Marketing today is about building real, human-centered connections. At IMEX America 2025, our marketing and engagement track explored how event professionals can cut through the noise with authenticity, creativity and data-driven strategy.
Here are five key takeaways:
1. Human-first marketing wins
In a world of automation and AI, human connection is your biggest differentiator. Jay Schwedelson, GURU Media Hub urged marketers to “insert humanity” into every touchpoint. Tim Hines, Marketing Starter Group, reminded us that small, personal gestures—like a handwritten note—can surprise and delight. Olivia Breene, Lateralus B Creative Consulting, emphasized designing for people, not personas.
Empathy and authenticity are the new marketing currency.
2. Event profs are strategic business drivers
Event profs are stepping into the boardroom. Joelle Morgan, AssetMark and Stephanie Grey, Unbridled Solutions challenged us to think beyond logistics and speak the language of business—ROI, revenue and growth. It’s time to own your role as a strategic partner, not just an event executor.
3. The talent game is changing
By 2030, 40% of today’s job skills will be obsolete. Tracy Judge and Nikki Gonzales at Soundings, called for agile, blended teams that combine full-time staff with freelance specialists. Upskilling and adaptability are now essential. The future belongs to those who can flex and evolve.
4. Disruption is the new normal
Modern marketing demands bold moves. Jay Schwedelson encouraged marketers to test, tweak and embrace the unconventional—like resending emails with cheeky subject lines or using raw, unpolished content. Forget perfection; focus on what resonates.
5. Measure what matters: Return on experience (ROX)
Traditional metrics don’t tell the full story. Laura Hess, Reuleaux introduced a new way to measure success—ROX. It’s about emotional impact and sentiment—how your event makes people feel. When you measure resonance, you prove value through loyalty and advocacy.
The challenges ahead
- Generational gaps: With four generations in the workforce, communication styles vary. Cross-generational mentorship and authenticity are key to bridging the divide.
- Proving ROI: Many event teams struggle to connect their work to business outcomes. Without clear metrics like MQLs or pipeline impact, events risk being seen as cost centers.
- Misusing AI: AI is often used for surface-level tasks like generic (and inauthentic) copywriting. The real opportunity? Streamlining operations and freeing up time for strategic work.
- Fear of innovation: Sticking to the same event formats won’t cut it. Joelle Morgan and Bethany Murphy, SentinelOne championed a “beta test” mindset—try, fail, learn.
- Cutting through the noise: Digital overload is real. Tim Hines reminded us that attention is scarce. To stand out, your marketing must be felt, not just seen.
The opportunities to seize
- Use AI smartly: Let AI handle logistics, data analysis and SEO (or AEO)—so you can focus on creativity and connection.
- Shift the sales conversation: Ciara Feely, Steps to WIN advised reframing sales around client outcomes, not features. Solve real problems, and you become a partner, not a vendor.
- Build flexible teams: Blended workforces help you stay nimble and ready for what’s next.
- Go lo-fi: Audiences crave realness. Jay Schwedelson’s data shows that raw, behind-the-scenes content drives engagement.
- Design for micro-moments: Olivia Breene’s idea of micro-moments—small, intentional interactions—can create lasting emotional impact. Think beyond the big wow and focus on the human touch.
Back to the track. We’ll be back on the marketing and engagement track at IMEX Frankfurt 2026. Stay tuned.
Report created with the help of Snapsight and Spark AI.
