Event Planning and Experience Design

Overview

This skill covers B2B event planning and experience design, from initial concept and format selection through on-site execution and post-event follow-up. It addresses virtual events, trade show booths, field dinners, community gatherings, and flagship conferences. All practices are sourced exclusively from Exit Five podcast guests; no general marketing knowledge has been added. Where guests disagree, those disagreements are surfaced explicitly rather than resolved.

Starting with Strategy: Goals, Audience, and Concept

Define your core intention before any logistics. Before planning any details, get clear on what you want attendees to walk away with. If your intention is "meaningful peer-to-peer conversations," design the event to maximize that—breakouts, roundtables, short talks—rather than long presentations. Every decision should ladder back to that core intention. (Source: Kera Wright, Episode #124)

Validate the concept with your audience before committing. Have direct conversations with a sample of your target audience to understand what they actually want from an event. Ask about programming preferences, format, content type, and whether they'd attend. This prevents building an event based on assumptions. (Source: Kera Wright, Episode #124)

Use the Think-Feel-Do framework to plan with intentionality. Build a 3×3 matrix with rows for "Think," "Feel," and "Do" and columns for "Pre," "During," and "Post." For each phase, define what you want attendees to think, feel, and do. For larger events, create separate matrices for different personas (VIP, developers, champions, etc.). This ensures every element—from pre-event messaging to post-event follow-up—aligns with a clear outcome. (Source: Sydney Sloan, Episode #289)

Identify and perfect 1–2 key moments rather than trying to make every aspect flawless. Consciously decide which 1–2 moments will receive your primary quality investment, and accept that other aspects won't be perfect. This prevents burnout and allows you to deliver excellence where it matters most. (Source: Kera Wright, Episode #124)

Event Format Selection

Replace generic thought leadership webinars with differentiated formats. Generic thought leadership webinars are consistently called out as underperforming. The disagreement among guests is about which alternative format to use—see "Where Experts Disagree" for the full breakdown. (Note: this is contested — see Where Experts Disagree)

Run demo days for product-focused virtual events. Stop running generic thought leadership virtual events. Instead, run demo days where a knowledgeable person demonstrates the product for 30–60 minutes, followed by live Q&A. This format drives significantly higher attendance (400–500 people) and engagement (200–300 questions per session). In-person demo days work better than virtual ones. The Q&A also provides valuable feedback on objections and competitor questions that can inform product and sales strategy. (Note: this is contested — see Where Experts Disagree) (Source: Sylvia LePoidevin, Episode #306)

Consider reframing webinars as one-of-a-kind brand launch events. Move away from standard webinar formats and create unique, memorable live events designed as brand launches—award shows (Dundies-style), product launches, GTM demo days, or other novel formats. Measure success by attendance lift, brand search volume spikes, sales team feedback on deal acceleration, and ability to reactivate cold prospects. (Note: this is contested — see Where Experts Disagree) (Source: Madhav Bhandari, Episode #183)

Run events with creative, non-pitch formats to build authentic relationships. Design unique formats that give attendees a reason to show up beyond product education—musician performances paired with casual networking, Bob Ross-style webinars where presenters paint while discussing topics, or intimate dinners with like-minded professionals. Pair these with strong SDR follow-up post-event to convert relationships into pipeline. (Note: this is contested — see Where Experts Disagree) (Source: Jason Lyman, Episode #263)

Structure dinner events with embedded discovery conversations to drive post-event pipeline. Design events around a specific, interesting topic broad enough to attract your ICP but structured so that discovery conversations happen during the event itself. Frame the event premise clearly so attendees know what to expect. By the end of the event, aim for at least 50% of attendees to express interest in a demo or further conversation. (Note: this is contested — see Where Experts Disagree) (Source: Natalie Taylor, Episode #306)

Host non-business-related social events to build relationships independent of product. Create memorable experiences that have nothing to do with your business—ax throwing, cooking classes, concerts, sports events. These cut through the clutter of standard business networking and allow people to connect as humans. This approach is especially effective for non-SaaS companies where relationship depth matters more than lead volume, and it generates organic social media content when attendees share photos. (Source: Sandra Rand, Episode #265)

Co-host events with non-competitive adjacent companies to reach a shared customer base. Partner with companies that serve the same customers but offer non-competitive products to co-host events—dinners, parties, experiences. Split costs 50/50 and leverage both companies' networks. This works especially well when your own customer base is small or competitive with each other. (Source: Sandra Rand, Episode #265)

