How to Win at Corporate Events: Success in a Shifting Landscape

How to Win at Corporate Events: Lessons in Partnership, Planning, and Presence

From donuts and tech mishaps to storytelling and six-figure strategy—this webinar had it all.

“Good morning, good afternoon, good evening—wherever you are in the world.” That’s how this conversation kicked off, and it perfectly set the tone: welcoming, high-energy, and deeply rooted in real-world experience.

In this session, agency leader Brian Sena teamed up with Don Guzauckas, a seasoned event production pro from HB Live, to break down what it truly takes to “win” at corporate events in today’s shifting landscape.

If you’ve ever attended an event where everything just worked—seamless audio, engaging speakers, lighting that made the room feel magical—you know how powerful that can be. But you’ve probably also been to one where things really didn’t work: awkward pauses, clunky transitions, and a production that made everyone uncomfortable. And the difference between the two? It’s not luck. It’s intentionality—planning, partnership, and purposeful storytelling.

Meet the Minds Behind the Mic

Brian approached the discussion from the agency world—deep in marketing, messaging, and creating unforgettable experiences. Don brought three decades of event production expertise, yet stayed curious and humble, calling himself a “constant learner.” Together, they shared stories, offered tips, and sparked ideas for anyone looking to level up their event strategy.

The 4 Big Takeaways

1. Start with Purpose, Not a Purchase Order
   Don’s golden rule? “Describe your event in your own words.” Before anyone talks gear, timelines, or ticketing, get clear on the experience you're creating. Whether it's a leadership town hall or a full-blown customer conference, every detail should flow from that core vision.

2. Think Beyond the Room
   Today’s events need to serve both in-person and online audiences—and it’s not as simple as adding a Zoom link. Creating parallel experiences (like backstage interviews or exclusive virtual segments) is where the real magic happens.

3. Partnership is a Two-Way Street
   The best agencies and AV partners don’t just follow orders—they ask tough questions, push for clarity, and protect your brand. Don shared candid examples of mismatched expectations, budget surprises, and the importance of trust when stakes are high.

4. Your Content Is a Goldmine—Use It
   “If you’re not building post-event assets, you’re leaving money on the table,” Brian said. From highlight reels to internal comms snippets to teaser campaigns for next year’s event, content capture should be baked into your plan, not an afterthought.

Donuts and Disconnects: One Memorable Example

One story stood out. Don shared a moment when he asked both a planner and their CMO to describe the goal of an all-hands event. The planner? “Coffee, donuts, a quick message.” The CMO? “A strategic moment of connection between our CEO and 2,000 employees.” Two totally different interpretations. The takeaway? Never assume alignment—validate it early and often.

Final Thoughts

This wasn’t a sales pitch. It was a masterclass in modern event thinking—rooted in empathy, creativity, and execution. Whether you're a first-time planner or a veteran looking to innovate, the message was clear: great events don’t happen by chance—they happen by design.