Recently I had the opportunity to attend Google Cloud Next (GCN), which holds a very special place in my heart. I was the executive producer for Next in its first three years of inception, and in 2017, I led the event onsite while eight months pregnant with my son, Jack, who turned 8 this month.   

This time, I showed up to support my client, Windsurf (formerly Codeium) and since I wasn’t responsible for running the entire event, I had time to really observe the event as an attendee and share my insights. 

Today, event teams are finding original ways to improve the onsite experience, using everything from virtual reality to AI-powered videos. While technology and gamified event booths may dazzle attendees, the most important aspect of an event experience isn’t the atmosphere or the entertainment — it’s personalization.  

Event swag has the power to elevate brands and leave a lasting impression. When done right, it can create goodwill, build brand loyalty and ensure attendees remember the event long after it’s over. However, too often, organizations give out cheap trinkets that quickly become landfill fodder.   

The ongoing technological transformation of events is a major reason why more and more enterprises are making virtual events a core part of marketing and sales strategies. With an increasing number of businesses embracing virtual events, the industry is experiencing rapid growth, growing at an estimated CAGR of 25% from 2024 to 2031.

As we move forward into the New Year, I want to take my time registering a few predictions for posterity—Google, take note! Some are bold, and some not-so-bold. And for most, I’m hopeful I’m right because they could all have a positive impact on our industry. So here goes, in ascending order of boldness.  

Like the throngs of others in our field, I methodically climbed the corporate ladder of success from one of the lower rungs. Much to my surprise, the return to work after COVID presented an incredibly fluid environment which allowed for dramatic planned—and unplanned—career pivots.  

The medical meetings industry stands at a crossroads, with its future shaped by political, economic, and social factors. Whether under the influence of Trump, Kennedy, or Oz, planners must remain agile, embracing new trends while ensuring that the core values of scientific rigor, transparency, and inclusivity are upheld. By fostering dynamic and forward-looking discussions, the industry can continue to serve as a vital platform for advancing global healthcare and public health priorities.

The physical event circuit has made a strong comeback after years of disruption caused by COVID-19. But even with the resurgence of in-person gatherings, the virtual event space continues to thrive as evidenced by 93% of event marketers planning to invest in virtual events through 2025. 

When you plan and execute four signature events for two different audiences in 12 months, a few key learnings rise to the top. At Maritz, we know that every event is a chance to learn more about our guests and adapt to their individual wants and needs. With that in mind, here are three things that can help set your event apart from the rest.      

1. Design your agenda for maximum engagement and maximum downtime.  

Keep the sessions short and sweet–you’d be surprised how succinct people can be when the clock is running.  

When it comes to corporate events, planners and marketers can sometimes get stuck with all their focus on one audience: the attendees. While the attendee experience should be top of mind, speakers are another important eventgoer who often gets overlooked.