Episodes

  • EMT #63 with Alison French - Turning Trade Show Conversations into Sales Opportunities

    EMT #63 with Alison French - Turning Trade Show Conversations into Sales Opportunities
    Jul 9 2026

    Trade shows have always been one of the most powerful channels for building pipeline—but success doesn't happen by chance.

    In this episode of Event Marketer's Toolbox, Chris Dunn and Dana Esposito welcome back returning guest Alison French, founder of Lead to Opportunity (LTO) and creator of ShowScout, for a practical conversation about sales activation, accountability, and how exhibitors can generate more revenue before, during, and after an event.

    Since her first appearance on the show, Alison has refined her approach from simply helping companies capture leads to helping them activate their sales teams around the right prospects. The discussion explores why booth traffic alone isn't enough, how marketing and sales can work together more effectively, and why the companies seeing the strongest event ROI are the ones with a clear strategy long before the exhibit hall opens.


    Great Events Start Before the Show Floor Opens

    One of Alison's biggest messages is that successful events begin well before attendees arrive. Companies should identify their ideal prospects, prepare outreach campaigns, align messaging, and build a plan for connecting with the right people—not simply hope the right attendees walk into the booth.

    Sales Activation Is More Than Lead Capture

    The industry has plenty of badge scanners and lead capture tools. The bigger challenge is making sure sales teams know exactly who they should meet and helping them take action throughout the event.

    Alison explains how sales activation creates accountability before, during, and after the show so exhibitors focus on meaningful conversations instead of collecting names.

    Marketing and Sales Must Work Together

    Marketing often owns event strategy, while sales owns follow-up—but true event success happens when both teams share goals.

    The conversation explores how marketers can provide better visibility into projected revenue, pipeline growth, and sales activity while helping leadership understand the long-term value of trade show investments.

    Relationships Matter More Than Booth Traffic

    Trade shows aren't just about generating leads—they're about building relationships that often develop over months or even years.

    Alison encourages exhibitors to reconnect with existing contacts, use LinkedIn strategically, and continue nurturing conversations long after the event ends because today's conversation may become tomorrow's customer.

    Measure What Really Matters

    Rather than judging success solely by badge scans or booth traffic, Alison recommends measuring:

    • Target account engagement
    • Meetings completed
    • Opportunity creation
    • Projected revenue
    • Sales activity after the show
    • Long-term pipeline contribution

    These metrics tell a much more complete story when leadership asks whether an event delivered ROI.


    Trade show success isn't determined by booth size, giveaways, or even foot traffic. It's determined by preparation, alignment, and consistent follow-through.

    Throughout this conversation, Alison reminds us that event marketing and sales are most effective when they operate as one team—sharing goals, measuring meaningful outcomes, and staying focused on building relationships that create long-term business opportunities.

    Whether you're preparing for your first trade show or managing a global event portfolio, this episode offers practical ideas you can begin implementing immediately to improve sales activation and demonstrate stronger event ROI.


    👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

    This Show is sponsored by Blue Hive

    📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn

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    59 mins
  • EMT #62 with Al Mercuro and Laura Palker - Building the Next Generation of Event Professionals

