Director at Pixelz, where she leads FLOW — a strategic marketing initiative combining owned flagship events, a local meetup series, community, and a podcast under one umbrella. With twelve years of experience driving event-led growth programs across five continents, she has generated millions in pipeline and closed-won revenue through experiences that go well beyond logistics. She is also a professional salsa dancer and teacher, which means she understands better than most that in any good partnership, someone has to lead. Follow Aleksandra on LinkedIn: https://www.linkedin.com/in/apanyukhina/ Communities mentioned: Edge of Five — B2B marketing community Event Marketers Club — search LinkedIn Subscribe to Event About It so the Aftershow lands in your feed the second it drops. In the Aftershow, Aleksandra breaks down how she actually measures event attribution across a 12-month window, why she removed the word "events" from her job title, and what event teams that thrive in the next five years are already doing differently right now. Send this episode to the event marketer on your team who's been handing sales a lead list and calling it attribution. They need this one. ABOUT YOUR HOST: Megan Martin is the founder of M Squared Dynamics, a consulting, facilitation, and content strategy firm helping event leaders, marketers, and sales teams turn live experiences into measurable business growth. She's the host and executive producer of Event About It, co-founder of Opportunity Hunters, and a two-time PCMA Visionary Award nominee (2022 winner). With nearly 20 years in the industry, Megan operates at the intersection of event strategy, marketing alignment, and behavioral intent signals, turning events from line items into pipeline drivers. CONNECT WITH MEGAN AND M SQUARED DYNAMICS: • Podcast: EventAboutItPodcast.com • Newsletter (Step and Repeat): msquareddynamics.com/stepandrepeatsignup • Consulting and strategy: msquareddynamics.com • LinkedIn: https://www.linkedin.com/in/meganmartincmp/ • Instagram: @m2dynamics and @eventaboutit • TikTok: @eventaboutit

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Struggling to make events drive business growth? Welcome to Event About It, the podcast for event-led growth. Hosted by Megan Martin, we ditch surface-level logistics for the high-stakes event strategy and event marketing your CEO, CMO, and CRO actually cares about. We blend actionable tactics with wild, backstage stories to ensure your next activation is a strategic powerhouse, not just a party. Join us every Friday: • 1st/3rd: Event strategy, stories and “Vent of the Week.” • 2nd/4th: The Aftershow—unfiltered truths & Dynamic Dialogue Stop guessing. Start growing.

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