The traditional event playbook is dead – host a webinar, collect MQLs, pass to sales, celebrate pipeline. Today's successful events serve as relationship accelerators and community builders that extend far beyond the initial touchpoint. Event strategy expert Andrea Rutherford shares real-world insights on transforming events from one-off lead generation tactics into sustainable revenue engines. We explore practical challenges like stagnant budgets and shrinking attention spans, plus what's actually working: content multiplication strategies, AI-driven personalization, and measurement frameworks that prove relationship value to skeptical stakeholders. Whether you're defending your event budget or evolving your strategy, this episode provides actionable tactics to transform transactional moments into strategic movements.

Andrea Rutherford, Vineacular Events

LinkedIn Profile https://www.linkedin.com/in/anrutherford/