Podcast Summary: B2B Marketing with Dave Gerhardt Episode: The B2B Event Playbook: Building Revenue-Driving Events in 2025
Release Date: March 13, 2025

Introduction

In this episode of B2B Marketing with Dave Gerhardt, host Dave Gerhardt delves into the resurgence and strategic importance of event marketing in the B2B landscape for 2025. Joined by industry experts Stephanie and Christina Dobrito, the discussion provides a comprehensive playbook for creating events that drive revenue, enhance brand presence, and foster meaningful customer relationships.

The Resurgence of Event Marketing

Dave kicks off the conversation by highlighting the significant interest in events, noting that over 1,200 individuals registered for this particular session. He emphasizes that events have become a cornerstone in B2B marketing strategies, especially as companies navigate the post-Covid era.

Notable Quote:
“Events are back, baby.”
— Dave Gerhardt [01:20]

Common Mistakes in B2B Event Planning

Stephanie identifies two primary mistakes marketers make when planning events:

1. Overloading the Event Program: Companies often rush to execute events without strategic planning, leading to packed schedules that fail to deliver value.
2. Neglecting Post-Event Follow-Up: The event's success continues only if there's a robust follow-up strategy to convert attendee engagement into tangible business outcomes.

Notable Quote:
“The event starts after the event is over in terms of follow up and the things that you want.”
— Stephanie [09:29]

Leveraging Partner Events for Greater Impact

Christina emphasizes the untapped potential of joint field events with strategic partners. Partnering allows companies to share resources, access overlapping customer bases, and enhance brand credibility through association.

Notable Quote:
“You can do webinars together, but you could do events together.”
— Dave Gerhardt [10:32]

Strategic Goals of Event Marketing

The discussion revolves around defining the "why" behind event marketing. Stephanie outlines three key objectives:

1. Revenue Generation: Directly linking events to sales and pipeline growth.
2. Brand Awareness: Enhancing visibility and establishing authority in the industry.
3. Customer Retention and Expansion: Strengthening relationships with existing clients to drive renewals and upsells.

Notable Quote:
“We just spend a bunch of hours in person. What is the best next step going to be here?”
— Dave Gerhardt [20:39]

Creative Strategies for Event Engagement

Stephanie and Christina share innovative ideas to make events memorable and drive attendance:

• Unique Booth Activities: Incorporating unexpected elements like tarot card readings or live pancake art to attract and engage attendees.
• Thoughtful Swag: Moving beyond generic giveaways to offer high-value or experiential items that resonate with attendees.
• Personalized Experiences: Utilizing attendee data to customize interactions, such as playing their favorite songs upon check-in.

Notable Quote:
“You gotta educate them, entertain them, and inspire them. That’s the challenge.”
— Stephanie [13:34]

Effective Event Follow-Up Tactics

Post-event engagement is crucial for maximizing ROI. Strategies discussed include:

• Targeted Nurture Campaigns: Leveraging CRM integrations to send personalized follow-ups based on attendee profiles.
• Shared Communication Channels: Creating Slack channels or other platforms to maintain ongoing engagement with attendees.
• Dedicated Follow-Up Teams: Assigning specific roles to ensure timely and relevant follow-ups, preventing leads from going cold.

Notable Quote:
“Keep all eyes on it all the way through for months after.”
— Stephanie [21:20]

Measuring Event Success

The panel discusses various metrics to evaluate event effectiveness:

• Primary Metrics: Revenue generated, pipeline contributions, and attendee numbers.
• Secondary Metrics: Brand mentions, social media engagement, website traffic spikes, and Net Promoter Scores (NPS).
• Funnel Alignment: Tailoring metrics based on the event's position in the sales funnel, such as TOFU (Top of Funnel) or MOFU (Middle of Funnel) events.

Notable Quote:
“Your event portfolio should be like your financial portfolio—diversified.”
— Stephanie [49:32]

Balancing In-Person and Virtual Events

While in-person events offer unparalleled networking and engagement opportunities, virtual events remain relevant. Christina suggests reimagining virtual experiences to make them unique and engaging, rather than relying on traditional formats like webinars.

Notable Quote:
“What is dead is probably like those cocktail making, beer and cheese tasting.”
— Christina Dobrito [49:32]

Securing Executive Buy-In

To ensure event initiatives receive necessary support, Stephanie advises:

• Experience the Event: Encourage skeptical executives to attend and experience the value firsthand.
• Customize Presentations: Tailor pitches to match the information processing preferences of different executives, whether they're visual or data-driven.

Notable Quote:
“Understanding how your execs process information is super important.”
— Stephanie [40:24]

Conclusion and Future Directions

Dave wraps up the session by acknowledging the overwhelming interest and suggestions for a follow-up discussion. He commends the panelists for their insightful contributions and emphasizes the importance of continuous learning and adaptation in event marketing strategies.

Notable Quote:
“Events are back, baby.”
— Dave Gerhardt [51:23]

Key Takeaways

• Strategic Planning: Ensure events are thoughtfully planned with clear objectives and leave room for meaningful follow-ups.
• Innovative Engagement: Incorporate unique and memorable activities to differentiate your events from the competition.
• Comprehensive Measurement: Utilize a mix of primary and secondary metrics aligned with your event goals to gauge success.
• Executive Involvement: Actively involve and demonstrate value to executives to secure ongoing support for event initiatives.
• Diversified Event Portfolio: Balance in-person and virtual events to maximize reach and effectiveness across the marketing funnel.

This episode serves as an invaluable resource for B2B marketers seeking to enhance their event strategies in 2025, offering actionable insights and expert advice to drive revenue and build lasting customer relationships.