Pre-Event Planning and Logistics

Commit to a specific event date early to drive all downstream decisions. Pick a concrete date and book the venue immediately (even with a deposit) to create a forcing function. Choose the date based on practical constraints—travel, seasonality, audience availability—and let all other decisions flow from that fixed deadline. (Source: Dave Gerhardt, Episode #147)

When choosing your event date, write down the specific seasonal trade-offs so your team can adjust the marketing timeline accordingly. Fall is the most competitive season for attendee attention; Q1 (January–March) can work well for warm-weather destinations when people are energized post-holidays. For example: "Fall = high competition for attendee attention; plan marketing launch 10+ weeks out." Whatever date you choose, make the trade-offs explicit so your marketing timeline accounts for them. (Source: Kera Wright, Episode #124)

Start event planning with the landing page, not logistics. Build the event landing page before diving into catering, badges, or other logistics. The landing page forces you to clarify the event's story, hook, and value proposition upfront, which guides all downstream planning decisions. (Source: Allison Saxon, Episode #294)

Use a dedicated project management tool as the single source of truth for event tasks. Implement a project management tool (Monday, Asana, ClickUp) where all event tasks live in one place with clear assignment, due dates, and ownership. Pair this with a key info doc (Google Sheet or similar) that serves as the source of truth for all event information—dates, contacts, logistics—that people reference repeatedly. (Source: Kera Wright, Episode #124)

Hold weekly checkpoint meetings to track event planning progress. Schedule recurring weekly (or twice-weekly) meetings focused on event planning. Use these meetings to review a master spreadsheet of all line items, track what's been completed, and delegate remaining tasks. (Source: Anna Vermillion, Episode #294)

Document all vendor agreements in writing and confirm changes immediately. After any phone call or conversation with vendors—catering, venue, boat rental—follow up with written confirmation of what was discussed. Maintain a master document of all vendor agreements and dates. Even small changes (like moving an event from Thursday to Wednesday) must be confirmed in writing with the vendor. (Source: Allison Saxon, Episode #294)

Plan post-event deliverables before the event starts. Map out post-event deliverables in advance: slides distribution, session recordings, attendee notes, sponsor recaps, and follow-up emails. Sponsors especially need timely recaps and attendee lists. This extends the ROI of the event and keeps momentum going. (Note: whether to distribute recordings broadly or restrict access is contested — see Where Experts Disagree) (Source: Anna Vermillion, Episode #294)

Onboard new team members by assigning them to execute a live event. Rather than traditional onboarding, assign new hires to own or co-own a live event (or major event component) immediately. This forces them to learn systems, tools, vendor relationships, and team workflows through real work. (Source: Dave Gerhardt, Episode #294)

Speaker Sourcing and Content Preparation

Use podcast download analytics to identify and recruit high-performing event speakers. Sort your podcast analytics by most downloads over a given period (e.g., last year), identify the top 10 episodes, and reach out to those speakers to invite them to speak at your events. You've already validated that their content resonates with your audience, the speakers already have a relationship with your audience, and you avoid paying for unknown speakers. This creates a flywheel where your best content becomes your event speakers. (Source: Dave Gerhardt, Episodes #211, #281, #147)

Draw on existing podcast guest relationships more broadly when sourcing speakers. Any existing podcast guest relationship reduces friction compared to cold outreach: you already have a sense of their presentation style and audience familiarity with them. (Source: Dave Gerhardt, Episode #147)

Note: podcast analytics can also inform podcast guest sourcing, not just event speaker selection. Reviewing which podcast episodes generated the most downloads is a practice that applies to both contexts. (Source: Dave Gerhardt, Episode #225)

Conduct at least three rehearsals with all event presenters before the event. During rehearsals, review slides for density (cut unnecessary slides), ensure messaging flows between presenters, align calls-to-action, and verify that each presenter knows what the previous and next presenter will say. Adjust on-site as needed, but the rehearsal process is where the real work happens. (Source: Sydney Sloan, Episode #289)

Balance monetary compensation with exposure when recruiting speakers. Offer a combination of payment and exposure to your engaged audience. Be clear about what you can offer and only recruit experts who see value in that combination. (Source: Matthew Carnevale, Episode #213)

