How do you stay ahead of industry changes and continuously innovate your event marketing approach?

Being in B2B, I personally find B2C to have the best experiential marketing. I truly believe you can find inspiration for events in your day to day life. It's about creating memorable moments. Customers now expect the experiences they have in their personal life to carry over to the type of ease and seamless experiences offered as a guest at work events as well. If you have a budget, doing something as a team building like a trip to Disney Land for recon can always spark some good ideas ;-).

To stay ahead, we request our agencies to provide analysis each year on what occurred across the industry. I personally attend Cannes Lions and find ways to attend third party events where I can see how partners and competitors are bringing their events to life. I’ve also spent time to request introductions and get to know my counterparts at similar size companies across industries to hear their best practices and innovations.