Event and association marketers know they're sitting on more data than they use, but proving impact to leadership still feels like guesswork. This session brings together two of the technologies powering that shift — Gather Voices, for capturing authentic member and attendee voices at scale, and Snöball, for turning attendees into advocates alongside a marketer living the results firsthand.

Erin Lee, SVP of Marketing Strategy & Growth, will share how AdvaMed uses these tools together to move beyond vanity metrics and demonstrate real, measurable impact to executive stakeholders from advocacy-driven engagement to authentic testimonial content that shortens the sales and renewal cycle. Moderated by Megan Martin, Partnerships Lead at Bear Analytics, the conversation will get tactical: what to measure, how to connect disparate data sources, and how to tell a performance story that resonates in the boardroom.