In today’s belt-tightening economy, every marketing dollar is under scrutiny. And while experiential activations like events, festivals, and trade shows have long been great for buzz, they’ve struggled to deliver what the CFO wants: hard ROI.

That may finally be changing.

Spiro, a global leader in experiential marketing, is previewing new research that directly links live brand experiences to purchase intent—making the case that experiential is more than just engagement theater. It’s a bottom-line booster.

The Spiro Experiential Marketing Impact (EMI) Report, teased during the Cannes Lions Festival, is built to arm marketers with the data they need to justify spend—and potentially unlock a strategic shift in how live experiences are valued.

“Marketers don’t need more hype,” says Carley Faircloth-Kilmurray, Spiro’s global CMO. “They need quantifiable evidence.”

The Numbers That Turn Heads—and Budgets

The EMI study isn’t a vanity project. It’s a rigorously conducted analysis developed in partnership with an independent research firm. Spiro collected feedback from over 1,000 vetted attendees who interacted with major brands at in-person events within the past six months.

And the results are eye-opening:

• 93% of participants made a purchase from the brand after the event

• 264% higher purchase intent was observed among attendees who reported a boost in brand trust post-event

• Tangible uplift in engagement, trust, amplification, and conversion—all central to what Spiro calls “brand gravity”

This last point is important. “Brand gravity” refers to the kind of intangible pull that makes a customer loyal beyond the logic of price or convenience. It’s the emotional superglue that binds brands to buyers—and Spiro now has the data to prove that experiential marketing strengthens that bond.

“This study demonstrates the relationship between experiential design and real-world business outcomes,” says Dane Aloe, EVP of Strategy & Measurement at Spiro.

Why This Changes the Game for Marketers

The industry has long embraced events as brand-building moments—but rarely could anyone draw a straight line from booth to purchase. Until now.

Spiro’s report comes at a time when:

• Budgets are shrinking

• Bold creative risks are harder to justify (51% of brands say they struggle to take them, per the Lions State of Creativity Report)

• And CMOs are under constant pressure to prove that every touchpoint counts

What this research does is transform live events from nice-to-haves into ROI-justified line items. It also empowers marketers to argue for more scale, better targeting, and tighter integration between experiential design and performance marketing.

Smarter Strategy, Sharper Design

For Spiro, the takeaway isn’t just “events work”—it’s how they work.

By isolating specific design elements, behavioral cues, and emotional triggers within events, Spiro is now able to optimize experiences for business impact. From booth layout to post-event follow-up, every element can be tuned for performance, not just perception.

And that means brands can stop guessing and start engineering moments that actually move the sales needle.

Setting the Stage at Cannes Lions

Spiro isn’t keeping this data behind a download wall. At Cannes Lions, the agency is previewing insights during activations with Brand Innovators and Café Society, as well as hosting a panel discussion with Pinterest and Spotify on the power of experiential.

The full EMI Report is slated for release soon, but marketers can already register for early access. And for those looking to future-proof their event strategies, it may be the most ROI-positive download of the year.

“We can now draw a line from experiential marketing to revenue,” Faircloth-Kilmurray added. “That’s a game-changer.”

Why This Matters

• Experiential marketing is finally measurable—and effective.

• Live events don’t just boost awareness—they drive actual purchase behavior.

• In a risk-averse marketing climate, Spiro offers data-driven reasons to keep events in the mix.

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Listrak, a marketing automation leader trusted by today’s top retail brands, has unveiled a revamped brand experience and redesigned website—but this isn’t just a cosmetic update. It’s a signal of where the company is headed: doubling down on unified identity, real-time data, and cross-channel personalization to help retailers drive measurable growth.

The newly launched Listrak.com now serves as a living showcase of the company’s evolved value proposition: a person-first, data-driven platform that powers engagement across email, SMS, push, and web, all orchestrated from a single hub.

“Our new site tells the bigger story of what Listrak enables for brands today—and where we’re going,” said Brent Shroyer, VP of Marketing at Listrak.

Why the Redesign Matters

This launch isn’t just about visual polish—it’s about realigning the brand with its platform maturity. Listrak’s updated site places stronger emphasis on:

• Platform-wide integration of marketing channels

• AI-powered personalization at scale

• Real-time identity resolution and orchestration

• Unified customer profiles that evolve with every interaction

Retailers visiting the new site will notice richer platform pages that detail how Listrak’s tools are connected, not siloed—solving a major challenge many retailers still face with fragmented martech stacks.

