The marketing world is shifting under our feet—and it's happening faster than we ever expected. AI-driven search is rewriting how buyers find answers, and it's forcing a major change in how we think about inbound. If you're a tech CMO who's relied on top-of-funnel content for leads, you've probably felt the impact firsthand. Search Engine Land recently reported that HubSpot's blog—once the gold standard for inbound—has lost 70 percent of its traffic over the past year and a half. That's not a blip; that's a pipeline crater.
So, where do we go from here?
I'm hearing the same story again and again: forward-thinking CMOs are turning to events, but not the big, flashy trade shows we're used to. They're investing in smaller, high-impact gatherings—think Michelin-star dinners, private museum tours, or executive suites at can't-miss sporting events. These are spaces where senior decision-makers actually want to show up, and where genuine, revenue-driving connections happen.
Last December, I co-hosted a virtual roundtable with the CMOs and executive marketing leaders at eClerx, Delinea, Anomali, and Optiv to discuss what 2025's marketing strategy would look like. A sentiment shared by multiple panelists was that intimate, trust-driven experiences resonate more deeply with buyers than any large-scale expo. As one participant put it, "To stand out in today's market, you need to create spaces where clients and prospects can have real conversations, not just swap business cards."
I've been to the largest fintech and cybersecurity conferences in the world multiple times – but more and more, CMO and CROs I work with say they are just renting suites at the hotels rather than booths and then booking meetings with their clients to avoid all the exorbitant costs of the booths and and tradeshow floor chaos.
More ways they're winning:
- Private roundtables where conversations are off the record (Chatham House Rules) and insights flow freely. Creating summaries or using the insights for thought leadership or to drive product innovation.
- Exclusive dinners that build trust ten times faster than any flurry of cold emails.
- Hyper-targeted gatherings that put you face-to-face with the right people, in the right setting, to spark real business opportunities.
Sure, big trade shows can still deliver a splash and plenty of "badge scans." But let's be honest: they're often a crowded free-for-all with too many vendors chasing the same badge taps. Senior buyers don't want to wander a giant expo hall searching for one relevant conversation. That's about as appealing as sitting through two discovery calls before you even get a product demo.
The best CMOs are charting a different path.
We're in the storytelling business, whether we do it online or face-to-face. Great storytelling inspires buyers and motivates teams, but truly standout CMOs take it further. They blend thought leadership with event craftsmanship, curating experiences that actually mean something. Quality over quantity. Depth over width. Conversations that matter, not just name-badge collecting.
Why does this matter now, in 2025? Because the days of easy inbound leads are fading at an alarming pace. AI-based summaries aren't going to feed your funnel. You, your sales team, your leadership need to be in the room—physically present with the right audience—creating a bond that no algorithm can duplicate.
And that's exactly where we come in. (You knew the pitch was coming, right?)
At American Banker, we bring together industry leaders, solution providers, and prospects for events that spark real transformation. We're not saying we're the only option out there, but if you need a "tentpole" moment to anchor your marketing efforts in a specific industry vertical, we can help you shape an experience that delivers tangible results. From custom sponsorships to C-level thought leadership conversations in our HQ studio, we combine media expertise, deep industry knowledge, and a modern event strategy under one roof. We create content for a living.
So, here's your next move: stop chasing traffic that might never come back. Instead, meet your audience where it counts—at events designed to create meaningful connections and real ROI.
Ready to pivot? Let's talk about how we can build those moments with you. Our team is here to help you navigate a marketing landscape that's changing faster than ever—and to make sure you thrive in it.
Whitney Parker Mitchell
CMO, Arizent, Publisher of American Banker
