This week, our host, Ian Truscott, and our resident marketing strategist and former Forrester Research Director, Jeff Clark, discuss event planning.

Inspired by a recently published report from Forester that shared that, for the second consecutive year, budgets are flat or down for two-thirds of event teams.

In this episode, they discuss:

• Make each event part of an existing campaign

• Defining the event goals

• Determine who can deliver your audience

• Considering the audience spread across events

• Planning and execution cross functional collaboration

As always, we welcome your feedback. If you have a suggestion for a topic that’s hot for you that we should discuss, please get in touch using the links below.

Enjoy!

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The Links

The people:

• Ian Truscott on LinkedIn and Bluesky

• Jeff Clark on LinkedIn

Mentioned this week:

• Events Are Under Pressure — Six Findings From Forrester’s Q1 2025 State Of B2B Events Survey

Rockstar CMO:

• The Beat Newsletter that we send every Monday

• Rockstar CMO on the web, Twitter, and LinkedIn

• Previous episodes and all the show notes: Rockstar CMO FM.

Track List:

• Stienski & Mass Media – We’ll be right back

• P!nk – Get The Party Started (Official Video)

You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify.

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