B2B Events That Close Deals: Strategies for Relationship-First Growth

Sick of trade shows that cost a fortune but never drive real pipeline? If your events strategy feels more like a brand awareness play than a revenue engine, this episode will help you flip the script. In this episode of Revenue Boost: A Marketing Podcast titled “B2B Events That Close Deals: Strategies for Relationship-First Growth,” host Kerry Curran sits down with Meghan Lavin, VP of Marketing at Choreograph. With 15 years of experience leading events, content, and field strategy, Meghan shares how B2B marketers can drive measurable impact through smart, strategic event planning. She pulls back the curtain on what really works—beyond the booth: How to set goals and budgets that align with sales cycles and AOV What to ask for when negotiating sponsorships (and what not to sign) Creative ways to build hosted events that convert, even with limited budget How to train event staff so your booth doesn’t fumble the first impression The power of post-event follow-up and content to keep relationships warm 📌 Who It’s For: B2B marketers, field marketing leaders, and revenue execs planning events that need to do more than “get your name out there.” 🎯 What You’ll Walk Away With: A proven playbook for building trust, generating pipeline, and strengthening brand reputation through every event touchpoint. Stay to the end where Meghan shares how a niche SEO conference went viral—and what made it the most impactful hosted event of her career. If you’re ready to stop measuring foot traffic and start closing deals, this episode is for you." Flat or slowing revenue? Let’s fix that—fast. Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine. 🎧 Follow on Apple, Spotify, YouTube ⭐ Rate 5 stars if these insights move your metrics 📅 Fresh episodes drop often—don’t miss a pipeline-popping idea 👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.