Ready to wrap up the top trends reshaping the world of marketing and events in 2025?

In part 2 of our series, hosts Alyssa Peltier, Rachel Andrews, and Felicia Asiedu tackle the final four trends. From data privacy innovations in venues to redefining metrics like "Return on Relationships," this episode discusses strategies for creating more impactful, inclusive, and sustainable events.

You’ll learn how accessibility laws reshape event planning, why relationship-building is more critical than ever, and how to turn event content into year-round campaigns. 

In this episode, you’ll learn:

1. How to secure smarter partnerships with venues: Hotels are adopting advanced tools to safeguard attendee data and comply with privacy laws. Learn how to vet vendors and systems prioritizing data protection for your events.
2. How to measure success with 'Return on Relationships': Shift your focus from traditional ROI to ROR by building deeper connections with attendees. Discover strategies to track long-term relationship-building outcomes that go beyond lead generation.
3. How to transform event content into evergreen assets: Stop reinventing the wheel. Plan your events as content launchpads and leverage AI tools to repurpose key moments into campaigns, podcasts, or on-demand resources that resonate all year long.

Things to listen for:

(00:00) Introduction to part 2 of the episode with hosts Alyssa, Rachel, and Felicia

(01:32) Hotels and venues adopting smarter tools for data privacy

(07:34) Return on Relationships as a key metric for 2025

(09:00) Differentiating ROR from ROI and its importance for relationship events

(15:07) Technology supporting accessibility compliance

(16:48) The impact of the European Accessibility Act on planners

(23:58) Event content fueling year-round campaigns

(28:19) Leveraging AI tools for efficient content repurposing

(29:45) Final takeaways on integrating event content into broader marketing goals

2025 is on the horizon, bringing trends that will transform your event strategy.

And you can unlock these trends shaping events and marketing in 2025 with hosts Alyssa Peltier, Rachel Andrews, and Felicia Asiedu. From AI-driven personalization to the growing demand for unique venues and memorable experiences, this episode covers the strategies every marketing and event professional should know.

You’ll learn how AI can boost productivity and simplify planning, why field marketing is emerging as a key growth driver, and how to turn data into meaningful action.

In this episode, you’ll learn:

1. How to leverage AI for smarter event planning: AI is more than a buzzword—it’s a tool to boost productivity. Use it for drafting emails, personalizing agendas, and streamlining logistics while tracking time saved to prove its value and improve workflows.
2. How to create truly personalized experiences at scale: Personalization now focuses on individual attendees. Use tools to analyze behaviors and preferences, delivering tailored sessions or recaps to create unique experiences with less manual effort.
3. How to balance budget and creativity with unique venues: Distinctive event spaces are in demand but don’t have to break the bank. Consider restaurants, galleries, or unconventional venues that offer ambiance and photo-worthy moments at a lower cost.

Things to listen for:

(00:00) Introduction to the episode with hosts Alyssa, Rachel, and Felicia

(02:04) Using AI to transform event planning

(04:15) Rachel’s approach to quantifying AI’s impact on workflows

(08:26) How personalization is evolving in event experiences

(11:35) Leveraging AI for enhanced attendee engagement

(14:16) The growing demand for unique and experiential venues

(21:29) Balancing field marketing growth with resource constraints

(30:34) Final takeaways on 2025 trends and their practical implications

The event industry is vast, dynamic, and often misunderstood—but it’s time to change that narrative.

In this episode, Alyssa Peltier and Rachel Andrews sit down with Carrie Davenport, Lead Event Manager at Altria, and Candace Fitch, Howard Feiertag Professor of Practice in Hospitality Leadership at Virginia Tech, to discuss how education and real-world experience are shaping the next generation of event professionals.

From student-led events that raise thousands for local causes to building a curriculum that prepares graduates for corporate, nonprofit, and government roles, Carrie and Candace share how they’re shifting perceptions of what it means to work in events.

In this episode, you’ll learn:

1. How hands-on education prepares future event professionals for real-world success: Virginia Tech’s event management program allows students to plan and execute actual events—from securing permits to managing sponsorships and budgets. This practical experience ensures graduates enter the workforce with skills employers value, such as logistics, financial planning, and audience engagement.
2. Why the event industry is more than weddings and parties: The stereotype of “event planner” often overshadows the full scope of the industry. Careers in events span corporate conferences, government meetings, sporting events, and concerts—roles that require leadership, strategy, and technical expertise.
3. The importance of mentorship and networking for career growth: Connecting with mentors, joining industry associations, and pursuing certifications can open doors and accelerate your career. Whether you’re a student or a seasoned professional, building a strong network will help you stay relevant, learn new skills, and find new opportunities in a constantly changing field.

