Event Marketing: Redefined · 2026-06-17 · 26 min
Your booth traffic looked good. Badge scans were high. Leadership wants ROI numbers. But none of that fully explains whether your event actually moved deals forward. In this episode, Matt talks with Cynthia Montalvo (Regional Field Marketing Manager at Steno) about the growing gap between event metrics and actual event influence. Cynthia, an event strategist known for pushing teams beyond surface-level reporting, explains why signals like stakeholder expansion, deeper conversations, follow-up meetings, and peer validation can tell a far richer story than lead volume alone. Together, they explore how event teams can become more intentional about designing experiences that create momentum across the customer journey - especially in complex B2B sales environments. Learn: Why conversation quality often matters more than booth traffic The signals that reveal trust, deal acceleration, and buying intent How to design events around influence instead of activity metrics Listen in for a practical conversation on how modern event teams can better understand what’s really happening at their events and how to prove the value of it. -
EP 189 | Safe Doesn’t Sell: Why Smart Event Marketers Create Demand66 / 100
EP 188 | Are You Summer-Busy or Fall-Ready?
EP 186 | If Your Trade Shows Aren’t Driving Pipeline, What Are They Doing?
EP 185 | Most Booths Are Designed for the Wrong View
EP 184 | Everyone Wants Better Event ROI. Few Teams Are Set Up for It.