    EMT #62 with Al Mercuro and Laura Palker - Building the Next Generation of Event Professionals
    Jun 18 2026
    The events industry powers experiences, drives economic impact, and employs millions of people worldwide. Yet for decades, many of the careers behind those experiences have remained largely invisible.In this episode of Event Marketer’s Toolbox, Chris Dunn and Brendon Hamlin welcome Laura Palker, President of the Events Education & Workforce Development Federation (EE-WDF), and Al Mercuro, Strategic Marketing & Client Engagement at Genesis Exhibits and EE-WDF board member, for a conversation about workforce development, industry visibility, and the future of event careers.The discussion explores how the pandemic exposed major workforce challenges across the live events industry, why attracting new talent has become critical, and how EE-WDF is working to connect students, educators, employers, and policymakers through education, advocacy, and awareness initiatives.The Events Industry Is Bigger Than Most People RealizeOne of the central themes of the conversation is that the events industry remains largely invisible to the public despite its enormous economic impact.Laura shares that during the pandemic, industry leaders realized just how interconnected the events ecosystem truly is. The loss of millions of event industry jobs had ripple effects far beyond trade shows and conferences, impacting communities, families, schools, and local economies.The Pandemic Exposed a Workforce CrisisThe creation of the National Trade Show Alliance—later evolving into the Events Education & Workforce Development Federation—was driven by a simple realization: the industry needed a long-term workforce strategy.As organizations shut down and talent left the industry, leaders recognized that rebuilding would require more than simply reopening events. It would require attracting, educating, and retaining the next generation of professionals.Why the Industry Calls Itself "The Invisible Industry"Many people enjoy concerts, sporting events, festivals, conferences, and trade shows without ever thinking about the thousands of professionals who make those experiences possible.Laura and Al discuss how event professionals often work behind the scenes, receiving little visibility despite being responsible for logistics, production, installation, transportation, technology, and attendee experiences. The challenge now is making those career paths visible to students and job seekers.Creating Awareness Through EducationOne of EE-WDF's most exciting initiatives is the development of educational resources designed to introduce students and educators to careers in events.The organization has created learning tools that showcase the wide variety of jobs available in the industry and is actively building curriculum frameworks to help schools incorporate event-related career pathways into educational programs.Building Bridges Between Talent and OpportunityThe conversation highlights EE-WDF's "Bridges" approach, focused on connecting:TalentEducatorsEmployersGovernment and community leadersBy bringing these groups together, the organization hopes to create sustainable pathways into the industry while helping employers address long-term talent shortages.The Industry Must Tell Its Story BetterPerhaps the biggest takeaway is that event professionals need to become better advocates for their own industry.Whether it's introducing students to career opportunities, educating policymakers about economic impact, or helping families understand what event professionals actually do, visibility remains one of the industry's biggest challenges—and opportunities.The future of the events industry depends on more than technology, innovation, or new venues—it depends on people.Laura Palker and Al Mercuro make a compelling case that workforce development is no longer a future concern; it's a present-day priority. By increasing awareness, strengthening educational pathways, and building stronger connections between talent and opportunity, the industry can ensure that the next generation of event professionals is ready to carry it forward.For event marketers, exhibitors, agencies, suppliers, and industry leaders, this episode is a reminder that investing in people is ultimately investing in the future of events itself.🎧 Listen to the full episode of Event Marketer's Toolbox and learn how you can help build the next generation of event professionals. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.This Show is sponsored by Blue Hive 📅 Join us LIVE every Thursday at 12 PM ET on LinkedInFollow Us on LinkedIn and YouTubeSubscribe to our Newsletter!
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    1 hr
  • EMT #61 with Jessica Sibila - Advocacy, Education & Industry Change

