Reset the event strategy end-to-end — selection, booth design, pre-event ABM, post-event nurture and sales follow-up SLAs — and grew event contribution from 20% of total pipeline in year one to over 50% by year two.
Trade shows were showing up on the calendar every quarter with expensive booths and thin follow-up. Sales stopped believing they moved pipeline.
I rebuilt selection criteria around fit-account density, redesigned the booth conversation to lead with a diagnostic, and wired a HubSpot nurture the day after every event with a 48-hour sales SLA.
By year two, event-attributed pipeline had crossed 50% of total — with no increase in budget.
12+
Events per year, end-to-end
50%+
Of pipeline from events
$250K
Annual budget managed
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