And with Experience Builder, expanded Journey Hub orchestration, and AI-driven segmentation recently added to its toolkit, Listrak is positioning itself as more than just a marketing platform—it's aiming to be the strategic brain behind retail engagement.

Unified Martech in a Fragmented Retail World

Listrak’s rebrand lands at a time when retailers are rethinking their approach to customer engagement. The post-cookie, privacy-focused landscape demands platforms that don’t just send messages—but actually understand who the customer is across devices, channels, and behaviors.

That’s where Listrak's person-first approach gains relevance. It prioritizes identity resolution as a foundation for personalization—letting retailers build holistic, evolving profiles based on real-time data inputs and behavioral signals.

“Brands partner with Listrak to unify their data and drive smarter marketing across the entire customer journey,” said Jamie Elden, Chief Revenue Officer at Listrak. “This redesign captures that momentum and reinforces our commitment to meaningful innovation.”

The Bigger Martech Picture

Listrak’s move echoes broader trends in the martech ecosystem:

• Personalization is no longer optional—consumers expect brands to know them.

• AI is doing more than scoring leads—it's orchestrating multi-touch campaigns, in real time.

• Retailers need interoperability—marketing platforms that speak to CRM, eCommerce, loyalty, and analytics tools without friction.

Listrak’s platform investments suggest it’s aligning itself with these needs, creating a flexible solution built for enterprise retail environments—especially those struggling with disconnected data and marketing silos.

What’s Next?

Expect Listrak to continue leaning into:

• Predictive AI for customer journeys

• Smarter segmentation using behavioral intent

• Tighter integrations with commerce and loyalty platforms

• And possibly, more vertical-specific enhancements for retail

The website launch may be the public face of a bigger product evolution behind the scenes—where Listrak is shaping itself to be not just a vendor, but a growth partner in retail digital transformation.

Why It Matters

• Listrak launches a new site to reflect its matured product ecosystem.

• Focus: unified identity, AI, cross-channel orchestration, and real-time data.

• It positions Listrak as a strategic enabler for modern retail engagement.

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In a competitive field packed with digital-first innovation, Bizzabo has once again earned its stripes. The Event Experience Operating System (EEOS) was named a Leader in the 2025 Gartner® Magic Quadrant™ for Event Marketing and Management Platforms—marking its second consecutive year in this coveted spot.

For those watching the future of event tech unfold, this recognition isn’t just about platform features—it’s about staying power, strategic clarity, and the ability to adapt in a world where hybrid, in-person, and virtual events are all part of the equation.

“This recognition reflects the trust our customers place in us to deliver extraordinary event experiences,” said Eran Ben-Shushan, CEO and cofounder of Bizzabo. “As the industry evolves, we’re staying ahead through continuous innovation.”

Why Gartner's Recognition Matters

The Gartner Magic Quadrant is the gold standard in tech evaluation. Vendors are ranked on two axes—Ability to Execute and Completeness of Vision—which together shape their placement into one of four categories: Leaders, Challengers, Visionaries, or Niche Players.

Only a few platforms make it into the Leader quadrant, and those who do must demonstrate both consistent performance and strategic foresight. Bizzabo’s repeat placement suggests it’s more than a momentary contender—it’s a long-term force in the event marketing tech space.

What Sets Bizzabo Apart?

According to Gartner’s evaluation, Bizzabo stood out for several reasons:

• Attendee Experience Tools: Features like SmartBadge™ wearables and AI-powered networking enhance in-person engagement.

• Marketing & CRM Integrations: Seamless connectivity with martech stacks, including automation tools and CRMs.

• Customizable Agendas: Strong session personalization and agenda control features for hosted events and roadshows.

• Flexible Pricing: An increasingly important factor as organizations weigh ROI on tech spend.

• No-Code Tools: Marketers can build branded microsites, agendas, and registration flows without developer support.

For companies running anything from global conferences to executive roundtables, Bizzabo’s format-agnostic approach and robust backend offer flexibility without compromise.

A Unified OS for Events in Any Format

Bizzabo’s platform isn’t just a collection of features—it’s a unified operating system built to simplify complex logistics across virtual, in-person, and hybrid events.