    EMT #61 with Jessica Sibila - Advocacy, Education & Industry Change
    Jun 5 2026
    The trade show industry continues to evolve, but one challenge remains at the center of nearly every exhibitor conversation: cost.In this episode of Event Marketer’s Toolbox, Chris Dunn and Dana Esposito welcome back Jessica Sibila, Executive Director of The Exhibitor Advocate, for a timely discussion about rising exhibition costs, exhibitor advocacy, education, and what it will take to create a more sustainable future for the events industry.One year after her first appearance on the show, Jessica shares how The Exhibitor Advocate has grown to more than 1,300 members and expanded its educational resources, research initiatives, and industry partnerships. The conversation explores the realities exhibitors are facing today, why collaboration is essential across the event ecosystem, and how organizers, suppliers, and exhibitors can work together to improve outcomes for everyone.Rising Costs Continue to Be the Industry's Biggest ChallengeAccording to Jessica, exhibitor costs remain the number one concern across the industry. Through The Exhibitor Advocate's 2025 Annual Survey of Exhibition Rates, exhibitors continue reporting significant increases in material handling, labor, electrical services, and other show-related expenses.These costs directly impact exhibitors' ability to invest in the experiences, activations, technology, and engagement strategies that ultimately drive ROI and attendee value.Exhibitors Need a Seat at the TableOne of the central themes of the conversation is the importance of exhibitors becoming active participants in industry conversations.Jessica explains that many exhibitors direct frustrations toward their exhibit houses or service providers, when in reality many cost-related decisions originate elsewhere in the event ecosystem. Meaningful change happens when exhibitors communicate directly with show organizers and become part of the discussion around long-term event sustainability.Better Partnerships Create Better EventsThe discussion highlights the need for stronger collaboration between exhibitors, organizers, service contractors, and suppliers.When every stakeholder understands the challenges faced by others, it becomes easier to find solutions that improve the overall event experience. The goal is not simply reducing costs, but creating healthier business models that allow exhibitors to invest more in attendee engagement, product demonstrations, and memorable experiences.Education Remains a Critical NeedThe industry continues experiencing workforce shifts, budget consolidation, and new professionals entering event marketing roles.To address these challenges, The Exhibitor Advocate has expanded its educational offerings with templates, benchmarking tools, budgeting resources, sustainability guides, AI education, advocacy templates, and training resources designed to help exhibitors make more informed decisions and communicate more effectively with leadership teams.AI Presents New OpportunitiesJessica also discusses the growing role of AI in event planning and management.From helping exhibitors measure event success to simplifying complex exhibitor service manuals, AI presents opportunities to reduce friction, improve efficiency, and help event professionals make better decisions.Innovation Requires ListeningOne of the most encouraging themes of the episode is that many show organizers are listening.Jessica shares examples of organizers implementing exhibitor advisory councils, conducting exhibitor-specific surveys, and finding creative ways to support exhibitors while maintaining successful events. The shows that actively seek exhibitor feedback are often the ones seeing the strongest long-term growth.Resources Mentioned in This EpisodeWebsite: https://www.exhibitoradvocacy.com/2025 Annual Survey of Exhibition Rates:https://www.exhibitoradvocacy.com/resources/TEA-DWN-ASER-2025Membership Information:https://www.exhibitoradvocacy.com/membership-levelsThis conversation serves as an important reminder that the future of trade shows depends on collaboration.Exhibitors, organizers, suppliers, and service providers all play a role in creating successful events. By improving communication, sharing data, investing in education, and rethinking long-standing business models, the industry has an opportunity to create more sustainable and impactful event experiences for everyone involved.Jessica's message is clear: meaningful change is possible, but it requires exhibitors to become active participants in the conversation. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.This Show is sponsored by Blue Hive 📅 Join us LIVE every Thursday at 12 PM ET on LinkedInFollow Us on LinkedIn and YouTubeSubscribe to our Newsletter!
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    1 hr and 2 mins
  • EMT #60 with Dave Brown - 35 Years in Live Events: Lessons, Systems & Industry Evolution

    EMT #60 with Dave Brown - 35 Years in Live Events: Lessons, Systems & Industry Evolution
    May 21 2026

    What keeps someone passionate about live events after 35 years in the industry?

    In this episode of Event Marketer’s Toolbox, Chris Dunn and Dana Esposito sit down with industry veteran Dave Brown for a candid conversation about career growth, exhibit systems, problem-solving, and the evolution of experiential marketing.

    What began as a discussion about modular exhibits quickly turned into a broader conversation about adaptability, creativity, and why live events continue attracting people who thrive on challenge and change.


    • Why live events are built for problem-solvers and fast thinkers
    • Dave Brown’s unexpected entry into the exhibit industry in 1991
    • The importance of curiosity, communication, and asking questions
    • How exhibit “systems” evolved from portable displays into sophisticated build materials
    • Why the line between modular and custom exhibits has become increasingly blurred
    • How brands prioritize flexibility, sustainability, transportation, and outcomes over construction methods
    • The growth of outdoor activations and experiential marketing beyond the trade show floor
    • Why innovation in live events always starts with solving customer problems


    This episode is a thoughtful look at how the live events industry continues evolving while still being driven by the same core principles: creativity, adaptability, relationships, and problem-solving.

    Watch or listen to the full episode of Event Marketer’s Toolbox with Chris Dunn, Dana Esposito and Dave Brown.

