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Event Marketing: Redefined

Matt Kleinrock

Welcome to the go-to resource for event marketers. With each episode, we dive deep into the world of event marketing, bringing in industry leaders to discuss trends, strategies, and success stories. We're not just talking about creating trade show booths; we're exploring how to craft success stories that drive tangible results.


We believe trade shows and events are not just a cost of doing business but an essential sales and marketing strategy, and have the potential to propel your brand growth and significantly impact your bottom line.

We understand the industry can be complex, with challenges around under-resourced staff, budget allocation, and much more. That's why we're here—to provide guidance and expertise so you can do better, be better, and expand your career.


Join us on this journey to get results, grow your brand, and experience the revolution of event marketing!

“Event Marketing: Redefined'' is hosted by trade show and event marketing expert, Matt Kleinrock, CEO of Rockway Exhibits + Events. 

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  • 21 episodes
  • fortnightly
  • Avg 37 min
  • English

Episodes 21

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  • S1 · E196
    Today · 45 min

    EP 196 | Your Event ROI Is a Sales Problem

    Event ROI keeps getting blamed on the event team, but the real breakdown often starts once leads land in sales' hands. This episode traces exactly where that handoff falls apart, and who should actually own it. What we get into: ✅ The sales handoff moment where most event pipeline quietly dies ✅ Burnout as a structural failure, not a personal one ✅ A one-line test for whether your team is actually ready to exhibit Event marketers are asked to prove revenue impact from programs they don't fully control, and this episode goes straight at that tension. Matt is joined by Annalee Addesso (Global Experiential Marketing Manager at Caterpillar) and Erin Lease Hall (Director, Event Strategy and Experience at DrFirst). Erin's take is blunt: marketing can hand over the numbers, but if sales doesn't track or follow up on the leads, "our hands are tied." Annalee adds the leadership layer, describing executives who love events but keep asking teams to do "less with more." Together they dig into what it actually takes to turn event ROI into a shared business metric instead of a line item event teams defend alone. If your post-event debriefs keep landing on the event team, this episode makes the case for asking a different question first.

  • S1 · E195
    September 9 · 41 min

    EP 195 | Running Global Events with a Small Team and Bigger Expectations

    Your CMO wants strategy. Your trade show is in three weeks. Your team just lost a headcount. Sound familiar? Ashley Keating runs the entire events and field marketing function at CallMiner: trade shows across the US, Canada, UK, and now Central Europe after a 2025 acquisition, plus webinars, field accelerators, and a newly expanded multi-city customer conference. All of it with a team of three. In this episode, she gets specific about the tension most senior event marketers live in daily: expected to think at the CMO level, but still deep in execution. She and Matt talk about how that reality shapes everything—who you hire, how you measure success, and how you keep your seat at the table when budgets are scrutinized. Learn: ✅ What "agile" actually means when hiring for a lean events team and why traditional event experience can work against you ✅ The field accelerator model: how Ashley uses intimate, targeted micro-events to move key accounts and protect her budget ✅ Why strict pre- and post-event process is the only thing standing between your program and a budget cut Stop running events. Start running outcomes. ---------------------------------- Connect with Ashley Keating LinkedIn: https://www.linkedin.com/in/akeating7/ Connect with Matt Kleinrock LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ Company: https://rockwayexhibits.com/ 🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined

  • S1 · E194
    August 26 · 38 min

    EP 194 | The One Line That Turns Order-Takers Into Advisors

    Most event marketers know when a stakeholder's direction is off. Few have the line that turns that instinct into influence. In this episode: ✅ The strategy session Felicia interrupted to ask one question, and how it reshaped the entire agenda ✅ A hard number versus a changed conversation, and why she'll defend the second one to a room full of CFOs ✅ Her exact sentence for challenging stakeholder direction without starting a fight Felicia Kaban, Director of Event Experience & Production at Kenvue, spent years going along with stakeholder direction even when her instincts said no. That changed once she started asking a harder question in planning meetings: what are we actually trying to change? She tells Matt about the leadership strategy session that forced that shift, why she measures event ROI in decision speed instead of dashboard metrics, and the specific line she now hands to event professionals who want to move from stakeholder alignment as a checkbox to stakeholder alignment as a strategy. Tune in if your next planning meeting needs fewer order-takers and more advisors. ---------------------------------- Connect with Felicia Kaban LinkedIn: https://www.linkedin.com/in/feliciakaban/ Connect with Matt Kleinrock LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ Company: https://rockwayexhibits.com/ 🚨 Register for the show: https://eventmarketingredefined.com

  • August 19 · 32 min

    EP 193 | Your Event Isn't the Problem. Leadership Is.

