If you’re searching for how to run a successful event in today’s fast-changing landscape, look no further than the story of Andy Lowe, Senior Corporate Events Manager at Smartsheet. On a recent episode of The Event Experience podcast, Andy shared how he’s adapted to change, embraced event technology, and built standout in-person experiences that deliver real business value.
From dealing with last-minute event challenges to expanding event attendance through smarter audience strategies, Andy’s journey offers valuable insights for event leaders who want to improve their event planning process and create unforgettable experiences. Here’s what you can learn from his experience.
1. Event success starts with resilience
Whether you’re planning a user conference, sales kickoff, or customer summit, you’ll always face curveballs. Andy’s event team navigated everything from shifting budgets to internal restructuring and still delivered a top-tier experience.
Being resilient isn’t just about staying calm; it’s about having a process for responding when things don’t go as planned.
Tips for building more resilience into your event strategy:
- Create backup plans for venues, vendors, and speakers
- Use event planning software that gives real-time visibility into logistics
- Train your team to stay solutions-focused under pressure
- Keep everyone aligned on the event’s business goals
Resilience is what allows great event teams to adapt and still deliver an experience that meets or exceeds expectations.
2. Collaborate across teams to improve event outcomes
Event success doesn’t happen in a vacuum. Andy emphasized how collaboration across teams, including marketing, product, and operations, helped him solve problems faster and create a better attendee experience.
If you're planning large-scale B2B events, effective cross-functional collaboration can be the difference between an event that just “runs” and one that drives measurable impact.
How to foster a more collaborative event planning environment:
- Set clear roles, but encourage flexibility when challenges arise
- Open up regular channels for inter-team communication
- Recognize and leverage individual strengths across your event team
- Normalize asking for help—it builds stronger teams
Teamwork drives efficiency, creativity, and better results.
3. Stay ahead by continuously learning about event technology
The event industry evolves quickly. From AI-powered event tools to badge-scanning tech and personalized mobile apps, today’s event professionals need to stay curious to keep up.
Andy’s story shows that career growth in events comes from constantly learning—whether it’s testing new technology, exploring different event formats, or leveling up your skills.
To stay ahead in event planning:
- Attend conferences and virtual workshops on event tech and strategy
- Follow industry podcasts and thought leaders
- Experiment with new tools during smaller events before scaling up
- Consider certifications that enhance your event management expertise
By building a learning mindset, you future-proof your events and your career.
4. Expand your event audience strategically
One of Andy’s smartest moves was inviting prospects, not just customers, to Smartsheet’s user conference. That decision increased reach, brought fresh energy, and created new opportunities for sales follow-up.
Strategic audience expansion is one of the most effective ways to grow your event ROI.
How to grow your event audience without diluting the experience:
- Define goals for attracting new attendee segments
- Adjust programming to deliver value for both prospects and existing users
- Build custom networking experiences to connect different audiences
- Use data to track which marketing channels drive the highest-value registrations
If you're wondering how to get more people to attend your events, consider whether you’re targeting the right people and delivering the content they care about.
5. Tap Into the Power of Your Event Community
Community isn’t just a buzzword; it’s a competitive advantage. Andy saw firsthand how Smartsheet’s most passionate users helped drive buzz, energy, and authentic engagement.
Community-led events often generate higher satisfaction scores, more user-generated content, and stronger post-event momentum.
Ways to activate your community at in-person events:
- Highlight your biggest advocates in panels, spotlights, or videos
- Give attendees space to connect and share experiences
- Encourage attendees to post on social media before, during, and after the event
- Involve your community in planning or content development
Building an engaged event community enhances the attendee experience, deepens brand loyalty, and turns users into long-term advocates.
Conclusion: A smarter, stronger approach to event planning
If you’re looking for ways to plan better events, grow attendance, and make a bigger impact, take a page from Andy’s playbook. His experience shows that the best event leaders:
✅ Build resilient teams
✅ Lean into collaboration
✅ Embrace new event tech and tools
✅ Use smart strategies to reach new audiences
✅ Leverage their communities for lasting impact
Event planning will always be complex, but with the right mindset, team, and technology, you can overcome challenges and create standout experiences.
Looking for more ways to elevate your event strategy? Check out The Event Experience podcast for interviews with innovative event leaders like Andy.
