Events are not just about venues, food, and badges. At their best, they are powerful tools for building relationships, trust, and community. That’s the philosophy of Sai Bhavithran Kumar, who has spent nearly 14 years at Zoho, where he manages business operations and marketing across the Americas. With nearly 780 events under his belt, from intimate gatherings of 25 people to large-scale conferences with over 2,000 attendees, Sai has seen what works—and what doesn’t—when it comes to creating memorable experiences.

In a recent conversation with Ramon Ray, publisher of ZoneofGenius.com, Sai shared lessons every entrepreneur can apply when hosting events of their own.

Key Takeaways

• Events are about experiences, not logistics. From check-in to closing, every touchpoint should feel intentional and human.
• Know your audience. Tailor content and interactions to who is actually in the room.
• Budgets need discipline. Don’t overspend just because funds are available—focus on value, not extravagance.
• Involve your team. Internal evangelism builds stronger execution and better experiences.
• Always measure and learn. Use ROI dashboards and post-event feedback to improve.

From Logistics to Experiential Marketing

Sai is quick to point out that too many entrepreneurs see events as a logistics exercise—finding a hotel, ordering food, printing signs. While those things matter, he says the real difference is in how attendees feel when they walk through the door.

Something as small as a personalized card at check-in or a thoughtful welcome message can transform a transactional moment into a relational one. “Everything is relationship-oriented,” Sai explained. “Don’t be transactional.”

Mistakes to Avoid

Even seasoned event professionals hit bumps along the way. Sai recalled an event early in his career when the internet went down at a SaaS-focused conference with 400 people. For a software company, that was no small problem. The fix? A scramble of mobile hotspots from the organizing team.

Another common mistake: blowing through leftover budget. “Close to the event, you just want to spend it. But you don’t know whether that’s really needed,” Sai said. Splashing money doesn’t always improve the experience. Sometimes it simply adds clutter.

A Framework for Successful Events

Sai offered a practical checklist entrepreneurs can use when planning their own events:

1. Set clear goals. Why are you hosting this event? What do you want attendees to walk away with?
2. Identify your target audience. Content should match the audience’s knowledge and expectations. Don’t assume they know everything—meet them where they are.
3. Craft the right content. Engagement is built on relevance, not just presentation.
4. Focus on promotion. A beautiful venue is wasted if no one shows up. Marketing the event is as critical as planning it.
5. Prioritize inclusivity. From junior staff to senior leaders, everyone involved in the event should feel valued and informed. Internal buy-in translates into better execution.
6. Measure results. Use ROI dashboards and feedback sessions to evaluate success and capture lessons for next time.

Why Internal Evangelism Matters

One of Sai’s strongest beliefs is in “internal evangelism.” That means keeping your internal teams looped in and engaged. When everyone feels like a stakeholder, the energy translates outward to attendees. “The more people inside know about it, the better is the experience for people outside,” he said.

Final Advice for Entrepreneurs

For small business owners looking to host events, Sai’s advice is simple: go all in. If you believe in the value of your event, commit fully, learn along the way, and focus on creating experiences that build relationships.

As Zoho’s track record shows, the payoff isn’t just in filled seats—it’s in trust, loyalty, and connections that last well beyond the closing session.