The Fix: Episode 2 - Stop Treating Events Like One-Offs

Events can take months to plan and significant resources to execute—but too often, the strategy ends when the event does. In Episode 2 of Marketing in Progress: The Fix, Gayle Kalvert and Kristin Allaben tackle a common event marketing challenge: treating an event as a single moment instead of one part of a larger campaign. Their practical fix? Stop treating events like one-offs. Build a campaign around the event. About the Hosts: Gayle Kalvert is the Founder and CEO of Creo Collective and host of Marketing in Progress. She brings a practical, revenue-focused perspective to the challenges facing today's marketing leaders. Kristin Allaben is SVP at Creo Collective and co-host of The Fix, bringing her experience and perspective to the practical marketing challenges discussed throughout the series. In This Episode: 00:00 — Why events shouldn't be treated as one-offs 04:00 — Start with the goal 07:22 — Create the campaign content in advance 09:59 — What happens after the event? 12:05 — Why attribution matters 14:09 — Measure what matters Connect With Gayle & Kristin: Gayle Kalvert LinkedIn:   / gaylekalvert   Website: www.gaylekalvert.com Kristin Allaben LinkedIn:   / kristinallaben   Visit the Marketing in Progress Website: https://www.creocollective.io/marketi... Explore every episode, discover practical marketing insights, and access resources designed to help B2B marketers drive real business impact. Creo Collective: Learn more about Creo Collective and their work with B2B marketing leaders. If You Enjoyed This Episode: What’s one thing in your marketing you could fix instead of completely overhaul? Subscribe to Marketing in Progress for more conversations and practical fixes for B2B marketing leaders. And if you know another marketing leader who could use this conversation, share this episode with them. Keywords: B2B marketing, event marketing, event strategy, event ROI, experiential marketing, marketing campaigns, sales and marketing alignment, B2B events, event attribution, pipeline marketing, demand generation, marketing measurement, event follow-up, marketing strategy, integrated marketing campaigns, Marketing in Progress, The Fix, Creo Collective