The Business of Meetings

Eric Rozenberg
  • 4.9 (18)
  • Management
  • Updated Weekly

If you are an independent business owner in the meeting and event space, this podcast is for you! Your host, Eric Rozenberg has created this show to bring you strategies, tips, and tactics to help your business grow. With more than 20 years in the event industry and planning events for Fortune 100 companies, Eric is prepared to let you in on the insider tactics so you can be successful too!

  1. 5d ago

    329: From Orphanage to A $231 Million Exit: The Mindset Behind the Journey

    We are delighted to welcome the incredible Dr. Magie Cook as today's guest. Magie's remarkable journey has taken her from growing up in an orphanage in the mountains of Mexico to building one of the fastest-growing fresh salsa companies in the United States. Join us as Magie shares how mindset, perseverance, and taking inspired action helped her overcome adversity, build a nationally distributed business, and create opportunities far beyond what once seemed possible. Magie's Journey Magie Cook was born in Mexico and raised in an orphanage where her parents cared for dozens of children with very limited resources. From a young age, she decided she would not allow her circumstances to define her future. She used a cave she built in the mountains as a place to future cast the life she wanted. Later, she earned a basketball scholarship to study in the United States, overcame homelessness after college, and started her fresh salsa business with just $800. Her company grew from selling homemade salsa locally to supplying major retailers across 38 states before merging with Garden Fresh and ultimately becoming part of a $231 million acquisition by Campbell's. Choosing Hope Choose to focus on possibility rather than remaining trapped by adversity. Magie understands that fear and joy cannot coexist, so what you choose to feed your mind becomes the direction your life will follow. Future Casting Future casting became Magie's daily practice at age six. She believes that repeatedly visualizing yourself achieving your goals helps you recognize opportunities and gives you the confidence to act when they appear. Doing Something Different Magie believes that choosing a different path can reveal opportunities that others might overlook. Rather than following what everyone else was doing, she chose basketball because very few Mexican girls were playing it. She developed unusual practice methods and always sought ways to improve. Believe in Yourself After breaking her collarbone, Magie was told her dreams were over. Instead of accepting that, she constantly reminded herself that something better would come from the setback. Missing the opportunity to play for the Mexican national team, which she considers the best thing that never happened to her, ultimately led to a basketball scholarship that brought her to the United States. Learning English Arriving in the United States without speaking English was one of Magie's greatest challenges. As nobody around her spoke Spanish, she immersed herself in learning English, practiced constantly, and, through determination and repetition, became fluent. Difficult Circumstances After graduating from college, Magie could not find work and became homeless. She lived in her station wagon and later in the woods, yet she never saw herself as defeated. During that period, she continued to seek opportunities and focused on building a better future. Finding Opportunity Magie began making fresh salsa for her friends, just as she used to do in the orphanage. Winning a statewide salsa contest showed her there was genuine demand for her product, and an anonymous businessman gave her $800 to start her company, asking only that she pay it forward someday. That small act of generosity became the foundation of her business. Think Bigger After receiving rejection after rejection from supermarkets, Magie changed her strategy. Instead of calling the smallest stores first, she contacted Whole Foods, even though it felt intimidating. She had a meeting with them that transformed her business, escalating her annual sales from approximately $12,000 to $1.9 million. Staying True Creating something unique and staying committed to your vision can become your greatest competitive advantage. When experts suggested cooking her salsa to prolong its shelf life, Magie chose to stick with her unique, fresh salsa concept. Learning Without mentors or industry experience, Magie relied on research, experimentation, and Google to learn how to build her business. Although she values learning from others, she believes that figuring things out herself allowed her to approach challenges with fresh thinking rather than accepting the limitations others expected. Think Like a CEO As her business expanded, Magie challenged her team members to think like CEOs. Before bringing her a problem, they were asked to think of a solution. If an idea improved the business and made money, the employee received an incentive. Be Ready for Opportunities Landing Whole Foods created an enormous challenge because Magie suddenly needed to increase production from about 250 pounds of salsa to 10,000 pounds. She explains that success can overwhelm you if you are not prepared, so you need to be ready to deliver when opportunities arrive. Purpose-Driven Culture As production expanded, Magie focused on creating a workplace where people knew they were building something meaningful. She inspired employees with a shared vision, encouraged continuous improvement, and built a culture where people felt valued and could contribute ideas regardless of their role. Looking Beyond the Past Many of Magie's first production employees were on work release from prison. They became some of her most dedicated employees. Many people simply need someone to believe in them and offer them an opportunity to prove themselves. Use Contracts and Relationships to Build Trust When banks refused to lend Magie the money she needed to fulfill Whole Foods' first order, she obtained a contract from Whole Foods and used it to borrow the funds from friends. Visualize When business growth slowed, Magie returned to the same future casting techniques she had used throughout her life. She visualized meeting with the world's largest supermarket, and soon afterward, Walmart contacted her. Leading Alongside Her Team As her company expanded, Magie continued working alongside her employees on the production floor. She believes leadership is about supporting your team, understanding the work yourself, and creating an environment where people feel respected and appreciated. New Projects Selling her company allowed Magie to focus on speaking, inspiring others, expanding her foundation, and reaching even more people through new projects, including a feature film based on her life. Finding Purpose Looking back at the activities that made her feel most alive helped Magie recognize that inspiring people through speaking had always been part of who she was. Today, she finds making a lasting impact through inspiration more meaningful than financial success. Bio: Dr. Magie Cook Dr. Magie Cook is a self-made entrepreneur, author, and internationally recognized keynote speaker named one of the Top 80 Speakers in the World (Inspiring Change) by Real Leaders Magazine in 2026. Born in Mexico and raised among 68 children in an orphanage, she came to the United States on a basketball scholarship, survived homelessness, and launched Maggie's All-Natural Fresh Salsas & Dips with just $800 — later selling it alongside Garden Fresh to Campbell's Soup for $231 million. Today, she shares her research-backed 3R Framework with Fortune 100 and 500 audiences, equipping leaders to turn adversity into purpose, build unshakable resilience, and unlock their full potential. Connect with Eric Rozenberg On LinkedIn Facebook Instagram Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter Connect with Dr. Magie Cook On her website LinkedIn

