A packed event doesn’t mean much if the right people aren’t in the room—or if your team doesn’t know how to turn those interactions into meaningful conversations.

In Episode 69 of The Event Marketer’s Toolbox, Chris Dunn and first-time co-host Zaadia Spencer sit down with Joe Fontana to talk about sales and marketing alignment, human connection, AI, and where events really fit into the buyer journey.

Joe makes the case for getting back to some basic fundamentals: ask questions, understand the buyer’s pain, listen before you pitch, and focus on relationships rather than volume.

The conversation explores why badge scans and attendance numbers don’t tell the whole story, why an event can’t magically shorten a complex nine-month sales cycle, and how SDRs and BDRs can help start conversations that sales teams continue after the show.

They also dig into AI and automation. Joe isn’t against the technology—far from it—but he believes it should make people better at their jobs rather than replace the human work behind them. As he puts it, “AI is a delegation tool and not an abdication tool.”

The big takeaway? Technology will keep changing, but the fundamentals of selling haven’t disappeared. Get the right people in the room, understand what matters to them, and create conversations worth continuing.

👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

This Show is sponsored by Blue Hive

📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn

Follow Us on LinkedIn and YouTube

Subscribe to our Newsletter!

Interactive screens, games, digital content, and new technology can attract attention on the trade show floor—but attention alone isn’t the goal.

In Episode 68 of The Event Marketer’s Toolbox, Chris Dunn and Brendon Hamlin sit down with Zaadia Spencer to talk about creating interactive event experiences with a purpose.

Zaadia shares why event marketers should start with the objective before choosing the technology. Is the goal to educate attendees, generate leads, increase booth traffic, start better conversations, or understand what prospects are actually interested in? Once that is clear, the experience can be designed around it.

The conversation explores gamification and interactive experiences, including how they can reduce friction and give attendees a more natural way to engage with a brand. But as Zaadia points out, even the best activation needs to make sense for the brand, the audience, and the message.

They also discuss the opportunity to extend engagement beyond the show floor through digital media kits and trackable content. Instead of handing someone a brochure and hoping they read it, digital tools can provide insight into what content a prospect viewed, what caught their attention, and what they returned to after the event. That information can give sales teams valuable context for more relevant follow-up conversations.

The episode also tackles ROI and return on experience, why the attendee journey shouldn’t end when the show closes, and the importance of bringing technology and event partners into the planning process early.

The takeaway is simple: Don’t add technology just to say you have technology. Start with the problem you’re trying to solve, create an experience that makes sense, and think about how that interaction will continue after the event.

👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

This Show is sponsored by Blue Hive

📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn

Follow Us on LinkedIn and YouTube

Subscribe to our Newsletter!

What does it really take to turn an empty convention hall into a functioning trade show—and why do some of those seemingly simple services cost what they do?

In this episode of The Event Marketer’s Toolbox, Chris Dunn and Brendon Hamlin sit down with Marc Ghafoori, SVP of Client Experience at Heritage, for an “Ask Me Anything” conversation about the role of the General Service Contractor (GSC) and what event marketers should know about the work happening behind the scenes.

Marc breaks down why strong project management can help control costs, how last-minute decisions affect labor and logistics, and why even the most complicated exhibits can run smoothly when everyone communicates early.

The conversation also explores the relationship between GSCs, exhibit houses, show organizers, and other event partners—and why bringing those teams into strategic conversations earlier can create a better experience for exhibitors and attendees.

Chris, Brendon, and Marc also look at how organizers are rethinking the traditional trade show floor by integrating education, networking, content, and experiences into the exhibit environment.

Marc’s final advice is simple: pursue a partner, not just a vendor. The right partners understand what you’re trying to accomplish, help anticipate problems, and work alongside you to make the entire program stronger.

🎧 Listen to the full episode for a practical look behind the curtain at what really makes a trade show happen.

👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

This Show is sponsored by Blue Hive

📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn

Follow Us on LinkedIn and YouTube

Subscribe to our Newsletter!