In this episode of Event Marketer’s Toolbox, host Chris Dunn sits down with Bethany Murphy, Head of Events at SentinelOne, for a practical conversation about the evolving role of event marketing.

With nearly 25 years of experience across brands like LogMeIn, Drift, Akamai, SixthSense, and SentinelOne, Bethany shares how modern event teams are moving beyond logistics and becoming key drivers of pipeline, customer engagement, and business growth.

Chris and Bethany discuss how to build intentional event portfolios, measure ROI more effectively, align events to different stages of the funnel, and navigate today’s growing budget pressures.

In This Episode

• Why events now sit at the intersection of brand, demand, and relationships
• The difference between lead quantity and lead quality
• How to strategically evaluate which events are worth the investment
• When companies should consider launching their own proprietary events
• Why events should be treated as year-round campaigns instead of one-time moments
• Measuring source pipeline, influenced pipeline, meetings, and event ROI
• How rising costs are reshaping event strategy and budget planning
• Creative ways event marketers can stand out without overspending\

Events today are about much more than booths and badge scans. This episode highlights how strategic planning, intentional experiences, and strong business alignment can turn events into powerful growth drivers.

Watch or listen to the full episode of Event Marketer’s Toolbox for more insights from Chris Dunn and Bethany Murphy.

Engage. Excel. Execute.

👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

This Show is sponsored by Blue Hive

📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn

Follow Us on LinkedIn and YouTube

Subscribe to our Newsletter!