    1h 10m

  2. Jun 23

    328: The Long Game of Event Entrepreneurship with Bob Vaez

    We are delighted to welcome another icon in our industry as today's guest. Bob Vaez, Founder and CEO of EventMobi, is a true entrepreneur, and his company is widely recognized throughout the events industry. Stay tuned as Bob shares his entrepreneurial journey and the lessons he learned building a business through multiple periods of disruption. He also offers practical advice for business owners looking to compete with larger organizations while creating meaningful experiences for customers and attendees. Bob's Entrepreneurial Journey After studying computer engineering, Bob spent nearly a decade in chip design, including a role at NVIDIA. Although he enjoyed the people and innovation, he wanted to build something of his own. A simple question—why conference information wasn't available on a mobile device—led him to create EventMobi. What began as a side project quickly evolved into an international business serving customers across North America and Europe. Launching EventMobi Bob launched EventMobi during a recession, when organizations were looking for ways to reduce costs, improve attendee experiences, create new sponsorship opportunities, and reduce waste. At the same time, mobile technology and cloud software were gaining momentum. He believes periods of disruption often create opportunities for businesses that solve real problems. Sponsorship Sponsorship has evolved from simple logo placement and brand visibility to more targeted and meaningful engagement. Bob explains that organizers can create greater value by helping sponsors connect with specific audience segments and offering sponsorship opportunities that align with attendees' interests and needs. Shared Experiences Sponsors often bring valuable expertise to an industry. Bob believes organizers can create stronger experiences by involving sponsors in educational content, especially when sponsors and customers connect through real-world experiences. That approach benefits attendees while helping sponsors build credibility and relationships. Relationships Strong business relationships are seldom built on a trade show floor. Bob explains that shared experiences, activities, and informal conversations often foster deeper trust and stronger long-term connections than brief meetings at a trade show booth. Genuine Innovation Many attendees visit exhibitors to learn what's new. They are looking for new ideas, products, services, and approaches to take back to their organizations. Bob encourages exhibitors to focus on showcasing genuine innovation rather than simply increasing visibility. Engaging Events Bob believes engagement increases when attendees become active participants rather than passive listeners. Attendees want more than information. They want opportunities to ask questions, share ideas, participate in discussions, and connect with other people. Face-to-Face Experiences As AI generates more content and information becomes easier to access, live events offer something different: authentic conversations, trusted expertise, and direct interaction with other people. These experiences create stronger memories and greater long-term value for attendees. AI Bob sees AI as an opportunity to reduce administrative work and free up time for more meaningful activities. Instead of spending hours on repetitive tasks, planners can invest more time in working with speakers, sponsors, vendors, and attendees to create better event experiences. Smaller Businesses AI is helping smaller businesses access capabilities that once required large teams. Bob recommends focusing on the specific tasks that consume the most time or create the most frustration. By solving those challenges first, small businesses can operate more efficiently and make better use of their resources. Powerful Small Agencies While larger organizations often rely on established processes, smaller agencies can stand out through their insight, creativity, and perspective. Bob believes that an agency's unique understanding of its clients and its ability to create distinctive experiences can be a powerful competitive advantage. Connect with Eric Rozenberg On LinkedIn Facebook Instagram Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter Connect with Bob Vaez On LinkedIn EventMobi