Compensate expert speakers and instructors fairly for their time and knowledge. When recruiting experts to lead events, courses, or programming, offer monetary compensation in addition to exposure. This acknowledges the value of their time and incentivizes them to participate and return for future collaborations. (Source: Matthew Carnevale, Episode #213)

Session Design and Attendee Experience

Keep sessions short and build in interactivity throughout. Keep event presentation sessions short (15 minutes or less) and build in interactive elements—table-based activities or prompts at the beginning, middle, and end of sessions (e.g., 3–5 minute activities). Attendees should leave with tangible outputs (e.g., a completed worksheet or blueprint). (Note: this is contested — see Where Experts Disagree) (Source: Sydney Sloan, Episode #289)

Alternatively, allocate 45-minute slots with extended Q&A time. Structure sessions as 20–25 minutes of presentation followed by 20 minutes of open Q&A. This gives attendees time to ask speakers questions directly and creates more value than lecture-only formats. (Note: this is contested — see Where Experts Disagree) (Source: Dave Gerhardt, Episode #147)

Design events to emphasize peer-to-peer networking and roundtables alongside talks. Attendees value connection with peers as much as (or more than) formal presentations. Include structured roundtable sessions where attendees can discuss challenges with people in similar roles, industries, or revenue tiers. Allocate time and space for this intentionally. (Source: Dave Gerhardt, Episode #147)

Pair attendees into small breakout sessions (10–12 people) organized by shared interests or challenges. Between or after main sessions, organize attendees into small roundtable breakout sessions grouped by topic (e.g., all solo marketers together, all product marketers together). Attendees leave with 2–3 new professional connections and concrete insights from peers facing similar challenges. (Source: Dave Gerhardt, Episode #124)

Use attendee-matching breakout groups to enable peer-to-peer learning. Have attendees fill out a form with questions about their role, interests, and challenges. Use this data to match them into small breakout groups (e.g., "all CMOs" or "all early-career marketers"). These groups don't require speakers or stage space—just an hour of facilitated peer discussion. (Source: Dave Gerhardt, Episode #294)

Use AI to match event attendees for breakout groups based on pain points. Collect pain point data from attendees during registration. Use ChatGPT to analyze all responses and automatically match attendees with similar pain points into breakout groups. This creates more relevant breakout sessions without manual curation. (Source: Dave Gerhardt, Episode #288)

Segment event attendees by experience level at tables. Assign attendees to tables based on their self-reported experience level (novice, intermediate, expert) rather than mixing levels. Train table facilitators to adjust prompting and depth based on the experience level of their assigned table. (Source: Sydney Sloan, Episode #289)

Assign trained facilitators to each table. Facilitators are responsible for prompting discussion, ensuring one person doesn't dominate, managing the flow of activities, and keeping the group engaged. Pre-load discussion prompts and topics. This ensures consistent quality of experience across all attendees. (Source: Sydney Sloan, Episode #289)

Design "third spaces" and excursions into events to enable informal connection. Create programming outside the conference room—pickleball, hikes, yoga, bike rides, boat trips—that serve as "third spaces" where attendees can connect as humans rather than just professionals. Morning excursions before formal programming can also create spontaneous bonding moments. (Source: Anna Vermillion, Episode #294)

Open with genuine, personal remarks rather than polished corporate messaging. Share stories about the company, show photos of the team and family, explain the origin story, and use humor. This immediately signals that the event is real and approachable. When something goes wrong later, attendees are more forgiving because they already know you're human. (Source: Anna Vermillion, Episode #294)

Obsess over small product details that attendees notice and remember. Sweat the small details: iced coffee availability, oat milk options, sandwich quality, cocktail napkins, WiFi password clarity. These details compound to create a great experience. This is not about luxury—it's about thoughtfulness and showing you care about attendees' comfort. (Source: Dave Gerhardt, Episode #294)

Balance three elements in event content: educate, entertain, and inspire. Successful events deliver on all three dimensions: educate (teach attendees something valuable), entertain (give them a story to tell), and inspire (make them feel something). Balance all three to create a memorable experience. (Source: Stephanie Christensen, Episode #227)

Send a pre-event survey to capture attendee preferences and personalize the on-site experience. Ask for preferences (e.g., favorite music, dietary restrictions, snack preferences). Use this data to customize the attendee experience on-site—e.g., play their favorite song as they check in, provide their preferred snacks during breaks. (Source: Stephanie Christensen, Episode #227)

