Couverture de EVENT ABOUT IT: Event Marketing, Strategy & Business Growth

EVENT ABOUT IT: Event Marketing, Strategy & Business Growth

EVENT ABOUT IT: Event Marketing, Strategy & Business Growth

De : Megan Martin
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Struggling to make events drive business growth? Welcome to Event About It, the podcast for event-led growth. Hosted by Megan Martin, we ditch surface-level logistics for the high-stakes event strategy and event marketing your CEO, CMO, and CRO actually cares about. We blend actionable tactics with wild, backstage stories to ensure your next activation is a strategic powerhouse, not just a party. Join us every Friday: • 1st/3rd: Event strategy, stories and “Vent of the Week.” • 2nd/4th: The Aftershow—unfiltered truths & Dynamic Dialogue Stop guessing. Start growing.Megan Martin Economie Marketing et ventes
Épisodes
  • How to Turn Event Data Into Buying Signals

    How to Turn Event Data Into Buying Signals
    Jul 10 2026
    Most event teams are sitting on a goldmine of buyer intent data and handing sales a lead list instead. Aleksandra Panyukhina has spent twelve years figuring out how to close that gap — and today, she's putting it to the test.Aleksandra Panyukhina is the Experience Marketing Director at Pixelz, where she leads FLOW, one of the most intentional event-led growth motions in B2B marketing today. She has driven millions in pipeline and closed-won revenue across five continents — and she has a very specific framework for what event attendee behavior actually tells your sales team versus what it doesn't.We put her to the test with Signal or Noise — our game where she has to call it: is this behavioral intent signal worth acting on, or is it just noise? Then she vents about the targeting mistakes that are quietly embarrassing the event industry — including one she lived through personally.WHAT YOU'LL LEARN:• What actually separates a behavioral intent signal from event noise — and why context is the only variable that changes the answer• Why a cold prospect who shows up to your event and stays all day is one of the strongest re-engagement signals in your pipeline• What it means in 2026 when an existing customer brings their CFO to your owned event without telling you — and why it's almost never just a coincidence• The event targeting mistake that's making your outreach look amateur — and the exact scenario Aleksandra experienced that proves it's still everywhere• Why "thanks for stopping by" emails are quietly eroding your brand credibility with people who were never at your eventABOUT ALEKSANDRA:Aleksandra Panyukhina is the Experience Marketing Director at Pixelz, where she leads FLOW — a strategic marketing initiative combining owned flagship events, a local meetup series, community, and a podcast under one umbrella. With twelve years of experience driving event-led growth programs across five continents, she has generated millions in pipeline and closed-won revenue through experiences that go well beyond logistics. She is also a professional salsa dancer and teacher, which means she understands better than most that in any good partnership, someone has to lead.Follow Aleksandra on LinkedIn: https://www.linkedin.com/in/apanyukhina/Communities mentioned:Edge of Five — B2B marketing communityEvent Marketers Club — search LinkedInSubscribe to Event About It so the Aftershow lands in your feed the second it drops. In the Aftershow, Aleksandra breaks down how she actually measures event attribution across a 12-month window, why she removed the word "events" from her job title, and what event teams that thrive in the next five years are already doing differently right now.Send this episode to the event marketer on your team who's been handing sales a lead list and calling it attribution. They need this one.ABOUT YOUR HOST:Megan Martin is the founder of M Squared Dynamics, a consulting, facilitation, and content strategy firm helping event leaders, marketers, and sales teams turn live experiences into measurable business growth. She's the host and executive producer of Event About It, co-founder of Opportunity Hunters, and a two-time PCMA Visionary Award nominee (2022 winner). With nearly 20 years in the industry, Megan operates at the intersection of event strategy, marketing alignment, and behavioral intent signals, turning events from line items into pipeline drivers.CONNECT WITH MEGAN AND M SQUARED DYNAMICS:• Podcast: EventAboutItPodcast.com• Newsletter (Step and Repeat): msquareddynamics.com/stepandrepeatsignup• Consulting and strategy: msquareddynamics.com• LinkedIn: https://www.linkedin.com/in/meganmartincmp/• Instagram: @m2dynamics and @eventaboutit• TikTok: @eventaboutit
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    27 min
  • How to Innovate Without Inventing

    How to Innovate Without Inventing
    Jun 26 2026

    Innovation isn't invention. It's the question you stopped letting yourself ask. That's the reframe Diana Kander brings to this Event About It Aftershow, and it changes the entire game for event marketers, sales leaders, and growth teams chasing the next big idea.

    In this deeper-than-the-main conversation, New York Times bestselling author Diana Kander joins host Megan Martin to translate her curiosity methodology into something an event-led growth strategy team can actually implement Monday morning.

    If you've felt the lukewarm warning signs in your role, watched your experiment runway stretch to a full fiscal year, or quietly accepted "we've always done it this way" as a strategic direction, this Aftershow is for you.

