Events With Intent: How to Make ROI Your Blueprint
Event ROI should not be an afterthought.
Wednesday, June 25, 2025
12:00 PM (UTC-04:00) Eastern Time (US & Canada)
Sr. Growth Marketing Manager
Speakers
Chief Strategy Officer
What’s my passion? Leading the best event technology team in the business. Events have evolved into brand experiences, and I believe customers can and should demand more from their event technology. With 20+ results-oriented years in tech and event marketing, I help real people overcome seemingly impossible challenges. Let's talk! I’m always searching for ways to innovate, drive strategy, and improve returns - but mostly love to help people learn and grow.
EVP, Strategy and Solutions
Across a portfolio of world-shaping businesses—including Amazon, Dell, Google, Microsoft, Salesforce, and many more—Brent and his Opus Agency teams are fueling the future of brand movements. As a member of Opus Agency’s six-person executive team, Brent leads their global strategy teams and growing international studios, including their EMEA hub in the heart of London. Growing up on the cloverleaf of media, technology, and community, including a stint as the chief digital officer at MIT, Brent's three-decade-long career is filled with the achievements, stories, and scars that come from sharing intrigue, obsessing excellence, and grouping things in threes.
Oops, we did it again. No, we didn't play with your heart or shave our heads. But at some point, all event marketers have dived right into the logistics of a customer event without laying out the blueprint for ROI.
Join Brent Turner, EVP of Strategy and Solutions at Opus Agency, and Mark Johnson, Swoogo's Chief Strategy Officer, for a strategic conversation about designing ROI before the first brief is written. This isn’t about KPIs for click-throughs or headcount—it's about anchoring event strategy in measurable business outcomes like customer growth, retention, and pipeline acceleration.
Because at your level, you don't treat ROI like a post-mortem. You make it your blueprint.
What You'll Learn
👀 Who’s the boss: The stakeholders are watching, but who are your stakeholders, really? Plus, how to deal with competing ideas of success.
💲 Return of the (Blank): Whether it’s investment, experience, or emotion, what we measure matters. Learn how to best capture the importance of your events AND present the results that are board-worthy.
🤞 Wishing and Hoping: Can event success be predictable? Learn how to set yourself (and your events) up for a realistic outcome.