Get Ready for Engagement Marketing to Replace Meeting Planning Photo by Jason Grow

Get Ready for Engagement Marketing to Replace Meeting Planning

Liberty Mutual's Mary Keough-Anderson turned her traditional meeting planning team members into a strategic partners with meeting owners—and a model for the future of event management.

Mary Keough-Anderson has been around meeting planning long enough that her AV specs once included filmstrips. In 34 years with Liberty Mutual Insurance she has seen how meeting planning has evolved—but more important, she sees where it has to go.

“There has been a major shift in meeting departments in larger companies, from a logistics focus to a strategic focus,” she says. It’s known by different names—event strategy, event marketing, engagement marketing. Broadly, it means payin

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