Recent research into shifting workplace demographics, consumer and societal trends, and attendee sentiment has uncovered eye-opening insights that will shape the way we plan, market and produce events. It also revealed that our current approach to attendee acquisition should not look anything like it used to. Kimberly Hardcastle-Geddes, President of mdg, A Freeman Company, explain how teams, technologies, and tactics should be evolving to fill the attendee pipeline with new prospects, move from mass marketing to mass personalization and meet the growing expectations for engaging, frictionless experiences that keep audiences coming back for more.