Events can be one of the largest investments in the marketing budget - and one of the easiest places for pipeline to disappear. Too often, the event itself gets all the attention while the operational motion around it is treated as an afterthought. Target accounts aren't identified early enough, Sales begins outreach too late, campaigns and CRM tracking are incomplete, attendee context gets lost, and follow-up depends on manually uploading a spreadsheet after everyone has moved on.

Building an event that drives pipeline requires more than filling a room, scanning badges, or generating webinar registrations. It requires an end-to-end operating motion that connects audience strategy, campaign infrastructure, Sales activation, data capture, follow-up, and measurement.

The session covers practical strategies for before, during, and after events across webinars, small-group dinners, and major conferences, including audience identification, CRM campaign setup, pre-event coordination, attendee context capture, automated follow-up, and comprehensive measurement of pipeline impact.

Join Matt Volm (CEO and Founder, Eventful), Camela Thompson (Head of Marketing, RevOps Co-op), and Kayla Drake (former Head of Field Marketing at Apollo and StackAdapt) for a practical, no-fluff conversation on turning events into a repeatable, measurable revenue motion.