In this episode, Agorapulse Head of Strategic Partnerships Mike Allton dives deep into his experience as an event producer and his journey from virtual events with influencers to hosting the Agency Summit with more than 3,000 attendees.  Mike shares insights into marketing tactics and relationship ROI, emphasizing the importance of talking to the target audience to understand their challenges and create events that address their needs.   Here’s what you’ll hear about in this conversation:   Why it's crucial to focus on your event’s target audience, understand their challenges, and tailor content accordingly How using prerecorded content for virtual events can reduce stress and potential issues on the day of the event — plus its role in content repurposing How collaborating with brand partners can help with lead generation and promotion Mentioned in This Episode Agency Summit  The Social Media Hat (blog) American Marketing Association IntrovertU (podcast) The Menagerie (book) Robin Dimond + Fifth and Cor Julius Solaris Rand Fishkin on LinkedIn Mike Allton on LinkedIn