Things to listen for:

(00:00) An introduction to the episode and guests Carrie Davenport and Candace Fitch

(03:03) How Virginia Tech’s event management program grew

(06:34) The importance of aligning industry experience with curriculum development

(09:50) How students plan real events from start to finish

(12:10) Why hands-on experience gives students a competitive edge in the job market

(13:45) Breaking the wedding planner stereotype and exploring the full scope of event careers

(18:57) Addressing challenges in event education, including the industry's “identity crisis” 

(21:50) Advice for students entering the workforce

(24:45) The role of certifications and associations in growing your career

(29:07) Why understanding the business side of events is key to long-term success

(30:40) The vastness of the event industry and its impact on businesses and communities

(31:04) Final takeaways and a look ahead to 2025

Planning events that leave a lasting impression is not only about logistics; it’s about creating experiences that connect, inspire, and celebrate a destination's story.

In this episode, Rachel Andrews sits down with Michelle Moon, Vice President of Partners, Experience, and Events at Visit San Antonio, to uncover how destination marketing organizations (DMOs) bring a city’s unique culture to life for meetings and events. 

Michelle shares her journey from managing museums to citywide events, explaining how her team helps meeting planners turn ideas into immersive, memorable experiences. Michelle shares how her team aligns small businesses, local talent, and destination assets to deliver personalized activations, like custom scent bars and interactive hat fittings, that capture the heart of the city.

In this episode, you’ll learn:

1. How to unlock the full potential of destination management organizations: DMOs, like Visit San Antonio, serve as invaluable partners by connecting event planners with local service providers, from hotels and restaurants to small businesses and cultural experiences. Leveraging their resources can streamline logistics, amplify attendee experiences, and drive event success without extra effort from your team.
2. How to create unforgettable, multi-sensory event experiences: By incorporating local culture and unique activations, you’ll elevate your event. Whether it’s a custom scent bar inspired by regional wildflowers, personalized hat stations, or local entertainment, immersive experiences resonate with attendees and boost engagement while showcasing the destination's identity.
3. How to plan for seamless, large-scale events: For citywide or high-impact events, collaboration with local stakeholders is essential. Prepare transportation, restaurant availability, and attendee welcome messages in advance. Tailor activations to attendee demographics, aligning with their values (e.g., sustainability) to deliver an effortless and memorable experience that reflects your event's mission.

Things to listen for:

(00:00) An introduction to the episode with guest Michelle Moon

(01:07) Michelle’s career journey from performing arts to destination management.

(02:26) What it means to work for a Destination Marketing Organization (DMO) 

(07:16) How Visit San Antonio connects planners with local partners

(11:43) The citywide event planning process

(14:08) Unique ways Visit San Antonio prepares the city for events

(16:24) Tailoring event experiences for different attendee demographics, focusing on immersive and sustainable initiatives.

(26:17) Highlighting Visit San Antonio’s events

(30:11) Michelle’s advice for aspiring professionals in the hospitality and events industry

(31:10) Final takeaways and the importance of heart and willingness to learn.

Corporate gifting is no longer just about giving—it’s about creating moments that matter. 

In this episode, Alyssa Peltier welcomes back Tom Romine, Founder and President of Cultivate, to uncover how personalized and sustainable gifts can redefine the event experience for attendees, employees, and clients alike.

Tom shares insights into the growing demand for choice in gifting, revealing why one-size-fits-all gifts often fall flat and how customization adds a personal touch that resonates. Tom and Alyssa also explore trends for 2025, including luxury gifts that prioritize quality over quantity and how companies can make smarter budget decisions without compromising impact.

For event planners looking to wow attendees or marketing professionals rethinking employee appreciation strategies, this conversation is packed with practical takeaways to help you elevate your approach to gifting.

In this episode, you’ll learn:

1. How to elevate your events with personalized gifting strategies: Offering attendees the freedom to choose their own gifts, paired with customizable features like initials or logos, creates a unique and memorable experience. For Tom, this approach not only strengthens their connection to the event but ensures the gift is something they’ll truly value and use.
2. How to shift your focus from bulk buys to quality investments: Instead of purchasing the same item for everyone, consider reallocating your budget toward fewer, high-quality gifts that resonate with your audience. Tom shares that thoughtful, premium items leave a lasting impression, reducing waste and increasing the perceived value of your brand.
3. How to maximize impact by rethinking logistics and sustainability: Explore innovative strategies like on-site gifting suites or shipping items directly to attendees to reduce taxes, shipping fees, and waste. Tom explains that these approaches prioritize attendee convenience, enhance the gifting experience, and ensure your budget is spent where it matters most.