    Your event wasn't the problem. Ask any event marketer to be honest, and they'll tell you exactly how they'd build a stronger show if they had the budget, the runway, and the right people in the room saying yes at the right time. But shrinking resources, last minute executive pivots, and stakeholders who show up late with big opinions are quietly wrecking programs that were never broken to begin with. This conversation echoes what senior leaders spent two days saying out loud at Event Marketing Congress 2026. In this episode, Matt Kleinrock and Coty Adams get honest about: ✅ Why leadership keeps chasing the shiny object instead of sticking to a plan ✅ The sales and marketing gap nobody wants to name out loud ✅ Who actually owns event decisions and why the answer is usually nobody It's the conversation event marketers wish they could have with their own leadership team. Tune in live August 5 at 1 PM ET. Bring your own war stories, we're reading comments live. -------------------- Connect With Us Matt Kleinrock: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ Coty Adams: https://www.linkedin.com/in/cotykadams/ Our Company: https://rockwayexhibits.com/ 🚨 Register for the show here: https://tinyurl.com/EventMarketingRedefined

  • S1 · E192
    August 5 · 30 min

    EP 192 | Stop Measuring Customer Events Like Lead Gen

    Customer events are not prospecting campaigns, so measuring them by leads alone misses their real business impact. The better questions are whether customers become more loyal, engage more deeply, and strengthen their relationship with your brand. Inside this episode: ✅ The customer-event metrics that reveal more than attendance and satisfaction scores ✅ How attendee-versus-nonattendee comparisons can uncover revenue, retention, and participation trends ✅ Why host books, peer interaction, and voice-of-customer sessions lead to more meaningful connections Ashley Claborn (Senior Manager, Events & Incentives at Lennox Residential HVAC) joins Matt to explain how customer feedback, attendee data, and thoughtful interactions can reveal an event’s influence on loyalty, retention, and business growth. From comparing attendees with similar non-attendees to preparing internal teams with meaningful customer insights, this conversation offers a smarter way to define success. ---------------------------------- Connect with Ashley Claborn LinkedIn: https://www.linkedin.com/in/ashleyclaborn/ Connect with Matt Kleinrock LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ Company: https://rockwayexhibits.com/ 🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined

  • S1 · E191
    July 29 · 11 min

    EP 191 | Stop Asking For More Budget. Start Asking For This.

    Your VP asks why events deserve more budget next year. You could defend every line item. Or ask for something else entirely. Matt says fighting for more money is usually the wrong fight. Alignment first, results second, budget third. That reframe is what separates event marketers who get taken seriously from the ones stuck justifying their existence every cycle. Part 2 of our summer Q&A series covers what event marketers actually lose sleep over: booth psychology, credibility with leadership, and which KPIs are real versus which just look good in a slide deck. Still poolside. Still surprisingly tactical. ✅ What Matt actually watches on a show floor once the booth design stops holding his attention ✅ Why leading metrics tell you the story while you're still in it, lagging metrics only tell you the ending ✅ The one detail from post-show debriefs most teams skip: pairing the numbers with what sales actually felt in the room Oh, and the hot dog versus hamburger debate. Some things matter as much as pipeline. ---------------------------------- Connect with Matt Kleinrock LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ Company: https://rockwayexhibits.com/ 🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined

