As teams are being asked to create experiences that are relevant, connected, and measurable across the full buyer journey, B2B events are under increased pressure to deliver more than attendance and engagement. In this Demand Gen Report feature, Madison Logic CEO Keith Turco shares how AI is helping marketers meet that shift by scaling data-driven, multichannel engagement that reaches buyers before, during, and after the event. In it, he discusses how the same advantages AI brings to other areas of marketing are now shaping event strategy as well, allowing teams to tailor experiences based on real audience signals, coordinate outreach across channels, and adapt engagement in ways that reflect how buyers actually interact throughout the journey. And as event strategies evolve, their role in the broader marketing mix continues to expand, becoming more connected, more responsive, and more aligned to how decisions are made. Read the full article to learn more.
