Most event teams are sitting on a goldmine of buyer intent data and handing sales a lead list instead. Aleksandra Panyukhina has spent twelve years figuring out how to close that gap — and today, she's putting it to the test.
Aleksandra Panyukhina is the Experience Marketing Director at Pixelz, where she leads FLOW, one of the most intentional event-led growth motions in B2B marketing today. She has driven millions in pipeline and closed-won revenue across five continents — and she has a very specific framework for what event attendee behavior actually tells your sales team versus what it doesn't.
We put her to the test with Signal or Noise — our game where she has to call it: is this behavioral intent signal worth acting on, or is it just noise? Then she vents about the targeting mistakes that are quietly embarrassing the event industry — including one she lived through personally.
WHAT YOU'LL LEARN:
• What actually separates a behavioral intent signal from event noise — and why context is the only variable that changes the answer
• Why a cold prospect who shows up to your event and stays all day is one of the strongest re-engagement signals in your pipeline
• What it means in 2026 when an existing customer brings their CFO to your owned event without telling you — and why it's almost never just a coincidence
• The event targeting mistake that's making your outreach look amateur — and the exact scenario Aleksandra experienced that proves it's still everywhere
• Why "thanks for stopping by" emails are quietly eroding your brand credibility with people who were never at your event
ABOUT ALEKSANDRA:
Aleksandra Panyukhina is the Experience Marketing Director at Pixelz, where she leads FLOW — a strategic marketing initiative combining owned flagship events, a local meetup series, community, and a podcast under one umbrella. With twelve years of experience driving event-led growth programs across five continents, she has generated millions in pipeline and closed-won revenue through experiences that go well beyond logistics. She is also a professional salsa dancer and teacher, which means she understands better than most that in any good partnership, someone has to lead.
Follow Aleksandra on LinkedIn: https://www.linkedin.com/in/apanyukhina/
Communities mentioned:
Edge of Five — B2B marketing community
Event Marketers Club — search LinkedIn
Subscribe to Event About It so the Aftershow lands in your feed the second it drops. In the Aftershow, Aleksandra breaks down how she actually measures event attribution across a 12-month window, why she removed the word "events" from her job title, and what event teams that thrive in the next five years are already doing differently right now.
Send this episode to the event marketer on your team who's been handing sales a lead list and calling it attribution. They need this one.
ABOUT YOUR HOST:
Megan Martin is the founder of M Squared Dynamics, a consulting, facilitation, and content strategy firm helping event leaders, marketers, and sales teams turn live experiences into measurable business growth. She's the host and executive producer of Event About It, co-founder of Opportunity Hunters, and a two-time PCMA Visionary Award nominee (2022 winner). With nearly 20 years in the industry, Megan operates at the intersection of event strategy, marketing alignment, and behavioral intent signals, turning events from line items into pipeline drivers.
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