Writing For Event Planning

Are you an Old‑School Event Marketer or a New‑School Event Marketer? Old‑School: - “Bigger booth, bigger budget” = strategy - Swag splurges & steak‑house dinners with zero ROI math - Measures success by registrations instead of pipeline - Treats the conference as a one‑day stunt, then closes the spreadsheet - No persona segmentation, same agenda for prospects, customers, & partners - Relies on badge scans, fishbowls, and luck for lead capture - Ignores virtual or hybrid formats (“We’re an in‑person company!”) - Engagement stops when the lights go off, no post‑event nurture track - Decisions made on gut feel, not unit economics or understanding the P&L New‑School: - Begins with ICP clarity and a revenue‑backwards event brief - Maps the entire attendee journey: pre‑event teasers → in‑event moments → post‑event campaigns - Uses AI for smart matchmaking, personalized agendas, on‑site coaching, and post‑show enrichment - Integrates every touch into CRM & RevOps dashboards: CAC, payback, influenced ARR, CLTV - Collaborates with Sales & CS to find expansion opps with customers, not just hand-offs - Blends formats: micro‑webinars, community roundtables, regional pop‑ups, to lower CAC and widen reach - Scores success on quality meetings, pipeline velocity, and expansion revenue - Runs Calendar & Capacity tests to right‑size staffing before adding headcount - Partners with the CFO, budget tied to strategic KPIs, not vanity metrics - Knows why the event hit (or missed) the number and evolves assumptions quarter‑to‑quarter Event marketers can’t win on their own. The best know how to involve each team throughout the process. It’s not just execution. It’s communication, evaluation, and impact. In conclusion, new-school event marketers are strategy partners. Not task rabbits. New-School event marketers pick modern event tech. Check out Accelevents --> https://hubs.la/Q03fjrP30

Mark Huber, VP of Marketing at UserEvidence, is a marketing powerhouse who's killing it with B2B content creation. With innovative strategies and a knack for memorable branding, Mark gives us a masterclass on how to stand out in the crowded B2B SaaS space. In our conversation, Mark shares: 🌮 How to leverage events for long-term content creation 🌮 The power of authentic advisor programs 🌮 Strategies for creating memorable and differentiated content 🌮 Insights on rebranding and website redesign under tight deadlines 🌮 The importance of vulnerability and honesty in marketing Listen now 👇 Youtube - https://lnkd.in/etrCXXT4 Spotify - https://lnkd.in/eyxnssNw Apple - https://lnkd.in/eB-zNyv6 KEY TAKEAWAYS 1// Event Content Strategy: Mark maximizes the value of event sponsorships by conducting pre-scheduled video interviews with attendees. This approach generates months of content from a single event, extending its impact far beyond the actual dates. 2//Authentic Advisor Programs: Instead of treating advisors as mere social media amplifiers, Mark involves them deeply in the company's strategy. He provides equity, transparency, and genuine opportunities for advisors to contribute their expertise, fostering stronger relationships and more authentic promotion. 3// Differentiated Content Creation: Mark emphasizes the importance of creating unique, memorable content. His "Proof Point" show combines elements from popular formats to create a fresh take on B2B discussions, featuring multiple perspectives on single topics. 4// Rapid Rebranding: Despite initial plans to avoid immediate rebranding, Mark successfully executed a complete website redesign and rebrand in just 28 days. This early win established trust and credibility within the organization. 5// Embracing Vulnerability: Mark's newsletter shares both successes and failures, resonating with audiences who appreciate honesty and transparency in marketing leadership.

Plot twist: The best ROI from your conference booth isn't from who stops by. It's from who sees it on LinkedIn later. Most brands spend $50K on a booth that 200 people visit. But they forget about the 50,000 who stayed home. That's where I come in. Early last year, I discovered something powerful, a forgotten corner booth could become the talk of LinkedIn. Not with fancy tech. Not with huge giveaways. Just strategic content creation that made people stop scrolling. Instead of hoping people would find them, we brought the booth to their LinkedIn feeds. The shift was instant, from passive presence to active conversations. That's when I knew we'd cracked the code. Since then, I've replicated this many times. Each time, the results get better because I've learned what works: ✅ Pre-event content to build buzz ✅ Live coverage that captures FOMO ✅ Post-event series that extends the conversation ✅ Repurposed clips they use for MONTHS Here's what brands don't realize: Your booth visitors aren't your only audience. Those 50,000 HR leaders watching from their desks? They're your audience too. But they're not going to engage with your corporate account's "Stop by booth 401!" post. They WILL engage with authentic content from someone they trust. Someone who's already in their feed. Someone who knows how to tell stories that stick. The math is simple: • Booth alone = 200 conversations • Booth + strategic content partner = 200,000 conversations Your next conference is coming up. You've already paid for the booth. Question is: Will those 3 days turn into 3 months of pipeline? If you want to reach the people who'll never set foot in that convention center, let's talk. I have 3 spots left for upcoming conferences. 👀 The ROI isn't just immediate, it's content that keeps working long after the booth is packed away. 💖

