We're spending a fortune on events and have nothing to show for it. This is what most marketing heads tell me when we first talk. They're running webinars every month. They're getting registrations. But the pipeline isn't moving.

Here's the thing: Events aren't failing you.

Your event strategy is.

The Real Problems Behind Your Event Struggles

Let's talk about what's actually happening with your events.

Your branding is all over the place.

One month your webinar looks corporate and polished. Next month it's casual and template-driven. Your audience can't recognise your events anymore. There's no consistent experience.

Your content isn't landing.

You're bringing in speakers, but they're talking about things your audience doesn't care about. Or worse, they're pitching instead of teaching. People tune out halfway through.

Engagement during events is terrible.

You launch a poll and three people respond. You ask for questions and hear crickets. Most attendees have their cameras off, probably checking emails.

Fewer people are showing up.

You're getting 200 registrations but only 40 people attend. That's an 80% no-show rate. The maths isn't working.

Post-event follow-up is non-existent.

The event ends. Someone sends a thank you email with a recording link. Then nothing. Those warm leads go cold because no one knows what to do next.

Sound painfully familiar?

Here's what the data tells us: Over half of B2B marketers now attribute at least half their closed deals to events. When prospects attend events, deals close faster. Some companies have cut their sales cycle by 20 to 30 days just by getting their event strategy right.

But most companies never see these results. Why? Because they're making the same fundamental mistake.

They're treating all events the same.

It's like proposing marriage on a first date. Then wondering why it didn't work out.

The Framework: Match Your Event to Where Your Prospect Actually Is

Stage One: When They Don't Know You Exist Yet

Your ideal customer has a problem. They might not even know you exist. Or worse, they think you're just another vendor in a crowded space.

What should you do?

Stop selling. Start teaching.

Host events like:

• Thought leadership webinars with industry experts (not your sales team)

• Panel discussions on trends that actually matter to them

• Live sessions addressing real problems in your industry

Why does this work? Because you're giving value without asking for anything.

When someone learns something genuinely useful from you, they remember. Not what you sell, but that you helped them think differently.

Think about this: What could you teach your prospects that would make them see you as a trusted voice, not just another vendor?

The branding challenge here: Your awareness events need consistent visual identity. If prospects can't instantly recognise your events, you're not building brand equity. Every touchpoint should feel like it comes from the same company with the same values.

The content challenge here: Generic industry talk won't cut it. You need perspectives that challenge thinking. Use social listening to understand what your ICP is actually discussing. Then address those conversations.

Stage Two: When They're Looking for Solutions

Now your prospect knows they have a problem. They're comparing options. Your competitors are in the mix.

This is where most marketing heads make another mistake. They pitch features.

Don't do that.

Instead, show proof that you actually solve problems.

Host events like:

• Live product demos showing real outcomes (not feature tours)

• Customer stories from companies they recognise

• Research findings that address their specific challenges

Why does this work? Simple. People trust other people like them.

When someone in their position explains how you solved their exact problem, objections disappear. They're not hearing from your sales team. They're hearing from someone in their shoes.

Ask yourself: Which of your customers would your prospects actually want to hear from?

The engagement challenge here: People don't engage with boring presentations. Use live demos that show transformation, not features. Run polls about their specific challenges. Create breakout discussions where attendees talk to each other, not just listen to you.

The attendance challenge here: Pre-event engagement makes all the difference. Send personalised messages explaining exactly why this event matters to them. Share speaker insights before the event. Build anticipation through your community channels. Make people feel like they'll miss something valuable if they don't show up.

Stage Three: When They're Choosing Between Final Options

This stage makes marketing heads uncomfortable. The prospect is down to you and maybe two competitors.

Here's what matters now: Trust. Chemistry. Confidence in the partnership.

Product specs? They matter less than you think.

What works here:

• Small executive dinners with your leadership team

• Private sessions where they can ask anything

• Customer panels discussing what implementation really looks like

Why does this work? Because exclusivity creates value.

