Welcome back to Tiger Heart Chats 🐯❤️

This is episode thirty-eight, recorded live on Wednesday 4th February 2026 at Integrated Systems Europe in Barcelona—right in the middle of one of the most energetic weeks in the industry.

In this episode, I’m joined by Amy Dennis, Marketing Executive at The Nineteen Group, where she works across high-growth B2B events in the safety and security sector. Amy is at the sharp end of delivering marketing campaigns that don’t just look good on paper, but drive real commercial impact for organisers, exhibitors, and audiences alike.

With two years of experience in B2B event marketing, Amy has already helped deliver large-scale international events and is currently working on the launch of Pro Integration Future Europe, the newest addition to the Safety & Security Event Series.

What makes this conversation particularly compelling is Amy’s ability to blend creative thinking with commercial strategy. We dig into how consumer psychology influences decision-making long before a lead is ever counted, and why understanding human behaviour is critical to building marketing that is not only engaging, but genuinely effective and commercially viable.

This is a thoughtful, practical conversation about modern B2B marketing, events, and the hidden drivers behind successful campaigns—recorded in the buzz of Barcelona, at the heart of ISE.

Enjoy the conversation.

Some of the topics raised include:
Nineteen Group - https://www.nineteengroup.com
Integrated Systems Europe - https://www.iseurope.org
Events Industry
Covid
Marketing
Medica - https://medica.co.uk
The Avixa Xchange - https://xchange.avixa.org
Psychology
Pro Integration Futures Europe - https://www.prointegrationfuture.com
Artificial intelligenceStanley - https://uk.stanley1913.com
Rory Sutherland - https://en.wikipedia.org/wiki/Rory_Sutherland_(advertising_executive)
Alchemy - https://tinyurl.com/58rr8zj8
Birmingham NEC - https://www.thenec.co.uk
Safety & Security Event Series - https://www.thesecurityevent.co.uk
National Cyber Security Show - https://www.nationalcybersecurityshow.com 

Places:
Brighton
Barcelona
Birmingham

Advice:
We all need human contact as digital is not for everyone
Live events will always exist
Reach is overrated, try to find an audience that values what you have to say.
Sharing via social is so powerful
If you don’t have a message to share then don’t share.
Make sure you post with intent.
Don’t rely on AI – Use it as a tool not a crutch
Always ask questions
Just back yourself  

Amy Dennis Links:https://www.linkedin.com/in/amy-dennis-1b4b561b0/ 

Sanj Surati & Tiger Heart:
https://www.twitter.com/tigerhearttech/
https://www.instagram.com/tigerhearttech/
https://www.twitter.com/sanjsurati/
https://www.instagram.com/artistryinsentiment/ 

You can listen to the Podcast on the following links:
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Spotify: https://open.spotify.com/show/2rPxsLD7DAVv7PdyrNrZBP
Amazon Music: https://tinyurl.com/mr2e2ybw
Deezer: https://www.deezer.com/show/1048492
Spreaker: https://www.spreaker.com/show/tiger-heart-chats
Castbox: https://castbox.fm/channel/id2779314
Podcast Addict: https://podplayer.net/?podId=2855948
Podchaser: https://tinyurl.com/k24bvvxy
Listen Notes: https://tinyurl.com/yaxbmc5x
Podcast App: https://podcast.app/tiger-heart-chats-p1122224 

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Her perspective blends creativity and commercial thinking to deliver tangible results, exploring how consumer psychology shapes decision making long before a lead is counted, and how understanding that behaviour leads to more effective, commercially viable marketing.