Event Planning Insights

🗣️“You must be more assertive.” Last year, those five words burned into Amy’s memory. She’d walked out of her 2023 review at XYZ Global determined to “step up.” Speak more in meetings. Push harder on decisions. Stop softening her tone so she wouldn’t intimidate anyone. She did exactly that. Fast forward 12 months. Same conference room. Same 2 VPs across the table. 🔇“You’ve become too intense, need to work on softening your approach.” 😑 Amy stared at them, speechless. Wasn’t that what you asked for last year? Which version of me do you actually want? She thought about the past year: 🤔 The time she challenged a flawed budget forecast in front of the CFO, saving the company $3 million, but earning whispers that she was “abrasive.” 🤔 The time she stepped in to rescue a failing project, praised for her “grit” publicly, yet privately told she “dominated the room.” 🤔 The time she finally got invited to an executive offsite, only to overhear a VP say, “She’s great, but can be… a lot.” This is the tightrope trap senior women walk daily: • Be assertive, but not too assertive. • Be collaborative, but don’t fade into the background. • Be visible, but not “hungry.”    The same behavior praised in men (decisive, strong leader) gets women penalized as abrasive or too much. Until you set the narrative yourself, you’re trapped performing for a moving target. If you’re exhausted from balancing on a wire men don’t even see, here’s how to step off it and still rise. 1. Audit the pattern, not just the feedback • Track every piece of feedback, especially contradiction. Patterns reveal bias. If the goal keeps moving, it's not you! • Phrase to use in review: “Last year I was encouraged to increase my presence; this year I’m told to soften it. Can we clarify what success really looks like?”    2. Control the frame before the room does • Pre‑set the narrative in 1:1s and emails leading up to reviews. I.e., “This year I focused on driving results while bringing the team with me, you’ll see that reflected in project X and Y.” • This primes leadership to view your assertiveness as an intentional strategy, not a personality flaw.    3. Build echo chambers, not just results • Secure 2–3 allies who reinforce your strengths in rooms you’re not in. • Promotions happen in the absence, you need people echoing your narrative, not someone else’s. • Phrase to brief an ally: “If my leadership style comes up in review, can you speak to how I challenge decisions but still align the team?”    Women aren’t just asked to deliver results. They’re asked to perform, decode, and reframe, all while walking a wire men don’t even see. If you’re exhausted from balancing between “too soft” and “too aggressive,” stop walking the wire and start controlling the narrative. Join the waitlist of our next cohort of ⭐ From Hidden Talent to Visible Leaders ⭐ https://lnkd.in/gx7CpGGR 👊 Because leadership shouldn’t feel like an impossible balancing act.

65% of event planners are seeing FLAT or DECLINING registrations. We’ve been lied to. 3 years of projects. Research. 100s of websites reviewed. I think we’ve been lied about event reg. I am sure courses out there teach great things about events. But not reg. And without reg, you have no event. It’s funny to see that 40% of the whole EVENTTTECH spend goes towards reg, and yet there is so little education on how to use it. Here are some learnings:  1. 6/7 pages will inevitably lead to 80/90% drop off  2. Not using attendee referral platforms is giving away free money  3. High CAC means you have no data strategy  4. Selling through email and organic social only is unsustainable  5. 54% say that email sells more reg, but most don’t know what happened before  6. Alumni are the most important segment  7. Segment your database or forget about traction  8. 60 touchpoints are needed from cold to sale  9. Registration cannot be closed for months. Always register  10. Your website is not a place to share your life’s work  11. Remarketing is essential  12. No urgency, no sale.  13. Messaging needs to align with audience objectives  14. Fight for every abandoned cart like there is no tomorrow  15. Custom landing pages for custom audiences  16. Get rid of committees, let the data speak  17. Reg open, agenda live and price cliffs still drive the most sales  18. The email you send the week before these milestones matters the most P.S. On Wednesday, I’ll share a FREE highly converting website template. Get it first in my newsletter, find it next to my name

