In Episode 5 of the Business of Events podcast, we dive deep into the evolving dynamics of business event planning with special guest Mike Fiber from PRA. Host Marco Giberti explores critical themes like rapidly changing external environments, stakeholder engagement, the significance of a data-driven approach, and even delves into the intricacies of data ownership in the age of technology. This is a must-listen for event planners, entrepreneurs, and strategists looking to adapt and thrive in a changing business landscape. Plus, we have exciting news about continuing education credits through the Events Industry Council (EIC). Episode Highlights: Special guest Mike Fiber. The days when external environments were slow to change are over. Modern business event strategy must evolve quickly to stay ahead. Marco and Mike discuss the shift from one-off events to ongoing engagement strategies that are increasingly digital and sophisticated. They consider the role of 'experience boxes' for virtual participants to enhance engagement. Business events are not only competing against other business events but also against consumer experiences. Understanding what engages people in B2C can enrich B2B event planning. Marco emphasizes how critical it is for event organizers to collect and effectively use data. Data should be the heart of your strategy, guiding everything from stakeholder engagement to event activation. The importance of understanding who owns your data, how it's being used, and the role of software companies in that equation. The ideal is to use sophisticated digital strategies to facilitate meaningful in-person connections at the events. Things change fast, especially in digital marketing. Being agile and ready to adapt your strategy year after year is key. Marco shares insights from his Harvard Business School program to underline this. Get a free sneak peek into the full masterclass course on Leaderpass.

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