How events are helping marketers cut through the noise

The noise on digital channels is driving marketers and their customers back to in-person events.

By ,
Head of Content & Media
Published on June 10, 2026 • Last updated on June 10, 2026 • 2 minutes read

Table of Contents

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    Marketers have more channels at their disposal than ever before, but somehow we’ve managed to fill each and every one of them with an awful lot of noise.

    For some marketers, the return of in person events after the pandemic provided an opportunity to build community, create connections, and escape from the noise. 

    In this episode of Conversations with MarTech, we’re talking to Tara Corey, SVP of marketing at Optimizely, to explore how brands are cutting through modern content bombardment by prioritizing human connection and immersive storytelling by leaning on the value of in-person experiences.

    Episode guide

    0:00 Introduction
    0:45 Meet Tara Corey
    1:22 What makes content overload seem worse today than ever before? 
    2:23 Is there an advantage to being the brand that doesn’t try to “out-screan” the others?
    3:15 Why are in-person events thriving? What types of events are performing well?
    6:22 What’s the future of events? Is it event personalization?
    7:51 What types of events are Tara’s team creating?
    8:39 The sweetest-smelling booth giveaway
    9:07 How to create events that deliver value with less of a sales pitch
    11:02 Events are a word-of-mouth experience
    12:15 How do you build an event from an online community?
    14:18 How does a re-brand impact the types of events you hold?
    17:23 What can a theme park teach you about your brand and events?

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    Mike Pastore
    Head of Content & Media

    Mike Pastore is the Head of Content & Media at Third Door Media, the publisher of the Martech and Search Engine Land websites and the producer of the SMX and MarTech Conferences. In nearly three decades in B2B marketing, Mike has worked as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech, creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.

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