Implement a buddy program for first-time attendee onboarding. Pair new/first-time attendees with experienced attendees during the first activity or mixer. This helps newcomers feel welcomed and ensures they know at least one person, reducing the cliquiness that can occur in established communities. Use a simple mechanism like a hat draw or name-based matching. (Source: Sydney Sloan, Episode #289)

Choose event timing based on attendee context and constraints. Don't assume dinner events work for everyone. If attendees are remote workers with school-age kids, a lunch might work better than dinner. If they're in-office, a breakfast might be better. Tailor the timing to remove barriers to attendance. (Source: Stephanie Christensen, Episode #227)

Venue Selection and Capacity

Select event venues based on aesthetic and brand alignment, not just cost. The venue itself is a brand touchpoint. Choose venues that reflect your brand positioning and create the right atmosphere. A beautiful, well-designed venue elevates brand perception and creates a better attendee experience than a generic hotel ballroom. This is especially important for companies positioning upmarket. (Source: Dave Gerhardt, Episode #227)

Ensure events are packed with no empty seats. A half-full event is worse for your brand than not hosting an event at all. Always ensure your venue is appropriately sized so that the room feels full and energetic. If you can't fill a space, downsize the venue or don't host the event. (Source: Dave Gerhardt, Episode #227)

Let venue capacity constraints drive real scarcity in event marketing. Choose a venue with a fixed, modest capacity (e.g., 150–200 people) and use that real constraint as a marketing asset. When you announce the event, the scarcity is genuine—not manufactured. If demand exceeds capacity, you can negotiate with the venue to add seats, but the initial cap creates urgency. (Source: Dave Gerhardt, Episode #147)

Trade Show Booth Strategy

Replace branded swag with memorable experiential activations at trade show booths. Instead of handing out branded hoodies, hats, and stickers, create an experiential activation that attendees will remember and talk about—tarot card readings, live pancake art with attendee likenesses, cold brew coffee service, or other interactive experiences. This creates word-of-mouth buzz and stronger brand recall than generic swag. (Note: this is contested — see Where Experts Disagree) (Source: Stephanie Christensen, Episode #227)

Create interactive, product-centric booth experiences at sponsored events. Move beyond traditional swag giveaways by building interactive experiences that let attendees directly experience the product. At Abundance360, HeyGen partnered with Proto Holograms to display interactive avatars in a hologram machine and created an avatar creation booth where executives could generate their own digital twins. This drives engagement and creates memorable moments without requiring attendees to leave contact information first. (Note: this is contested — see Where Experts Disagree) (Source: Holly Xiao, Episode #270)

Invest in distinctive booth design to stand out on the trade show floor. Don't accept generic booth templates. Invest in custom booth design that visually stands out from competitors—thoughtful layout, branding, and visual elements that draw attendees in and create a professional impression. (Note: this is contested — see Where Experts Disagree) (Source: Kristina DeBrito, Episode #227)

Sales Integration and Pipeline

Integrate event registration and ticket sales data with Slack in real-time to serve both sales reps and the broader team. Use event management software (like Zuttle) with Zapier to automatically send attendee notifications to a Slack channel, including details such as company, role, revenue tier, deal size, and stated reasons for attending. Configure alerts so sales reps are notified when high-value prospects register (e.g., deal size over $100k, target accounts) and again when VIP attendees check in on-site. Simultaneously, give the broader team real-time visibility into who is buying so you can tailor event content and breakout sessions based on actual attendee profiles. (Source: Stephanie Christensen, Episode #227; Dave Gerhardt, Episode #147)

Hire your events lead with hospitality and customer success background, not just event experience. When hiring your first events person, prioritize candidates with hospitality industry experience (e.g., private events at high-end restaurants) combined with customer success or sales background. This combination ensures they understand both operational excellence and how events fit into the broader sales and revenue picture. (Source: Natalie Taylor, Episode #306)

Offer branded transportation to VIP customers and prospects at events. At major events, rent a branded vehicle (sprinter van, etc.) and offer free rides to VIP customers and prospects from the airport or between event locations. Stock it with snacks, WiFi, and air conditioning. Promote the service on LinkedIn and social media. This creates goodwill, generates organic social media content, and differentiates your presence at the event. (Source: Dave Gerhardt, Episode #214)

