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The AEO Marketing Social
Built for marketers at every level, this member-only event is all about connecting, sharing ideas, and having the kind of conversations you do not usually get time for during the working day.
Shaped by the AEO marketing focus group, the format keeps things simple and engaging. No slides. No presentations. Just facilitated roundtable discussions, practical insights, and open conversations with people facing the same challenges as you.
Location: Informa Markets, 240 Blackfriars Road, London SE1 8BF
Date: 14th May 2026
Time: 17:00 – 20:00
Dress code: Casual
Audience: Marketing Executives, Senior Marketing Executives, Marketing Managers
NEW FOR 2026: marketing leaders' roundtable, delivered by Bright, a Talan company
An exclusive roundtable for Heads of Marketing, Marketing Directors and Chief Marketing Officers
Schedule
17:00 – 17:30
Arrival, networking, and icebreaker activity
17:30 – 19:00
Roundtable discussions
19:00 – 20:00
Networking with drinks, pizza and nibbles
*Exclusive to AEO members
Please note
Roundtables
Beyond the digital brochure: Using video to bring your event websites to life
A discussion, led by ReelFlow around:
- The rise and influence of video, and how interactive, human-led video can help guide visitors around an event website to drive better engagement (earlier registrations, sponsor enquiries)
- The role of the event website all year round - not just a 'digital brochure' where visitors go to register
- Humanising the event brand to engage audiences and showcase the wonderful people behind the event
AI visibility and appearing in AI-generated responses
A practical discussion on how brands can stay visible as more people use AI tools to discover, research and compare their options, instead of relying on traditional search alone. We’ll unpack what’s changing, how AI-generated answers are starting to shape marketing strategy, and what event marketers can do now to stay visible, stay relevant, and keep driving attendance.
Registered ≠ attending: The conversion problem for event marketers
Event marketing is different; when attendance is free, you're not closing a sale. You're trying to keep an intention alive across days, weeks, sometimes months; against competing meetings, low urgency and the simple fact that not coming costs your audience absolutely nothing.
The result: even a well-run event loses 45–65% of its registered audience before the doors open.
Kate Disley from TEMBO will unpack why the gap between registered and attended is the most underworked problem in event marketing, covering the psychology of commitment and drop-off, the channels most teams forget about, and the practical techniques that move your conversion from above 50%.
Immediately practical, and relevant whether you're running a 2,000 summit or 20,000 exhibition.
Better data, better performance: using behavioural insight to drive conversions
Most event marketing teams are making decisions based on incomplete data - without realising it.
Browser restrictions and tracking limitations mean a portion of your audience (particularly high-value mobile users) isn’t being properly captured or attributed. The result? Campaigns are optimised on a distorted view of performance.
In this session, we’ll explore where these gaps exist, how they impact conversion rates and behavioural insight, and what you can do to fix them.
We’ll also share real-world results from implementing Google Tag Gateway, showing how improving data accuracy leads to clearer attribution, better optimisation and ultimately stronger marketing performance.
New for 2026 - marketing leaders' roundtable
Translating marketing data into business impact
As scrutiny on marketing effectiveness increases, senior event marketers are expected to clearly demonstrate impact.
This roundtable will explore how marketing leaders are connecting marketing activity to commercial outcomes, aligning performance reporting with business priorities such as revenue growth, audience value and long‑term portfolio performance.
