Harnessing the Extreme Power of B2B Event Management with Jade Howgrave-Graham and Lucy Francis

Higgle: The B2B Sales Club

What strategies can still lead to fruitful in-person event outcomes in challenging economic times?

I’m thrilled to have both Jade Howgrave-Graham and Lucy Francis from Lemon Lane join me to explore their impactful business in the B2B events industry. They tell us all about how their personal passions have uniquely shaped their professional journey, particularly in navigating the shift toward virtual and hybrid event formats accelerated by the pandemic. Their insights reveal how these changes have challenged the industry to rethink event planning and execution in today’s complex economic landscape.

We discuss the critical elements of creating impactful and sustainable events, stressing the importance of understanding audience perceptions and the role of procurement in building trust and maximizing value. Jade and Lucy also share captivating stories from past events, showcasing how creativity and strategic planning can overcome challenges. Perhaps most importantly, they also explain what metrics to look at to determine if an event was successful.

Topics covered during this episode include:

• Why Jade and Lucy’s personal passions have been essential in shaping their approach to event management.
• How the pandemic accelerated the shift to virtual and hybrid event formats.
• Why aligning event goals with audience perceptions is crucial for selecting effective formats.
• How sustainability and logistical factors influence decisions in event planning.
• Why early procurement involvement builds trust and maximizes event value.
• How word-of-mouth and referrals are vital for client acquisition in Jade and Lucy’s industry.
• Why credibility and thought leadership are key in evolving sales strategies.
• How travel experiences emotionally impact individuals and affect the event industry.
• Strategies the two used to overcome imposter syndrome.
• How technology advancements have transformed expectations and delivery in the events industry.
• Why measuring event impact is critical for justifying expenses, especially in a tough economy.

Jump into the evolving world of B2B events and learn how to navigate client acquisition and procurement strategies for maximum impact!

Jade on LinkedIn: https://uk.linkedin.com/in/jadeaustin

Lucy on LinkedIn: https://uk.linkedin.com/in/lucyfrancislemonlane