    43 min

  3. Jun 16

    327: How to Build a Personal Brand that Attracts Clients with Caleb Ralston

    We are delighted to welcome Caleb Ralston as today's guest. Caleb's journey has been remarkable, and he is currently one of the most prominent voices in our industry in building brands and creating content people can actually apply. In 2025, he released a YouTube video that attracted more than 1.1 million views! Stay tuned as Caleb shares what he learned from working with people like Gary Vaynerchuk, Alex Hormozi, and Leila Hormozi, explains his approach to personal branding, and offers practical advice for creators, solopreneurs, and business owners looking to build trust through content. Caleb's Journey Caleb's interest in video started when he was a child, making videos with his sister using his mom's camera. In high school, he volunteered on his church's media team, where he met Sean Cannell, who introduced him to Gary Vaynerchuk's work. After reading Gary's book, Caleb decided to pursue video full-time. He started creating content in the powerlifting and bodybuilding world, worked with top athletes, then joined a software company before eventually moving to New York to work for Gary Vaynerchuk. After several years working across Team Gary, VaynerMedia, and Constellation Brands, he moved to Las Vegas. Shortly after arriving, he began working with Alex and Leila Hormozi to help build their content and personal brands. In November 2024, Caleb launched his own business to help founders build personal brands that optimize for trust. Lessons from Gary Vaynerchuk One of Caleb's biggest lessons from Gary was that empathy and kindness are strengths rather than weaknesses. Gary demonstrated that treating people well can create meaningful impact and lasting relationships. The Cost of High Performance Working with Gary required intense commitment and long hours. Caleb pushed himself extremely hard and eventually learned his limits. While he does not glorify working yourself into the ground, he acknowledges that many of the opportunities he has today came from years of sustained effort, sacrifice, and focused work. Las Vegas After years of working in large organizations, Caleb reached a point where he needed new experiences and different challenges. So, he moved to Las Vegas because he wanted a change of environment and believed new opportunities would emerge. An opportunity soon arose for him to work with Alex and Leila Hormozi. Personal Branding Caleb's approach to personal branding starts with identifying what makes a founder different. Rather than copying successful creators, he focuses on uncovering the unique ways a person thinks, communicates, solves problems, and approaches their work. He believes the strongest personal brands amplify what is already unique rather than imitating someone else's formula. Starting His Own Business Although Caleb had considered starting his own business for years, he waited until the timing felt right. Opportunities began appearing through interviews, content, and industry relationships. Self-Doubt Despite his success, Caleb still experiences self-doubt and frequently questions whether he is the right person for the opportunities presented to him. What has helped him throughout his career is taking action before feeling fully qualified. He believes progress comes from moving forward despite uncertainty rather than waiting until all doubts disappear. Bad Advice Caleb disagrees with the notion of "fake it till you make it." He believes the phrase has encouraged people to exaggerate their expertise, misrepresent themselves, and sell advice without credibility. Instead, he advocates being honest about who you are, gaining real experience, and allowing your work to speak for itself. Caleb's Personal Branding Course After receiving repeated questions about personal branding, Caleb decided to create a comprehensive free course and publish it on YouTube, rather than selling the information behind a paywall. The course significantly exceeded his expectations and reached a much larger audience than he anticipated. Advice for Solopreneurs and Small Business Owners If you are building a personal brand on your own, focus on one primary platform and one secondary platform. Put most of your effort into the primary platform and repurpose content for the second. Choose a publishing schedule that feels realistic rather than overwhelming. Once you establish consistency, you can gradually increase your output over time. Optimize for Trust, Not Virality Caleb believes creators should stop optimizing content for virality and start optimizing for trust. Build content around real problems your audience faces and help them solve their problems. Every time you set an expectation and meet it, you build trust. Consistently doing that creates stronger relationships and better long-term results than chasing views. Show Who You Are People connect with people, not generic content. Caleb encourages creators to show who they really are, including their interests, personality, experiences, and perspectives. The goal is not to appeal to everyone. A strong personal brand attracts the right people while naturally repelling the wrong ones. AI-Generated Content Caleb believes much of today's AI-generated content sounds generic because it draws from the same sources and averages everything toward the middle. Audiences do not want generic advice. They want lessons filtered through your unique experiences, failures, successes, and perspective. Your personal story is what makes your content valuable. Attract the Right Clients A strong personal brand attracts the right people and repels the wrong people. Caleb believes many creators focus only on attracting audiences, but successful brands also create clear boundaries. When you show your real personality and values, you naturally attract clients who are a better fit. Free Resources Caleb encourages people to consume his free content. He recommends watching his six-and-a-half-hour YouTube course, downloading the workbook, completing the exercises, and applying the lessons. Only after acting on his free resources should people consider working with him directly. A Future Dream Although Caleb enjoys building businesses and personal brands, he imagines working hard for many years, reaching his financial goals, and eventually living a quieter life bartending at a small dive bar where he knows the regular customers and enjoys a slower pace. Bio: Caleb Ralston Building Personal Brands that Optimize for Trust, Not Virality Brand executive with 17 years of experience building brands, leading creative teams, and scaling content strategies for some of the most recognized names in business, including Alex Hormozi, Leila Hormozi, and Gary Vaynerchuk. At Acquisition.com, I built an 18-person media team from the ground up. Together, we scaled Alex and Leila's audience from 1.2 million to more than 11.5 million followers, generated over 3 billion impressions in 2024 alone, and drove 70% of the leads for their Scaling Workshop through organic content. Before that, I served as Gary Vaynerchuk's videographer and TikTok Lead. In just three months, we grew his TikTok following from 300,000 to 3.5 million. I also edited his hit series, Trash Talk, helping spread Gary's message about how to get started in business with no money. What I've learned along the way is that building a brand isn't about chasing trends or trying to go viral. It's about creating trust and consistency, scaling your impact, and delivering real results. Whether it's building a team, developing a strategy, or leading a campaign, I'm focused on what moves the needle. What I Believe Your personal brand is your greatest business advantage. It's how you build trust and authority, and unlock new opportunities. Great content starts with understanding your audience. The magic happens when you deliver what they actually care about. Clarity and accountability drive success. Empowering people to own their role is what separates good teams from great ones. What Drives Me Real Impact I'm obsessed with measurable results. Whether it's taking a brand from under-the-radar to top-of-mind or building a team that crushes its goals, I care about outcomes that matter. Building People Up Developing talent and helping others level up are some of the most rewarding parts of what I do. I love giving people the tools and frameworks to thrive. Excellence in Execution I don't settle for "good enough." I set high standards for myself and others because that's what it takes to create exceptional work. Authentic Relationships Business success is about people. Trust, connection, and real value are the foundations of everything I do. Creating Legacy It's about more than today. I want to build systems, teams, and ideas that outlive me—things that redefine how people approach personal branding and content creation. Connect with Eric Rozenberg On LinkedIn Facebook Instagram Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter Connect with Caleb Ralston On his website YouTube LinkedIn