    Engage. Excel. Execute.


    👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

    This Show is sponsored by Blue Hive

    📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn

    Follow Us on LinkedIn and YouTube

    Subscribe to our Newsletter!
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    1 hr and 7 mins
  • EMT #59 with Bethany Murphy - Events Are Not Marketing. They’re Business Investments.

    EMT #59 with Bethany Murphy - Events Are Not Marketing. They’re Business Investments.
    May 14 2026

    In this episode of Event Marketer’s Toolbox, host Chris Dunn sits down with Bethany Murphy, Head of Events at SentinelOne, for a practical conversation about the evolving role of event marketing.

    With nearly 25 years of experience across brands like LogMeIn, Drift, Akamai, SixthSense, and SentinelOne, Bethany shares how modern event teams are moving beyond logistics and becoming key drivers of pipeline, customer engagement, and business growth.

    Chris and Bethany discuss how to build intentional event portfolios, measure ROI more effectively, align events to different stages of the funnel, and navigate today’s growing budget pressures.


    In This Episode

    • Why events now sit at the intersection of brand, demand, and relationships
    • The difference between lead quantity and lead quality
    • How to strategically evaluate which events are worth the investment
    • When companies should consider launching their own proprietary events
    • Why events should be treated as year-round campaigns instead of one-time moments
    • Measuring source pipeline, influenced pipeline, meetings, and event ROI
    • How rising costs are reshaping event strategy and budget planning
    • Creative ways event marketers can stand out without overspending\


    Events today are about much more than booths and badge scans. This episode highlights how strategic planning, intentional experiences, and strong business alignment can turn events into powerful growth drivers.

    Watch or listen to the full episode of Event Marketer’s Toolbox for more insights from Chris Dunn and Bethany Murphy.

    Engage. Excel. Execute.

    👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

    This Show is sponsored by Blue Hive

    📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn

    Follow Us on LinkedIn and YouTube

    Subscribe to our Newsletter!
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    1 hr
  • EMT #58 with Lee Ali - The Most Overlooked ROI Driver in Trade Shows: Your Booth Team

    EMT #58 with Lee Ali - The Most Overlooked ROI Driver in Trade Shows: Your Booth Team
    Apr 23 2026

    In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito sit down with Lee Ali, Founder of ExpoStars, to unpack one of the most overlooked drivers of trade show success: your people.

    Companies spend thousands—sometimes hundreds of thousands—on booth design, technology, and giveaways. But as Lee makes clear, most are missing the one factor that determines whether that investment actually pays off.

    👉 It’s not the booth.
    👉 It’s the team inside it.

    Drawing from nearly two decades of experience and global insight, Lee breaks down how exhibitors can rethink their strategy—from the ground up—by focusing on human connection, structured engagement, and intentional team design.


    1. Your Booth Team Drives 85% of Your Success

    2. Start with the Audience, Not the Booth

    3. Not All Booth Staff Are Created Equal

    4. Trade Shows Are a Performance—Train Like One

    5. Vanity Metrics Are Killing ROI

    6. The Real Skill Isn’t Selling—It’s Connecting


    There’s a tendency in our industry to chase the visible: bigger booths, better tech, more traffic.

    But this conversation is a reminder that real impact happens in the invisible moments—the conversations, the connections, the way your team shows up.

    If you want better ROI from your events, don’t just upgrade your booth.

    👉 Upgrade your approach to people.

    👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

    This Show is sponsored by Blue Hive

    📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn

    Follow Us on LinkedIn and YouTube

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    59 mins
  • EMT #57 with John Dubil - When the Medium Becomes the Message in Event Design

    EMT #57 with John Dubil - When the Medium Becomes the Message in Event Design
    Apr 9 2026

    In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Brendon Hamlin sit down with John Dubil, Chief Strategy Officer at Ice 9 Productions, for a deep, real conversation about what actually makes live experiences work.

    This isn’t about gear. It’s not about bigger screens. It’s about how message, environment, and technology come together as one.

    From 35+ years in the industry — spanning supplier, agency, and client-side — John breaks down what’s changed, what hasn’t, and where most teams still get it wrong.


