Event marketing is often the largest single line item in corporate event budgets because of its effectiveness at achieving key marketing objectives and building trust.

It's only logical that no one knows more about event planning than...professional event planners.

While marketing always has and always will rely heavily on creativity, it's also becoming (like every other aspect of business) increasingly data-driven.

As their title implies, event planners spend a lot of their time planning for upcoming events: selecting and booking the ideal venue, developing a theme, setting strategic goals, scheduling sessions, booking speakers, etc..

Event marketing has traditionally been viewed as primarily a top-of-the-funnel marketing channel. Trade shows and exhibitions, particularly, are places to generate leads. And maybe talk to a few active prospects and customers.

Although event planning is not among the professions that require a license, earning one or more recognized certifications is still important for event professionals.

Live events remain one of the largest line items in corporate marketing budgets, and most companies plan to maintain or increase spending levels this year.

Despite the amount of attention focused on digital interaction technologies like social media and chatbots, old-school marketing channels like email and (even older-school) live events still perform best.

If it seems everybody and their brother has a podcast today, you are correct. Podcasts are exploding in popularity, especially for event pros. There are so many great podcasts that we have simply blown past a Top 10 and taken it to 11. (Spinal Tap association intended.)

Numbers aside, what is really interesting about this years' list is that some pundits are claiming that podcasts may be taking over blogs as a means of getting industry news and information. 

(This post originally appeared on webbiquity.com blog) 

Naomi Tucker is an Account Director at Meetings & Incentives Worldwide, Inc. (M&IW) and past President of the Wisconsin Chapter of Meeting Professionals International (MPI). She writes the Plan It on a Post-It blog, and her contributions have been featured in Evvnt, Wisconsin Meetings Magazine, and other publications. The busy woman made time to answer our questions at G2Blog in the interview that follows.