Season 05, Episode 13

The Brave New World Of Event Marketing

Featuring: Aleksandra Panyukhina, parcelLab

“To hybrid, or not to hybrid?”
-Hamlet in 2022, probably.

Event marketing underwent an impressive evolution over the past couple of years, especially as the repercussions of the Covid-19 pandemic forced marketers to rethink the medium and adapt it to the digital world. As in-person events start to return — hello, B2B Marketing Exchange! — organizations are struggling to determine the most successful event format: Virtual, in-person or hybrid?

For Aleksandra Panyukhina, an event’s delivery isn’t as important as the value it delivers. In the latest episode of the #B2BMX podcast, Panyukhini sits down with Host Klaudia Tirico to dive into the new era of event marketing. As Panyukhina teases her upcoming #B2BMX session, the pair chat about:

  • Event marketing’s journey to the “cornerstone” of marketing strategies;
  • How to focus on the end goal and attendee takeaways when planning events;
  • The importance of planning events with an interactive mindset;
  • An overview of the most valuable event technologies and tools; and
  • Why marketing teams should track the event metrics that sales doesn’t use — such as post-event connections with sponsors — to inform future event planning.


There’s still time to snag your #B2BMX ticket — and with our podcast-exclusive 50% off discount code (B2BMXPOD), there’s no time to wait. See you next week!


B2B Marketing Exchange Podcast

Official Podcast

The B2B Marketing Exchange Podcast features candid insights from those who live and breathe B2B. Every week, we'll feature the industry's top influencers and practitioners, who will touch on top-of-mind topics around content strategy, demand generation, account-based marketing, and sales enablement. Subscribe now to get a front-row seat to intimate conversations and top-rated talks from our premier events.

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