Event Strategy vs. Event Plan Let’s be clear on the difference. An Event Plan is: - Dates, venues, and budgets. - The run-of-show minute by minute. - Speaker outreach, swag orders, catering counts. - Tech stacks and ticketing links. - The checklist that keeps you on time and on budget. Nail the plan and you execute. Your event strategy will never work if you can’t execute. An Event Strategy is: - Purpose: why the event program matters to the business and the audience. - Audience journey: who you invite, where they sit in the funnel, how you’ll move them forward. - Behavior change: the trust, loyalty, or pipeline progression you expect after the show. - Core formats: the few repeatable experiences your brand builds a reputation on for (flagship, field, virtual). - Measurement: attendee lift, downstream revenue, partner amplification. Probably can’t do this without Marketing Ops. - Tool fit: process first, platform second. You need a partner, not duct tape. - Team cadence: sales, product, brand, and ops aligned from brief to debrief. Your event program is ultimately a form of PR. It will shape how you're perceived in the market. And that’s how it should be approached. When we onboard new customers at Accelevents They always fall in 1 of 2 camps. Either: 1. Show me how to build out my next event. Or 2. Teach me how to roll this out across my company. The “event strategy” led teams always focus on the latter. They know they can run the event. What they care about is how they can scale the program. **Note** you need management to buy into the strategy. You need a C-suite that understands the compounding impact of a strategic event program. When events are reduced to lead quotas, quality erodes. Trust erodes. Brand equity erodes. Strategy prevents that slide. Do you feel like you have room to execute an event strategy? Or are you being tasked with random acts of managing events?

I do dozens of interviews with top CMOs every year. I always ask what the best performing marketing channel is. And right now everyone is saying events. Post COVID events are back, but also now in an AI world, I think there's a stronger appetite to get out and connect with real people vs. just getting answers from ChatGPT. But: like anything in marketing, running events just because everyone else is doing them is a great way to set money on fire (and still not drive any incremental business). Whether it's a booth at a trade show. A VIP dinner. A 500-person conference. They can all work. They can all flop. The difference: having a real plan and strategy for that event going in. Why do it in the first place? (which continues to be the most important lesson in marketing - what's in it for me? what's the hook? why should people come to our thing?) We talked to two event experts on the Exit Five pod recently Stephanie Christensen and Kristina DeBrito — and here are 5 keys they shared for B2B event success: 1. Pick the right format. Not all events do the same job. Big splash? Go flagship. Want pipeline? Try VIP roundtables. Tiny budget? Host micro-events around existing conferences. Set real goals. 2. “Leads” are not enough anymore. Are you driving awareness? Accelerating deals? Generating pipeline? Define this upfront—or you’ll waste time measuring the wrong stuff. There are more metrics than just "did we get leads from this event" and in today's world leads are tablestalkes. 3. Align your team, bro. Sales and marketing must move in lockstep. Slack alerts for registrations. Sales meeting updates. Leaderboards. It all matters. This is a team effort. 4. Make it memorable. People forget panels. They remember custom pancakes and great venues. Was the food good? Did the WiFi work? Did Oprah show up? Just kidding. Making sure you'r reading. But think surprise and delight, not branded frisbees. 5. Put the work in on the follow up. Events don't close deals - follow-up does. Segment attendees. Create custom offers. Babysit the handoff to sales like your job depends on it. Because it does. You just went shopping and got all these fresh groceries - dont let them spoil. B2B buyers want real connection again. Events can create that. Are you feeling this desire for events? Are you doing events in your business right now? Let me know...