  • S1 · E190
    July 15 · 32 min

    EP 190 | Your Booth Is Only as Good as Your People

    What's the point of a stunning trade show booth if nobody inside it knows why they're there? Casey Smalley, Director of Global Events at Avetta, joins Matt Kleinrock to make the case that the smartest line in your event budget isn't the build. It's the briefing. In this episode: ✅ Why treating booth staffing as a "scheduling exercise" quietly costs you pipeline, not just optics ✅ The one trait that separates a floor-ready team member from a liability (it has nothing to do with product knowledge) ✅ Inside a secret shopper program that graded booth staff posture with photos and why it worked Most event teams obsess over booth design, tech, and swag, then leave staffing decisions to the final 48 hours, if they think about them at all. Casey brings 20 years in event marketing to explain why that gap is more expensive than most marketers realize. She and Matt swap stories from the floor: a secret shopper program that once graded booth staff on posture, and the beautifully built booth with nobody working it. What surfaces is something every senior marketer already suspects but rarely says out loud. Attendees forget the screens. They remember the humans. Tune in to find out what actually separates a booth that converts from one that just looks good. ---------------------------------- Connect with Casey Smalley LinkedIn: https://www.linkedin.com/in/caseywalkersmalley/ Connect with Matt Kleinrock LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ Company: https://rockwayexhibits.com/ 🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined

  • S1 · E189
    July 1 · 44 min

    EP 189 | Safe Doesn’t Sell: Why Smart Event Marketers Create Demand

    Too many events still rely on the same booths, the same activations, and the same “safe” playbook. The result: experiences people walk past, forget, or never meaningfully engage with in the first place. Ashley Nuske, Director of Field & Event Marketing at Goldcast (now Cvent), joins Matt Kleinrock for a candid conversation about what’s broken in event marketing today and why safe strategies rarely produce standout results. Ashley shares how she approaches audience-first event design, builds experiences around business outcomes instead of assumptions, and pushes teams beyond repetitive execution. The episode explores everything from creative field event concepts to executive buy-in, experiential trends, and why immersive experiences matter even more in an AI-saturated world. Learn: ✅ What stale event execution actually looks like in today’s market ✅ How thoughtful personalization creates stronger audience connection and recall ✅ Why event marketers need market awareness, not just internal opinions, to innovate Tune in for a practical conversation on how modern event marketers can create experiences people actually remember and results leadership can actually measure. ---------------------------------- Connect with Ashley Nuske LinkedIn: https://www.linkedin.com/in/ashleynuske-expmarketing/ Connect with Matt Kleinrock LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ Company: https://rockwayexhibits.com/ 🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined

  • S1 · E188
    June 24 · 10 min

    EP 188 | Are You Summer-Busy or Fall-Ready?

    Are you heading into fall events the same way you did last year? Same booth, same playbook, same hope that something sticks? Most event marketers aren't lazy. They're just busy. And busy has a way of turning strategy into autopilot. That gap between teams who show up and teams who show up READY starts forming right now, in summer. As part of The Summer Circuit, we're dropping a special compilation episode where host Matt Kleinrock shares the unfiltered advice he'd give any event marketer preparing for the back half of the year. (Yes, Matt filmed this from a kiddie pool. The advice is still dead serious.) Here's what you'll walk away with: ✅ Why chasing a perfect ROI calculation before you have any measurement at all is the fastest way to measure nothing ✅ How a real event theme works and what it has to be rooted in to actually move through your entire execution ✅ When to stop order-taking from internal stakeholders and start asking the questions that get to the why Fall is coming faster than most strategies are ready for. Give this one a listen. ---------------------------------- Connect with Matt Kleinrock LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ Company: https://rockwayexhibits.com/ 🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined

  • S1 · E187
    June 17 · 26 min

    EP 187 | Signals vs. Metrics: What Actually Tells You Your Event Is Working

    Your booth traffic looked good. Badge scans were high. Leadership wants ROI numbers. But none of that fully explains whether your event actually moved deals forward. In this episode, Matt talks with Cynthia Montalvo (Regional Field Marketing Manager at Steno) about the growing gap between event metrics and actual event influence. Cynthia, an event strategist known for pushing teams beyond surface-level reporting, explains why signals like stakeholder expansion, deeper conversations, follow-up meetings, and peer validation can tell a far richer story than lead volume alone. Together, they explore how event teams can become more intentional about designing experiences that create momentum across the customer journey—especially in complex B2B sales environments. Learn: ✅ Why conversation quality often matters more than booth traffic ✅ The signals that reveal trust, deal acceleration, and buying intent ✅ How to design events around influence instead of activity metrics Listen in for a practical conversation on how modern event teams can better understand what’s really happening at their events and how to prove the value of it. ---------------------------------- Connect with Cynthia Montalvo LinkedIn: https://www.linkedin.com/in/cynthia-montalvo/ Connect with Matt Kleinrock LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ Company: https://rockwayexhibits.com/ 🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined

  • S1 · E186
    June 3 · 46 min

    EP 186 | If Your Trade Shows Aren’t Driving Pipeline, What Are They Doing?