Community Events and Recurring Programming

Guarantee at least one recurring monthly event that delivers standalone value to members. Establish a minimum of one live or asynchronous event per month that provides value to members even if they do nothing else in the community. This ensures that a member who only attends this monthly event still gets meaningful benefit from their membership, reducing churn and creating a baseline engagement anchor. (Source: Matt Carnevale, Episode #320)

Drive engagement through member-led events instead of creating all content yourself. Recruit community members to host and lead events rather than creating all content internally. Members raise their hand to lead sessions on topics they're expert in; you handle the logistics and promotion. Schedule events in advance (e.g., booked through February of next year) to create predictable engagement touchpoints. Promote new events like product launches across your external channels. (Source: Matt Carnevale, Episode #233)

Delegate event hosting to community members to scale programming. As community grows, recruit and empower members to lead events and programming rather than centralizing all execution with the core team. For in-person events, partner with members in specific cities to handle local logistics while the core team handles promotion and audience acquisition. Provide members with support, exposure, or compensation in return. (Source: Matthew Carnevale, Episode #213)

Use in-person events to warm up and strengthen online community interactions. Host in-person events where a significant portion of attendees have already interacted online. Members who have met in person will recognize each other online, feel more connected, and engage more meaningfully in the digital community space. (Source: Dave Gerhardt, Episode #320)

Leverage webinar attendees to seed grassroots community events and local pods. After running webinars, enable and support attendees who want to meet in person and continue the conversation. Support organic community pods by providing resources, content, and light coordination, while also running larger top-down events to complement them. This creates a two-way event strategy: bottom-up community pods driven by attendees, and top-down larger events run by the company. (Source: Eoin Clancy, Episode #326)

Build and host community events for existing users to drive engagement and gather product feedback. Establish a community platform (e.g., Gradual, as used by HeyGen) and dedicate team members to manage it and program events. Community events serve as a lower-cost alternative to sponsored events and provide direct access to power users who can help shape product direction and serve as references. (Source: Holly Xiao, Episode #270)

Content, Collateral, and Creative Assets

Ship physical workbooks to event attendees with speaker notes and sponsor tags. For virtual events, ship physical workbooks to attendees' homes that include QR codes linking to each speaker's LinkedIn notes from their session, plus sponsor tags embedded throughout. This creates a tangible, desk-side reference that keeps your event and sponsors top-of-mind long after the event ends. (Source: Jared Fuller, Episode #174)

Host live podcast takeovers at events featuring partner podcasts and hosts. At your events, create dedicated time slots for live podcast recordings featuring partner podcasts and hosts. This gives partners a platform to reach your event audience, multiplies your event's content output, and creates shareable content for both your podcast and theirs. (Source: Jared Fuller, Episode #174)

Generate custom B-roll for specific event venues using AI image and video tools. Instead of being constrained by available stock footage, use AI image generation to create specific B-roll shots that match your event venue and branding. Generate images of your specific theater or venue with your branding, then use those as references for AI video generation. (Source: Carter, Episode #345)

When activating a customer partnership at a major industry conference, set up branded experiences rather than a standard booth. For example, create a branded fitness class or similar experiential activation tied to the customer's brand. This generates more value from the partnership at the event than a traditional booth presence. (Source: Ryan Narod, Episode #330)

Where Experts Disagree

1. Should events prioritize relationship-building or direct pipeline conversion?

Support summary: 3 vs 2

Position A — Events are relationship-building tools; hard-selling is counterproductive. Focus on creating value, having genuine conversations, and laying the groundwork for future sales conversations rather than trying to convert attendees on the spot.

• Kristina DeBrito (Episode #227) explicitly stated that hard-selling at events is counterproductive and recommended focusing on genuine conversations and trust-building.
• Sandra Rand (Episode #265) recommended hosting non-business-related social events specifically to build relationships independent of product/service, noting this is especially effective where relationship depth matters more than lead volume.
• Jason Lyman (Episode #263) recommended creative, non-pitch event formats that build trust and goodwill over the medium to long term, noting pipeline conversion comes from strong SDR follow-up post-event rather than during the event itself.

Position B — Design events so that discovery conversations happen during the event itself, targeting 50%+ of attendees expressing interest in a demo by the end.

