President & CEO
International Association of Exhibitions and Events® (IAEE)
Marsha Flanagan, MEd, CEM, is President and CEO of the International Association of Exhibitions and Events (IAEE). Marsha leads the association’s team, business planning, budgeting, governance support, business development and industry advocacy. She also represents IAEE through industry coalitions, partnerships and strategic alliances.
Before joining IAEE, Marsha was Director of Content Strategy and Development at Promotional Products Association International. She led the strategy, development and delivery of the association’s professional development and editorial content.
Marsha previously spent six years in the medical industry, working across operations, purchasing, revenue cycle management, marketing and business development.
She began her career with Meeting Professionals International, where she held several roles during 12 years with the organization. As Executive Vice President of Professional Development, she oversaw strategic partnerships, professional development and meetings management.
Marsha was named one of the 25 Most Influential People in the Meetings Industry by Successful Meetings in 2017. She was included in the BizBash Top 500 in 2018 and 2019 and was named a Meetings Today Trendsetter in 2021.
Marsha holds a bachelor’s degree from Texas Christian University and a master’s degree in education from the University of Arkansas.
Date

New CEIR research reveals the attendee acquisition strategies, marketing investments, and channels fuelling registration growth today.
Attendance recovery continues, but growth remains uneven. According to the CEIR Index, only 41% of events surpassed their 2019 attendance benchmarks in 2025. This session offers a first look at findings from the 2026 update of CEIR's Attendee Acquisition Study, highlighting the channels, tactics, and investments driving results today. Discover where organizers are focusing future acquisition efforts, benchmark your approach against industry practices, and gain insights to inform attendee acquisition strategies in the years ahead.
Learning outcomes:
Identify the channels and tactics driving registration growth today
Understand where marketers are focusing future attendee acquisition efforts
Exchange ideas, ask questions, and learn from peers facing similar challenges