    53 min

  4. Jun 9

    326: Every Seat Matters with Cleo Battle

    Today, we have the great pleasure of speaking with Cleo Battle, the President and CEO of Louisville Tourism and the new Chair of the International Board of MPI! Cleo is an amazing person! He joins us today to share his inspiring journey and dive into what matters most for tourism and why every seat counts. We hope you enjoy listening to today's captivating conversation with Cleo Battle! Cleo Battle Biography: Cleo Battle, a hospitality industry veteran of nearly 35 years, currently serves as President & CEO of Louisville Tourism. Before coming to Louisville, he spent 12 years as Vice President of Sales & Services of the Richmond Convention & Visitors Bureau in Richmond, VA. He held the positions of Director of Sales and Sales Manager at the Richmond CVB. Battle began his hospitality career in the hotel industry by working for Embassy Suites, Holiday Inn, and Sheraton Hotels. Battle is a native of Denver and a graduate of Metropolitan State University in Denver with a bachelor's degree in Hotel/Restaurant Management. He earned his Master's of Business Administration in 1997 from Averett University in Virginia. He is both a Certified Destination Management Executive (CDME) and Certified Association Sales Executive (CASE). Battle's most recent industry recognition includes the Events Industry Council 2020 Social Impact award winner, Business First Louisville's inaugural Power 50 as well as The Courier-Journal's 12 People to Watch in 2021. Battle currently serves on the Meeting Planners International Board of Directors, the Kentucky Derby Museum Board of Directors, the Louisville Sports Commission Executive Board, the LRAA Board, the Kentucky State Fair Board, the Louisville Zoo Foundation Board, the Funds for the Arts Board, and the Board of the Northeast YMCA of Louisville. He is the Past Chair of Destination & Travel Foundation, Destination International Sales & Services Committee, and the Virginia State University Hospitality Department Advisory Board. Cleo's journey Cleo was a college track-and-field athlete. In his third year, he tore a leg muscle. He was still undecided about what he would major in at the time. So he spoke to a school counselor, and she suggested hotel restaurant management. He signed up for the course, started taking classes, and began working as an intern in a hotel. Hotel work came naturally to him, and he worked in many different positions. Then he got hired into the management training program for Promise Hotels, and his career took off! How athletics set Cleo up for success Learning how to run hurdles gave Cleo adaptability and flexibility. He also learned many other skills from athletics that he needed to grow and become successful in his career. A strong team Cleo truly understands the importance of having a strong team! He learned that you cannot do everything by yourself in business and that you are only as good as the people around you. His old boss from Richmond, Virginia, taught him that the key to any successful endeavor lies in hiring well. He used to tell Cleo to hire well, provide good resources, and then get the hell out of the way!  Trust Trust is an essential ingredient for teamwork. People do much better when they work in a professional space where constructive criticism is valued, they can be honest about their thoughts, and they know that their opinions will be respected, regardless of what the leaders ultimately decide. Every seat matters At staff meetings, Cleo always tells his organization's members that every seat matters. He wants them to understand that regardless of whether they are the Director of Sales, a marketing manager, or an administrative assistant, their seat in the organization still matters! Enabling people Whenever there is new subject matter, Cleo enables his team by inviting them to share their thoughts and opinions and offer ideas. Cleo's current position Even though his current position as President and CEO of Louisville Tourism involves a lot of legislative work and more talk about politics than about customers, Cleo still feels it is vital to stay true to the core mission of Louisville Tourism and to bring visitors to the community. MPI Since the first of January, Cleo has been the Chair of MPI and serves on the International Board of Directors. He insists that his team has a growth mindset rather than a recovery mindset. The cost of doing business has changed. Since the pandemic, the cost of doing business has changed. So a lot of work has to be done on the industry brand to help those outside it see its value, what is being done, why it is important, and how the industry impacts people's lives. Getting more people to join the industry Cleo points out that hotels, convention centers, museums and attractions, restaurants, and airports cannot work from home. So the industry will need to figure out the right balance between automated and personal services, going forward. He believes the industry must invest in its brand to make more people aware of why it is such an exciting industry to join. Appreciation and acknowledgment Cleo believes that openly acknowledging his staff members and appreciating their work is the best way to encourage them to provide customers with the best service! Connect with Eric On LinkedIn Facebook Instagram Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter Connect with Cleo Battle On LinkedIn Louisville Tourism MPI Books mentioned: Team of Rivals: The Political Genius of Abraham Lincoln by Doris Kearns Goodwin

