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. 6D AGO

    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

  2. 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

  3. 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

  4. 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

  5. FEB 6

    19 The Truth About Event Revenue No One Puts in the Brochure

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

    26 min

  6. 12/19/2025

    18 Overwhelmed by Event Trends? How to Decide What Actually Drives ROI

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

    46 min

  7. 12/12/2025 · BONUS

    17 How Do You Recover From Burnout in the Events Industry? w/Morgan Prewitt

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

    52 min

  8. 12/05/2025

    17 Is Five Hours Enough to Save A Show? w/Morgan Prewitt

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

    27 min
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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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