On the Road, Etienne Katz, Foundry

Rick Currier sits down with Etienne Katz, the Global Head of Events at IDG, during the CIO 100 Symposium and Awards ceremony. They discuss the role of events in connecting CIOs, tech marketers, and vendors, while also exploring how event strategies can enhance broader marketing campaigns. Etienne shares insights on the importance of integrating digital and in-person experiences for impactful business decisions, providing tips for aligning event marketing with enterprise goals.

Align event and digital strategies like a pro: insights from Etienne Katz

In a recent episode of On the road, host Rick Currier sat down with Etienne Katz, Global Head of Events at IDG, during the CIO 100 Symposium and Awards. Etienne, who joined IDG just 90 days prior, brings a wealth of experience from his work with major media outlets like The Wall Street Journal and CNBC. In the conversation, Etienne shed light on the role of events in the larger marketing strategy, how IDG is evolving to meet the needs of modern CIOs, and how marketers can leverage the power of in-person experiences.

The power of events in marketing strategy

Etienne emphasized the importance of integrating event strategies with digital campaigns, a concept he refers to as “halo marketing.” In Etienne’s view, events should not exist in isolation but be part of a broader marketing plan that connects all touchpoints—from digital advertising to in-person engagements. He elaborated,

“We have the ability to bring together data and research expertise, media and advertising lead gen, and experiential events into a cohesive ecosystem.”

By doing so, Etienne believes that companies can create more significant and measurable impacts.

This integrated approach is particularly crucial for B2B marketers who often struggle with bridging the gap between digital and physical experiences. Etienne explained that events offer a tangible and personal way for businesses to build relationships, making them more than just a one-off experience. “There’s a content arc that starts two to three weeks before the event,” Etienne noted. This allows companies to build momentum before the event, capture insights during, and continue engaging afterward, extending the life and reach of the event.

CIO 100: a unique forum for decision-makers

The CIO 100 event itself serves as a perfect example of Etienne’s event philosophy in action. It is designed to not only offer key insights into enterprise IT but also create an environment where CIOs and other decision-makers can engage with each other and with vendors. Etienne shared how the event combines the strengths of both IDG’s Foundry media team and IDC’s research capabilities, noting,

“We’ve formalized bringing those content pillars and our expertise together.”

One of the event’s unique features is the blend of content, mixing IDC’s data-driven research with practical insights from CIOs through peer-to-peer panels and case studies. Etienne believes this creates a compelling environment where IT leaders feel empowered to make better-informed decisions. “These men and women are investing their time and energy,” Etienne said, “and it has to be tangible where they’re getting empowered in a contextually relevant environment.”

In addition to the business value, the event takes place in a relaxed yet luxurious setting at the Broadmoor in Colorado Springs, which helps attendees let their guard down and engage in more meaningful conversations. Currier humorously highlighted the venue’s appeal, mentioning, “The Broadmoor pool has some of the best water slides at a hotel I’ve ever stayed at.”

Bringing leadership into the fold

A significant part of Etienne’s strategy involves not just catering to CIOs but engaging the entire C-suite. “There’s over 28 people in a company, particularly across the C-suite, involved in these major IT decisions,” Etienne said, stressing the importance of addressing a broader audience. As enterprise technology impacts a wide range of business functions, including finance, operations, and even HR, involving CEOs, CFOs, and CMOs in discussions about IT decisions has become increasingly necessary.

Looking ahead, Etienne is focused on expanding IDG’s event offerings to attract a more diverse range of executives. “We have an audience that’s core in the enterprise IT space, but we’ve earned the right now to take what we’re doing here and cross-pollinate with CFOs, CEOs, and CMOs,” Etienne explained. This approach allows IDG to meet the changing dynamics of how technology decisions are made in large enterprises.

The human element: beyond data and analytics

Etienne also pointed out that one of the most rewarding aspects of working in the events space is the human connections that form. While digital advertising offers metrics like clicks and conversions, in-person events provide the invaluable opportunity to engage with decision-makers on a personal level. “It’s all about empowerment,” he said. “You can see the whites of their eyes, feel their frustrations, and ultimately work through their challenges together.”

This human element, Etienne argues, is what makes events such a critical part of the B2B marketing mix. Whether it’s a flagship conference like CIO 100 or smaller, more intimate dinners and roundtables, the goal is always to foster genuine, productive relationships.

The future of IDG events

As Etienne continues to refine IDG’s event strategy, he envisions a future where events are not just high-profile gatherings but integral parts of a company’s year-round marketing strategy. With plans to experiment with new formats and expand to include more C-suite executives, IDG aims to keep pushing the boundaries of what experiential marketing can achieve.

“We’re working on some really big ideas,” Etienne shared. “We’re going to take what’s working well and expand on it, creating more inventory and opportunities for engagement.”

For Etienne and the team at IDG, the future of events lies in a perfect balance of digital and in-person interactions, creating a lasting halo effect that extends far beyond the event itself.

Etienne Katz is the VP, Global IDG Event Partnerships, Foundry

About Foundry, an IDG Inc. Company:  

Foundry helps companies bring their visions to reality through a combination of media, marketing technologies and proprietary data on a global scale. Our intent data and martech platforms are powered by data from an owned and operated ecosystem of global editorial brands, awards, and events, all engineered and integrated to drive marketing campaigns for technology companies. Foundry is dedicated to generating and innovating with data, driving demand for technology marketers with 38 offices in markets around the globe. Foundry is a wholly owned subsidiary of International Data Group, Inc. (IDG), the world’s leading tech media, data, research, and marketing services company. To learn more about Foundry, visit www.foundryco.com.