When your leadership team spends real time discussing industry challenges (not pitching), something shifts. You're no longer a vendor. You're becoming a partner.

Be honest: When did your leadership team last spend real time with prospects without talking about your product?

The content challenge here: Decision stage prospects don't want sales pitches. They want honest conversations about what working with you actually looks like. They want to hear about challenges during implementation. They want to meet the people they'll actually work with.

Stage Four: After They Become Customers

Here's something most companies get wrong. They stop doing events after the sale.

Your existing customers are your biggest growth opportunity. Yet you probably only engage them during quarterly reviews.

What if you didn't?

Run events like:

• Customer-only sessions on getting more value from your solution

• Community meetups where they learn from each other

• Celebrations of what they've achieved with you

Why does this work? These events drive deeper adoption. They reduce churn. They create advocates who sell for you.

Plus, they naturally surface expansion opportunities. Not because you're pushing, but because customers see what's possible.

Quick question: What would happen if your best customers met each other regularly and shared their success stories?

Solving Your Biggest Event Execution Problems

Let's address those real challenges directly.

Inconsistent branding

Create templates for all your event formats. Use the same colour schemes, fonts, and visual style. Build recognition through repetition. When someone sees your event invite, they should immediately know it's yours.

Poor content delivery

Stop letting speakers wing it. Brief them properly. Give them talking points that address your ICP's actual pain points. Review their content before the event. No surprises on presentation day.

Low engagement during events

Plan interactive moments every 10 minutes. Use polls, chat challenges, breakout rooms, and Q&A sessions. Assign a moderator whose only job is to drive engagement. Make participation feel rewarding.

People not showing up

Send reminder sequences that build excitement. Share what others are saying about the upcoming event. Offer exclusive content to attendees. Make the fear of missing out real. Consider shorter events (45 minutes instead of 60) that respect people's time.

Weak post-event nurture

This is where most pipeline dies. Build automated sequences triggered by event attendance. Segment by engagement level. High engagement gets sales outreach within 24 hours. Medium engagement gets targeted content. Low engagement gets softer nurture. Have clear handoff processes between marketing and sales.

The Three Things You Must Get Right

1. Strategic Planning

Before you host anything, get clear on who you're targeting and why.

Make sure marketing and sales agree on what happens after each event.

Without this alignment, you're wasting everyone's time.

2. Making Events People Want to Attend

Registrations mean nothing if people don't show up. 

Partner with relevant communities. 

Run targeted ads that speak to specific pain points.

Create content that makes people genuinely want to be there. 

Make attendance feel valuable, not optional.

3. Measuring What Actually Matters

Stop counting registrations. 

Connect your event data to your CRM. 

Track how events influence pipeline and revenue. 

Score attendees based on engagement. 

Route high-intent prospects to sales immediately. 

Report on what actually matters to your board.

What Should You Do Next?

If you're leading marketing at a growing B2B company, you face constant pressure to prove ROI whilst generating consistent pipeline.Events done right become your most predictable way to create revenue.

Start here:

Look at your current events. Which stages of the buyer journey are you ignoring?

Audit your event branding. Does everything feel like it comes from the same company?

Review your content strategy. Are you teaching or pitching?

Check your engagement tactics. Are people actively participating or passively watching?

Examine your follow-up process. What actually happens after someone attends?

Stop hosting generic webinars. Design experiences for specific outcomes at specific journey stages.

Make sure you can prove ROI. If you can't measure it, you can't improve it.

Build repeatable processes. Create playbooks your team can execute consistently every time.

Why Does This Matter More Now?

Digital channels are saturated. Buyers are sceptical of ads. They're tired of being sold to.But face-to-face experiences (virtual or in person) create something different. Real connection. Genuine trust.

Events build relationships that advertising never can.So the question isn't whether you should invest in events.The real question is: Are you creating the right experiences at the right moments in your customer's journey?

Because the companies mastering event-led growth aren't just generating pipeline. They're building lasting relationships that competitors can't replicate.And that's worth more than any single campaign.