Should You Gate Your Event Agenda or Give It Away?

<p>Gating your agenda is one of the most common moves in B2B event strategy. According to today’s guest, it is also click bait.</p><p>Laura Davidson has run more than 2,000 event campaigns a year across more than 40 countries, which means she has watched this exact decision play out at a scale almost nobody in this industry has access to. Her argument is that your agenda is the single most discoverable asset your event owns, and locking it behind a form costs you far more than the email addresses it collects. Especially now that buyers are asking an AI before they ask Google. Then we made her rule on seven more event marketing tactics most teams run on autopilot.</p><p><strong>In this one:</strong></p><ul><li><p>Why gating your event agenda works against you in AI search, and what to publish instead</p></li><li><p>The one paid channel she says event marketers should stop buying entirely, and where that budget belongs</p></li><li><p>How many brand touches it actually takes before somebody registers for a B2B event, and why your campaign plan assumes a smaller number</p></li><li><p>Why the &quot;last chance to register&quot; email should go out four separate times, and the one thing that has to change in each send</p></li><li><p>The reason every trade show ad looks identical, and what the events pulling ahead are doing instead</p></li></ul><p>If you are building next year’s campaign plan right now, this is the 18 minutes that will change two line items in it.</p><p><strong>About the guest</strong></p><p>Laura Davidson has spent 14 years running paid media for some of the largest trade shows and conferences in the world, at a volume that means she has watched the same mistakes repeat across more than 40 countries. She built Tag Digital out of Glasgow with her husband, sold it to Freeman, and now leads digital at mdg. She is unusually willing to tell you which of your tactics are wasting money.</p><p><strong>Connect with Laura Davidson and Tag Digital:</strong></p><ul><li><p>LinkedIn: <a href="https://www.linkedin.com/in/lauratagdigital/"><u>linkedin.com/in/lauratagdigital</u></a></p></li><li><p>mdg, a Freeman company: <a href="https://www.mdg.agency/"><u>mdg.agency</u></a></p></li><li><p>Instagram: <a href="https://www.instagram.com/tagdigitalglobal"><u>@tagdigitalglobal</u></a></p></li></ul><p><strong>About Your Host</strong></p><p>Megan Martin is the founder of M Squared Dynamics, a consulting, facilitation, and content strategy firm helping event leaders,