Most B2B companies spend $50K on events and forget the $500 that actually converts. I watched a client blow their entire Q4 budget on a massive booth. Premium location. Fancy screens. Full swag suite. They got 47 badge scans. 3 follow-up calls. Zero pipeline. Meanwhile, I spent $500 on coffee cards the week before the same event. Sent them to 20 target accounts with a simple note: "I'll be at [Event]. Would love to buy you an actual coffee and chat about [specific challenge]." 18 showed up. 12 booked follow-ups. 4 became opportunities. 2 closed within 90 days. Here's what most companies miss about event ROI: ➜ The magic happens in the 1:1 moments, not the booth traffic ➜ Pre-event outreach beats post-event follow-up every time ➜ A $25 coffee card outperforms a $2,500 dinner My exact pre-event playbook: 1. **Three weeks out:** Pull the attendee list, match it to your ICP 2. **Two weeks out:** Send personalized gifts to top 20-30 targets 3. **One week out:** Follow up with calendar links for specific time slots 4. **Day of:** Skip the booth duty, focus on booked meetings 5. **Day after:** Send thank-you gifts to no-shows with "sorry we missed you" The math is stupid simple: Traditional event spend: $50K ÷ 3 opportunities = $16,666 per opp Smart gifting approach: $500 ÷ 4 opportunities = $125 per opp You don't need a bigger booth. You need a better strategy. And maybe some coffee cards.

CEO or CFO: “Is this event really worth us spending $20K?” Marketing/Comms/Sales lead: “I really think so… it’s in [insert cool city], so it’ll be great for morale and culture either way!” Yeah. That’s really not gonna cut it anymore. Budgets are tighter. ROI expectations are much higher. And “it’s in Napa” isn’t a business case. Here’s the real decision framework I use with clients to decide whether a conference, symposium, or sponsorship is worth it — before anyone books a single flight or hotel. 1️⃣ Clients and Customers If your current clients expect to see you there, that’s great. But show up with a real plan, not just a lanyard. A 30-minute coffee with a top client > three generic panels combined. 2️⃣ Prospects Will actual decision-makers (not “Business Development Associates”) be there? If not, it’s not a growth event — it’s a vacation in disguise. 3️⃣ Media Value CES, HLTH, Davos, JP Morgan, = tier 1 press magnets. Other have decent value for trade press. Most others? Not so much. If there’s no chance for earned coverage, deskside interviews, or content leverage, rethink the spend. 4️⃣ The $20K Question Flights + hotels + sponsorships add up fast. Ask: “What would this same money buy in paid, owned, or earned media instead?” What would it buy in recruiting and retention? 5️⃣ Location, Location… ROI? There’s a world of difference between Orlando and Singapore. If it’s overseas, it better be because your market or investors are too. 6️⃣ Launchpad or Lull? Announcing a major product, partnership, or data release? Then yes, the stage might be worth it — but only with real prep and a comms plan, not a last-minute deck. 7️⃣ Competitive FOMO If your competitors are sponsoring, don’t reflexively follow. If your customers aren’t there, let the competitors waste their budgets. If they are there, remember my rule: you’re either at the table or on the menu. 8️⃣ Thought Leadership vs. Thought Decoration Being “on a panel” isn’t thought leadership. If it doesn’t build credibility, create content, or advance policy or sales, it’s ego spend. 9️⃣ Life ROI If it means missing your big kid’s recital, sports championship game, or a big nonprofit board meeting, consider skipping it. No award ribbon for most frequent flier. ⸻ The best conference strategies balance impact, influence, budget, and time. Done right, they accelerate relationships and reputation. Done wrong, they just drain both. 👉 What’s your first filter when deciding whether a conference is worth it? (And yes, if you want to build an internal decision matrix or stakeholder map before 2026 conference season, hit me up. Happy Saturday, now time for a workout.

People ask me one question on repeat. Is an event worth attending. Wrong question. The question is whether you make the event worth your time. I have attended reputable events that gave me nothing because I arrived unprepared. I have attended small meetups that moved my business forward because I had a plan. Use this checklist to decide if an event deserves your time and budget. ➡️ Check who attends. If your clients or collaborators are not there, skip the event. ➡️ Turn attendance into content. Three days produce three months of material. Record interviews. Show your process. Share behind the scenes. ➡️ Contribute. Speak. Host a meetup. Lead a session. Visibility drives business. ➡️ Match attendance to your business timing. If you cannot follow up or implement, the event drains your energy. ➡️ Connect people. Introduce two people who should meet. They remember you. The question is not whether the event is good enough. The question is whether you will extract value. What is your deciding factor when you attend an event?

