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How to create live events that build trust, fortify relationships and boost brand credibility Artificial Intelligence isn’t hiding what it is. The word “artificial” is right in the name, after all. But as more and more consumers are being inundated with AI content, they are also finding themselves questioning the credibility of what they see. And as a result, they’re craving access to the things they can see and feel to determine what they can really trust. Welcome, marketers, to the Trust Economy—a...

Behind the scenes, IBM helps power some of the world’s biggest sports properties, and that means fans often interact with its tech, but not the brand itself. So during this year’s Master’s Tournament, of which IBM is a 30-year partner, the b-to-b company teed up a strategy designed to expand its audience beyond customers and clients, and into the consumer realm. Enter: Masters at Madison Square Park, a public watch party hosted April 9-12 that brought the action from the fairway in Augusta, GA, to...

For its first consumer activation, Verde Farms took a big swing, hosting not only a sampling pop-up, but also a five-course VIP dinner for media and influencers—all on the same day. And the two-part event on April 2 paid off, reaching 7,700 Nashville locals and tourists, as well as thousands of social media users. First, the organic beef brand set up a food truck outside of Bridgestone Arena, and throughout the day, distributed 678 sliders in clamshell burger boxes custom-designed with a floral print...

For the last decade, EM has been championing the luminaries of the b-to-b event world, delving into their career journeys, portfolios, sources of inspiration, best practices and industry predictions. This year, as we mark the 10th anniversary of our B-to-B Dream Team recognition program, we’re celebrating nine new all-stars who don’t just execute events—they live and breathe them. Like many Dream Teamers before them, each of the 2026 honorees made it clear that event marketing isn’t just their job;...

For 10 years, EM has been championing b-to-b all-stars, delving into their career journeys, portfolios, best practices and industry forecasts. Meet this year’s crew: The 2026 B-to-B Dream Team. Danielle Damiano Medeiros, Global Head of Industry Tentpole Experiences, Events & Executive Engagement COE, LinkedIn Danielle Damiano Medeiros is no stranger to a pivot. Before she landed her role as global head of industry tentpole experiences, events and executive engagement COE at LinkedIn, she worked...

For 10 years, EM has been championing b-to-b all-stars, delving into their career journeys, portfolios, best practices and industry forecasts. Meet this year’s crew: The 2026 B-to-B Dream Team. Shawn Wagner, VP-Global Events, HPE The pathway to the event industry is rarely linear. Just ask Air Force veteran Shawn Wagner, who made a transition from the military directly into marketing. It may sound like a big leap, but Wagner’s skills in communication, ops and logistics, and comfortability in high-pressure...

For 10 years, EM has been championing b-to-b all-stars, delving into their career journeys, portfolios, best practices and industry forecasts. Meet this year’s crew: The 2026 B-to-B Dream Team. Jeremy Youett, Head of Proprietary Events, Atlassian Jeremy Youett has an impressive, and extensive, background in musical theater and stage production. But for his second act, he’s playing the part of a b-to-b event architect. After studying theater and performing professionally for a few years, Youett moved...

For 10 years, EM has been championing b-to-b all-stars, delving into their career journeys, portfolios, best practices and industry forecasts. Meet this year’s crew: The 2026 B-to-B Dream Team. Pam Corcoran, VP-Global Events, CrowdStrike The cybersecurity space demands precision, but for Pam Corcoran, the real differentiator is connection. As vp of global events at CrowdStrike, she believes the bar for modern event programs isn’t just execution. It’s creating a sense of belonging powerful enough...

In 2004, the creators of the popular web comic Penny Arcade launched PAX to bring together the gaming community and celebrate game culture. After years of growth, PAX expanded from Washington to several cities around the world, and PAX East was established in 2010 as the event’s East Coast branch. We headed up to Boston for this year’s PAX East event, held March 26-29 at the Thomas M. Menino Convention & Exhibition Center, where attendees experienced new releases from major game publishers and...

FIVE THINGS TO KNOW THIS WEEK This week’s hot takes on hot topics in experiential marketing cover Y2K house parties, chocolate heists and “Ride the Ranch.”   FIRE UP YOUR GAME BOY AND SHAKE YOUR MAGIC 8 BALL—IT’S A Y2K HOUSE PARTY Gen Z’s utter fascination with Y2K-era fashion and culture continues to sashay its way into brand activations. And as elder millennials, we can confirm that Owl’s Brew got it right with its Y2K house party-themed launch event in NYC. On March 26, the ready-to-drink brand,...