Trends, Activating SXSW, and Account-based Marketing for #EventProfs
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In this episode, our hosts — [Kate Romano](https://twitter.com/KateRomano3) and [Brent Turner](https://twitter.com/brentrt) — take listeners on a three-part journey.

In the first segment, we are back for another trend-oriented conversation with Cramer’s senior director of strategic planning, [Joe Lovett](https://twitter.com/FreeLovett). Through [our collaboration with _Event Marketer_ magazine](http://cramer.com/insidestory/event-marketer-and-cramer-collaborate-on-a-new-weekly-trend-series/), we have identified three big trends that experiential marketers need to be on top of: [Material Innovations](http://cramer.com/trend/issue-4/), [Live Augmented Reality](http://cramer.com/trend/issue-5/), and [Biometrical Art](http://cramer.com/trend/issue-6/).

In our second segment, Cramer’s head of creative technology, [Lindsay Nie](http://cramer.com/pressrelease/cramer-hires-head-of-creative-technology-lindsay-nie/), and strategic planner, [Jessica Peterson](https://www.linkedin.com/in/petersonjess/), look back at the less obvious themes, technologies, and activations that emerged during SXSW 2017.

Finally, we wrap the episode through an in-depth conversation with [Dave Munn](https://www.itsma.com/facilitator/dave-munn/) the president and CEO of the [Information Technology Services Marketing Association](https://www.itsma.com/) (ITSMA). Dave is also the co-author of the new book [_A Practitioners Guide to Account-Based Marketing_](https://www.itsma.com/definitive-guide-account-based-marketing/). Account-Based Marketing, or ABM, is a strategy that was explored and coined by Dave’s organization. In this interview we unpack ABM. We dig into what is it and what it means for brand experiences — the events, meetings, and activations — that we are producing.

If you have feedback on our podcast, ideas for future episodes, or want to keep the conversation going, we’d love to hear from our listeners.