That means one dashboard for:

• Audience registration and engagement

• Agenda building and personalization

• Sponsor activations and lead capture

• Post-event analytics and ROI tracking

Its ability to tie attendee behavior directly to business outcomes via embedded analytics also puts it in a strong position to serve CMOs and revenue teams—not just event planners.

Market Impact: Why This Matters Now

With enterprise buyers under pressure to streamline tech stacks and maximize event ROI, platforms like Bizzabo that offer both breadth and depth are becoming more valuable.

Here’s why this recognition matters:

• Trust and validation: For buyers, Gartner’s ranking is often a shortcut to building their shortlists.

• Risk reduction: Choosing a Leader category vendor typically means less risk in implementation and support.

• Performance credibility: Bizzabo’s inclusion proves it can scale with complex enterprise needs, while still prioritizing innovation.

And in a post-pandemic world where hybrid events are now the norm—not the exception—having a platform that can bridge physical and digital seamlessly is no longer a luxury.

What’s Next for Bizzabo?

With event marketers under increasing pressure to deliver data-backed results, Bizzabo’s continued investment in AI, real-time engagement, and cross-functional integrations is likely to keep it competitive.

The company is also riding the momentum of its presence at Cannes Lions and similar global stages, signaling a focus on high-visibility partnerships and continued category leadership.

Those interested in diving deeper can book a personalized demo through the company’s new Gartner campaign page.

Bizzabo at a Glance

• Named a Leader in 2025 Gartner Magic Quadrant for Event Marketing & Management Platforms

• Recognized for: attendee engagement, no-code tools, integrations, pricing flexibility

• Powers in-person, virtual, and hybrid events via a unified platform

• Positioned to lead in an era where event ROI and scalability are non-negotiable

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Retail media is having a moment—and it’s a big one. With the global market expected to reach $179.5 billion by the end of 2025, brands are pouring budgets into data-rich, hyper-targeted campaigns. But according to new research from TripleLift, they might be missing the real performance lever: creative quality.

In its new guide, The Creative Edge in Retail Media, TripleLift surfaces a critical paradox. Despite the buzz around first-party data, audience segmentation, and measurement frameworks, most marketers admit they’re neglecting one essential factor—ad creative.

“We’re seeing an industry obsessed with the science of retail media while ignoring the art,” said Ed Dinichert, CRO at TripleLift. “Creative isn’t just window dressing—it’s the multiplier that elevates everything else.”

The Creative-Performance Gap: What the Data Says

TripleLift’s study, conducted with Advanis, surveyed 200 U.S. marketing professionals and revealed a disconnect that should give marketers pause:

• 82% of marketers say creative quality directly impacts KPI outcomes

• Yet 35% struggle to build brand-compliant creative formats

• 34% report a complete lack of creative standards across retail partners

In short: marketers know creative matters—but aren't resourced or structured to act on it at scale.

Native Ads Lead the Pack in Satisfaction

When it comes to formats, one category stands out: native advertising. According to the report:

• 74% of marketers are satisfied with native ads

• 0% report dissatisfaction

• Online video follows closely at 73%, with room to grow

• Display and CTV formats lag, with nearly half of respondents giving them a neutral rating

The takeaway? Marketers are gravitating toward formats that blend seamlessly into the content ecosystem—but want more innovation across the board.

TripleLift is leaning into this opportunity with AI-powered creative optimization tools and smart format design—especially for underperforming channels like display and CTV.

Retail Media Spend Is Booming—And Evolving

Investment patterns show no signs of slowing down:

• 51% of marketers plan to grow off-site retail media spend by shifting existing budget

• Another 20% are layering net-new dollars

• Half of companies now allocate over 50% of digital programmatic spend to retail media

More notably, two-thirds of marketers now dedicate between 21–50% of off-site budgets to retail media campaigns—exactly the kind of sweet spot TripleLift's creative-centric SSP is designed to serve.

Better Data = Better Results (But Only With Better Creative)

On the targeting front, retailer first-party data still reigns supreme. The most effective segments, per the study:

• Brand buyers (66%)

• Category buyers (62%)

• Purchase frequency segments (61%)

Meanwhile, psychographic and non-endemic segments underperform—a clear sign that scale without precision isn't paying off.