    36 min

  5. Jun 2

    325: The Leadership Habit that Keeps Me Aligned with Eric Rozenberg

    Today, we're focusing on navigating the pressure of running a business while staying connected to your bigger vision for your life and business. Stay tuned as Eric shares a simple five-step exercise to help you gain clarity, direction, and long-term alignment. The Sandwich Generation Many business owners are part of the "sandwich generation," taking care of parents while also raising children. That pressure adds to the demands of running a business, whether you're leading a large team or working as a solopreneur. A Long-Term Vision When pressure is high, it helps to reconnect with why you started the business in the first place. Most people fail to clearly define what they want their life or business to look like in the next 10 years. Identify the Different Areas of Your Life The first step is identifying up to seven areas of your life, including health, family and friends, fun, finances, work, personal development, and volunteering or charities. Rate Each Area Rate each area from 1 to 10, with 1 being the worst and 10 your ideal, to create a clear picture of where your life currently feels aligned and where you need to improve it. Define your Actions Define two or three actions for each area that will move the needle in the right direction for you. Small actions and little wins create momentum. Questions and Answers Make a list of questions about your life 10 years from now, including where you live, your health, your accomplishments, what clients are saying, and your personal wealth. Eric's advice is to take your time answering those questions and sleep on them instead of rushing through the process. Write the Script of Your Future Life Describe a specific day in your life 10 years from now. The goal is to create a two- or three-page story that feels exciting and aligned. Revisit the Vision During Difficult Moments Review the document once or twice a year, especially during moments of pressure, doubt, difficult client situations, or imposter syndrome. Connect with Eric Rozenberg On LinkedIn Facebook Instagram Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter

