Posts by M Squared Admin
Zero-Click Search and Event Marketing: What Happens When Nobody Clicks?
TL;DR Zero-click search is no longer a forecast. In the first four months of 2026, 68% of Google searches in the United States ended without a single click. That figure comes from SparkToro’s analysis of Similarweb clickstream data. Event marketers built an entire measurement model on the click. Laura Davidson ran more than 2,000 event…
Read MoreAre Event Teams Marketing or Demand Gen?
TL;DR Event teams buried under marketing are being measured on the wrong thing — and one answer in a game of Beta or Bust makes the case in ten seconds. In this episode of Event About It, Megan Martin sits down with Huong Nguyen, 2x CEO founder of Shiloh Events and Aletheia, to unpack why…
Read MoreExcellent at the Wrong Thing: Sara Ann Straw on Event ROI, Executive Language, and Why Great Planners Get Passed Over
TL;DR Most event teams are not badly run. They are badly wired. In this episode of Event About It, Megan Martin sits down with Sara Ann Straw, a global event leader who has spent nearly two decades walking into fractured event organizations and rebuilding them from the inside. The conversation starts with a game and…
Read MoreEvent Creator Programs: Are You Paying for Reach, Content, or Influence?
TL;DR Event creator programs are everywhere right now: comp the badge, comp the flight, comp the hotel, get content in return. Almost nobody building one has decided what they’re actually buying. In this solo episode, Megan Martin breaks down the real difference between a content creator, a thought leader, and an influencer. They’re three different…
Read MoreThe Wi-Fi Disaster That Broke Our Event Strategy
TL;DR A stranger with a pocket microwave took down a paid hands-on training session, and it’s one of the best lessons in event content strategy you’ll hear this year. In this episode of Event About It, Stephanie Wells, founding member of the Event Content Council and incoming founder of Gold Heart Events, joins host Megan…
Read MoreIs Everything You Know About Gen Z at Events Wrong?
TL;DR Your Gen Z event strategy is probably built on research nobody has pressure-tested against an actual Gen Z. The stats are real. The conclusions the industry has drawn from them are, in several cases, wrong. On this Aftershow of Event About It, Megan Martin brought her 27-year-old assistant Sierra Siebulrud to her first industry…
Read MoreTrust Is Broken. Cvent Just Bet a Billion It Isn’t.
TL;DR Cvent just spent a billion dollars betting that real presence, not swag, not badges, not brochures, is the rarest signal left in B2B marketing. They’re calling it the presence premium: in a world where AI can fake almost anything, showing up in person is the one thing it still can’t. In this solo edition…
Read MoreHow to Turn Event Data Into Buying Signals
TL;DR Your events are generating behavioral intent signals every single day. The problem is not that the signals aren’t there. The problem is that most event teams were never set up to read them — and most sales teams were never built to receive them. In this episode of Event About It, Megan Martin sits…
Read MoreHot FLOOR summer 🔥
Step & Repeat July 2026: Cvent Connect Nashville, free virtual registration, and the event strategy podcast episodes you need to hear now.
Read More5 Event Strategy Problems Nobody’s Naming (And the Curiosity Question That Fixes Each One)
“Diana Kander on Event About It: 5 event strategy problems nobody is naming and the curiosity question that fixes each one”
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