Event Marketing: Redefined · 2026-06-03 · 46 min
Most event teams are still measuring trade shows by booth traffic, badge scans, and “good vibes.” But when budgets tighten and leadership wants answers, those metrics stop meaning much. Bethany Gustafson leads events at ACTIVE Network, where her team manages everything from small pop-up trade shows to large-scale flagship exhibits across multiple markets and products. In this episode, she joins Matt Kleinrock to break down what it actually takes to run a high-volume event program strategically - not just operationally. They get into the pressure event marketers face to prove impact, why clean attribution is harder than executives think, and how strong teams build scorecards, feedback loops, and sales alignment around real business outcomes. Learn: How Bethany structures Tier 1, Tier 2, and Tier 3 event strategies across 75 - 100 shows a year The leading indicators she watches before ROI is fully visible months later Why operational systems and sales alignment matter more than flashy booths If you’re being asked to prove the value of your trade shows while managing more events with fewer resources, this episode will probably feel very familiar. -
EP 189 | Safe Doesn’t Sell: Why Smart Event Marketers Create Demand66 / 100
EP 188 | Are You Summer-Busy or Fall-Ready?
EP 187 | Signals vs. Metrics: What Actually Tells You Your Event Is Working
EP 185 | Most Booths Are Designed for the Wrong View
EP 184 | Everyone Wants Better Event ROI. Few Teams Are Set Up for It.