Many organizations still treat events as production exercises. That mindset limits their impact. Events have moved from the sidelines of marketing to the center of it. For brands competing in saturated categories, live experiences are one of the few environments where positioning, product, and emotion converge in real time.

Karen Feldman, the CMO of Iron Mountain, brings a unique blend of strategy and marketing expertise to the table. In this exclusive interview, she shares her perspective on why a thoughtful approach to face to face events is essential in a modern marketing strategy, and how today’s top marketers cultivate the mindset needed to lead with impact.

This article was written by Jason McGraw, Group Vice President and Show Director at Emerald, who oversees KBIS, CEDIA Expo, and Commercial Integrator Expo. With more than 35 years of experience in the trade show industry, he brings a unique perspective on the design, innovation, and impact shaping today’s show floor.

The Crossover Play: Taking B2B Brands Into Consumer Spaces For years, many B2B brands have relied on the safety of trade shows and industry conferences. These events still hold value and purpose, but they’re not the right fit for every business owner. Not all operators have the time, staff, or interest to attend large-scale gatherings, and some prefer to explore new tools and partnerships on their own schedule.

At massive trade shows, the default strategy for major brands is often "bigger is better." Companies pour millions into sprawling activations, competing for attention in exhibit halls designed for sensory overload. But what happens when a major player decides to go in the opposite direction?

Imagine stepping onto a trade show floor that feels less like a convention center and more like the coziest, most inspiring living room you’ve ever seen. If you scroll through Pinterest or Instagram for home decor straight out of a feel-good movie, you would have loved NY NOW's recent winter market.

Recently, Lightspeed surveyed US shoppers about what they really want from retail. They told us they’re craving in person experiences that make them feel valued. Despite the tech-heavy world we live in, 82% of them reported they would shop more often if they were offered in-store perks. 

Surf Expo kicked off its 50th anniversary with a high-energy January edition that reinforced its role as the leading global marketplace for watersports and coastal lifestyle brands. A 15% increase in retail company attendance translated into something even more meaningful for marketers: focused buyers, real conversations, and tangible deal flow driven by strong holiday and Q4 performance. 

Brand shapes how people think, feel, and make decisions long before a transaction. In this exclusive interview, Michael Roberts, CMCO of MetLife, shares how behavioral science informs their brand strategy, how purpose and experiences drive the associations that influence behavior, and how MetLife balances legacy, relevance, and impact. Invaluable insights you won't find anywhere else. 

I remember when I recognized the impact a research entrepreneur could have. It was November 2011 at the Web 2.0 Summit at San Francisco's Palace Hotel, watching Mary Meeker present her Internet Trends Report. As she identified the coming shift from desktop to mobile, I realized she wasn't just a research pioneer, she was a research entrepreneur.