What matters more is how this data interacts with premium off-site inventory and creative formats. The report found that 68% of marketers agree that off-site retail media can scale cost-effectively when paired with high-quality creative and targeting.

What’s Next: AI, CTV, and Real-Time Personalization

Looking ahead, marketers are betting on tech to close the creative gap. The top innovation priorities over the next 12 months include:

• Audience measurement (31%)

• AI-driven creative optimization (26%)

• Connected TV (CTV) as the format with the strongest growth trajectory

TripleLift is already ahead of the curve with AI tools that adapt creatives in real time—helping brands deliver relevance and consistency across native, video, CTV, and display.

ROAS Is Strong—but It Could Be Stronger

Even with these challenges, retail media’s fundamentals are solid:

• 45% say Return on Ad Spend (ROAS) meets expectations

• 39% say it exceeds them

• Top KPIs: ROAS (33%), conversion rate, incremental return on ad spend

Still, the report argues that many of these gains are being capped by weak creative strategies. Brands that combine data rigor with creative excellence will unlock performance levels that others simply won’t reach.

Final Word: It’s Time for Creative to Catch Up

The retail media space has become one of the most sophisticated ecosystems in advertising—from targeting to measurement. But as TripleLift’s research makes clear, creative execution is the last-mile problem. And in a space where $179.5 billion is on the table, solving that problem could separate the leaders from the laggards.

“Creative needs to match the level of sophistication we’ve built around data,” said Dinichert. “If it doesn’t, we’re leaving performance on the table.”

As the Creative SSP, TripleLift sees this not just as an opportunity—but as its core mission.

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Getsitecontrol, the popular tool best known for its sleek popups and lead capture forms, is stepping up its game. The company just unveiled a full-featured email marketing suite, turning its product from a simple lead-gen tool into an all-in-one engagement platform.

The new release introduces email broadcasts, automation workflows, and audience segmentation, now natively available within Getsitecontrol’s platform. This move squarely positions the company to compete with ecommerce marketing heavyweights like Klaviyo, Omnisend, and Mailchimp—especially among Shopify merchants.

“With these new tools, we’re enabling merchants to go beyond just capturing emails. Now they can nurture leads and drive conversions without switching platforms,” said the Getsitecontrol team in a product release.

What’s New: From Popups to Full Email Automation

At its core, Getsitecontrol is extending the customer journey from on-site interaction to inbox engagement. Here’s what users can now do:

• Send AI-powered email broadcasts: Schedule product announcements and promotions using built-in templates and smart-sending rules.

• Automate email workflows: Trigger emails based on actions like form submissions, clicks, and list behavior (e.g., abandoned cart, welcome sequences).

• Segment and tag contacts: Organize audiences by behavior, preferences, and site activity to personalize messages at scale.

This rollout aims to streamline campaign management by removing the need for third-party email tools—a common friction point for small-to-mid-sized merchants.

A Big Win for Shopify Sellers

For Shopify users, the upgrade comes with a deeper integration under the updated GSC Email Marketing, Pop Ups app.

With Shopify-specific enhancements, merchants can:

• Target store visitors in real time, using signals like items viewed or added to cart.

• Send behavior-based automations, such as checkout abandonment follow-ups and post-purchase sequences.

• Display dynamic product images in transactional emails, from order confirmations to fulfillment notifications.

• Drive re-engagement with deep links that bring shoppers back to their carts, apply discount codes, or resume checkout.

This feature set brings Getsitecontrol into serious contender territory, especially for Shopify merchants looking for lightweight, integrated alternatives to bulkier platforms.

Why It Matters

The ecommerce marketing stack is fragmenting fast. As merchants juggle multiple tools for popups, forms, email, and SMS, platforms that consolidate key functions—without sacrificing usability—are gaining traction.

Getsitecontrol’s appeal lies in its ease of use, making it a favorite among solopreneurs and lean teams who want:

• Intuitive design

• Simple implementation

• Reliable results without the steep learning curve of enterprise platforms

This new email marketing layer means brands can now capture, nurture, and convert using a single tool—from first touch to checkout.

Competing in a Crowded Field

The martech space isn’t short on email tools. But Getsitecontrol’s bet is on simplicity + specificity. While players like Klaviyo dominate the data-heavy side of Shopify email marketing, Getsitecontrol offers a cleaner, faster path to execution—particularly for stores not ready for complex workflows.

