TEMBO × Exhibition News 
Roundtable Summary 
International Confex 2026 

 

At International Confex 2026, TEMBO hosted a peer roundtable in partnership with Exhibition News, bringing together marketers, agencies and event professionals to explore how the industry is evolving. 

The discussion centred on two connected themes: 

• How event businesses are using data and technology more effectively 

• What it takes to build strong, adaptable marketing teams 

The conversation was open and practical, and consistent in one key message: progress is no longer about doing more, but about doing things better. 

 

 

Key Takeaways: 

 

1. Data is not the problem. Clarity is.  

Most organisers already have access to rich data across registration platforms, CRMs, sales conversations and audience behaviour. The challenge is not access, but connection.  

When data sits across different systems and teams, it becomes difficult to extract meaningful insight. The real opportunity lies in building a clearer picture of audience intent by connecting what people engage with over time. 

 

2. Disconnected teams limit impact. 

One issue came up repeatedly throughout the discussion: valuable insight exists across sales, content and marketing, but rarely flows between them. 

• Sales teams hear objections and motivations first-hand 

• Content teams understand audience interests 

• Event teams see behaviour on the ground 

When this insight is not shared, marketing becomes less relevant and less effective. The strongest organisations are those where insight moves freely and informs decision-making.  

 

3. Personalisation must still feel human. 

There is strong demand for more personalised marketing, but the reality is more nuanced. Automation can improve efficiency, but overuse can strip out tone, nuance and emotional relevance, leaving campaigns that are technically correct but forgettable. 

The most effective approach is not maximum personalisation. It is smart segmentation, combined with messaging that feels credible, relevant and human. 

 

4. Integration remains a key barrier. 

Many teams are still operating across fragmented systems that do not fully connect. This creates reporting gaps, slows execution and limits optimisation, and the commercial impact is often underestimated. 

Poor integration does not just create inefficiency. It weakens targeting, reduces visibility and makes it harder to act quickly. 

In many cases, the biggest gains come from simpler, more connected setups not large-scale transformation. 

 

5. Event content is a long-term asset.  

One of the clearest opportunities identified was the underuse of event content. Speaker interviews, agendas, session recordings and exhibitor content should not disappear after the event. 

They should continue to drive discovery, search visibility and audience growth throughout the year. The organisers seeing the strongest results are those building a consistent, visible content footprint over time. 

 

6. AI is a tool, not a strategy. 

AI is already reshaping workflows across marketing teams accelerating output and reducing administrative burden. But it does not replace strategy or judgement. 

The quality of the outcome still depends on clear thinking and the ability to refine what AI produces. 

 

7. Strong teams combine adaptability and judgement. 

As expectations increase and teams remain lean, the qualities that matter most are evolving. The following were seen as just as important as technical skills: 

• Work ethic and curiosity 

• Adaptability 

• Commercial awareness 

There is also a growing need for the right balance between generalists and specialists. 

Retention remains critical. Event marketing is complex, and real effectiveness often comes with experience across multiple event cycles. 

 

 

🔑 The Key Takeaway 

The organisers making the biggest impact are not those with the most technology. They are the ones who connect data, content and teams to create smarter marketing.