Thinking for operators. Not marketers.
How event businesses actually grow: buying behaviour, attribution reality, AI, and the market shifts that matter. Written for the people running the company, not the people running the ads.
SEO isn't slow for event businesses. It's the only channel running at the same speed as your sale.
Six-figure event deals take months and dozens of touchpoints across a buying committee. Here's what SEO actually looks like when nobody converts on one click.
Your CRM said "source unknown." Here's what actually happened.
A £180,000 event contract the analytics never saw coming. The story of the touchpoints your CRM will never log, and how to read them anyway.
Why Creative Brilliance Kills More Event Businesses Than It Saves
Look, I've been there. You're creating incredible experiences - the kind that clients rave about for months. Your portfolio is stunning. Your creativity is sharp. But somehow, you're watching…
Behind the Podcast: What Event Businesses Really Need to Break the Feast-or-Famine Cycle
I recently sat down with Rachel Moore on Bizzabo's Event Experience podcast to talk about something every event professional knows too well - that gut-wrenching revenue rollercoaster where you're…
The Real AI Revolution in Events Isn't What Cvent's Selling
Cvent's CEO just painted a compelling vision at CONNECT Europe: a "human-led, AI-powered, marketing-driven future" for the events industry. AI 3D event designers. Automated session insights. Tools…
Why Your Event Business Doesn't Need More Martech: It Needs a Coherent Message
The event marketing industry has a dirty little secret nobody wants to admit: we're drowning in technology but starving for genuine engagement.
Universal Attribution for Event Businesses: Track Every Lead Across Any Form Tool
Why event businesses need universal data enrichment when using third-party forms—and how to preserve UTMs, tracking parameters, timezone data, and complete customer journey attribution regardless of…
The 4-Phase Event Marketing Timeline System: From Reactive Panic to Predictable Revenue
Most event agencies are trapped in a devastating cycle: they plan events 6-12 months in advance but concentrate all marketing efforts in the final 3-4 weeks before each event. This backwards approach…
Meta's Incremental Attribution: Why Event Businesses Need to Stop Chasing First-Order Profit
Meta just rolled out a feature that fundamentally changes how event businesses should think about their advertising. It's called incremental attribution, and it validates something we've known for…
Why Event Marketing Timelines Are Backwards (And How to Fix Them in 2025)
Most event businesses have their priorities completely backwards. They'll spend months planning an event but mere weeks planning the marketing to fill it. It's like training for a marathon by only…
The Event Marketer's Guide to Building Competitive Moats Through Trend Positioning
Technical skill and portfolio strength are commoditising. Real competitive moats come from positioning on trends 18-24 months before the mainstream.
Why Smart Event Businesses Are Investing in 'Zero Search Volume' Content (And You Should Too)
SEO tools only show past search behaviour, so the biggest opportunities sit in zero-search-volume topics that represent genuine emerging demand.
Event Marketing Diagnostic Framework: When to Scale vs When to Stop
Stop panic-killing campaigns that are actually working. Here's how to diagnose what's really broken.
The Power of Personalization in Event Marketing: Why Most Event Businesses Get It Backwards (And How to Fix It)
63% of event planners use AI, but most treat personalisation as prettier creative rather than systematic business value. That difference shows up in revenue.
The $9.25 Billion Hybrid Events Goldmine Most Event Businesses Are Missing
Hybrid events are a $9.25 billion market, and pricing them as the cheaper option leaves most of it behind. Sell hybrid as strategic growth instead.
Why Gen Z Abandoned Digital-Only Events
Eighteen months ago, I noticed something odd in our client data that challenged everything the industry believed about Gen Z.
Corporate Event Buyers Are AI Power Users: 58% Above Average
Corporate event buyers use AI tools 58% more than the average American, building vendor research workflows long before they ever contact you.
Most Event Companies Measure Success Wrong - Here's The Data That Changes Everything
I watched an audio-visual company burn £4,500 on Google Ads without generating a single lead.
Why Premium Events Are Eating Marketing Budgets
Buyers now prioritise memorable experiences over material purchases, a reallocation projected to double the events industry to $2.1 trillion by 2032.
Event Marketing Budgets Surge While ROI Stays Invisible
Event marketing budgets jumped 23% in Q1 2024 across the UK. The fastest growth in over a decade.Yet most event professionals still measure success the same way they did in 2019. Registration...
How AI Chooses Which Event Company Wins
When a corporate executive asks Google voice assistant "Who are the best event production companies for tech conferences?" something terrifying happens to your business.
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