“A common mistake is getting excited about an event and then questioning its success. This leaves marketers relying on vague anecdotes rather than solid data,” says Kate Hammitt, CMO of Splash

In this episode of The Content Cocktail Hour, we’re joined by the CMO of Splash, Kate Hammitt, to share her career journey from being a paralegal at the US Golf Association to becoming a key player in the event marketing industry. We discuss event-led growth, event strategy and execution, and broader CMO strategies and trends. Kate also shares a fresh perspective on the evolving landscape of B2B marketing, including the impact of AI and the importance of moving beyond traditional trade show booths. Let's raise a glass and dive in.

In this episode, you’ll learn:

1. Event-led growth should be treated as an intentional, repeatable go-to-market motion that strategically integrates both virtual and in-person events to drive revenue, engagement, and expansion
2. Effectively measuring the success of events requires aligning event goals with specific metrics, focusing on data-driven outcomes rather than anecdotal experiences
3. Beyond large tentpole events and trade show booths, it's crucial to meet your buyer throughout the year with educational and engaging events to sustain and grow relationships

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ 

Check out The Juice HQ: https://www.thejuicehq.com/ 

Connect with Kate on LinkedIn: https://www.linkedin.com/in/kateslonaker/

Check out SplashThat: https://splashthat.com/

Timestamps:

[05:51] Events are part of the market strategy for growth

[07:04] Embracing non-scalable events drove 60% pipeline

[12:19] Measuring value and satisfaction of virtual events

[15:41] Assess skill sets, deploy strategy, and impact outcomes

[18:01] Tracking event success is crucial for reinvestment

[21:32] Trade show booths are outdated; focus broader