    11 min

  6. May 26

    324: Why Referral-Only Businesses Eventually Stall with Lyndsi Edgar

    Today, we are delighted to welcome Lyndsi Edgar, the Founder and CEO of eLuminate Marketing. Lyndsi talks to Eric about entrepreneurship, content marketing, LinkedIn, automation, AI, and staying top of mind with clients and prospects. She also shares how she built eLuminate Marketing, the lessons she learned while growing the agency, and the systems, processes, and mindset shifts that helped her scale the business. Stay tuned for more! Lyndsi's Journey Lyndsi studied marketing and then worked for various marketing agencies. While working in digital marketing and social media, she noticed that small business owners were unable to access authentic, high-quality content that looked like Fortune 500 marketing without the Fortune 500 price tag. So, she launched eLuminate Marketing to help local businesses grow through authentic content. She initially gave herself six months to find clients before deciding whether to continue, and 12 years later, her agency continues to thrive and grow. Networking Lyndsi found her first clients through networking, nonprofit work, and being involved on boards in her community. Most of her business development happened face-to-face before eventually evolving into online lead generation. Processes Lyndsi explains that it's essential to create processes before hiring. You need clear onboarding systems, communication standards, and documented procedures for employees to understand what they need to do without constantly relying on you. Today, AI tools make it far easier to record workflows, generate transcripts, and create standard operating procedures. Who to Hire Lyndsi recommends hiring people for areas that are not your strengths and work you do not enjoy. Her first hires were to do her accounting and graphic design. Hiring in those areas allowed her to focus on growth and strategy. LinkedIn About five or six years ago, Lyndsi began focusing on LinkedIn, and it eventually became the number one lead source for eLuminate Marketing. Although many people dismiss LinkedIn as it's full of bots and AI-generated content, she believes there are still opportunities for businesses that create authentic, value-added content focused on the specific needs and problems of their ideal clientele. Strong Content Instead of talking about your accomplishments, it's important to create content that provides solutions and value. Lyndsi recommends building one large piece of long-form content around a single topic each month, then turning it into multiple smaller pieces of micro content throughout the month. Content Ideas Another strategy Lyndsi uses is creating content around frequently asked questions. She looks at what people are typing into Google and AI tools. She ensures her content addresses those questions directly, as that helps her create practical, searchable content that aligns with what potential clients are already looking for. Balancing Personal and Professional Content On LinkedIn, you should focus mainly on value-add professional content, with only a small percentage dedicated to personal content. AI Lyndsi understands that AI can support research, editing, messaging, and content workflows. Still, it cannot replace the knowledge, stories, systems, and operating methods her agency has developed through years of experience. She believes those stories, insights, and years of knowledge are what elevate content beyond generic AI-generated material. AI can assist the process, but it cannot replace human wisdom and experience. Staying Top of Mind Consumption drives conversion. The more people consume your content, the more likely they are to work with you. Consistent posting, emails, display ads, and remarketing all help move people through the funnel faster. Defining Your Ideal Client Before creating content, Lyndsi recommends narrowing down your ideal clients. eLuminate Marketing focuses on professional service firms, particularly law firms, commercial real estate, and wealth management firms. Her content speaks directly to those industries, so the right people are more likely to stop, read, and engage. Automation and CRM Systems Lyndsi uses automation tools and workflows in HubSpot to stay in front of leads and clients without manually handling every interaction. Different industries and stages of the funnel receive different emails, content, and ads. She recommends that small business owners implement a CRM system instead of relying on spreadsheets. Tracking Metrics and Dashboards Over the last several years, Lyndsi's agency has been using dashboards to monitor sales, email marketing, and overall business performance. She reviews metrics regularly with her sales team to identify where adjustments and optimizations are needed rather than relying on her gut instinct. The Importance of a Growth Mindset Lyndsi believes one of the most important skills for business owners is maintaining a growth mindset. As technology, AI, the economy, and client expectations constantly evolve, businesses cannot remain locked into old ways of operating. Flexibility One of Lyndsi's priorities is to create flexibility for her family. Her long-term vision is to build a business that can continue to operate smoothly while she spends extended time traveling outdoors with her family in an RV. Bio: Lyndsi Edgar Lyndsi Edgar is the founder of eLuminate Marketing, a digital marketing agency specializing in professional services firms. With 15+ years in digital marketing, she helps law firms, CRE brokers, and consultancies grow beyond referrals through her proprietary framework, The eLuminate Effect. Her work has been featured in Forbes, HuffPost, and Forbes Woman. Connect with Eric Rozenberg On LinkedIn Facebook Instagram Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter Connect with Lyndsi Edgar eLuminate Marketing On LinkedIn

