Day or Night, Got it Right

Welcome to Event Marketer’s 2017 B2B Dream Team, Devin Cleary

Our client and director of corporate events at PTC is recognized as one of the top 10 b-to-b marketers in the event industry.

For the second year in a row, the editors at Event Marketer have compiled their dream team of the best and brightest from our industry.

To make this team, each member must embody “the strategic thinking, tactical skills, technical know-how and creative spark necessary to succeed in the competitive world of b-to-b events today.” Event Marketer selected only those who demonstrated their chops as collaborators, storytellers, content producers, communicators, and creative thinkers. All with an eye toward how they contribute to their companies’ bottom lines.

We congratulate our client and co-conspirator, Devin Cleary, the director of corporate events at PTC. (Join us at LiveWorx 2017 to experience our latest collaboration.)

Why did Event Marketer select Devin for this list? Here is what they had to say:

Dream Team Title:
VP-Strategy
Current Position:
Director, Corporate Events, PTC
Why We Want Him:
Four months after joining PTC, Cleary pulled off a record-setting corporate event energized with immersive demos, thought leadership and personalized learning experiences. We like his can-do attitude: “Give me three years and this will be on the level of OpenWorld or Dreamforce.”

Cleary was driving home from his job running events at HubSpot when he got the call from the cmo of PTC. “We want you to change things up, transform us and help PTC become a household name within the organization, the industry and the event space,” he said. It was an opportunity too good to pass up.

PTC is a large-scale, billion-dollar tech company that is a leader in IoT software and platforms. Cleary serves as ambassador for all its global events and programs, which includes LiveWorx, its annual corporate event, the PTC Forum user conference and regional events in major markets around the world. His team executes on all fronts, from sponsorships and marketing to what Cleary calls “right moment” experiences that lend a positive feel to the events, such as content, speakers and talent. His playbook? An event “Bible” Cleary devised called the MSPOT, which stands for Mission Strategy Playbook Omissions and Targets, a one-page summary of what the event stands for and its goals.

Cleary cut his teeth in special events, training under Brian Rafanelli, the organizer of White House Christmas parties, Chelsea Clinton’s wedding and other high-profile occasions. He moved on to Event Management, a Connecticut trade show producer, then onto the Red Cross, where he reinvented curricula, developed the Red, White and You fundraising ball and a women’s-only event. At HubSpot, in 2015 and 2016, he handled Inbound, a 20,000-person marketing conference out of Boston, until he landed at PTC.

Along the way he learned humility and how to give credit where credit is due. In the competitive world of trade shows, he acquired drive and a healthy dose of self-confidence. At the Red Cross, he learned how to stretch a dollar. He says success in b-to-b events requires patience, and recommends finding, early on, a strong mentor.

He recently introduced an internship program to expose younger people to the reality of events. “The first five years of my career, I could design a great floral arrangement, then two days later I’d be on my hands and knees picking up M&M’s from beneath a table,” he says.

It all adds up to a strategy bound to set PTC’s LiveWorx apart. “We welcome our competitors to come on stage and share time with us. If this is to be a true thought leadership conference, you can’t filter out people you’re afraid of. You have to create a true ecosystem for people to shop around and have dialogues with everyone who participates,” he says.

And Cleary is just the man to do that.

Devin joins an impressive Dream Team roster that also includes leaders from Twitter, Sage, Under Armour, HP, Adobe, and more.

Like Devin, every member of the Dream Team has provided valuable insights into the challenges and rewards of being a b-to-b event marketer, how b-to-b events and attendees are changing, ways they keep their teams motivated and where they find inspiration.

Meet the full team and see their stories on Event Marketer’s website.

Inside Story Congratulations to Cramer's client, Devin Cleary of PTC, for making Event Marketer's 2017 B2B Dream Team

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