This lean strategy aligns with a growing preference for modular martech stacks—where tools don’t try to do everything, just the most important things well.

Final Thoughts

Getsitecontrol’s new email marketing features may not revolutionize ecommerce automation, but they remove real friction for thousands of smaller merchants already using the platform for lead capture.

For Shopify sellers in particular, the timing couldn’t be better. As acquisition costs rise and first-party data becomes gold, the ability to turn site visits into personalized, behavior-driven email journeys—without complex setup—is a game-changer.

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Notified, the only platform combining public relations and investor relations (IR) communications under one roof, has appointed Erik Carlson as its new CEO, effective immediately. Carlson, a company veteran with more than eight years of leadership experience, will report to Dan Kramer, CEO of Equiniti Shareholder Services Group, and join EQ’s Executive Leadership Team.

The leadership shift arrives as Notified advances its 2025 strategy to become the premier communications partner for corporate storytellers navigating a noisy and fast-moving media landscape.

“Erik brings the rare mix of operational precision, deep customer insight, and long-term vision,” said Kramer. “He’s the right person to scale Notified’s impact across global PR and IR teams.”

Carlson succeeds Nimesh Davé, who steps into a new role as Executive Advisor to EQ CEO Dan Kramer. Davé will continue to support Notified during the transition and advise on broader EQ initiatives.

Bridging PR and IR: The Carlson Mandate

Carlson has long played a key role in Notified’s growth journey, from refining operational processes to leading the company’s integration with EQ. His elevation signals a renewed focus on platform unification, data-driven storytelling, and client-centric innovation.

“I’ve helped shape this business for nearly a decade—and I believe our mission matters now more than ever,” said Carlson. “At a time when communicators face unprecedented complexity, Notified is uniquely positioned to help them break through the noise and deliver real impact.”

With the communications landscape demanding faster cycles, multichannel engagement, and performance measurement, Carlson will prioritize building integrated tools that unify PR and IR functions while leveraging Notified’s global GlobeNewswire distribution network.

What This Means for the Industry

Notified’s platform stands out for its dual focus: giving investor relations professionals regulatory-ready publishing tools and event management solutions, while also equipping PR teams with media outreach, analytics, and narrative-building capabilities.

Few platforms connect these two domains—and that’s where Notified aims to differentiate. The 2025 roadmap under Carlson includes:

• Accelerating product innovation in automation, analytics, and audience segmentation

• Expanding cross-functional tools that support earnings calls, investor days, press releases, and media relations

• Deepening integration with EQ’s global infrastructure to serve multinationals at scale

This move also comes amid growing demand for platform consolidation across marketing, comms, and stakeholder engagement—a trend driven by budget scrutiny, tighter compliance, and the need for narrative consistency across investor and media audiences.

A New Era for Corporate Storytelling

Notified’s updated mission reflects the evolution of its market: empowering clients to “control and amplify their corporate narrative” across channels and stakeholders. With Carlson at the helm, the company is doubling down on building tools that not only publish content, but measure its influence across the investor and media ecosystem.

“This is about enabling corporate communicators to move from reactionary messaging to proactive storytelling,” said Carlson.

Notified

Notified is the only fully integrated technology partner serving both PR and IR professionals. With a robust platform offering media outreach, press release distribution, investor website design, earnings call management, and regulatory filing tools, Notified streamlines every stage of modern communications. Its GlobeNewswire service remains one of the world’s largest and most trusted distribution networks, trusted by leading global organizations for more than 30 years.

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The Content Marketing Institute (CMI) has announced that Guy Raz, the legendary podcast host and creator behind How I Built This and The Great Creators, will deliver the keynote address at Content Marketing World 2025, set to take place September 15–17 at the San Diego Convention Center.

For the global content marketing community, this is a high-profile headline act. Raz is more than a podcast host—he’s a storytelling force. With over 20,000 interviews, 19 million monthly listeners, and a résumé that includes New York Times bestseller status and an Edward R. Murrow Award, Raz’s impact on digital media is difficult to overstate.

“He’s mastered the art of transforming complex stories into compelling narratives that captivate audiences worldwide,” said Stephanie Stahl, Managing Director at CMI. “His keynote will challenge attendees to rethink how they capture attention, build trust, and stand out in saturated markets.”