Procurement contract tip nobody teaches in corporate law: Red flags in vendor contracts can cost your company millions, and most teams spot them too late. I learned this the hard way while reviewing a procurement contract during my previous role. A simple clause caught my eye: “The supplier is not liable for any indirect, consequential, or incidental damages.” On the surface, it seemed standard. But when I dug deeper, I realized it could leave the company unprotected if a major delivery failed, causing huge operational losses. Since then, I follow this checklist for every procurement contract: ✅ Watch for one-sided liability clauses ✅ Check hidden automatic renewals ✅ Flag vague service level obligations ✅ Clarify payment terms and penalties ✅ Ensure clear termination rights Contracts aren’t just paperwork, they are the safety net of your business. If your legal team drafts a contract that leaves you guessing, it’s time to revisit your approach. #legalprofessionals #lawyers #lawstudents #law #contractattorney #contractlaw #businesslaw #businessagreement #contractspecialist #contractmanagement What’s the most overlooked red flag you have seen in a procurement contract ? I spent time jotting down, here’s my list. 👇 💾 Save. 💬 Comment. ♻️ Repost.

𝗕𝘂𝘆 𝘄𝗶𝘁𝗵 𝗣𝗼𝘄𝗲𝗿: 𝗡𝗲𝗴𝗼𝘁𝗶𝗮𝘁𝗲 𝗧𝗲𝗰𝗵 𝗖𝗼𝗻𝘁𝗿𝗮𝗰𝘁𝘀 𝗳𝗼𝗿 𝗙𝗹𝗲𝘅𝗶𝗯𝗶𝗹𝗶𝘁𝘆 𝗮𝗻𝗱 𝗙𝘂𝘁𝘂𝗿𝗲-𝗣𝗿𝗼𝗼𝗳𝗶𝗻𝗴 In tech procurement, the smartest leaders don’t just evaluate solutions, they negotiate outcomes. It’s easy to rush into signing when the platform looks perfect. But here’s the truth: needs evolve, vendors change, and what fits today may not fit tomorrow. That’s why flexibility is non-negotiable. Before signing, push for: 📌 Scalable pricing that grows and shrinks with your usage 📌 SLAs that guarantee performance and accountability 📌 Shorter initial terms or opt-outs tied to business milestones 📌 Clear data portability clauses so you’re never locked in One organization renegotiated a 3-year deal to include a 12-month checkpoint tied to adoption metrics, and it saved them from overcommitting to a solution that later proved misaligned. That’s risk management in action. Contracts aren’t just legal formalities, they’re strategic tools. Use them to protect agility, minimize sunk costs, and preserve your ability to pivot. If your tech doesn’t support your future, it becomes your constraint. So negotiate like your growth depends on it, because it does. Need help structuring tech contracts with flexibility built in? With Digital Transformation Strategist, let’s discuss your next negotiation.

