A Conversation With Capital Group’s Head Of Experiential Marketing Ajith Krishnankutty On The Need To Evolve Events Into Marketing Channels That Build Brand + Drive Business Growth

April 5, 2026 - 19:24

In today's crowded marketing landscape, the traditional corporate event is undergoing a profound transformation. According to Ajith Krishnankutty, a leader in experiential marketing, businesses must fundamentally evolve their approach to live engagements. The goal is no longer simply to host a successful gathering but to strategically design events that function as powerful, integrated marketing channels capable of building lasting brand equity and delivering measurable business growth.

Krishnankutty argues that the most effective events are those meticulously crafted with a dual purpose. They must create immersive, memorable experiences that forge deep emotional connections with attendees, turning them into brand advocates. Simultaneously, every element—from content and speaker selection to networking formats and follow-up strategies—must be aligned with concrete commercial objectives, such as generating qualified leads, accelerating sales cycles, or strengthening customer loyalty.

This shift requires moving beyond viewing events as isolated line items. Instead, they should be woven into the broader marketing fabric, with data and insights captured during the experience feeding directly into sales pipelines and informing future campaigns. Success is measured not just by attendance numbers, but by engagement metrics, lead conversion rates, and the overall impact on revenue. By adopting this channel mindset, companies can unlock the full potential of experiential marketing, ensuring that every handshake and presentation contributes directly to the bottom line.