mdg | Event Marketing Agency for Trade Shows and Associations

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Future-Proof Your Conference Marketing Strategy with mdg at AAR

mdg Senior Account Director Rachel Scharmann will present a session with Lily Doerfler, Director of Digital Marketing & Events at AdvaMed, at the next Attendee Acquisition Roundtable. Registration can be found on the Lippman Connects website and details are below.

March 26, 2026 
8:00am – 4:30pm
Convene (Rosslyn City Center) 
Arlington, VA

Future-Proofing Your Conference Marketing Strategy

Even strong events can’t rely on repeat attendance alone to sustain growth. In this case study session, AdvaMed and mdg will walk through how the MedTech Conference expanded beyond its core audience by building a deliberate top-of-funnel strategy.

The discussion will focus on the specific decisions behind MedTech’s awareness and paid media efforts, how data was used to identify and prioritize new audiences and how cross-team collaboration supported a healthier registration pipeline. Attendees will leave with practical insights into what it takes to complement retention with audience development — and how to apply similar approaches within their own events.

Rachel Scharmann

As a senior account director with a track record of success in paid digital, inbound marketing and branding, Rachel helps her clients execute fully integrated campaigns. Prior to joining mdg, she began her career as an event marketer in the for-profit trade show sector, most recently for brands aimed at PR and communications professionals. In her current role, she helps her clients harness the power of digital as part of a cohesive marketing and communications strategy.