Welcome to Hooked
Hooked is a newsletter for business minds who want to see more creativity, more engagement, more attendance—and ultimately, more return—from their B2B events.
I’m Ana Williams, the writer behind Hooked and founder of The Hook Studio. After nearly 20 years leading marketing for high-growth tech companies, I left the corporate world to start my own event strategy and event marketing consultancy. Why? Because I saw the same costly problem play out across most businesses: companies understand the power of building real relationships at events, but most are still running them at a loss.
Events are often one of the biggest ticket items on a marketing budget—and yet, they’re rarely aligned with business objectives. Too many companies struggle with:
A lack of event strategy tied to business goals
Poor alignment between sales and marketing
Weak brand presence and ineffective event formats
Underprepared staff who don’t know how to represent the business or engage with customers on-site
At The Hook Studio, I help companies turn their events into powerful, profitable channels. And through this newsletter, I’m sharing that knowledge with you.
In Hooked, you’ll find:
Actionable event strategy tips you can apply right away
Practical advice to help your on-site team make meaningful connections
Honest reviews of events I attend—what worked, what didn’t, and why it matters
Behind-the-scenes stories from my own entrepreneurial journey—because building something new comes with its own wins, mistakes, and lessons worth sharing
Whether you’re a founder, a go-to-market leader, or a marketer looking to get more from your event investment, Hooked is here to help you rethink what’s possible.
Let’s make your events matter more.
Stay in Touch
I would love to hear from you! Feel free to reach out via email or social media.
✉️ Email: hello@thehook.studio
📷 Instagram: @the.hook.studio
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