Your Most Important Event KPI: Revenue in the Room

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GTM News Desk

Mark Kilens and Rachel Elsts Downey

32 episodes

2 days ago

Welcome to GTM News Desk, the podcast where Mark Kilens and Rachel Elsts Downey bring you real talk backed by real action. Twice a month, we cut through the noise to deliver the essential resources, news, and expert takes you need to create impactful, People-first GTM motions. From trending topics to clickbait headlines, we sift through the clutter to highlight what truly matters in the world of B2B Go-to-Market. With nearly 25 years of combined experience working with top B2B brands like Drift and HubSpot, we’re sharing our insights and advice to help you navigate the best (and worst) GTM strategies. Whether you’re a startup founder or a CMO, tune in to GTM News Desk for analysis, candid discussions, and actionable tips that prioritize people and drive real results.

All content for GTM News Desk is the property of Mark Kilens and Rachel Elsts Downey and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

Marketing

Technology,

Business

Your Most Important Event KPI: Revenue in the Room

GTM News Desk

28 minutes

1 month ago

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/