How integrated campaigns turn experiential into a year-round growth engine
10.29.25
Laliv Hadar
SVP, Brand and Marketing
Rodrigo Espinosa
SVP, Integrated Campaigns
Invision SVP of Integrated Campaigns Rodrigo Espinosa on why experiential belongs at the center of B2B marketing, and how to make it measurable, scalable, and human.
Experiential used to be a “moment in time”—a pop-up, a conference, a single live activation. Today, it’s the content engine that powers a brand’s story everywhere, all year long. I sat down with Rodrigo Espinosa, SVP, Integrated Campaigns at Invision, to talk about what “integrated” really means in practice, how brands should measure success, and where AI is pushing the discipline next.
“Experiential is the physical and digital manifestation of a brand. It belongs at the center of the marketing strategy, not at the edges.” — Rodrigo Espinosa.
Laliv: Give us the 60-second version of your background and why Invision now.
Rodrigo: I’ve been in experiential for more than two decades, running an events company from my dorm room, leading strategy, BD, and client service at global agencies across regions. What attracted me to Invision is the foundation: 30+ years crafting messages that move people to action. With a new CEO and a mandate to go “beyond the ballroom,” it’s the right moment to accelerate integrated campaigns that connect channels, audiences, and outcomes.
Laliv: “Integrated campaigns” can mean different things. How do you define it and how is it different from a one-off event?
Rodrigo: Integrated campaigns seed a single, coherent message across multiple channels—keynotes, expo floors, digital, OOH, influencer, roadshows—so each touchpoint drives toward a predefined business action. Historically, experiential was a point-in-time spike. Today, every attendee is also a media channel, 24/7, globally. That’s why experiential becomes the content engine: capture the emotion of the moment and expand it across platforms, formats, and time.
Laliv: The world is more automated and digital than ever. Why does that raise the stakes for in-person experiences?
Rodrigo: Because humans are tribal. We crave community, connection, and shared learning, especially when our day-to-day is digital. Technology is the catalyst, but the human-to-human layer is the differentiator. Great experiential gives people something they want to be part of, and something worth sharing.
Laliv: From the brand side, what’s the business case for an integrated approach vs. treating events as one-offs?
Rodrigo: I’d say there are three big reasons. First, economic leverage. You’re already putting resources into gathering people and creating great content—why let that value die on the show floor? If you plan in an integrated way, you can spread that content and engagement across channels and even time zones, getting more out of every dollar spent.
Second, consistency at scale. When everything is planned together, the brand’s core message stays coherent even as you adapt it for different formats or audiences. That cohesion builds recognition and trust.
And third, audience segmentation. Every brand today speaks to multiple groups—internal teams, partners, prospects, customers, press, executives. Integration lets you tailor the same core story to each one so it resonates more deeply.
And really, every brand is a media brand now. That means your voice, tone, and purpose should shape not just the event experience itself but how you amplify it afterward.
Laliv: For event pros dipping their toes into campaigns, where should they start?
Rodrigo: I’d start with embracing AI for personalization. Think about using it to build dynamic agendas, wayfinding tools, smarter networking matches, and personalized content recommendations before, during, and after the event. It helps create an experience that feels curated for every attendee.
Then, widen the lens. Don’t think of the event as a logistics project with a teardown date, treat it as the kickoff of a 365-day program. And don’t overlook internal teams or partner ecosystems; they’re often-missed audiences but can be powerful media channels in their own right.
Finally, plan for atomization from the start. Design your mainstage moments, demos, and activations so they can fragment cleanly into snackable pieces of content for owned, earned, and paid channels. That’s how you keep the story alive well beyond the event itself.
Laliv: Measurement beyond the post-event survey—what actually matters?
Rodrigo: It all starts with clear business objectives and defined audiences. Once you know what success looks like and who you’re trying to reach, you can measure on two levels.
First, at the channel level. Evaluate each tactic on its own terms, digital doesn’t measure the same way as out-of-home, influencer, or a roadshow. Each has its own benchmarks and purpose.
Then, at the campaign level. Ask whether the core message reached the right people and whether it felt relevant to them. Look for depth of reach, not just volume—engagement quality, pipeline influence, sales velocity, partner activation, employee advocacy, even how often your content gets reused.
It’s complex because integrated programs touch a lot of different segments. But the key is alignment—message, audience, and metric all need to connect.
Laliv: What trends should B2B leaders watch over the next 12–18 months?
Rodrigo: One big shift is happening in the C-suite. More CMOs, CFOs, and even CEOs are starting to see experiential as a true growth lever rather than a cost center. Budgets that used to live separately in PR, social, data, and events are beginning to converge because leaders recognize how these pieces amplify each other.
Another is AI-driven personalization at scale. From planning to on-site engagement to post-event follow-up, AI is going to compress timelines and make every touchpoint feel more relevant and human, even as programs grow larger.
And finally, there’s this idea of experience becoming the brand’s operating system. Experiential is where a company’s purpose comes to life—and it’s also where some of the most reusable, high-impact content gets created. It’s not just a tactic anymore; it’s becoming the heartbeat of the brand.
Laliv: How would you put this into practice? Can you provide a quick checklist?
Rodrigo:
Define the one message and the one action you want every channel to drive.
Map audiences (internal, partners, customers, prospects, press, execs) and tailor formats without diluting the core.
Architect atomization before the event: shot lists, speaker sound bites, demo capture plans, and post-production workflows.
Instrument measurement by channel and roll it up to business outcomes (pipeline, ACV, expansion, advocacy).
Operationalize AI for personalization, content tagging, routing, and post-event nurture.
Final word
Rodrigo: Think beyond the moment. Treat experiential as the content engine and catalyst for your brand. When you do, integrated campaigns stop being a buzzword—and start becoming a measurable growth system.
Invision can help you with your integrated campaign approach. Contact us to learn more: info@iv.com