In today's episode from the archives, we chat with Laura Lilley, who leads Hootsuite's global experiential marketing and events about what shifts she's observed in the evolutionary role of the event marketer, including a detailed look at her events playbook for HootSuite. We talk about measuring ROI and proving success. We explore effective communication tactics with leadership and getting buy-in and programmatic support from sales. And of course, she gives us some tips for weaving your social and event strategies together for maximum success.