    Most event teams are still measuring trade shows by booth traffic, badge scans, and “good vibes.” But when budgets tighten and leadership wants answers, those metrics stop meaning much. Bethany Gustafson leads events at ACTIVE Network, where her team manages everything from small pop-up trade shows to large-scale flagship exhibits across multiple markets and products. In this episode, she joins Matt Kleinrock to break down what it actually takes to run a high-volume event program strategically—not just operationally. They get into the pressure event marketers face to prove impact, why clean attribution is harder than executives think, and how strong teams build scorecards, feedback loops, and sales alignment around real business outcomes. Learn: ✅ How Bethany structures Tier 1, Tier 2, and Tier 3 event strategies across 75–100 shows a year ✅ The leading indicators she watches before ROI is fully visible months later ✅ Why operational systems and sales alignment matter more than flashy booths If you’re being asked to prove the value of your trade shows while managing more events with fewer resources, this episode will probably feel very familiar. ---------------------------------- Connect with Bethany Gustafson LinkedIn: https://www.linkedin.com/in/bethany-gustafson/ Connect with Matt Kleinrock LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ Company: https://rockwayexhibits.com/ 🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined

  • S1 · E185
    May 20 · 14 min

    EP 185 | Most Booths Are Designed for the Wrong View

    Most trade show booths are still being designed for the render. Not the person walking a crowded aisle deciding in seconds whether your booth is worth their attention. Recorded live from EXHIBITORLIVE 2026, Matt Kleinrock and Coty Adams break down what they’re noticing on the show floor right now: bigger structures, tighter aisles, shorter attention spans, and event teams trying to balance nonstop execution with pressure to deliver better ROI. ✅ Why some of the “best-looking” booths still fail to pull people in ✅ How immersive, eye-level design impacts dwell time and engagement ✅ What burnout is doing to strategy, creativity, and event performance This episode goes beyond booth aesthetics. Matt and Coty dig into why many exhibits are blending into the noise, why themed experiences tend to stick with attendees longer, and why connection still matters more than spectacle. They also talk openly about the reality many event marketers are facing right now: running at full speed while still being expected to think strategically, innovate constantly, and prove results. If your team is trying to create more meaningful event experiences without burning out in the process, this conversation will probably feel very familiar. -------------------- Connect With Us Matt Kleinrock: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ Coty Adams: https://www.linkedin.com/in/cotykadams/ Our Company: https://rockwayexhibits.com/ 🚨 Register for the show here: https://tinyurl.com/EventMarketingRedefined

  • S1 · E184
    May 6 · 45 min

    EP 184 | Everyone Wants Better Event ROI. Few Teams Are Set Up for It.

    Everyone wants better event ROI, but most event marketers are navigating a frustrating reality: they are expected to think strategically while being buried in execution. In this episode, Matt and Coty break down their EXHIBITORLIVE experience as a live case study in what it looks like when an event is planned more intentionally from end to end. From pre-show planning and alignment to on-site engagement and post-event momentum, they walk through how thinking about events as a full campaign—not just a moment—can change outcomes. They also share key takeaways from the “State of the Race” poll, revealing what event marketers are trying to achieve right now, what is getting in the way, and why the gap between strategic expectations and day-to-day execution keeps holding teams back. You’ll learn: ✅ How to approach events as a full campaign (pre, during, and post), not just a booth experience ✅ Where creativity and scrappiness actually show up and how to use them to drive engagement ✅ What 150+ event marketers are focused on right now, and what’s slowing them down This is a practical conversation for marketers who want to create stronger event outcomes without pretending they operate in perfect conditions. -------------------- Connect With Us Matt Kleinrock: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ Coty Adams: https://www.linkedin.com/in/cotykadams/ Our Company: https://rockwayexhibits.com/ 🚨 Register for the show here: https://tinyurl.com/EventMarketingRedefined

  • S1 · E183
    April 15 · 24 min

    EP 183 | Bespoke Events: How to Build VIP Experiences That Actually Move Deals Forward

