Episode
How to Turn Event Data Into Buying Signals
- Published
- Jul 10, 2026
- Duration seconds
- 1633
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Summary
Most event teams are sitting on a goldmine of buyer intent data and handing sales a lead list instead. Aleksandra Panyukhina has spent twelve years figuring out how to close that gap — and today, she's putting it to the test. Aleksandra Panyukhina is the Experience Marketing Director at Pixelz, where she leads FLOW, one of the most intentional event-led growth motions in B2B marketing today. She has driven millions in pipeline and closed-won revenue across five continents — and she has a very specific framework for what event attendee behavior actually tells your sales team versus what it doesn't. We put her to the test with Signal or Noise — our game where she has to call it: is this behavioral intent signal worth acting on, or is it just noise? Then she vents about the targeting mistakes that are quietly embarrassing the event industry — including one she lived through personally. WHAT YOU'LL LEARN: • What actually separates a behavioral intent signal from event noise — and why context is the only variable that changes the answer • Why a cold prospect who shows up to your event and stays all day is one of the strongest re-engagement signals in your pipeline • What it means in 2026 when an existing customer brings their CFO to your owned event without telling you — and why it's almost never just a coincidence • The event targeting mistake that's making your outreach look amateur — and the exact scenario Aleksandra experienced that proves it's still everywhere • Why "thanks for stopping by" emails are quietly eroding your brand credibility with people who were never at your event ABOUT ALEKSANDRA: Aleksandra Panyukhina is the Experience Marketing Director at Pixelz, where she leads FLOW — a strategic marketing initiative combining owned flagship events, a loc…