Ask a Marketing Executive: Sean Perkins of the National Association of Broadcasters

In our latest edition of Ask a Marketing Executive, we sat down with Sean Perkins, SVP and CMO, Global Connections and Events for the National Association of Broadcasters (NAB), to discuss his unconventional path from aspiring music journalist to marketing leader. With experience at both technology companies and major associations, Sean shares how data, creativity, and adaptability drive event marketing at scale. He also explores how NAB is embracing AI, reimagining audience engagement, and navigating the evolving expectations of creators, partners, and attendees.

How did you get your start in marketing?

I’m a big music buff, and I wanted to be a writer for Rolling Stone. I thought that was going to be my career path; however, I ended up starting my career in marketing with financial services organizations, then worked at AOL, a music subscription startup, and at an agency with major clients like AARP and Amtrak.

After about 15 years, I decided to broaden my experience and shift toward B2B, which led to my roles at Neustar and Sage. Prior to joining NAB last fall, I spent seven years at CTA, leading marketing for CES, the global technology industry trade show and conference in Las Vegas. Along the way, I discovered that what I really enjoy is marketing, advertising, and production, which brings me full circle to my current work here at NAB. We own and produce major events for content creators and broadcasting innovators in the media and entertainment industry.

How would you compare the marketing strategies used in the tech sector versus the association space?

The associations I worked with, specifically CTA and NAB, are very different from each other, but my role at both was similar. I focused on demand generation, brand marketing, content marketing, production, and driving attendance to the shows.

When I was working for technology companies, the focus was still on driving leads, but it leaned more toward product marketing and partner marketing. Most companies I joined because they were in a growth period and at a strategic inflection point. We acquired several companies while I was at Neustar. And Sage, one of the largest software companies in the UK, was also entering a new phase of expansion.

NAB and CES are two of the largest and most high-profile shows in the world. What are the top challenges when it comes to marketing events of that scale?

NAB and CES are very different shows. People think they might compete, but they really don’t. One of the biggest challenges is deciding whom you’re targeting. For example, CTA was originally very tech focused, but then we started bringing in companies from hospitality and travel, like John Deere, Carnival Cruises, and Delta – brands that aren’t traditionally thought of as tech companies.

At NAB, we’re seeing the same kind of evolution. Broadcast is changing, and so is the show. When you think about it, we attract anyone who is in the business of storytelling. We like to say, from TikTok to TV to the big screen, NAB Show is where the industry comes together to discover what’s next, connect with peers, and shape the future of storytelling and how those stories are delivered. This year, we introduced five new growth areas – Sports, Streaming, Creator Economy, AI, and Cloud. These are huge areas in which the industry has seen monumental changes in how content is created, monetized, and consumed.  One good example is the creator economy. This was our second year focusing on content creators, and the response was huge. We had some of the biggest creators out there. And it makes sense, right? Everything they need is already there, like cameras, lighting, and equipment. And these creators are looking to partner with major brands to promote their products and likewise, companies are shifting traditional brand dollars into working with creators to amplify their brand messages. It’s amazing to see all of this taking shape at the show.

A big shift I’ve seen in event marketing has been the evolution of content strategy. Many trade shows used to turn off their marketing engines after the shows ended. This has changed significantly as there’s a huge opportunity to use thought leadership content throughout the year. It keeps the momentum going and keeps people engaged.

How are you and your team incorporating AI into what you do?

AI is the biggest technology shift I’ve seen since the internet. It’s changing so much more rapidly. ChatGPT just popped up in November of 2023, right before CES, which is in January. Everyone started using the term “generative AI,” back then, but no one really knew what it meant. Since then, AI has introduced so many other ways to generate content to improve workflow and efficiency. It’s really a game-changer. Tasks that used to take 4 hours now take 20 minutes.

We have a great tech stack here. We use Salesforce across the board – CRM, Data Cloud, and Marketing Cloud. We’re in the midst of connecting all of our platforms across the association. Right now, they’re in two silos, very similar to how CTA used to be. AI is a big piece of the integration. Additionally, we just launched a new website, and we’ll be incorporating AI technology into the site so we can dynamically serve personalized content to audiences and identify where we need to better target. We’re also looking at other ways to utilize AI through web support and third-party services which integrate into our site and mobile app to help users plan their visits and also to provide onsite help to support the best possible attendee experience.

What’s the one skill you want every person on your team to have?

Curiosity. We’re reimaging who NAB is as a brand because the show is different than what it had been. I believe brand equals experience in everything that you do and how you interact with customers. Every touch point someone has with a brand is not about the logo, it’s about the experience.

What’s your go-to interview question when hiring?

I have a couple. The first relates to sheer will. I ask what’s the one thing in your career that you wanted to do badly, how did you achieve that, and how did you overcome the challenges? There are certain things that showcase grit and fire in the belly, which I really admire.

I also want to know who people are as individuals. As a leader, I want to ensure the candidate will jive with our culture and collaborate well with others in our organization.

What would be your dream job if you weren’t doing what you’re doing?

As I mentioned earlier in our conversation, I wanted to be a writer for Rolling Stone. I’m a big music buff, and I thought I would make it to New York and live out my dream.