Things to listen for:

(00:00) An introduction to the episode with returning guest Tom Romine

(01:27) A recap of Tom Romine’s previous episode and Cultivate’s approach to gifting

(02:18) Key trends in gifting for 2024, including sustainability and personalization

(03:25) Innovative gifting ideas for 2025, from customizable sunglass cases to branded footwear

(06:28) Shifting focus from disposable products to long-lasting, premium gifts

(08:14) The value of offering choice in employee holiday gifting

(10:48) Budgeting strategies to maximize impact without waste

(11:49) The advantages of gifting suites for international events

(12:29) Avoiding the holiday rush with strategic gifting solutions

(14:32) Final thoughts on the future of gifting and actionable takeaways for professionals

Corporate gifting has evolved from simple tokens of appreciation to a powerful way of building lasting relationships and enhancing the attendee experience.

In this replay episode, Alyssa Peltier sits down with Tom Romine, Founder and President of Cultivate, to explore how thoughtful and personalized gifts can leave a lasting impression at your events. 

They dive into the power of offering choice in gifts, the growing trend of personalization, and how small touches can create big moments of connection. Tom also explains how to balance meaningful gifts with sustainability, ensuring the chosen items are appreciated and used long after the event.

Tom’s insights reveal how thoughtful gifts, combined with personalization and sustainability, can turn a simple gesture into a memorable moment that strengthens your event’s impact.

In this episode, you’ll learn:

• How gifting with choice can create a lasting impact: Allowing attendees to select their own gifts adds a personal touch that strengthens their connection to your event. When people choose something they genuinely want or need, it leaves a more meaningful and memorable impression.
• How personalization is the next evolution in event gifting: It’s not just about offering choices—adding personalized touches like custom initials or designs makes gifts even more special. Personalization helps attendees feel appreciated on a deeper level, enhancing their overall experience.
• How sustainability can drive thoughtful gifting: Gifting isn't just about eco-friendly materials; it’s about providing high-quality, practical items that won’t be discarded. By focusing on gifts attendees will use and cherish long after the event, you reduce waste while reinforcing your brand’s value.

Things to listen for:

(00:00) An introduction to the episode with guest Tom Romine

(01:54) Tom’s background and Cultivate’s mission in corporate gifting

(03:03) Navigating the pandemic and the shift to online gifting

(04:51) Gifting trends for 2024 and 2025

(06:34) The power of choice and personalization in corporate gifting

(10:00) Practical examples of personalization at events

(12:48) The role of utility and longevity in corporate gifting

(16:29) Sustainability in gifting and reducing waste

(19:59) Looking forward: New gifting ideas for 2025

Ready to elevate your event marketing game?

Alyssa Peltier’s got you. 

In this week’s episode, Alyssa takes the mic and answers listeners' burning questions.  Drawing from her experience at Cvent, she discusses strategies for cutting through digital noise, aligning event and digital marketing efforts, and capturing the attention of busy decision-makers.

From crafting VIP experiences that resonate with C-suite executives to using data-driven insights, Alyssa breaks down the metrics that matter and how to apply them to enhance future events. She provides a fresh look at making every event a high-impact, brand-building experience.

In this minisode, you’ll learn:

1. How to align event strategy with audience needs: Every event should be designed with a clear purpose and a tailored audience approach. Alyssa explains that by working closely with digital marketing teams and using a cohesive omnichannel strategy, you can ensure your events cut through the noise and reach the right people, maximizing impact and engagement.
2. How to make data-driven decisions for event success: Tracking key metrics like attendance, session engagement, and audience participation helps build a data foundation for continuous improvement. For Alyssa, these insights allow you to optimize future events, proving value to stakeholders and driving measurable business outcomes.
3. How to create memorable experiences for VIPs: When targeting executives or VIPs, a unique and thoughtful approach can make all the difference. Alyssa shares that tailoring event elements to their needs elevates their experience and builds stronger connections with your brand.

Things to listen for:

(00:00) Introduction to the minisode and Alyssa’s background in event marketing

(01:50) Strategies to make events stand out and attract the right audience

(03:46) Leveraging email and social media creatively for audience engagement

(05:12) Tips for designing VIP experiences that appeal to C-suite executives

(07:12) Using gifts and experiential elements to capture the executive interest

(09:08) Differentiating event strategies for trade shows, conferences, and product launches

(10:54) Creating a cohesive brand experience from start to finish

(12:49) The importance of diverse speaker lineups and aligning event themes with brand values

(14:23) Key metrics to track for optimizing event success and proving ROI

(16:03) Building a data foundation to support yearly event improvements

The future of event marketing just took a giant leap forward.

With Cvent’s acquisition of Splash, the possibilities for event-led growth and data-driven impact are more exciting than ever. Join hosts Rachel Andrews and Alyssa Peltier as they welcome Splash CMO Kate Hammitt, a former “Cventer” herself, for a full-circle conversation about the new acquisition.