A Masterclass in Storytelling for Marketers

As digital noise grows louder and attention spans shrink, authentic storytelling is emerging as the most valuable currency in content marketing. That’s where Raz comes in. With How I Built This, he’s distilled lessons from entrepreneurs like Sara Blakely, Stewart Butterfield, and Howard Schultz. In The Great Creators, he peels back the curtain on creative visionaries, helping audiences understand what fuels innovation and resilience.

Raz’s session, scheduled for Wednesday, September 17, will offer actionable takeaways on:

• Turning founder journeys into magnetic brand stories

• Earning audience trust through human-first narratives

• Structuring content that converts attention into long-term loyalty

For content leaders looking to elevate strategy beyond KPIs and SEO checklists, this keynote promises to be both a gut check and a spark.

Why CMWorld 2025 Still Matters

Now in its 15th year, Content Marketing World remains the industry’s marquee event. It’s not just another conference—it’s the nexus where brand marketers, agency leaders, and creators converge to learn from the best.

The 2025 edition will feature:

• 100+ sessions, workshops, and masterclasses across content strategy, AI, video, SEO, storytelling, and measurement

• Insights from leading brands and breakout creators

• A growing focus on audience intelligence, ethical AI use, and the future of content formats

With Raz at the helm of the keynote stage, CMWorld signals a shift back to fundamentals: trust, emotion, and narrative clarity.

“In an era of data-driven everything, what still moves people is a well-told story,” said Raz in a statement.

Registration Open for CMWorld 2025

Tickets are now available at ContentMarketingWorld.com, with early access pricing and team bundles still in effect.

About CMI:

The Content Marketing Institute, part of Informa, is the leading global authority on content marketing. Through education, events, research, and community engagement, CMI helps marketers build better content strategies to attract and retain audiences.

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In a move signaling strategic expansion and global ambitions, ICARO™ Media Group has appointed Ernst Lieb, former CEO of Mercedes-Benz USA, to its Board of Directors. Known for steering global businesses through complex markets, Lieb brings over four decades of executive experience to the media tech firm.

Lieb’s resume reads like a blueprint for international business mastery. From leading DaimlerChrysler operations in Australia, Canada, and the U.S., to co-founding ELco Enterprises in Australia’s commercial furniture market, his track record reflects a blend of operational rigor and cross-cultural fluency.

“Ernst's extensive leadership and business expertise, honed over four decades in intricate multinational environments, will further strengthen our board as we advance our strategy for global growth and profitability,” said Paul Feller, Chairman and CEO of ICARO.

A Strategic Match for a Multinational Media Tech Vision

ICARO isn’t your typical media company. It sits at the intersection of telecom, advertising, and AI, offering OTT platforms, digital out-of-home media, and AI-driven engagement tools to telcos and brands across emerging markets. The company’s focus on audience monetization via multi-channel delivery models positions it squarely in the media-tech transformation wave sweeping across Latin America, Europe, and Asia.

“With international experience across three continents in markets and sales leadership, I’m eager to help ICARO grow and innovate in line with their mission,” said Lieb.

This appointment reinforces ICARO’s commitment to scaling its global monetization ecosystem, particularly in regions where telecom-led media delivery is growing rapidly but remains fragmented.

From Luxury Cars to Media Tech: Why It Makes Sense

While transitioning from automotive to media tech may seem like a leap, ICARO’s global footprint and operational complexity echo the challenges Lieb once tackled at Mercedes-Benz and DaimlerChrysler. His knack for navigating regulatory hurdles, channel partnerships, and market positioning across borders fits well with ICARO’s aggressive growth strategy.

Add to that his academic stints at Harvard Business School and DaimlerChrysler University, and Lieb brings a rare mix of boardroom insight and hands-on operating discipline.

ICARO’s Next Chapter

The appointment comes as ICARO continues to expand its AI-enhanced media and advertising capabilities, aiming to become a go-to partner for telecom operators seeking better engagement and monetization strategies.

For a company promising to “transform how users, platforms, and advertisers interact,” bringing in an executive with a legacy of brand transformation and international scaling could be a catalytic move.

ICARO™ Media Group

ICARO™ is a media technology company that empowers telecoms, networks, and brands with AI-driven, multi-channel content distribution, monetization, and user engagement solutions across digital and out-of-home screens.

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