Let’s cook up your next event! People. One of the many reasons I love to cook: it makes people happy. As does a well-run event. Bringing people together to learn from each other and build relationships. Yet people are also at the heart of great marketing. Even in B2B. Focus on people first, then the value your products and/or services bring to them. What is the problem you solve and who do you solve it for? Always keep your customers in mind. B2B marketing: I’ve been on small teams and big teams. A generalist and a specialist. I’ve learned from my own mistakes and others’. Tested multiple channels, campaigns, and marketing fads; scraped data, troubleshot CRMs, bought leads, cleaned leads, implemented software, built out ABM programs, created demand, cooked up and hosted amazing VIP events, sponsored numerous trade shows, and made friends with vendors of all kinds. Sometimes I plan on autopilot. It’s simply natural. Yet any event starts with a strategy of why, who, how, what, when, and where. Never once did I go over budget. Worked with tight and generous ones (budgets and managers). And I very rarely get stressed out. Because I always have a plan B. Flexibility! Make it memorable. Make it successful. Show results. (And the food will always be good.)