The revenue you're chasing may already be inside your business. Sitting quietly in old conversations. Walking past your trade show booth. Hidden in a follow-up no one ever made. This BizBlend conversation is for B2B founders, CEOs, and marketing leaders who are tired of treating trade shows like a hopeful gamble and pipelines like a black box.

Host Sana sits down with Jennifer Kelly, founder of New Initiatives Marketing and a Fractional CMO who works exclusively with technical B2B companies. They unpack two real case studies, a clean pre-show planning framework, and one sober truth: discipline beats hustle. If your last show ended with "good conversations, we'll see what comes of it," this episode is for you.

About the Guest:

Jennifer Kelly is the founder of New Initiatives Marketing Inc., a Fractional CMO and expert B2B marketing team firm based in Canada that has worked with technical B2B companies since 2009. With a 17-year corporate marketing background at Siemens, Motorola, and the Financial Times UK, Jennifer specialises in helping mid-market B2B firms with longer sales cycles and complex buying committees install the marketing systems they need to move past revenue plateaus.

Key Takeaways:

The blind spot is usually how well you're already doing. Most B2B companies lack the discipline to measure outcomes properly, so they never see the wins they could compound.
Picking the right trade show is not the same as showing up strategically. Most technical companies nail the first part and then quietly hope the booth traffic shows up.
Six to eight weeks of pre-show outreach changes everything. Booked meetings, dedicated email lists, and intentional outreach turn a passive booth into a working calendar.
$22.1 million sat in one client's pipeline. Long sales cycles, hot leads chased, warm leads ignored, and no nurture system. The fix wasn't more leads, it was systems.
Sales is mostly follow-up, not personality. You don't need to be the loudest person in the room. You need a process that catches the leads quieter ones forget.
Two simple starting questions. How many leads do you want to bring home from your next show? And how old is your oldest untouched lead?

Connect With the Guest:

LinkedIn: https://ca.linkedin.com/in/jenniferkelly
Website: https://www.newinitiativesmarketing.com
Complimentary Consultation: Mention BizBlend when booking through the New Initiatives Marketing website for a free trade show or pipeline consultation.

Episode Chapters:

[00:00] The revenue already sitting in your business — what most B2B firms miss

[03:00] Meet Jennifer Kelly — Fractional CMO and the discipline gap she keeps finding

[09:00] The trade show blind spot — why "show up and pray" still runs the playbook

[14:00] The 6 to 8 week pre-show framework — how to walk in with meetings booked

[20:00] Case study one — $22 million unlocked from a stuck pipeline

[26:00] Why hot leads get all the love and warm leads quietly die

[28:00] Sales is mostly follow-up — discipline beats personality every time

[31:00] Two starting questions — for your next trade show and your current pipeline

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