When sales, marketing, and events operate in silos, leads fall through the cracks and event ROI takes a hit.



At Cvent CONNECT 2025, Matt Heinz and Ajith Krishnankutty, VP of Experiential Marketing at Capital Group, discuss the importance of collaboration between these teams and its impact on event success. From planning to post-event follow-up, Ajith shares strategies for getting sales and marketing on the same page. When teams align, events become a powerful go-to-market tool that drives measurable results.

In this episode, you’ll learn:

1. Stronger sales and marketing partnerships: See how collaboration improves event outcomes.
2. Data-backed event strategy: Discover how using data-driven insights can refine your event strategy.
3. Post-event momentum: Learn how to turn leads into long-term relationships.

Things to listen for:

(00:00) Introducing Ajith Krishnankutty

(02:05) Breaking down silos between sales and marketing

(08:47) Joint planning for better alignment

(11:10) Post-event strategies that turn leads into pipeline

(15:36) Creating memorable experiences beyond the trade booth

AI is everywhere these days, and it’s hard to ignore the buzz. But beyond the hype, there’s real value in how it’s reshaping event planning.

At Cvent CONNECT 2025, guest host Brittany Fisher is joined by Marco Ogsimer and Kevin Cobb from Augeo Marketing. They discuss how AI is helping event professionals save time, enhance team collaboration, and simplify the planning process. Plus, they’ll explore how AI tools are taking event personalization to the next level, driving better engagement for attendees.

In this episode, you’ll learn:

1. How AI creates more time: Free up hours for creativity by automating repetitive tasks.
2. Personalization strategies: Use AI insights to design attendee experiences that feel more meaningful.
3. Curiosity and empathy as skills: Learn why these traits are more valuable than ever as we integrate AI into event planning.

Things to listen for:

(00:00) Introducing Marco Ogsimer and Kevin Cobb

(02:48) How AI creates more time for planners

(06:07) Personalizing attendee experiences with AI insights

(09:29) Skills event teams need in the era of AI 

(13:08) Practical steps to start learning AI tools

Are your events earning the spotlight, or are they getting budget cuts from the C-suite?

At Cvent CONNECT 2025, Matt Heinz sits down with Amanda Young, Senior Director of Global Events at ConnectWise, to talk about proving ROI and scaling event programs. Amanda shares how she manages pressure from leadership, keeps sales and marketing aligned, and uses data to run high-performing events.

In this episode, you’ll learn:

• Scaling events with focus: Ways to grow programs while staying efficient and avoiding wasted effort.
• Getting sales and marketing on the same page: Practical steps to align event goals with revenue goals.
• Building scorecards that matter: What to track and report so leadership pays attention.

Things to listen for:

(00:00) Introducing Amanda Young

(03:13) Balancing costs and creative strategy

(07:06) Alignment around event outcomes

(13:25) Event metrics that prove ROI

(14:41) The future of large-scale events 

B2B marketing doesn’t have to be predictable and boring. When we put people first, brand experiences can be as creative, authentic, and engaging as anything in B2C.

In this episode, Felicia Asiedu and Shannon Jones, co-founder of VERB, exchange ideas on creating brand experiences that break out of the corporate mold. They discuss the rise of B2B creators, how AI helps shape event experiences, and why authenticity is the key to building lasting connections. 

In this episode, you’ll learn:

1. The power of B2B creators: How to bring authentic voices into your brand’s storytelling.
2. AI in brand experiences: How tech can enhance personalization without losing the human touch.
3. The modern B2B buyer identity: What millennials and Gen Z expect in brand experiences.

Things to listen for:

(00:00) Introducing Shannon Jones

(02:06) The rise of B2B creators and what that means for brands

(07:33) The ROI of experiential marketing

(11:45) Using AI to personalize experiences

(18:40) Making authentic connections in the B2B industry

Planning and executing successful events is only half the battle. 

But to truly maximize the impact, follow-up is just as important. 

At Cvent CONNECT 2025, guest host Matt Heinz sat down with Alura Roe and Ashley Biggie from 6sense to discuss post-event strategy. They share tips on using tech for personalized outreach and smarter engagement. Alura and Ashley also discuss effective audience segmentation and measuring event ROI beyond attendance.

In this episode, you’ll learn:

1. Tech-driven lead follow-up: Discover tools and techniques for smarter, more efficient follow-ups.
2. Audience segmentation tips: Understand how to target the right people for greater impact.
3. Measuring true ROI: Learn how to track event success beyond just attendance numbers.

Things to listen for:

(00:00) Introducing Alura Roe and Ashley Biggie

(01:33) 6sense’s event-led growth strategy 

(03:57) Preparing for the event and the follow-up

(08:25) Building a sales enablement playbook

(12:09) Measuring and reporting event ROI 

(16:06) The future of events is all about human connection

Metrics are essential for understanding the success of your events, but there are certain things that data just can’t capture, like the magic moments of connection, delight, and surprise. 

