What does it take to turn events into powerful engines of brand growth and community connection?

In this episode, Ash Gibson, Head of Events Xero UK shares how she and her team design events that go far beyond logistics - creating experiences that educate, inspire, and build long-term engagement with small businesses, accountants, and bookkeepers.

Feet up, tune in and learn:

• How Xero uses events to drive both brand and business growth
• The secret to balancing large-scale impact with personal connection
• Why content and community are key to year-round engagement
• How to measure ROI when the value goes beyond numbers

Whether you're in events or marketing, this episode is loaded with insights you can apply right away.

What do hot pies, Premier League football, and accounting software have in common? Apparently, quite a lot - if you're Martin Dyhouse, former Head of Sponsorship at Intuit.

Intrigued? You should be. Take to the bench, rehydrate and tune in to this epic conversation as Martin joins Bums hosts Dom and Martin to address:

• Why B2B sponsorship is like dating with spreadsheets.
• The five-point checklist that separates “meh” from “magic.”
• How the QuickBooks brand ended up on West Ham’s sleeves.
• And yes, we talk about pies. Actual pies.

Whether you're a marketer, event planner, or just here for the banter between two Martins (a “glisten,” apparently), this episode is packed with insights and a few good laughs.

We’re doing too much. We’re rushing and we’re struggling to measure success” sighs James Houselander, EMEA Marketing Director Hewlett Packard Enterprise Aruba Networks - this weeks esteemed Bums on Seats guest. “However, there is one HPE story has enabled Aruba Networks to leverage a fully engaged, wider audience.”

James, Dom & Martin dive head-first into discussions around openly sharing event strategy with sales, marketing, and channel - sharing responsibility to vastly improve outcomes and how content, networking and experience combine to guarantee a powerful event.

If you are struggling to align sales, marketing to improve event outcomes, you need to listen to this episode. James brings a wealth of experience, proven success stories and a sense of humour to this episode.