If you think lifecycle marketing ends after your event wrap-up email, you’re doing it wrong. This week, Megan is joined by Ashley Faus, Head of Lifecycle Marketing Portfolio at Atlassian and author of Human-Centered Marketing, to explore how events power long-term strategy and trust-driven campaigns.

Ashley breaks down the difference between industry vs. user conferences, how to repurpose event content without boring your audience, and the unexpected details that make attendees feel seen, heard, and valued.

About the Guest:

Ashley Faus is the Head of Lifecycle Marketing Portfolio at Atlassian and the author of Human-Centered Marketing. She's known for connecting content, product, and demand gen strategies across every touchpoint—plus, she might just turn your next marketing framework into a musical.

What You’ll Learn in This Episode:

• The real difference between user and industry conferences (and why you need to know it)

• How to repurpose event content for lasting impact without overwhelming your audience

• The right metrics to measure depending on your event’s purpose

• Why little things, like carpet padding, make a big human-centered difference

• How your event strategy fits into the full customer lifecycle, not just the sales funnel

Head to eventaboutitpodcast.com to share YOUR “Vent of the WeeK” and join the Squared Squad for bonus content, guest Q&As, and our exclusive After Show.

👉 Want to hear more from the guest? Tune into the “After Show” HERE www.eventaboutitpodcast.com

Connect with Ashley Faus

https://www.atlassian.com/blog/author/ashley-faus

Connect with Megan Martin

https://msquareddynamics.com/