Loren Maisels explores how event strategy is evolving in a world where marketing teams are expected to show clear, measurable impact. Rather than viewing events as stand-alone experiences, Loren examines how they can be designed, measured, and optimized as a core part of the revenue engine.

Through practical examples and insight into how tech brands operate, Loren highlights new approaches to event ROI that move beyond headcount and badge scans. Readers can expect to learn how to connect event activity to pipeline, what metrics actually matter, and how to align stakeholders around shared goals for every event.