{"podcast":{"title":"EVENT ABOUT IT: Event Marketing, Strategy & Business Growth","slug":"event-about-it-event-marketing-strategy-business-growth-7239343","podcast_index_feed_id":7239343,"rss_url":"https://anchor.fm/s/101f02740/podcast/rss","website_url":"https://www.eventaboutitpodcast.com","image_url":"https://d3t3ozftmdmh3i.cloudfront.net/staging/podcast_uploaded_nologo/43174832/43174832-1741041749033-1ed46abec87dc.jpg","author":"Megan Martin","episode_count":69,"summary":"Struggling to make events drive business growth? Welcome to Event About It, the podcast for event-led growth. Hosted by Megan Martin, we ditch surface-level logistics for the high-stakes event strategy and event marketing your CEO, CMO, and CRO actually cares about. We blend actionable tactics with wild, backstage stories to ensure your next activation is a strategic powerhouse, not just a party. Join us every Friday: • 1st/3rd: Event strategy, stories and “Vent of the Week.” • 2nd/4th: The Aftershow—unfiltered truths & Dynamic Dialogue Stop guessing. Start growing.","last_synced_at":"2026-09-25T14:20:43.644795+00:00","page_url":"https://stenobird.com/podcast/event-about-it-event-marketing-strategy-business-growth-7239343"},"episode":{"title":"How to Turn Event Data Into Buying Signals","slug":"how-to-turn-event-data-into-buying-signals","published_at":"2026-07-10T04:00:00+00:00","page_url":"https://stenobird.com/podcast/event-about-it-event-marketing-strategy-business-growth-7239343/how-to-turn-event-data-into-buying-signals","show_page_url":"https://stenobird.com/podcast/event-about-it-event-marketing-strategy-business-growth-7239343","url":"https://podcasters.spotify.com/pod/show/eventaboutit/episodes/How-to-Turn-Event-Data-Into-Buying-Signals-e3l19cq","audio_url":"https://anchor.fm/s/101f02740/podcast/play/121725786/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-5-19%2F426473130-44100-2-df2c7035562cf.mp3","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…","meta_description":"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 figuri…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1633,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/event-about-it-event-marketing-strategy-business-growth-7239343/episodes/how-to-turn-event-data-into-buying-signals/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/event-about-it-event-marketing-strategy-business-growth-7239343/how-to-turn-event-data-into-buying-signals.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}