• Natalie Taylor (Episode #306) recommended structuring dinner events with embedded discovery conversations so that by the end of the event, at least 50% of attendees express interest in a demo or further conversation. She argued this converts attendees into pipeline because they've already had initial discovery.
• Jay Schwedelson (Episode #329) prioritized pipeline conversion and engagement quality over broad reach, implementing "earned on-demand" specifically to drive higher-quality engagement and pipeline conversion rather than relationship-building at scale.

Context dependency: Relationship-first approaches may suit longer sales cycles, non-SaaS companies, or community-building contexts. Pipeline-conversion approaches may suit shorter sales cycles or companies with strong product-market fit where prospects are already in-market. However, guests like Natalie Taylor and Kristina DeBrito were both discussing similar dinner/field event formats in B2B contexts, making this a genuine strategic disagreement—not just a context difference.

Why it matters: How you frame the goal of an event determines how you design the agenda, train your team, and measure success. Misaligning event design with the actual goal leads to either missed pipeline or awkward sales pressure that damages relationships.

2. Should you use branded swag or experiential activations at trade show booths?

Support summary: 2 vs 1

Position A — Replace branded swag with memorable experiential activations. Tarot card readings, live pancake art, interactive product demos, hologram experiences—these create stronger brand recall, word-of-mouth buzz, and qualified interest without requiring attendees to leave contact info first.

• Stephanie Christensen (Episode #227) recommended replacing branded hoodies, hats, and stickers with experiential activations like tarot card readings, live pancake art, or cold brew coffee service.
• Holly Xiao (Episode #270) at Abundance360 partnered with Proto Holograms to display interactive avatars and created an avatar creation booth where executives could generate their own digital twins—driving engagement without relying on swag.

Position B — Invest in custom, distinctive booth design as the primary differentiator. The booth itself—its layout, branding, and visual elements—is what draws attendees in and creates a professional impression.

• Kristina DeBrito (Episode #227) recommended investing in custom booth design with thoughtful layout, branding, and visual elements rather than accepting generic booth templates.

Context dependency: Experiential activations may suit consumer-facing or high-traffic events better, while booth design differentiation may matter more in crowded trade show floors where visual distinction is the first filter. However, both guests in Episode #227 were discussing the same trade show context, making this a genuine disagreement in emphasis and approach.

Why it matters: Budget allocation between swag, experiential activations, and booth design is a real trade-off. Choosing the wrong emphasis can mean spending thousands on assets that don't drive qualified conversations or pipeline.

3. How long should individual speaker sessions be at events?

Support summary: 2 vs 1

Position A — Keep sessions to 15–20 minutes maximum as lightning talks. This maintains audience attention and creates space for meaningful Q&A or breakout discussions immediately after.

• Kera Wright (Episode #124) explicitly recommended 15–20 minute lightning sessions where each speaker delivers one specific, tactical lesson, arguing this keeps audience attention high and creates space for meaningful breakout discussions.
• Sydney Sloan (Episode #289) recommended keeping sessions to 15 minutes or less with built-in interactive elements throughout, arguing this maintains engagement and prevents passive listening.

Position B — Allocate 45-minute slots with 20–25 minutes of presentation and 20 minutes of open Q&A. This gives attendees meaningful time to engage directly with speakers and creates more value than overly compressed formats.

• Dave Gerhardt (Episode #147) recommended 45-minute slots with 20–25 minutes for presentation and 20 minutes for open Q&A, arguing this gives attendees time to ask speakers questions directly.

Context dependency: Lightning sessions may suit larger conferences with many speakers, while longer Q&A-heavy sessions may suit smaller, more intimate events where audience interaction is the primary value. However, all three guests are giving general event design advice without restricting to a specific event size, making this a genuine disagreement.

Why it matters: Session length directly determines how many speakers you can feature, how much audience interaction is possible, and whether attendees leave feeling engaged or fatigued—a core programming decision for any event.

4. Should you make event/webinar recordings available on-demand to all registrants?

Support summary: 1 vs 1

Position A — Restrict on-demand access; implement "earned on-demand" only for live attendees. Do not make recordings freely available to all registrants. Require attendees to attend live for a minimum threshold (e.g., one hour of a multi-day event) to unlock access. This forces commitment, drives higher-quality engagement, and improves pipeline conversion—even if it generates negative feedback.

• Jay Schwedelson (Episode #329) explicitly recommends this approach, arguing it drives higher-quality engagement and pipeline conversion by prioritizing human connection over broad reach.