    1. The Medium Isn’t Supporting the Message — It Is the Message

    The biggest shift isn’t technological — it’s conceptual.

    Too often, teams treat creative, production, and tech as separate pieces. But the reality is:

    • The environment is the communication
    • The booth isn’t a backdrop — it becomes the brand
    • Technology shouldn’t overpower the message, it should complete it

    2. Late Collaboration Is the Most Expensive Mistake

    One of the strongest points in the episode:

    Bringing partners in late doesn’t save money — it does the opposite.

    • Costs go up
    • Risk increases
    • Quality drops

    Early collaboration allows:

    • Better planning
    • Smarter design decisions
    • Fewer last-minute fixes

    3. The Industry Moves in Cycles — But Relationships Win Every Time

    John walks through the pattern the industry keeps repeating:

    • Fragmentation → Consolidation → Fragmentation again

    But regardless of the cycle:

    • Talent follows culture
    • Clients follow trust
    • Great work comes from strong partnerships

    4. Technology Has Become More Powerful — and More Efficient

    There’s a common perception that AV and production are getting more expensive.

    The reality is more nuanced:

    • Technology has become more capable and more efficient
    • The impact per dollar has increased significantly
    • The real cost drivers are often venue fees, labor, and logistics

    5. Live Experiences Still Win — Because They’re Human

    Despite digital overload, live events continue to grow.

    Why?

    • Shared experiences increase emotional impact
    • Human interaction drives memory and retention
    • Energy and spontaneity can’t be replicated

    6. Measurement Can’t Be an Afterthought

    One of the most practical takeaways:

    If you’re not measuring outcomes, you’re missing half the value.

    • What actions did attendees take?
    • What business results came from the experience?
    • What should change next time?


    👉 Great experiences happen when people, process, and purpose are aligned.

    Not in silos. Not at the last minute. Not driven by tools alone.



    👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

    This Show is sponsored by Blue Hive

    📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn

    Follow Us on LinkedIn and YouTube

    Subscribe to our Newsletter!
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    1 hr
  • EMT #56 with David T. Stevens - Wellness as a Performance Driver in Events

    EMT #56 with David T. Stevens - Wellness as a Performance Driver in Events
    Mar 26 2026

    In this episode of Event Marketer’s Toolbox, Chris Dunn and Brendon Hamlin sit down with David T. Stevens to explore a topic that is often misunderstood in the events industry: wellness.

    But this conversation is not about surface-level perks.

    It’s not about adding a massage chair to a lounge, offering goat yoga because it looks good on Instagram, or checking the “wellness” box because it feels trendy.

    Instead, David makes the case that wellness is a business strategy—one that directly affects learning, engagement, retention, belonging, and ultimately, performance. From agenda design and nutrition to social connection and sleep, he explains how events can produce better outcomes when they are built around the way people actually function.

    David, who calls himself a “20-year recovering corporate event marketer and planner,” now leads Olympian Meeting, which he describes as the world’s first wellness-first events agency. Their philosophy is simple but powerful: they do not produce “wellness events.” They produce corporate meetings, conferences, sales kickoffs, and incentive programs—while using wellness as the lens that drives stronger business outcomes.

    What makes this episode especially valuable is that David brings science, practicality, and event experience together in a way that feels immediately usable. He breaks down how things like overpacked agendas, poor food choices, lack of recovery time, and weak networking design can work against the very goals event professionals are trying to achieve.

    The result is one of the more thought-provoking EMT conversations to date—especially for planners, marketers, and brand leaders who want their events to do more than just look good on paper.



    If you’re designing conferences, trade shows, sales meetings, or any kind of live experience, this episode is worth your time.

    Listen to the full conversation, share it with your team, and ask yourself one simple question before your next event:

    What is the real intention behind this experience — and are we designing it with purpose?

    Follow Event Marketer’s Toolbox for more conversations with the people shaping the future of events.

    👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

    This Show is sponsored by Blue Hive

    📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn

    Follow Us on LinkedIn and YouTube

    Subscribe to our Newsletter!
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    1 hr and 6 mins