EVENT ABOUT IT: Event Marketing, Strategy & Business Growth

Megan Martin
  • 5.0 (11)
  • MARKETING
  • UPDATED WEEKLY

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. 1D AGO

    The Real Reason Your Event Content Never Gets Used

    Why Your B2B Event Content Disappears — and What to Do Instead You 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 everything What "personalized content" actually means when 90% of speakers will share it Why sponsors who get personalized highlights renew at dramatically higher rates The difference between applause metrics and attribution metrics — and which ones your CMO actually cares about Why your event speakers are your most underutilized content distribution channel What "phygital" event strategy means and how it expands audience reach without losing the human experience Whether 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-ngabitsinze Learn more about Uchop: linkedin.com/company/uchop Connect with Megan Martin: msquareddynamics.com Got 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

    14 min

  2. MAR 27

    22 AFTER SHOW The Event Marketing Question CEOs Should Be Asking with Devin Bramhall

    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 strategy Why “we need more content” is usually the wrong question How leadership decisions shape event and marketing outcomes What content is actually supposed to do for a growing business How events, marketing, and growth get misaligned at the top This 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/meganmartincmp Subscribe and Review and Follow: EventAboutItPodcast.com Connect with the Guest: https://www.devinbramhall.com/

    21 min

  3. MAR 20

    22 Why Event Content Fails (And What Actually Drives Growth) with Devin Bramhall

    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 ROI The difference between content creation and business outcomes How B2B event marketing loses effectiveness without context Why marketing activity gets prioritized over growth strategy What actually drives growth from events, content, and marketing If 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/

    21 min

  4. MAR 13

    21 AFTER SHOW  The Hidden Reason Trade Shows Underperform for B2B Teams with Martin Fretwell

    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 convert When leadership asks hard ROI questions When teams realize nothing from the last show carried forward Martin breaks down the hidden reason trade shows underperform, even when: Booth traffic is high The team is energized The 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 fragile The strategic mistake that resets momentum after every show How most B2B teams accidentally sabotage trade show ROI What successful trade show teams do differently before, during, and after the event How to stop treating trade shows like isolated campaigns What it actually takes to make trade shows compound over time This episode is especially relevant for: Trade show managers Field marketing teams Event owners Revenue leaders questioning booth spend Anyone responsible for proving trade show ROI If 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.”

    34 min

  5. MAR 6

    21 The Event Strategy Mistake Most B2B Teams Keep Repeating with Martin Fretwell

    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 shows Conferences Field marketing Event ROI “Successful” event metrics Martin 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 ROI Why most B2B events never compound (and how to change that) The difference between one-hit wonder events and greatest hits strategies How to turn events into repeatable growth engines What event-led growth actually looks like in practice Why “doing more events” isn’t the answer This is a must-listen for: Event marketers Field marketers Demand gen leaders CMOs Revenue teams Anyone 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.

    24 min

  6. FEB 27

    20 AFTER SHOW What Skills Gap Exists Between Events and Marketing? w/ Kati Quigley

    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/

    37 min

  7. FEB 20

    20 Why Going Wide Beats Climbing the Career Ladder w/ Kati Quigley

    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/

    22 min

  8. FEB 13

    19 AFTER SHOW Why Loving Your Job Can Still Leave You Questioning Everything

    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/

    51 min
See All (47)

Trailer

5
out of 5
11 Ratings

About

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.

Information