    36 min

  7. May 19

    323: Own the Room: The Discipline of Audience Engagement with Michael Kent

    We're delighted to welcome audience engagement specialist Michael Kent as our guest today. In this episode, Michael speaks with Eric about audience engagement, corporate events, comedy, magic, workplace culture, and the growing role of AI in live experiences. Stay tuned as Michael shares how years of performing around the world shaped his approach to helping companies create meaningful events that bring people together, reduce stress, and strengthen workplace relationships. Michael's Journey Michael has been entertaining people since he was six years old. After discovering magic at Walt Disney World, he became known as "Magic Mike" throughout school and college. He later worked as a marketing director while continuing to perform magic shows on the side. Once the numbers made sense financially, he left his day job and moved into entertainment full-time. Over the last 23 years, he has toured internationally as a comedian and magician, performing in 21 countries and 49 states. Over time, he came to realize that his real role was to engage audiences to help companies connect with their people through experiences that are fun, positive, memorable, and meaningful. A Clear Goal Entertainment should support the broader purpose of an event rather than exist separately from it. Michael believes many companies only hold annual events because they have always done so. But that is not enough. Before planning entertainment, it's essential to define exactly what the event aims to accomplish, as different goals require different approaches. Early Involvement Michael prefers to be included early in the planning process rather than hired at the last minute, as he needs to understand why the company chose the venue, who will attend, whether spouses are included, and what challenges the organization is facing. Audience Engagement Audiences become more engaged when they share experiences. Michael's role is often about helping people who do not know each other feel connected. By bringing people on stage, creating audience participation, and encouraging interaction, he helps attendees build familiarity and trust. That matters because people remember shared experiences long after the event, helping their workplace communication feel more comfortable. Matching Entertainment Style To The Audience After being brought in late to an event, Michael discovered a major language barrier with the audience, as most attendees spoke very little English, forcing him to rely on visual aids rather than his usual interactive comedy style. That experience reinforced how important it is to match the entertainment style to the audience and to include performers early enough in the planning process to allow for proper adaptation. Safe Comedy for Corporate Events Michael always guarantees that his performances will contain nothing objectionable. He avoids political, racial, or offensive material because his goal is to bring people together, not make anyone uncomfortable. For him, even one person feeling alienated at an event matters. While college audiences sometimes expect slightly edgier material, most organizations today simply want clean, trustworthy entertainment that creates a positive shared experience. Stage Fright Michael feels that nervousness before speaking is healthy because it means you care. He always focuses on the mission of the event rather than his own anxiety. Before his performances, he thinks about how to help people relax, reconnect, and enjoy themselves together. Workplace Relationships Matter Workplace friendships can significantly improve productivity and retention. Events give employees a chance to see each other outside their normal work roles, creating a more human connection. He recommends seating arrangements that combine new hires, long-term employees, executives, and people from different departments, as this helps younger employees feel included while allowing experienced staff to serve as mentors and support systems naturally. A Simple Engagement Strategy A simple idea companies can use at events is to have attendees wear color-coded wristbands or name tags linked to their years of service or departments without them initially knowing their meaning, to create curiosity and conversation. Later during the event, the system is explained, and leaders can use it to highlight employee experience levels and connections across the company. Small details like this encourage interaction and help audiences become more engaged. How Michael Views AI and Authenticity Michael believes many people currently feel more stress than opportunity around AI, although he expects that to change. One major problem is that people use AI to bypass authenticity. He has attended company events where executive speeches clearly sounded AI-generated, which immediately reduced the feeling of connection in the room. Michael believes AI should function as a tool rather than replace human communication. At the same time, he expects AI to increase demand for live experiences because people still crave authentic, in-person interaction and shared laughter. Live Events Still Matter Live events provide something that screens and AI cannot fully replace. Hearing hundreds of people laugh together creates a shared emotional experience that people deeply miss in a screen-focused world. Michael believes companies that invest in meaningful in-person experiences will continue to see value in stronger workplace culture, better communication, and improved employee relationships. Michael's Approach to Success Fame has never been Michael's main goal. He prefers to focus on helping people, creating meaningful experiences, and leaving audiences happier than when they arrived. BIO: Michael Kent Michael Kent is an Audience Engagement Specialist. Through more than 2 decades of experience as a Comedy Magician working with corporations, colleges, and military installations, he has mastered the art of one thing: Connecting companies to their people in a way that's good, fun, positive, memorable - but more than that - meaningful. He's been named Entertainer of the Year by Campus Activities Magazine, Magician of the Year by the Association for the Promotion of Campus Activities. He has appeared on the television show Penn & Teller: Fool Us. Michael enhances company events and is passionate about ensuring they have a real-world impact by improving employee retention, reducing absenteeism, promoting a positive corporate culture, and fostering the inspiration that leads to a healthy, profitable organization. Connect with Eric Rozenberg On LinkedIn Facebook Instagram Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter Connect with Michael Kent On his Website Podcast: The Internet Says It's True

    1 min

  8. May 12

    322: It's All About Relationships: The Real Currency of Business with Eddy Arriola

