Renegade Marketers Unite
499: The Event ROI Reality Check
Renegade Marketers Unite
•January 2, 2026•50 min
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Renegade Marketers Unite•Jan 2, 2026
Key Takeaways
- •Prioritize event types based on ROI and strategic goals.
- •Align sales pre‑work and ABM tactics before events.
- •Create memorable, experience‑driven booths to boost brand recall.
- •Use small regional meetups as listening posts for market intel.
- •Measure event success with clear KPIs and post‑event follow‑up.
Pulse Analysis
In this episode, the panel breaks down B2B event planning into three distinct buckets: sponsored industry conferences, field‑sales meetups, and owned experiences such as advisory councils or user summits. Charles Groom emphasizes budgeting by allocating the majority of spend to the "listening circuit" – small, regional gatherings that feed market intelligence and qualify leads before committing to larger, high‑cost shows. This strategic split helps CMOs justify event spend under tight ROI scrutiny and ensures each dollar aligns with overall brand and pipeline goals.
Jamie Geyer expands the conversation by stressing pre‑event alignment between marketing and sales. He advocates rigorous ABM playbooks, sales pre‑work, and customer‑centric speaking slots that turn attendees into brand advocates. The discussion also highlights the power of experiential design – from simulated hospital booths to immersive pop‑ups – to create memorable moments that linger in buyers’ minds. By leveraging human psychology and moving beyond pure logistics, marketers can drive discovery, deepen trust, and set the stage for deal acceleration.
Lori Cologne rounds out the dialogue with a focus on measurement and post‑event execution. She recommends clear KPIs, pod structures that pair demand‑gen, SDRs, and sales executives, and a competitive mindset to push key accounts through the pipeline. Tracking exposure against target‑account lists, reallocating budget between spring and fall seasons, and systematic follow‑up turn events from one‑off experiences into sustainable revenue generators. Together, these insights provide a reality‑check on event ROI and a roadmap for turning live interactions into measurable business outcomes.
Episode Description
Events sit at the crossroads of joy and heartburn for B2B marketers. The magic of getting customers together in real life is real, and so is the pain when sales skips the pre-work and ROI gets fuzzy. With every dollar under scrutiny, CMOs are treating events as strategic bets that have to earn their spot on the plan.
In this episode, Drew talks with Charles Groome (Insightful), Jamie Gier, and Lorie Coulombe (Equity Shift) about how they decide which events to do, design experiences people remember, and turn field time into pipeline. They cover event portfolios, sales pre-work, and the simple tools that keep everyone aligned before, during, and after the show.
In this episode:
Charles sorts events into three buckets, leans into a listening circuit with smaller meetups, and looks at target-account impact to decide where bigger bets belong.
Jamie frames events around getting discovered, creating memorable experiences, and driving deals, with customers on stage and pods focused on key accounts.
Lorie sets clear goals for each event, does deep homework on audiences and geographies, and locks in sales pre-work and follow-up expectations.
Plus:
Build an event portfolio that blends big shows, listening trips, CABs, and customer moments.
Use themes, news hooks, and customer voices to stand out in crowded halls and drive recall.
Align sales and marketing via pods, shared KPIs, and simple scoreboards.
Tighten spend with regional focus, partner co-hosting, and clear criteria.
If events are on your 2026 budget and you want them to pay in pipeline, this episode will help you pick, plan, and prove them with more confidence.
For full show notes and transcripts, visit https://renegademarketing.com/podcasts/
To learn more about CMO Huddles, visit https://cmohuddles.com/
Show Notes
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