    What You'll Learn

    • Why innovation isn't a thing, it's a mindset, and how to spot the difference between real innovation and same-hat-new-box

    • Why cameras feel scarier than comedy clubs (and what it reveals about how leaders connect)

    • The "7 chapters" theory of career reinvention and how to use it inside an org that won't let you leave

    • Diana's $500,000 software failure at 29 and the iteration habit she'd install in every event team today

    • How to run event experiments year-round when your conference is twelve months away

    • The "closet of old ideas" test that reveals whether your team is actually innovating or just relabeling

    • The Calendar Test for curiosity (your meeting calendar reveals exactly how curious your business is)

    • The 3 questions to ask attendees who DIDN'T come back, and why nobody on your own team should make the call

    • The 10-emotional-moments framework for designing event experiences attendees actually remember

    • The Curiosity Muscle (Diana Kander) - the methodology behind asking the people who left, not just the people who showed up

    • Curious Like It's Hot - Megan Martin's question-first diagnostic for stagnant industry symptoms

    • Reinvention Math - translating Stanford's "Designing Your Life" research into event marketing and sales leadership

    About Diana Kander

    Diana Kander is a New York Times bestselling author of All In Startup, The Curiosity Muscle, and Get Curious and Grow. A serial entrepreneur and former senior fellow at the Kauffman Foundation, she's spent her career helping organizations turn curiosity from a corporate value into a daily habit. She came to the U.S. as a refugee from the Soviet Union at age eight, is a Georgetown-trained attorney, and is one of the most-booked innovation and curiosity keynote speakers in the country.

    Connect with Diana:

    • Website: dianakander.com

    • LinkedIn: https://www.linkedin.com/in/dianakander/

    • Instagram: @dianakander

    Diana and her husband Jason support Veterans Community Project, which builds tiny houses and wraparound services for homeless veterans. Learn more at veteranscommunityproject.org.

    About Your Host

    Keep Megan Martin is the founder of M Squared Dynamics, a consulting, facilitation, and content strategy firm helping event leaders, marketers, and sales teams turn live experiences into measurable business growth. She's the host and executive producer of Event About It, co-founder of Opportunity Hunters, and a two-time PCMA Visionary Award nominee (2022 winner). With nearly 20 years in the industry, Megan operates at the intersection of event strategy, marketing alignment, and behavioral intent signals, turning events from line items into pipeline drivers.

    Connect with Megan and M Squared Dynamics:

    • Podcast: EventAboutItPodcast.com

    • Newsletter (Step and Repeat): msquareddynamics.com/stepandrepeatsignup

    • Consulting and strategy: msquareddynamics.com

    • LinkedIn: https://www.linkedin.com/in/meganmartincmp/

    • Instagram: @m2dynamics and @eventaboutit

    • TikTok: @eventaboutit

    The best conversations start after the show ends, and the best ones keep going in your inbox. Subscribe to Event About It wherever you get your podcasts and sign up for the Step and Repeat newsletter at msquareddynamics.com/stepandrepeatsignup.

    Until next time, stay curious.
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    36 min
  • 5 Event Strategy Problems Nobody's Naming

    5 Event Strategy Problems Nobody's Naming
    Jun 19 2026

    The events industry has a curiosity problem. Attendees changed. Buyers changed. Metrics changed. And most of us rebooked the same hotel.

    This week on Event About It, New York Times bestselling author and innovation keynote speaker Diana Kander joins host Megan Martin to diagnose five stagnant event strategy problems nobody in the industry is naming out loud, and the curiosity question that breaks each one open.

    If you're building an event-led growth strategy, leading a marketing team, or running B2B events that need to drive measurable pipeline, this is the diagnostic you didn't know you needed.

    What You'll Learn

    • Why "the biggest threat to your event isn't failure. It's the success you stopped questioning."

    • The one question that turns flat sponsor renewals into new logo growth

    • Why an attendee NPS of 72 every single year isn't a win, it's a warning sign

    • How to design a day-three draw before you lose the room

    • Why a 4.5-out-of-5 session score is the worst feedback you can get

    • What Snoop Dogg's business model teaches the events industry about staying relevant decade after decade

    About Diana Kander

    Diana Kander is a New York Times bestselling author of All In Startup and The Curiosity Muscle, with her new book Get Curious and Grow available now. She came to the U.S. as a refugee from the Soviet Union at age eight, became a Georgetown-trained attorney, founded around ten companies, served as a senior fellow at the Kauffman Foundation, and is one of the most-booked innovation and curiosity keynote speakers in the country.

    Connect with Diana:

    • Website: dianakander.com

    • LinkedIn: https://www.linkedin.com/in/dianakander/

    • Instagram: @dianakander

    About Your Host

    Megan Martin is the founder of M Squared Dynamics, a consulting, facilitation, and content strategy firm helping event leaders, marketers, and sales teams turn live experiences into measurable business growth. She's the host and executive producer of Event About It, co-founder of Opportunity Hunters, and a two-time PCMA Visionary Award nominee (2022 winner). With nearly 20 years in the industry, Megan operates at the intersection of event strategy, marketing alignment, and behavioral intent signals, turning events from line items into pipeline drivers.

    Connect with Megan and M Squared Dynamics:

    • Podcast: EventAboutItPodcast.com

    • Newsletter (Step and Repeat): msquareddynamics.com/stepandrepeatsignup

    • Consulting and strategy: msquareddynamics.com

    • LinkedIn: https://www.linkedin.com/in/meganmartincmp/

    • Instagram: @m2dynamics and @eventaboutit

    • TikTok: @eventaboutit

    Keep the Conversation Going

    Subscribe to Event About It so the Aftershow lands in your feed the second it drops. Diana and Megan go deeper on why innovation isn't invention, the curiosity practice every leadership team should install tomorrow, and the three questions to actually ask the people who didn't come to your last event.

    Send this episode to the marketer, sales leader, or event strategist who keeps telling you their last event "went great."
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    13 min
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