What does it take to turn chaotic, costly B2B events into powerful engines of ROI and connection? In this episode of Predictable B2B Success, host Vinay Koshy sits down with Hailey Ingraham, Marketing Director at Event Cadence, a fast-growing event management platform trusted by organizations from MIT to Merck. Hailey Ingraham shares her journey from content marketing newbie to director, revealing the storytelling secrets that not only build communities but drive tangible, measurable business outcomes from in-person, virtual, and hybrid events.

Discover the unexpected strengths that niche specialization can unlock, why evolving your event strategy is more than just survival, and how technology, when applied thoughtfully, can enhance connection rather than replace it. Hailey Ingraham gets candid about overcoming industry challenges, such as the notorious struggle to prove ROI, and shares practical tips for making your next event more data-driven, engaging, and memorable. Plus, hear about the creative giveaways that attract attention at crowded trade shows and why storytelling remains the ultimate marketing superpower. Whether you're an event manager, marketer, or B2B leader, this episode will spark fresh ideas about the future of events and the art of driving real results.

Some topics we explore in this episode include:

• Storytelling in B2B Marketing – How narrative drives engagement and sales.
• Adapting in Event Management – Pivoting business strategies amid industry shifts, especially during COVID-19.
• Measuring Event ROI – Solutions and challenges for proving event value.
• Technology's Role in Events – Enhancing attendee experience with features and real-time updates.
• Focusing on Niche Audiences – The impact of starting with life sciences/pharma and expanding.
• Customer Success & Word-of-Mouth – Building growth through support and satisfied clients.
• Event Data & Business Intelligence – Using analytics and AI for decision-making and optimization.
• Content Creation & Customer Stories – Creating relatable, engaging material based on customer feedback.
• Balancing Automation & Human Touch – Ensuring tech enhances, not replaces, human interaction.
• Growth Strategies – Trade shows, partnerships, and thought leadership as drivers for business expansion.
• And much, much more...