We are delighted to welcome Ashleigh Cook, the Chief Marketing Officer of RainFocus, as today’s guest.
In this episode, Ashleigh focuses on strategy, data, AI, and the aspects of events that must change. Stay tuned to learn how, with the right strategy and data foundation, events can truly become impactful drivers of business growth.
Ashleigh’s Journey
Ashleigh began her career in the research and advisory space at companies such as Gartner and Forrester, where she managed marketing programs and consistently tracked events that drove the strongest growth. She joined RainFocus in 2020, during the pandemic, inspired by its focus on data and personalization. There, she saw firsthand how virtual events expanded reach and accessibility, and how hybrid experiences strengthened engagement. Today, she collaborates with leading brands to develop event strategies that enhance business outcomes.
Events
Ashleigh believes that events are one of the most effective ways to bring teams together around the customer experience. They help attract new customers, deepen relationships, and build loyalty. She points out that conversion rates from events are consistently strong, making them a powerful channel when used intentionally.
Formatting Events
The format of an event should always reflect its goal—virtual works well for reaching wider audiences and delivering content at scale. In-person is more impactful for connection and relationship-building. Hybrid offers flexibility, while roadshows are becoming more common to meet audiences where they are.
Clear Intent
A key message from Ashleigh is to avoid running events just because they happen each year. She encourages organizations to be clear about what they are trying to achieve, and then design the event around that goal.
Beyond Attendance
Ashleigh explains that event registrations and attendance only tell part of the story. What really matters is how people engage at events, the sessions they attend, who they meet, and how actively they participate throughout the event.
Data
Ashleigh emphasizes the importance of event data after the event ends. Teams should focus on follow-up, understanding attendee interests, and tracking how those interactions turn into opportunities, accelerated deals, and long-term relationships.
Data Strategy
Data should be intentional. Instead of simply collecting information habitually, organizations should consider how they will use it across the entire customer journey, from registration to post-event engagement.
Personalization
With the right data, events can become far more personalized. Attendees can be guided toward sessions, content, and experiences that match their interests, making their time more valuable and increasing engagement.
AI
AI helps teams save time and work more efficiently. It supports recommendations, workflows, and analyzing feedback, allowing teams to focus less on logistics and more on creating better experiences.
The Human Element
While AI is powerful, Ashleigh is clear that it cannot replace human connection. The real value of events lies in relationship building, trust, and in-person interactions.
An Ongoing Journey
Ashleigh encourages people to think beyond one single event. Events should connect to a broader journey, where each interaction builds on the last and helps teams engage more meaningfully over time.
Events Are Growing
More organizations are investing in events because they offer a real connection in an increasingly digital world. Events cut through the noise and create lasting impact.
Learning and Staying Relevant
Keeping up with new tools and trends does not have to be overwhelming. Ashleigh recommends learning from peers, joining professional communities, and experimenting with new technologies to build confidence and improve results.
Authenticity Matters
Authenticity matters. As more content becomes automated, people are becoming more adept at spotting what feels real. Lasting connections and strong brands come from genuine, human interaction.
BIO: Ashleigh Cook, Chief Marketing Officer at RainFocus
Ashleigh is an accomplished marketing executive with deep expertise in sales, marketing, and product best practices and technology. She is driven by a passion for helping high-growth companies establish and scale marketing functions to deliver an exceptional customer experience that aligns with rapidly changing expectations and technology advancements.
Before RainFocus, Ashleigh led marketing teams spanning GTM strategy, demand generation, ABM, client marketing, and operations at SiriusDecisions and Forrester. Ashleigh holds her BSBA in Marketing from the University of Richmond. Outside of work, she enjoys spending time with family, golfing with her husband, being active with her dog, and traveling.
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