This discussion explored the changing scope of event marketing, its role and visibility in the wider business and how to continually improve the performance of an event marketing team.

Discussion Agenda

• How has event marketing changed over the past few years? And how will it continue to change going forward?
• What do we need to learn, improve and develop as event marketing leaders to make the best possible strategic contribution to our organisations?
• How should we structure and strengthen our event marketing teams? What are the best ways to recruit, manage, motivate, lead and inspire our people?
• How should we best engage and align with other functions e.g. production, sponsorship sales etc? Do we need to do more to educate our non-marketing colleagues about the role and potential of event marketing?
• How do we make the return-on-investment and strategic contribution of marketing as visible as possible to senior executives and other important internal stakeholders?

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