Can B2B events be fun, creative, and strategic? Absolutely.

In this episode, Camille Arnold sits down with Gracie Bulleit from Pendo and Laura Lilley from Hootsuite to discuss how event marketers can strike the perfect balance between creating engaging brand moments and achieving measurable results. They share the strategies that elevated their event programs, including gamification, hands-on experiences, and community engagement that drive real business impact.

Tune in to learn:

• Creative strategies that make brand events unforgettable without a big budget
• Practical tips for demonstrating the value of your events to leadership
• Lessons learned from some of the most innovative event programs in the industry

Episode outline:

(00:00) Meet Gracie Bulleit and Laura Lilley

(03:52) Brand vibes in B2B events

(08:07) Design events that are attendee-first, not agenda-first

(13:19) Event success metrics beyond lead volume

(19:57) Post-event reporting cadence

(21:39) How gamification can drive engagement

(24:57) Target the right audience with tailored experiences

(35:49) How to balance creativity and business goals

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