Zero-Click Futures and AI Truths: How Tag Digital is Redefining Event Marketing

The Revenue Room™, by H2K Labs

What do hamster photos, AI-powered marketing, and global event domination have in common? In this episode, Heather Holst-Knudsen sits down with Laura Davidson, CEO and co-founder of Tag Digital, to uncover how she turned a scrappy startup into a global performance marketing powerhouse for events. From their first client win with UBM to building AI-powered digital twins and tackling the zero-click future, Laura shares bold insights on data, creative, authenticity, and the leadership grit it takes to grow in a rapidly changing market.

Key Topics Covered

• How Tag Digital went from local web agency to global event marketing leader
• The hamster photo dispute that sparked their pivot to events
• Why clean, segmented data is non-negotiable for ROI
• AI, automation, and the rise of the zero-click economy
• Why emotional creative and authenticity drive true event success
• How AI will change attribution—and why media mix modeling is your new best friend
• Building confidence, adaptability, and humor as leadership superpowers

About Laura Davidson

Laura Davidson is currently the CEO and Director at Tag Digital, a company specializing in paid media across various platforms exclusively within the events sector. With over 2500 event campaigns run annually in 40 countries, Laura has a wealth of experience in this field. Prior to her role at Tag Digital, Laura worked as a Lecturer at the Digital Marketing Institute, teaching courses in SEO, PPC, ecommerce, and analytics. She also worked as the Communications Director at Moviecom.tv and as a Contributing Writer at LiPulse Magazine. Laura holds a 2:1 degree in Law and English from the University of Strathclyde.

About Heather Holst-Knudsen

Heather Holst-Knudsen is the founder and CEO of H2K Labs and Revenue Room™ Connect. She is a seasoned executive with extensive experience in digital transformation, data, and revenue growth. She is a recognized leader and operator in media, marketplaces, events, and adjacent technologies. Heather has a proven track record of leading organizations to achieve customer-centric innovation, revenue growth, and enterprise value creation. As a thought leader, Heather shares her insights on multisided business models under The Revenue Room™. Connect with Heather on LinkedIn.

ABOUT H2K LABS

H2K Labs is a tech-enabled value creation specialist that helps media, data/information, event, and marketplace businesses accelerate revenue, drive profitability, and fuel enterprise value using data, digital, and AI. We host The Revenue Room™ Podcast, curate Revenue Room™ Connect, a professional network for CEO and their revenue-critical C-Suite teams, and produce events including RevvedUP 2025. For more information, please visit https://www.h2klabs.com

To join Revenue Room™ Connect, please visit https://www.revenueroomconnect.com

Chapters

1. The Hamster Photo Dispute and Early Days (00:00:00)

2. Landing Their First Event Client (00:02:00)

3. Niche Strategy and International Growth (00:04:00)

4. Land and Expand Strategy (00:06:00)

5. Secrets to Successful Attendee Acquisition (00:08:00)

6. Personalization Challenges (00:10:00)

7. The Privacy Shift and Always-On Strategy (00:13:00)

8. Technical Strategies for Future-Proofing (00:14:00)

9. Tag Digital + MDG Integration (00:16:00)

10. AI in Event Marketing (00:18:00)

11. The Zero-Click Economy (00:25:00)

12. Authenticity in a Post-Click World (00:29:00)

13. Laura’s Personal AI Use (00:35:00)

14. Joining MDG and Freeman (00:40:00)

15. The Future of Event Marketing (00:42:00)

16. Rapid Fire Questions (00:43:00)