Over the next 3 months, I’m hosting 4 major events in France, UK, USA and KSA. Beforehand, I want to share my top tips on how to get the best out of networking. 1. Set Clear Targets Action: Make a hit list of the top 10 companies or people you need to meet. Research what they care about—know their wins, pain points, & what they’re hunting for before you walk through the door. Outcome: These conversations won’t just happen by chance. By doing your homework, you’ll turn a five-minute chat into a deal-building moment. Schedule meetings in advance, & after the event, send a tailored follow-up email that shows you were listening. 2. Take the Stage (Literally) Action: Get on the agenda. Whether it’s a keynote, panel, or fireside chat, nothing says “I’m the one to watch” like holding the mic. Use this time to address the industry’s biggest challenges & position yourself—& your company—as the answer. Outcome: Speaking builds instant credibility. It’s not just exposure; it’s authority. Post-event, share the highlights on LinkedIn & invite attendees to continue the conversation, turning an audience into a lead pipeline. 3. Own the Floor Action: Don’t just lurk—work the room. Engage with key exhibitors, ask questions, & position yourself as a resource, not just another pitch. Be direct but curious: “What’s your biggest challenge this year?” and “How can I help?” are powerful openers. Outcome: You’ll stand out as someone who listens. Take notes during conversations, & follow up within 48 hours with a personalised message. Not a generic “great meeting you”—send actionable insights or specific ideas that move the ball forward. 4. Host the Inner Circle Action: People bond better in a more relaxed setting than over Wi-Fi. Organise an exclusive dinner, roundtable, or cocktail event for a curated group of heavy hitters. Keep it intimate—this is about building relationships, not just showing off. Go easy on the heavy sell. Outcome: People remember who brought them value & connections, not who handed out free pens. Post-event, share any key takeaways & book one-on-one follow-ups to solidify what you started over drinks. 5. Hack the Tech Action: Use every tool at your disposal—event apps, LinkedIn, QR codes. Pre-event, reach out to attendees & book meetings. At the event, swap contacts digitally to keep things seamless, & use a CRM to track every interaction. Outcome: You’ll leave the event with an organised roadmap of leads, not just a stack of business cards destined for a desk drawer. Follow up strategically with segmented, value-driven emails & keep the momentum alive. The Bottom Line: Trade fairs & exhibitions aren’t just networking. Preparation, presence, & follow-up separate those who close deals from those who just collect swag bags. Be human. Don’t think of this as just a branding exercise but an opportunity for long term partnerships. Be genuine - your new contacts will become close contacts, if not friends. Make it count! #revenuegrowth

Cricket is a religion in India and yesterday was a great test. Kudos to Team India for the celebration. 🇮🇳🏏 Yet, around 20 industry leaders in Hyderabad chose to skip the match to honour something equally important. Because yesterday was also International Women’s Day. The UN Principles for Responsible Management Education (PRME) Working Group – Responsible Work & Purposeful Careers convened a roundtable hosted by Institute of Management Technology, Hyderabad. The dialogue was titled Brewing Change – Leadership Dialogue on Women and Careers. Senior leaders and change-makers came together for an open conversation on how women’s careers evolve across different phases — and what organizations must do to enable more equitable and sustainable pathways. One framework that anchored the discussion was the three-phase model of women’s career persistence by O’Neil & Bilimoria (2005), which highlights how the barriers women face shift across career stages. 1️⃣ Early Career – Idealistic Achievement (≈24–35) Ambition is high, but foundational barriers appear early. • The “Broken Rung”: For every 100 men promoted to manager, only ~87 women advance • Limited mentorship and sponsorship early in careers • Gendered perceptions — assertive women often face a “likeability penalty” 2️⃣ Mid-Career – Pragmatic Endurance (≈36–45) The phase where careers are most vulnerable to derailment. • The “Double Burden”: Women perform ~3x more unpaid care work globally • The Motherhood Penalty vs. Fatherhood Bonus in perceived commitment • Sticky floors and glass walls that restrict access to high-growth leadership tracks 3️⃣ Late Career – Reinventive Contribution (46+) Experience is high, but systemic ceilings remain. • The persistent Glass Ceiling in executive leadership • The Glass Cliff — women more likely appointed to leadership roles during crises • Exclusion from informal influence networks where many decisions are made Across the dialogue, leaders repeatedly emphasized that progress requires addressing three interlocking barriers • Structural – policies, promotion systems, access to opportunity • Cultural – biases, norms, and informal power networks • Psychological – confidence gaps and internalized expectations Grateful to Prof K M Baharul Islam, Dr. Romina Mathew, and Dr Musarrat Shaheen 🇮🇳for convening and hosting this important conversation. And to the many senior leaders in the room who shared both lived and observed experiences with honesty and depth. I had the immense privilege of moderating this dialogue 🙏🏽 Because advancing equitable careers for women is not just a diversity initiative. It is a leadership imperative. And sometimes, the most important conversations happen away from the noise of the crowd. Uma Rao Ganduri Joy Kulappura Vinay Agrawal Srichandana Nagoji Sumit Tulsyan Venkatesh V (VV) Najeeb Sheikh Dr. Reena Das Swati Alok . Chaitanya Kanthi Geetu Chakraborty Aparna Vedam Dr Barttanu Kumar Das, PhD Kiran Aidhi, ACC - ICF