    A great dinner or VIP experience means nothing if it doesn’t lead to a meaningful conversation. In this episode, Stephanie Hunicke (Director of Global Marketing Events at Aderant) breaks down how to design bespoke events that prioritize relationships and real business outcomes from the start. You’ll learn: ✅ Why depth beats scale when it comes to executive events ✅ How to align purpose, people, and experience to drive real outcomes ✅ What most teams get wrong about VIP dinners, roadshows, and exec forums As more teams invest in smaller, high-touch events, the question isn’t whether to do them, it’s how to do them well. Stephanie shares a clear, practical framework for building bespoke experiences that are intentional, audience-first, and tied to real business goals. From defining purpose upfront to shaping the full attendee journey, she explains how these events can strengthen relationships, create meaningful conversations, and move deals forward. With over 25 years of experience leading global event programs, her perspective is grounded in what actually works in the field, not just in theory. If you’re rethinking your event strategy, this is a must-listen for making your smaller events matter more. ---------------------------------- Connect with Stephanie Hunicke LinkedIn: https://www.linkedin.com/in/stephhunicke/ Connect with Matt Kleinrock LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ Company: https://rockwayexhibits.com/ 🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined

  • S1 · E182
    April 8 · 42 min

    EP 182 | Why Your Trade Show Booth Isn’t Working — And How to Fix It (Guest Appearance on Behind the Experience Podcast)

    Most trade show booths fail for one simple reason: they’re built to be seen, not experienced. In this conversation, Matt breaks down why the old playbook no longer works and what actually drives pipeline today. Learn: ✅ Why “show up and pitch” is killing engagement and what to replace it with ✅ How pre-show and post-show strategy often matter more than the booth itself ✅ What it really takes to turn events from a cost center into a revenue driver In this guest appearance on the Behind the Experience Podcast, Matt Kleinrock joins Francisco Opazo of Eventify to unpack the shift happening across trade shows and B2B events. The conversation goes beyond booth design and into strategy -- covering audience intent, experience design, and how today’s attendees engage on the show floor. From aligning sales and marketing to rethinking how events influence the full customer journey, this episode challenges the way most teams approach events today and what needs to change moving forward. If you want your events to actually drive pipeline, not just check a box, start here. ---------------------------------- Connect with Matt Kleinrock LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ Company: https://rockwayexhibits.com/ 🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined

  • S1 · E181
    April 1 · 45 min

    EP 181 | RFPs for Event Agencies: How to Ask Better Questions and Choose Better Partners

    How do you know if the event agency you hired is actually a strategic partner? Or just a middleman? Choosing the right agency partner can shape the success of an entire event program, yet many teams still rely on RFP processes that miss what truly matters. In this episode, Matt Kleinrock sits down with event strategist and fractional Head of Events Gianna Gaudini to unpack how organizations should rethink agency selection from the start. Together, they explore how event leaders can run smarter RFPs, ask better questions, and evaluate agencies based on strategic value rather than surface-level proposals. You’ll learn: ✅ Why many RFP processes fail to reveal whether an agency can truly be a strategic partner ✅ What questions event leaders should ask agencies to uncover real capabilities and alignment ✅ Red flags that signal when an agency relationship may create more friction than value With experience spanning Google, AWS, and Airtable, Gianna brings a unique perspective from both brand-side and agency-side roles. Tune in to rethink how you choose agency partners and how better questions can lead to better event outcomes. ---------------------------------- Connect with Gianna Gaudini LinkedIn: https://www.linkedin.com/in/giannagaudini/ Connect with Matt Kleinrock LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ Company: https://rockwayexhibits.com/ 🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined

  • S1 · E180
    March 18 · 52 min

    EP 180 | Micro-Events as Closers: The Playbook Behind 15,000% ROI

    Most event programs are built around visibility: booths, sponsorships, brand presence For years, that approach was considered the safest way to drive pipeline. But what if the deals you care about aren’t won on crowded show floors? And your highest-value buyers respond to something far more intentional? In this episode, Matt sits down with Bronwen Gregg, who leads event strategy from inside sales enablement, not marketing. After seeing diminishing returns from large trade shows, her team shifted toward curated micro-events designed specifically for executive decision-makers. The result: hosted experiences functioning as late-stage deal accelerators, with activations reporting ROI in the five-figure percentage range. Instead of treating events as lead generation tools, they built a program where each experience has a defined role in the buyer journey and micro-events are engineered to close. Here’s a look inside the playbook: ✅ Why micro-events outperform large trade shows for executive audiences ✅ How to design experiences that move deals forward instead of just starting conversations ✅ What changes when events are owned by revenue leadership, not just marketing If your events create activity but not outcomes, this conversation offers a blueprint for turning intimate, high-signal experiences into real business results. ---------------------------------- Connect with Bronwen Gregg LinkedIn: https://www.linkedin.com/in/bronwengregg/ Connect with Matt Kleinrock LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ Company: https://rockwayexhibits.com/ 🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined

