Events sit at the crossroads of joy and heartburn for B2B marketers. The magic of getting customers together in real life is real, and so is the pain when sales skips the pre-work and ROI gets fuzzy. With every dollar under scrutiny, CMOs are treating events as strategic bets that have to earn their spot on the plan.
In this episode, Drew talks with Charles Groome (Insightful), Jamie Gier, and Lorie Coulombe (Equity Shift) about how they decide which events to do, design experiences people remember, and turn field time into pipeline. They cover event portfolios, sales pre-work, and the simple tools that keep everyone aligned before, during, and after the show.
In this episode:
- Charles sorts events into three buckets, leans into a listening circuit with smaller meetups, and looks at target-account impact to decide where bigger bets belong.
- Jamie frames events around getting discovered, creating memorable experiences, and driving deals, with customers on stage and pods focused on key accounts.
- Lorie sets clear goals for each event, does deep homework on audiences and geographies, and locks in sales pre-work and follow-up expectations.
Plus:
- Build an event portfolio that blends big shows, listening trips, CABs, and customer moments.
- Use themes, news hooks, and customer voices to stand out in crowded halls and drive recall.
- Align sales and marketing via pods, shared KPIs, and simple scoreboards.
- Tighten spend with regional focus, partner co-hosting, and clear criteria.
If events are on your 2026 budget and you want them to pay in pipeline, this episode will help you pick, plan, and prove them with more confidence.