Position B — Plan session recordings as post-event deliverables and distribute them to extend ROI. Map out recordings distribution before the event starts to keep momentum going after the event ends.

• Anna Vermillion (Episode #294) recommended planning post-event deliverables including session recordings as part of event strategy, mapped out before the event starts—implying broad distribution rather than restriction.

Context dependency: Jay Schwedelson's advice applies specifically to webinars and virtual events where live attendance is the primary engagement mechanism. Anna Vermillion's advice may apply more to in-person or hybrid events where recordings serve a different purpose. However, both are addressing the same post-event content distribution question, making this a genuine strategic disagreement.

Why it matters: The decision to restrict or freely distribute recordings directly affects registrant behavior, live attendance rates, and how you measure event success.

5. What format should virtual events and webinars use to drive attendance and engagement?

Support summary: 2 vs 1

All guests agree that generic thought leadership webinars underperform. The disagreement is about which alternative format is superior.

Position A — Unique brand launch event formats (award shows, product launches, novel concepts) generate the highest lift.

• Madhav Bhandari (Episode #183) reported 8x attendance lift over standard webinars by reframing webinars as one-of-a-kind brand launch events. Also cited brand search volume spikes and sales team feedback on deal acceleration as success metrics.
• Jason Lyman (Episode #263) recommended creative, non-pitch formats like musician performances paired with casual networking or Bob Ross-style webinars, arguing these build authentic relationships and trust over time.

Position B — Demo days (product demonstrations + live Q&A) drive the highest attendance and engagement.

• Sylvia LePoidevin (Episode #306) reported that demo days drove 400–500 attendees and 200–300 questions per session, far outperforming thought leadership events. Argued attendees prefer practical, product-focused content over abstract thought leadership.

Context dependency: Demo days may work best for companies with a strong product story and an audience already in-market. Creative brand-launch formats may work better for building awareness and reactivating cold prospects. However, all guests are explicitly arguing against the same baseline (generic thought leadership webinars) and proposing different replacements, making this a genuine disagreement about which alternative format is superior.

Why it matters: Choosing the wrong virtual event format wastes significant production budget and team time while potentially underperforming on attendance and pipeline—the format decision is foundational to event ROI.

What NOT To Do

• Don't run generic thought leadership webinars. Multiple guests across multiple episodes explicitly called these out as underperforming. Replace them with demo days, brand launch events, or creative formats. (Source: Sylvia LePoidevin, Episode #306; Madhav Bhandari, Episode #183; Jason Lyman, Episode #263)

• Don't host events with empty seats. A half-full event is worse for your brand than not hosting an event at all. Size your venue to the audience you can actually fill. (Source: Dave Gerhardt, Episode #227)

• Don't accept generic booth templates at trade shows. Whether you invest in experiential activations or custom design, don't show up with a generic setup that blends into the floor. (Source: Kristina DeBrito, Episode #227; Stephanie Christensen, Episode #227)

• Don't scramble post-event deliverables together after the fact. Slides distribution, recordings, sponsor recaps, and follow-up emails should be mapped out before the event starts, not improvised afterward. (Source: Anna Vermillion, Episode #294)

• Don't rely on verbal agreements with vendors. Always follow up phone calls and conversations with written confirmation. Unconfirmed changes cascade into last-minute scrambles. (Source: Allison Saxon, Episode #294)

• Don't cold-recruit unknown speakers when you have podcast analytics. You have validated data on which speakers resonate with your audience. Use it. (Source: Dave Gerhardt, Episodes #211, #281)

• Don't mix experience levels at tables without intention. Mixing novice and expert attendees wastes time for advanced attendees and intimidates newcomers. Segment deliberately. (Source: Sydney Sloan, Episode #289)

• Don't plan events indefinitely without committing to a date. Pick a date, book the venue, and let the deadline drive all other decisions. (Source: Dave Gerhardt, Episode #147)

• Don't make on-demand recordings freely available without considering the impact on live attendance quality—though note this is a contested decision (see Where Experts Disagree). (Source: Jay Schwedelson, Episode #329)

• Don't try to make every aspect of an event flawless. Consciously choose your 1–2 key moments and accept that other aspects will be imperfect. Trying to perfect everything leads to burnout and mediocrity across the board. (Source: Kera Wright, Episode #124)

Sources