Ever wonder why some B2B events close deals, and others just drain budget? If your last trade show left you with cold badge scans and no follow-ups, this episode will change how you think about event ROI. In this episode of Revenue Boost: A Marketing Podcast titled “Pipeline in Person: How Relationship-First Events Drive Real ROI,” host Kerry Curran sits down with Jon Whitfield, COO of MediaPost, to unpack why curated, in-person experiences are outperforming massive expos—and how you can build event strategies that drive actual revenue. With 20+ years running high-performing summits, Jon shares how the right event format, attendee mix, and post-show follow-up can turn a day of networking into months of pipeline. You’ll learn: Why big expos often don’t deliver ROI—and what to do instead How to match sponsors and attendees to spark high-value conversations The 3 elements that make small-format events outperform large-scale shows What B2B marketers and CMOs really want from in-person brand interactions How to measure success using “one customer value” instead of vanity metrics 📌 Who It’s For: CMOs, event marketers, partnerships leads, and B2B revenue leaders investing in event-based growth 🎯 What You’ll Walk Away With: A practical blueprint for using smaller, smarter events to accelerate trust, shorten sales cycles, and drive pipeline momentum. Stay tuned to the end where Jon reveals his #1 ROI red flag—and how to spot high-impact event opportunities before your competitors do. If your event strategy isn’t tied to revenue, it’s time to reframe the goal. This episode shows you how.