    We are delighted to welcome Eddy Arriola, a rock-star entrepreneur from South Florida, as today's guest. Eddy has tons of experience building and scaling businesses, including founding Apollo Bank, and he recently published a book on relationships and the art of relational leadership. Stay tuned for Eddy's expert insights on how relationships shape leadership, business growth, and long-term success. Eddy's Journey Born and raised in Miami, Eddy is the son of Cuban immigrants who arrived in the USA after the 1960 revolution. Entrepreneurship is part of Eddy's DNA, shaped by his father, grandfathers, and community. He never even considered working for anyone else, and he has never experienced a traditional job interview. In 1997, Eddy co-founded Inktel with his brothers. He started Apollo Bank in 2008 by relying on his relationships and persistence, and learning as he went. Entrepreneurial Mindset Eddy explains that your mindset is built by what you see early in life. Eddy grew up surrounded by entrepreneurs, so starting a business felt natural. He believes that you improve the world by creating jobs, building a good work environment, and setting an example as a leader. Starting Apollo Bank Eddy launched Apollo Bank without fully understanding the challenges, which helped him move forward. He started just before the 2008 financial crisis, thinking it would be a short recession. His approach was simple- he just kept on going, and through his persistence, he built credibility and trust with investors, regulators, and clients. Relationships Your biggest wins and biggest problems always come down to relationships. Leadership is about getting things done through other people- by managing relationships within your team, building relationships with customers, and within the industry, your community, and your personal life. Building Teams Teams are built through trust and relationships. Eddy reached out to people who believed in him and shared his vision. He focused on finding the right mix, including an integrator to complement his visionary role. Customer Selection Be very specific about the customers you select. By focusing on the right customers, you can deliver an A-plus product. If you try to serve everyone, your quality will drop. Eddy focused on entrepreneurs and built strong relationships through one-on-one conversations. Communities Actively seek out the right communities. Joining EO was one of the most important decisions Eddy ever made. For over 24 years, he has been connecting daily with other members, building meaningful relationships that have shaped his growth- both as a leader and an individual. Writing a Book After selling Apollo Bank, writing a book became Eddy's goal. He wrote his book for his younger self (as a CEO of a growing business). The lessons he shares can be broadly applied, especially in a time when people tend to underestimate the value of relationships. Relational Leadership Framework Many leaders tend to focus solely on their customers or teams. However, long-term success comes from understanding and working across all your relationship areas, including your relationship with yourself. The CARPE Framework By structuring your approach to relationships using Eddy's CARPE framework- Connect, Align, Respond, Prioritize, and Evaluate- you will be able to manage your relationships intentionally instead of reacting to situations. Respond vs React Do not react immediately. Instead, take a moment to think about the right response. Quick reactions can create long-term problems, whereas a thoughtful response will help you scale. Evaluating Relationships Step back often and assess your relationships. Loyalty matters, but it can slow you down if it is misplaced. So, make sure your relationships support your goals. Empathy and Understanding Understanding what is going on with the other person helps you respond better. Empathy allows you to align with the other person's perspective and move forward more effectively. Misaligned Relationships You need to recognize when a relationship cannot be fixed. Some people have patterns or issues that will never change. You may even need to let someone who performs well go to protect the organization. Allocating Time Effectively Spend your time where it has the most impact. Holding on to low-value relationships out of habit or loyalty can slow your growth. Focus your time on relationships that can move your business forward. Building Relationships The best time to build relationships is when you do not need them. Waiting until a critical moment leads to poor decisions. Build connections early so they are in place when you need them. BIO: Eddy Arriola Eddy Arriola is a seasoned entrepreneur, CEO, board member, and advisor to CEOs, known for building successful companies and guiding leaders through moments of growth, transition, and transformation. He is the founder and former chairman and CEO of Apollo Bank, which launched during the great financial crisis and grew into one of the most respected banks in the Southeast, ultimately completing a successful exit to a publicly traded company. Under his leadership, Apollo Bank earned national recognition for innovation, corporate culture, and service to the community. In addition to founding multiple companies and advising high- growth startups, Eddy has served on the boards of private and public companies across sectors—from fintech and healthcare to banking and real estate. His experience includes board service with gMed (acquired by Modernizing Medicine), TotalBank (acquired by Banco Popular de España), and two SEC-registered institutions: Seacoast Bank (NASDAQ: SBCF) and the Federal Home Loan Bank of Atlanta, as well as Linkvest and Plug&Lend. He also served two terms on the board of the Federal Reserve Bank of Atlanta (Miami Branch) and was appointed by President Barack Obama—confirmed by the US Senate—as chairman of the Inter-American Foundation, a position he continued to hold under the Trump and Biden administrations. Eddy is a nationally recognized speaker, author, a longtime member of YPO and EO, and a trusted advisor to private equity firms and executive teams. His leadership reflects a lifelong commitment to learning, integrity, and helping others grow. Today, he is an active advisor to companies and CEOs who want to become better leaders, scale their businesses, and lead with greater clarity and confidence. Through his firm, Arriola & Co., he advises CEOs and executive teams on leadership, strategy, and culture. He also serves as a trusted coach, helping leaders navigate complex decisions and high-stakes relationships. He was born and raised in Miami, Florida, and is a graduate of Boston College and Christopher Columbus High School. Connect with Eric Rozenberg On LinkedIn Facebook Instagram Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter Connect with Eddy Arriola On his website LinkedIn

    43 min
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About

If you are an independent business owner in the meeting and event space, this podcast is for you! Your host, Eric Rozenberg has created this show to bring you strategies, tips, and tactics to help your business grow. With more than 20 years in the event industry and planning events for Fortune 100 companies, Eric is prepared to let you in on the insider tactics so you can be successful too!

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