Kate shares her insights on how Cvent and Splash can simplify event operations, amplify brand impact, and put real ROI behind every event. From strategy to seamless execution, this episode breaks down what this significant acquisition means for event marketers.

In this episode, you’ll learn:

• The impact of event-led growth: Leveraging events as a primary marketing channel can propel your brand’s growth significantly. Cvent and Splash are pioneering event-led growth, transforming events from one-time engagements into powerful, data-driven tools for revenue and customer connection. 
• Streamlining event management with simplified processes: Simplification is key when managing multiple events efficiently. Kate describes how Splash focuses on streamlining the process, from integrating with existing marketing operations to maintaining brand consistency across all event touchpoints. This approach not only saves time but also ensures scalable, repeatable success.
• Proving ROI with strategic data capture: Capturing actionable data at every stage of the event journey is essential. Kate explains why this data is crucial for proving the success of your events, building internal buy-in, and positioning events as a core growth strategy.

Things to listen for:

(00:00) Intro to Kate Hammitt, CMO of Splash, and the Cvent-Splash acquisition

(01:22) Kate’s full-circle journey from Cvent to Splash and back

(05:13) Transitioning from event logistics to strategic marketing

(09:47) The power of event-led growth and proving its ROI

(11:58) Simplifying event execution with Splash’s four pillars

(16:39) Building an event-led growth program that resonates with leadership

(19:44) Why the Cvent-Splash acquisition elevates event marketing

What’s the secret to creating memorable user conferences?

Alyssa Peltier sits down with Bethany Murphy, Senior Director of Events at 6sense, to reveal insider strategies for planning and executing user conferences that leave a lasting impact. 

Bethany explains the essential steps for gaining executive buy-in, managing budgets, coordinating cross-functional teams, and crafting memorable attendee experiences that drive long-term impact.

Now it’s your turn to create a user conference experience that truly stands out.

In this episode, you’ll learn:

1. Creating memorable event experiences is essential to driving attendee engagement. Relying solely on content is no longer enough; event planners should focus on crafting immersive, personalized experiences that resonate with attendees long after the event.
2. Cross-functional collaboration is key to executing successful user conferences. For large-scale events, it’s crucial to involve departments beyond just marketing and event planning, such as sales, customer success, and product teams. Building internal alignment ensures that everyone is working towards the same goals, helping to deliver a cohesive and impactful event experience.
3. Tracking real-time data is vital for optimizing event strategy and budget management. Event professionals should actively monitor budgets throughout the planning process and use real-time data to adjust spending and strategy. This enables them to stay on track, make informed decisions, and maximize ROI without compromising the attendee experience.

Things to listen for:

(00:00) Intro to Bethany Murphy and the rise of user conferences

(02:07) The growing significance of crafting memorable event experiences

(05:48) How 6sense designs and executes their large-scale Breakthrough conference

(10:17) Personalization and creating immersive attendee experiences

(15:13) Cross-functional collaboration and why it’s key to event success

(19:59) Using real-time data to make informed decisions and maximize ROI

(25:26) The power of networking and creating unique moments at events

(34:06) Balancing business goals with attendee experience

Like many of us, at the beginning of Rachel Andrews’s career, she lived by the mantra “fake it till you make it.” 

She learned on the job and often felt unprepared. But embracing the challenges, trusting her instincts, and staying adaptable brought all her hard work to fruition when her first event took place. 

That’s why we’re flipping the script and interviewing her today—she has so many great lessons to share about growing your career in events, including the first ‘aha’ moment that changed the trajectory of her journey.

From navigating the hustle of NYC to making her mark in the events world, Rachel shares three key lessons she learned along the way and how we can apply those to our own career paths. 

You won’t want to miss it! 

In this episode, you’ll learn:

• Mindset Matters in Event Planning: Believing in your abilities can directly impact your success. A positive mindset helps professionals tackle challenges and boost confidence.
• Leadership and Team Building: Rachel’s leadership approach focuses on understanding team members' strengths and providing personalized support. These strategies can help event professionals build strong, effective teams.
• Stay Engaged and Keep Learning: It’s important to continually learn and stay active in industry events. Engaging with peers and staying updated on trends helps professionals stay innovative and ahead of the curve.

Things to Listen For:

(00:00) Meet Rachel Andrews

(03:02) How Rachel discovered a passion for events during college

(07:09) Overcoming challenges while starting a career in New York

(09:25) Persistence and the power of mindset in navigating obstacles

(11:00) Rachel’s leadership lessons and advocating for mentorship

(14:25) Managing diverse career paths in the event industry

(17:09) How Rachel stays ahead in a constantly evolving events industry

(19:34) Rachel’s habits that boost positivity and well-being

(21:46) What excites Rachel about the future, both personally and professionally