  • S1 · E179
    March 4 · 52 min

    EP 179 | Why Most Event Strategies Never Make It to Revenue

    Most event teams are doing everything they’re supposed to do: booking the booth, training staff, showing up with the right materials. And yet, the results rarely match the effort. The issue usually isn’t poor execution. It’s that the event was never designed to drive revenue in the first place. In this episode, Matt and Coty break down the thinking behind the session they’ll be bringing to EXHIBITORLIVE 2026… and why so many event strategies stall long before pipeline is even possible. Instead of tactics or checklists, this conversation focuses on the decisions that shape everything downstream: ✅ Why events fail when emotional outcomes, strategic intent, and revenue goals aren’t aligned ✅ What actually needs to be true before a show starts and after it ends for revenue to follow ✅ How to treat events as a revenue accelerator within your go-to-market strategy, not a standalone moment This is a zoomed-out, strategic look at what separates busy event teams from effective ones, and why most execution never gets the chance to work. -------------------- Connect With Us Matt Kleinrock: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ Coty Adams: https://www.linkedin.com/in/cotykadams/ Our Company: https://rockwayexhibits.com/ 🚨Register for the show here: https://tinyurl.com/EventMarketingRedefined

  • S1 · E178
    February 18 · 43 min

    EP 178 | How a 10×10 Booth Booked 116 Meetings (And Why Pre-Show Is Everything)

    The event didn’t start on the show floor. By the time Accelevents showed up with a 10×10 booth, much of the pre-show groundwork was already in motion—accounts targeted, meetings scheduled, and conversations planned. The result? 116 meetings driven by intentional strategy, not booth size or blind hope for foot traffic. In this live conversation, Matt is joined by Jonathan Kazarian, CEO of Accelevents, and Michael Burns, CRO, to walk through a real case study. They’ll break down the pre-show strategy behind that outcome: ✅ Why booth size had nothing to do with meeting volume ✅ How targeted outreach and community plays drove qualified conversations ✅ What changes when sales and marketing co-own pre-show strategy ✅ How pre-booked meetings should influence booth design and on-site experience If you want your next event to work BEFORE you arrive and not after, this episode will show you how to rethink your approach. ---------------------------------- Connect with Jonathan Kazarian LinkedIn: https://www.linkedin.com/in/jkazarian/ Connect with Michael Burns LinkedIn: https://www.linkedin.com/in/michael-burns-0208/ Connect with Matt Kleinrock LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ Company: https://rockwayexhibits.com/ 🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined

  • S1 · E177
    February 4 · 53 min

    EP 177 | Inside Lenovo’s Event Strategy: Partnerships, Scale, and Standing Out

    Have you ever looked at a big brand’s event partnerships and wondered what actually makes them work... beyond the logos and budgets? In this episode, Matt is joined again by Jon Wolff and Mandy Glenwright to take you inside how Lenovo thinks about event strategy through the lenses of partnerships, scale, and standing out in crowded environments. Hear them unpack: ✅ Why most partnerships default to logo placement and what differentiates the ones that feel genuinely collaborative ✅ How Lenovo approaches partner-led events as long-term strategic levers, not one-off collaborations ✅ How large-scale activations (including sponsorships like FIFA) are evaluated for relevance not just reach If you’ve wondered how big brands avoid becoming bloated, unfocused, or overly tactical with events, this episode offers a grounded, inside look at what intentional event strategy really looks like in practice. ---------------------------------- Connect with Jon Wolff LinkedIn: https://www.linkedin.com/in/jondwolff/ Connect with Mandy Glenwright LinkedIn: https://www.linkedin.com/in/mandy-glenwright/ Connect with Matt Kleinrock LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ Company: https://rockwayexhibits.com/ 🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined

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