Your booth at a conference isn’t just a glorified billboard—it’s a confessional. And if your team isn’t scribbling down every awkward, hesitant question from attendees, you’re wasting a goldmine of content. You know the look. Attendee walks up, stares a little too long at the branding, eyes dart from the booth to the product display. They’re dying to ask something, but don’t want to sound like an idiot. Many will ask, though. And when they do, that’s your signal flare. That question? It’s raw market insight, employer branding ammo and demand strategy all wrapped up in one. Miss this? You miss the pulse of your audience. Stop waiting for polished feedback forms or scripted surveys. The booth is where they let their guard down—when they think no one’s really paying attention. They’re giving you exactly what your marketing department is too scared to ask for—content ideas that punch straight through the fluff. Here’s how to use it: 1. Track their hesitations like it’s the last lifeline. What are they nervous to ask? “How do you actually hire people?” “Is your team even real, or are they bots?” These are unfiltered fears about your employer brand and company culture. Don’t file them away for later—explode them into a full content series. “Here’s what nobody else in our space wants to admit about talent retention.” 2. Turn their confusion into your advantage. Attendee: “How does your product actually solve X problem?” Your team: Bingo. Write that down. Now blast it out in a blog post that starts with: “Everyone’s confused about how to tackle X, but here’s why we built our solution to really handle it.” People won’t ignore content that speaks directly to their foggiest pain points. 3. The "stupid" questions are your next campaign. Every “dumb” question is an unmet need waiting to be capitalized on. Build an entire landing page titled “Everything you’re too embarrassed to ask about [Product Name].” Make it brutally honest. No corporate BS. 4. Employer branding? It’s right there. When attendees ask, “What’s your team like?” don’t spout rehearsed talking points. Instead, that’s your content brief. Launch a video series showing behind-the-scenes glimpses of your team working through actual problems. Let your content scream, “Here’s how we’re not just a workplace—we’re a team that gets $hit done.” Booth talk isn’t just chit-chat. And if your team isn’t exploiting every inquiry for content, you’re letting the real opportunities slip through your fingers. P.S. Send your content marketers to these things. I hear too many stories from in-house content professionals who just aren't getting the invite. Money down the drain... #events #contentstrategy #ThatAshleyAmber

Thought to share my step-by-step playbook framework that cuts contract execution time by up to 60% and gives you back the strategic work that matters. Cut down week long negotiations over the same liability clauses you argued last month and stop starting from scratch every time. Step 1: Start with your biggest time sink For me, that was procurement contracts. I was redlining the same issues over and over: • Liability caps (always pushing for mutual, capped at contract value) • Indemnity scope (carving out IP infringement for vendor) • Data protection clauses (our DPA template, non-negotiable) • Termination rights (30-day notice, immediate for breach) Instead of reinventing these positions every time, I documented them. My first playbook entry: "Procurement Liability: Standard position = mutual cap at 12 months contract value. Fallback = 2x annual fees. Never accept unlimited liability except for IP infringement and data breaches." Step 2: Capture the decision logic, not just positions This was my biggest early mistake. I documented what to negotiate but not when to compromise. Wrong approach: "Always require 30-day termination notice." Better approach: "Termination notice: 30 days (standard) → 60 days (if vendor is business-critical) → 90 days (if vendor integration exceeds 6 months to replace)." The playbook should think through the business context, not just legal positions. Step 3: Build templates with embedded guidance For SaaS agreements, I created templates that included: • Standard terms (what we always want) • Alternative language (when standard doesn't work) • Red flags (issues that trigger escalation) • Business context questions (when to be flexible) Example from my SaaS playbook: Data Processing Addendum: Always required for EU personal data. Use our standard DPA [you could link this here]. If vendor insists on their DPA, escalate if it lacks: adequacy determination, SCCs for non-EU transfers, or audit rights. Step 4: Document your "never again" moments Every mistake became a playbook entry. Investor side letter disaster: I once agreed to a "standard" information rights clause that required board-level reporting on metrics we didn't even track. Playbook entry that followed: "Information rights: Review reporting requirements against current metrics. Flag any operational burden >2 hours/month. Alternative language: 'Information reasonably available in ordinary course of business.'" Step 5: Make it searchable and living I used Notion with: • Tags by agreement type (SaaS, procurement, investment) • Tags by legal issue (liability, termination, IP) • Last updated dates • Links to actual executed agreements as precedents Every time I negotiated something new, I updated the playbook and I think you should too. #LegalOps #SoloCounsel #LegalPlaybooks #ContractManagement #InHouseCounsel #StartupLawyer #KnowledgeManagement #LegalEfficiency #ProcessImprovement #LegalTech #StartupGC #ContractStrategy

