In today’s increasingly complex marketing environment, the difference between successful and struggling events isn’t budget size—it’s resource precision. Join Dani Dade from NAB and Erin Lee from AdvaMed as they reveal data-driven strategies for understanding exactly where to deploy your most precious resources: staff time, paid media budget, email campaigns, and content attention. Whether you’re targeting 6,000 or 60,000 attendees, this session explores how leading event marketers use intelligence over intuition to optimize every marketing dollar, maximize registration quality, and achieve breakthrough audience growth even within constrained environments. Discover the frameworks these industry leaders use to identify high-value audience segments and deploy resources with surgical precision.