Your Most Important Event KPI: Revenue in the Room

Can event-led growth truly drive growth or merely serve as another acronym?

Are B2B buyers asking for yet another framework to learn?

What does it mean to capture revenue in the room at events?

We cover all of it in this episode of GTM News Desk. Steph Pennell, founder of The Event Critic, shares why events need to be planned around immovable dates, how brands can choose between booths and ancillary plays. And what speed to lead looks like when event buzz converts into pipeline.

Jump into the action:
(00:00) Welcome to GTM News Desk
(01:11) Event-led growth and why ELG matters
(06:56) HubSpot’s Loop Marketing and missed opportunities
(10:33) Nike’s “Why Do It?” slogan and brand consistency
(13:23) Rethinking trade shows and capitalizing differently
(15:34) Why tentpole events shape strategy while people drive impact
(18:32) Choosing between booths, dinners, and ancillary events
(25:13) Speed to lead + turning buzz into ROI

To hear Steph’s perspective on why large trade shows need to evolve, how to evaluate which events are worth your time, and the principles behind building meaningful in-room connections, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Steph Pennell: https://www.linkedin.com/in/theeventcritic/ 

Produced in partnership with: https://shareyourgenius.com/

What is GTM News Desk?

No BS news about B2B Go-To-Market. 



This is GTM News Desk - the show that keeps you ahead with marketing and sales strategies that win and clarity on the experience buyers want.

Mark Kilens and Rachel Elsts Downey give it to you straight - what you’re doing wrong, what you’re doing right, and how to level up your GTM game. They dish out the latest trends, buyer behaviours, and proven plays you can put into action now. From aligning sales, marketing, and RevOps to closing deals at a clip you didn’t think possible, this podcast gives you B2B’s greatest playbooks and lays out the ‘tactics’ to avoid like the plague.

Mark and Rachel take their decades of collective experience working with top B2B brands like HubSpot and Drift and combine them with the GTM expert insights you need to create an impactful GTM strategy for your business.