🔍 𝐊𝐞𝐲 𝐂𝐨𝐧𝐭𝐫𝐚𝐜𝐭 𝐂𝐥𝐚𝐮𝐬𝐞𝐬 𝐭𝐨 𝐈𝐧𝐜𝐥𝐮𝐝𝐞 𝐖𝐡𝐞𝐧 𝐎𝐧𝐛𝐨𝐚𝐫𝐝𝐢𝐧𝐠 𝐚 𝐕𝐞𝐧𝐝𝐨𝐫 (𝐅𝐫𝐨𝐦 𝐚 𝐑𝐢𝐬𝐤 & 𝐂𝐨𝐦𝐩𝐥𝐢𝐚𝐧𝐜𝐞 𝐏𝐞𝐫𝐬𝐩𝐞𝐜𝐭𝐢𝐯𝐞) When entering into a contract with a third-party vendor, it’s essential to ensure that the 𝐚𝐠𝐫𝐞𝐞𝐦𝐞𝐧𝐭 𝐢𝐧𝐜𝐥𝐮𝐝𝐞𝐬 𝐚𝐥𝐥 𝐧𝐞𝐜𝐞𝐬𝐬𝐚𝐫𝐲 regulatory and risk management clauses. These not only safeguard the organization but also set clear expectations for both parties. Here’s a quick checklist of critical clauses that should be included and verified in the vendor agreement: ✅ Right to Audit ✅ Intellectual Property Rights ✅ Non-Disclosure Agreement (NDA) ✅ Adherence to Relevant Regulatory Requirements and Industry Standards ✅ Termination Clause ✅ Contract Validity Period ✅ Indemnity Clause ✅ Service Level Agreement (SLA) Monitoring ✅ Defined Point of Contact ✅ Escalation Matrix ✅ Incident Reporting Mechanism ✅ Business Continuity & Disaster Recovery (BCP/DR) Arrangements I’ve also attached a 𝐬𝐚𝐦𝐩𝐥𝐞 𝐒𝐋𝐀 𝐝𝐨𝐜𝐮𝐦𝐞𝐧𝐭 that showcases how these clauses are practically worded and enforced — a great reference point for anyone in procurement, legal, or third-party risk functions. 💬 Let’s keep the conversation going — What additional clauses do you ensure are always included in your vendor contracts?

⚖️ AI vendor contracts aren’t just SaaS agreements—they’re risk management tools. Colin S. Levy’s Contracting with AI Vendors highlights how legal teams must rethink contracts to address unique AI risks: data use, output ownership, bias, and model drift. It’s a practical roadmap for lawyers negotiating with AI providers. Here are 5 quick insights: 🔍 Training data restrictions matter - Without explicit limits, vendors may use client data to retrain models—creating confidentiality and privilege risks. 📊 Output ownership is unsettled - Contracts must clarify who owns AI-generated outputs, regardless of evolving copyright law. 🛡️ Bias and fairness obligations - Vendors should bear responsibility for testing and mitigating bias, especially in regulated decisions like hiring or credit. ⚡ Model drift & transparency - AI performance degrades over time—contracts should require monitoring, thresholds, and audit rights. 📑 Redlining is essential - Liability caps, indemnification, unilateral modification clauses, and NDAs must be tailored to AI-specific risks. AI contracts define trust. Lawyers who negotiate beyond “standard terms” will protect clients, ensure compliance, and enable responsible innovation. #AIContracts #LegalTech #ResponsibleAI #AIgovernance #AIethics #AItrust #AIoversight #AIcompliance #AIstrategy #AIRiskManagement #DigitalTransformation #FutureOfLaw #LinkedInLeadership

Two years ago, we invested heavily in a trade show. If you’d asked me two weeks after the event, I’d have said it was a waste of time. Ask me two years later, I’d 100% do again. But here’s the twist: Digital marketing shouldn’t be used as part of your event strategy. Instead, events should be used as part of your digital strategy. Let me explain. The Traditional Approach: - Mass email blasts and company posts: “We’ll be at XYZ event, pop along and say hello.” - Measuring success by counting how many ‘leads’ you managed to coerce into scanning their badge in exchange for a pen. - Repeat 12 times a year to increase 'lead' volume due to poor close rate. The New Way: - Use targeted ads to drive traffic to your stand, but offer a compelling reason to visit (I go more advanced targeting options in the video in comments) - Take note of which talks are packed and which are empty. It’s a great way to understand real-time market orientation. IMO there's not better place to to inspire content ideas. - Use photos and videos from the event to build credibility and amplify your content strategy (also doing a talk is worth more than the stand). - Events shouldn’t just be about immediate sales. Instead, use them as a way to draw people into your wider content ecosystem. Use it as an entry point to the content flywheel, not a harsh follow-up flow they want to exit. - Don't underestimate the power of meeting someone in person, coupled with a good 12 months of content consumption after the fact. This is compound central. But honestly, the main reason I’d do it again? Just creating a video about our process has racked up nearly 50,000 views and sparked 10 directly attributable conversations. Traditional marketing isn’t dead, but it’s our responsibility to figure out how to give it a longer half-life.