In this episode, hosts Felicia Asiedu, Rachel Andrews, and Alyssa Peltier discuss how events can have a lasting impact on your attendees and your brand. They share creative ideas and strategies for building emotional connections with your guests. Listen and learn how to create experiences that go beyond expectations and truly resonate with your audience.

In this episode, you’ll learn:

1. How to craft moments that matter: Learn what makes an interaction memorable and how it shapes brand loyalty.
2. The value of seamless experiences: Frictionless logistics contribute to attendee satisfaction and long-term impact.
3. Empowering your event team: Learn how to turn staff and volunteers into intentional moment makers.

Things to listen for:

(00:00) Introducing Rachel Andrews, Alyssa Peltier & Felicia Asiedu 

(01:59) Event moments that matter 

(08:03) The intangible ROI of relationship building 

(12:57) Making the attendee experience as smooth as possible 

(16:21) Simple ideas to spark delight at events

Planning content for your event is a given. But are you also planning how you’ll use it after the event ends?

At Cvent CONNECT 2025, guest host Matt Heinz spoke with Megan Martin, VP of Marketing and Innovation at EMC Meetings & Events, to discuss how events can become content engines that support marketing, sales, and ongoing audience engagement. Megan explains how pre-event planning helps teams capture the right moments for the right audiences with a clear plan to repurpose it all.

In this episode, you’ll learn:

1. Why teams need to align around content goals: Marketing, sales, and events should all be part of the conversation from the start.
2. Ways to repurpose event sessions: From blog posts to sales tools, there’s more value in your sessions than you think.
3. Tips for turning attendees into content creators: If you make it easy for attendees to create content, they can amplify your brand.

Things to listen for:

(00:00) Introducing Megan Martin

(04:05) Personalize content for your funnel

(07:03) How to repurpose event sessions

(09:42) Cross-team collaboration to maximize content 

(12:25) Inspiring community-generated content at scale

(18:45) How AI gives marketers creative space 

Data always speaks—never underestimate its power to prove the impact of your events. 

At Cvent CONNECT 2025, guest host John Hunter sat down with Cvent’s Rachel Andrews and Robin Clark to discuss the definition and measurement of event success. They also share hard-won lessons about aligning with sales, attribution, and using data for smarter decision-making.

In this episode, you’ll learn:

1. Why defining success is crucial: Understand the importance of setting clear, data-driven goals for every event.
2. Balancing business outcomes with attendee experience: Find out how to integrate fun with measurable results using data.
3. Leveraging post-event follow-up for better results: Learn how to educate sales for better post-event engagement.

Things to listen for:

(00:00) Introducing Rachel Andrews and Robin Clark

(01:24) How to measure event impact with data

(06:17) Common ways teams misjudge event success

(09:46) The challenge of attribution

(12:03) Post-event follow-up with sales 

Inconsistent data, limited executive buy-in, and cross-team misalignment are common challenges in the events industry. But at the latest Cvent CONNECT, these common struggles became the foundation for productive dialogue and real solutions.

In this solo mini-sode, Alyssa Peltier shares key insights from an open forum with senior event leaders from some of the world’s largest brands. She discusses the five most pressing issues facing enterprise event programs today and the steps leaders are taking to move forward.

In this episode, you’ll learn:

1. How to build executive trust in your event strategy: Learn why storytelling with clean, consistent data is essential to gaining internal buy-in and budget approval.
2. Creating a culture that supports strategic events: Shift your team’s mindset so strategy and execution work together to deliver real business outcomes.
3. Evaluate tech that works: Get practical steps for auditing your current stack, reducing overlap, and aligning tools to real business needs.

Things to listen for:

(00:00) Introducing Alyssa Peltier

(02:11) Challenges in the events industry

(09:12) Solutions to reset your event program

Marketers spend months planning an unforgettable experience. And yet, it often feels like all that effort leads to just one day. But with the right approach, a single event can fuel months of content and conversation.

In this episode, Rachel Andrews speaks with Chris Carver, Co-Founder and CEO of Sessionboard, a platform designed to streamline event content management. Chris shares how his deep understanding of planners' pain points has shaped the platform's approach to improving event workflows. He discusses how content can serve as a bridge between event marketing and broader organizational goals and how tech-enabled collaboration can unlock lasting value long after the event concludes.

In this episode, you’ll learn:

1. The power of event content: How content from events can extend beyond the event day to fuel long-term engagement.
2. Speaker management strategies: Practical ways to streamline speaker workflows and save time.
3. How tech encourages collaboration: Technology can bridge the gap between event and marketing teams for a more unified effort.

Things to listen for:

(00:00) Introducing Chris Carver

(03:36) The challenges of content management 

(09:15) Maximize event content for your overall marketing strategy

(19:30) Collaboration between event marketing and sales 

(21:48) The best way to find speakers for events

(26:00) Understanding how senior-level marketers view events