In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Felicia Asiedu, European Marketing Director at Cvent, a global leader in event technology. Together, they explore a critical shift happening in B2B marketing right now: the move from treating events as one-off tactical activities to embracing them as a strategic growth driver. With digital content overload reaching peak levels and buyers craving more tangible, trust-building interactions, could events be the missing piece in your go-to-market strategy?
➡️ Felicia brings a refreshingly honest perspective shaped by seven years at Cvent and a front-row seat to how the best B2B organizations are rethinking their event programs. She unpacks the concept of Event-Led Growth (ELG)—a framework that connects every event, from flagship conferences to intimate dinners, back to measurable business outcomes. You'll hear why 79% of companies using an ELG approach hit their revenue goals every quarter, how events can accelerate sales cycles by 20-30 days, and why face-to-face interactions remain irreplaceable for building the trust needed to close complex B2B deals. Felicia also shares practical advice on aligning sales and marketing around events, the role of technology in scaling event programs, and why smaller businesses might actually have an advantage when it comes to strategic event planning.
00:00 Welcome to the Trust and Influence in B2B Podcast
00:29 The Rise of B2B Marketing Events
01:09 Introducing Felicia Du and Event-Led Growth
03:45 The Importance of Strategic Event Planning
05:46 Aligning Events with Business Goals
10:34 Building Trust Through Face-to-Face Interactions
15:04 Measuring Event Success and Strategic Alignment
18:05 Maximizing Event Impact Beyond the Day
18:53 The Importance of Post-Event Follow-Up
20:03 Aligning Pre-Event and During-Event Strategies
24:23 Leveraging Technology for Event Success
27:41 Event-Led Growth for Mid-Market and Smaller Organizations
30:54 Integrating Digital Events into Your Strategy
33:00 Steps to Evolve Your Event Strategy
35:27 Conclusion and Final Thoughts
Follow Felicia Asiedu,
https://linkedin.com/in/feliciaasiedu /
https://cvent.com
🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/
💬What do you think comes first—strategic event planning or the right technology to execute it? Let us know in the comments below.
🔔Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1
➡️Expect regular videos filmed on the move—from major events like Ignite, to behind-the-scenes interviews, to deeper dives into topics that matter most to today's marketers. We'll explore what it means to be a commercial marketer, how to build trust and credibility in technical sectors, and how thought leadership can evolve beyond buzzwords into something truly impactful. You'll hear from voices at the cutting edge of B2B, including marketers from global brands, fast-growing startups, and everything in between. This isn't theory for theory's sake. It's about helping you become more effective, influential, and commercially grounded—so you can thrive in a fast-moving, high-expectation world.
👉Subscribe now and tap the bell icon to get notified whenever a new episode drops—from the show floor, the studio, or the front lines of B2B.
📲Follow Joel Harrison and Trust & Influence in B2B across the web:
LinkedIn ▶ https://linkedin.com/in/joelharrison/
Podcast ▶ https://trust-influence-in-b2b.captivate.fm/
Instagram ▶ https://instagram.com/joelharrisonb2b/
#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #EventMarketing, #EventLedGrowth, #B2BEvents, #SalesAndMarketing, #MarketingAlignment, #EventStrategy, #GTMStrategy, #B2BTrust, #Cvent