[53] Fifteen Best Practices for How to Lead a Workshop On Wednesday, I gave a workshop on how to give a workshop—very meta, I know. Andreas Schröter invited me to a be.boosted event where the new generation of fellows will soon be leading their own workshops. So the timing was perfect! But what actually matters when planning and running your own workshop? Here are 15 best practices I’ve developed over the years: ---------- PREPARATION & PLANNING ---------- ⏳ 1) Time Your Workshop Realistically Less is more—don’t overload. For a 60-minute session, plan 30 minutes of content and 30 minutes of interaction. ☕ 2) Include Breaks (Even in Short Workshops!) Attention spans fade fast. Give a 5-10 minute break every 45-60 minutes to keep energy up. 🎤 3) Start Strong—Skip Awkward Intros Ditch the long bios. Open with a question, story, or surprise: "What made the best workshop you’ve attended great?" 🙋 4) Engage Participants Immediately Ask easy, low-stakes questions in the first five minutes: "What’s one word that describes how you feel about leading a workshop?" 🖥️ 5) Prepare Interactive Elements—But Only With Purpose In my humble opinion, many workshops are currently overusing interactive elements like complex quizzes or flashy slides just to seem impressive. Interaction is great, but only when it serves a clear purpose. ---------- DURING THE WORKSHOP ---------- 🎭 6) Get Participants Doing Something People remember what they do. Use polls, breakout rooms, or whiteboards. Example: "In pairs, share one example from experience." 🤫 7) Embrace Silence—Give Thinking Time Ask a question, then wait at least five seconds. If no response: "Take 10 seconds, then type in the chat." 🔁 8) Repeat Key Takeaways Say it → Show it → Let them say it. Reinforce key points with slides, stories, and activities. ⏱️ 9) Manage Time—Stay on Track Use a timer and give reminders: "Two minutes left!" Always build in buffer time. 🛠 10) Have a Backup Plan for Activities No answers? → Share an example. Too fast? → Add a bonus prompt. Too quiet? → Start with 1:1 or small groups. ---------- CLOSING & FOLLOW-UP ---------- 📌 11) Summarize Clearly Before Ending Never stop abruptly—people need closure (and so do you). The final moments of a workshop are often the most important, yet the least prepared. ✅ 12) End with a Call to Action Encourage immediate application or long-term reflection. Example: "Before you log off, write down one thing you’ll use in your next workshop." ❓ 13) Leave Time for Questions—But Make It Engaging Instead of "Any questions?", try more concrete questions such as: "What additional experiences have you had that we haven’t discussed today?” 📚 14) Offer Follow-Up Resources Share slides, key takeaways, or further reading. If possible, offer to answer follow-up questions. 🎉 15) End with Energy & Gratitude Avoid awkward fade-outs! Close with a final thought. If possible, rehearse your closing as much as your opening.