# How to Turn Event Data Into Buying Signals

Page: https://stenobird.com/podcast/event-about-it-event-marketing-strategy-business-growth-7239343/how-to-turn-event-data-into-buying-signals
Text version: https://stenobird.com/podcast/event-about-it-event-marketing-strategy-business-growth-7239343/how-to-turn-event-data-into-buying-signals.md
Podcast: [EVENT ABOUT IT: Event Marketing, Strategy & Business Growth](https://stenobird.com/podcast/event-about-it-event-marketing-strategy-business-growth-7239343)
Published: 2026-07-10T04:00:00+00:00
Episode link: https://podcasters.spotify.com/pod/show/eventaboutit/episodes/How-to-Turn-Event-Data-Into-Buying-Signals-e3l19cq
Audio file: https://anchor.fm/s/101f02740/podcast/play/121725786/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-5-19%2F426473130-44100-2-df2c7035562cf.mp3
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JSON: https://stenobird.com/v1/public/podcasts/event-about-it-event-marketing-strategy-business-growth-7239343/episodes/how-to-turn-event-data-into-buying-signals
Duration seconds: 1633

## Resource

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…

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## Transcript

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