Katie Franklin on why event marketing still matters – and how to do it right
Event marketing isn’t dead – but the old “build it and they will come” approach certainly is.
In this episode of How Did You Do That?, we sat down with Katie Franklin, a global B2B marketing leader with over 20 years of experience in project management, operations, and (most importantly for this episode) event strategy.
Katie shares war stories, quick wins, and tactical takeaways that’ll change how you think about B2B events – whether you’re planning a major tradeshow appearance or wondering if it’s even worth showing up without a speaking slot.
“Just showing up” doesn’t cut it anymore
According to Katie, one of the biggest misconceptions about events is that having a booth is enough.
“Signing the contract and picking the booth space is usually the easiest part of your event strategy,” she says. “You can’t just decorate a stand and think everyone will just show up and want to buy from you.”
That starts with a mindset shift: don’t assume people will come. Assume they won’t – and build your plan to change that.
When it all goes wrong – and what to do about it
Even the best-laid event plans can go sideways. Katie recalls arriving at a major tradeshow only to find their booth had been moved to a low-traffic area due to a last-minute floor plan change.
“We had to mobilize, literally. We sent our team out to bring people back from their one-on-one meetings – using our meeting strategy to generate foot traffic.”
This kind of quick thinking (and strong team alignment) is what can save an event from flopping – and make it a success, despite the chaos.
What’s in your event survival kit?
Ask any seasoned marketer and they’ll have their own must-haves for the event floor. For Katie?
- Band-Aids (for those inevitable shoe-induced blisters)
- Double-sided tape (“the MacGyver tool – it fixes signage, decor, everything”)
- Branded lip balm (especially in dry venues like Las Vegas – both practical and memorable)
Pro tip: think of your swag and survival items as part of the attendee experience, not just giveaways.
Choosing the right events (and how to show up without overspending)
Katie approaches annual event planning by starting with three priorities:
- Flagship industry events – like MWC, where customers and competitors gather.
- Demand-driving events – where buyers in the funnel are actively looking for solutions.
- Thought leadership opportunities – places where you can speak, share content, or demonstrate expertise.
But what if your budget doesn’t stretch to a massive tradeshow? Katie suggests going “event-adjacent.”
“If you can’t afford to sponsor or attend NRF, maybe host a dinner the night before. Mix clients and prospects, bring a speaker, offer value. Smaller-scale can still mean high-impact.”
Why internal alignment is your secret weapon
One big takeaway? Event success isn’t just about marketing – it’s about teamwork.
“You need sales, product marketing, and client owners aligned from day one,” says Katie. “Start with clear goals – five key meetings, three pipeline deals, whatever it is – and hold the team accountable.”
Too often, she says, teams think they can wing it. But the best events have strong kickoff planning and shared ownership of the outcomes.
You don’t need a speaking slot to make it worth it
It’s a myth that events only pay off if you’re on stage. According to Katie, the real value often lies in connections and personalised experiences.
“People are craving real human interaction again,” she says. “You can’t replicate that with a webinar or an AI chatbot. There’s no substitute for a handshake and a one-on-one conversation.”
That said, virtual events still have a place – just not as a direct replacement for live ones.
Swag still matters (when it’s done right)
Despite some marketers declaring it dead, Katie is firmly in the “swag still matters” camp.
“People love it. I once had someone show up at the booth saying, ‘I heard you had XYZ.’ That’s word-of-mouth gold.”
Her top rule? Make it fun, practical, and ideally consumable. The goal isn’t landfill – it’s memory.
The bottom line
From strategic planning to survival kits and stakeholder alignment, Katie’s message is clear: event marketing is a powerful tool when done right. Whether you’re going big with a booth or going nimble with a dinner, there’s always a way to make your event count.
🎧 Want more behind-the-scenes insights?
Catch the full episode of How Did You Do That? with Katie Franklin
