Turning B2B Events into Strategy, Fractional Chief Events Officer Sara Beth Raab | Ep. 15
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Turning B2B Events into Strategy, Fractional Chief Events Officer Sara Beth Raab | Ep. 15
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In this Industry Ignited episode, Dr. Leeanne Aguilar interviews Sara Beth Raab, award-winning fractional Chief Events Officer at SB Events, on how to transform trade shows and large-scale activations into measurable B2B growth engines. Sara Beth explains building an event strategy that aligns C-suite goals with marketing and sales, how to quantify “squishy” metrics like trust, relationships, and brand perception, and practical ways to design neurodiverse-friendly experiences that remove barriers to connection. She also shares a realistic playbook for integrating AI in event planning—choosing tools that solve real problems without creating friction for attendees or teams. If you want events that drive pipeline, culture, and customer loyalty (not just logos on swag), this episode delivers the blueprint.
Keywords: Sara Beth Raab, fractional chief events officer, event strategy, B2B marketing, trade shows, neurodiversity, AI for events, measurable ROI, experiential marketing, SB Events.