Why Your B2B Event Content Disappears — and What to Do Instead
You spend months planning the event. You fill the room. You film everything. And then... it all just fades.
In this episode of Event About It, host Megan Martin sits down with Florentin Ngabitsinze, co-founder of Uchop, to unpack one of the biggest missed opportunities in B2B event marketing: what happens to all that content after the lights go off.
Florentin's team operates like a live sports studio inside B2B conferences — delivering real-time personalized video highlights to speakers, sponsors, and attendees before they've even left the building. The result? Sponsor renewals. Measurable attribution. And events that function like the media engines they were always meant to be.
They play Applause or Attribution — a fast-paced game where every event tactic gets sorted into what actually drives business outcomes versus what just makes people clap. (Spoiler: the logo on the step-and-repeat wall did not fare well.)
What You'll Learn:
Why event content dies — and how real-time distribution changes everything
What "personalized content" actually means when 90% of speakers will share it
Why sponsors who get personalized highlights renew at dramatically higher rates
The difference between applause metrics and attribution metrics — and which ones your CMO actually cares about
Why your event speakers are your most underutilized content distribution channel
What "phygital" event strategy means and how it expands audience reach without losing the human experience
Whether you're running a flagship conference or sponsoring a trade show, this episode reframes the event from a budget line to a media infrastructure investment.
🎧 Catch the After Show at eventaboutitpodcast.com — where Florentin and Megan go deeper on stakeholder activation, attribution models, and how identity-level engagement data is changing the renewal conversation.
Connect with Florentin Ngabitsinze: linkedin.com/in/florentin-ngabitsinze
Learn more about Uchop: linkedin.com/company/uchop
Connect with Megan Martin: msquareddynamics.com
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Submit it at eventaboutitpodcast.com and join the Squared Squad for bonus content, after shows, and exclusive guest access.
Until next time — keep growing, keep laughing, and keep eventing about it.
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