Beyond the Booth: How Sarah Beth Raab Is Redefining Event Strategy in the Age of AI
In an era where digital content dominates, live events remain the “diamond of connection.” Few understand this better than Sarah Beth Raab, award-winning Fractional Chief Events Officer and founder of SB Events Boutique. With decades of experience orchestrating everything from global trade shows to complex healthcare activations, Sarah Beth specializes in transforming events into strategic growth engines—not just logistical checklists.
On Industry Ignited, she shared how businesses can unlock real ROI from events, the role of AI in event planning, and why she believes the “squishy things”—like trust, belonging, and human connection—matter most.
Rethinking the Role of Events
Many organizations still treat events as an extension of marketing or communications, but Sarah Beth challenges this assumption.
“Events deserve their own lane,” she explains. “They’re not just about logos on swag. Done right, they solve problems, strengthen relationships, and drive growth across the organization.”
That perspective led her to pioneer the role of Fractional Chief Events Officer—a flexible leadership model where companies can access high-level event strategy without committing to a full-time executive hire.
Finding Clarity in Complexity
From 11-day citywide conferences with 150,000 square feet of space to healthcare gatherings involving six countries, multiple languages, and cultural considerations, Sarah Beth thrives on managing complexity.
Her approach is to untangle the “nest of yarn” behind an event—aligning every decision with a clearly defined mission statement.
“If you don’t know your why, you risk contradicting your brand,” she warns. “That’s where so many events fail.”
Measuring the “Squishy”
One of Sarah Beth’s most memorable insights is her emphasis on addressing what she calls the “squishy metrics”—intangibles like trust, perception, and belonging.
She recalls a university housing client where student affairs leaders feared losing influence. Instead of flashy sponsorships, her team designed roundtable discussions that gave those leaders a voice. The result? Long-term trust and partnerships that lasted over a decade.
“Logos don’t make deals,” she says. “Relationships do.”
Designing for Inclusion
Sarah Beth is also passionate about making events neurodiverse-friendly and accessible. Small touches—like offering hands-on activities for those who struggle with eye contact, or sending discussion questions in advance for reflective thinkers—can remove barriers to connection.
“Events should never assume everyone is extroverted, neurotypical, and eager to network over cocktails,” she says. “The goal is to design experiences where everyone can engage fully.”
AI: Tool or Barrier?
Sarah Beth is actively experimenting with AI in event planning, including a hackathon for event professionals where every aspect of the gathering is AI-enabled.
She cautions, however, against adopting AI for its “shiny object” appeal.
“AI should solve problems, not create barriers,” she explains. “If a chatbot frustrates your customers more than it helps, it’s not a solution—it’s a barrier to connection.”
Instead, she sees AI as a powerful data processor and productivity partner, freeing strategists to focus on the creativity and human touch that no algorithm can replicate.
The Future of Events
As B2B industries face longer sales cycles and rising digital fatigue, Sarah Beth predicts in-person events will only grow in importance.
“They are the rare jewel,” she says. “In-person moments build trust in ways no webinar or white paper ever can.”
Her advice to leaders? Pause before planning.
“Understand the why behind the what. Take a breath, define your strategy, and then execute with intention. That’s how you transform an event from a cost center into a growth engine.”
Listen to the full episode.
Interested in being featured on the podcast? Reach out to podcast@industryignited.com
