How the Financial Times event team drives growth at scale

This episode — which aired recently as a webinar — provides a deep dive into the strategic world of event management, spotlighting the strategies and experiences of FT Live, the event arm of the Financial Times. 

Managing Director of FT Live Orson Francescone and Bizzabo’s Experience Lab Head Oren Berkovich explore the nuances of managing and scaling 200+ FT Live events annually. Francescone emphasizes the criticality of comprehensive processes, strategic scaling through investment, and the willingness to cull underperforming events to maintain a quality portfolio.

Francescone also highlights the indispensable role of content in driving event growth and ensuring attendee engagement, advocating for a content-led approach to event management. He encourages event planners to “Think Big” while emphasizing the vital role of marketing in ensuring event success and advocating for full use of marketing budgets to maximize event visibility and impact. 

Here’s what you’ll hear about in this conversation:

• Why strategic investment and scaling are pivotal in amplifying the success of events

• How to take a data-driven approach for more informed decision-making in event management

• The power of focusing on content quality and aggressive marketing for maximizing event impact and attendance

• The state of in-person B2B conferences (report)

• FT Live

• Global Banking Summit 

• How the Financial Times event team drives growth at scale (webinar) 

• Orson Francescone on LinkedIn