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The Art & Science of Turning Events Into Revenue

Expert Advice on How to Leverage Small-Scale Events for Big Business Impact

Author

Mark Walker
April 04, 2025

Hi ,

What do GoCardless, Beamery & Eventbrite veterans know about events (that most don’t)?

In next week’s webinar, you’ll have a front row seat to the key lessons from behind the curtain of world-class event strategy.

Between them, our panel has led marketing and driven event strategy at GoCardless, Beamery, Eventbrite, Pavilion, Attest, MyTutor, Sylvera and more.

They’ve run events with 5 people and over 500. Some generated millions. Others…well, you'll hear the horror stories.

In our next live session, you’ll get a brutally honest look at what actually works — and what’s just fluff - when it comes to driving real business results from micro events.

🎤 Live Panel: “Micro Events. Maximum Impact.”
📅 When: April 9th, 4-5pm BST
📍 Where: Virtual (link on registration)

On the webinar we’ll cover:

  • How to use events at every stage of the funnel to generate and accelerate pipeline

  • What gets the right people to sign up and show up

  • Ways to run high-impact events without blowing your budget

If you’re using events to support ABM, accelerate deals, or just want smarter plays for pipeline — this one’s for you.

Weekly quote to ponder

This week from the CMO Circle, host James Hamlin welcomes Stef Iacono and Mark Walker for an insightful discussion on the power of Custom GPTs and the art of building and targeting Ideal Customer Profiles (ICPs) and personas. With AI transforming the way businesses engage with their audiences, Mark shares expert strategies to refine targeting and enhance personalization like never before.

In this episode, they explore:

✅ How Custom GPTs can revolutionize content creation and customer interactions
✅ The key steps to defining and refining ICPs for better marketing results
✅ Effective strategies for AI-driven persona development

If you’re looking to leverage AI for smarter, more precise marketing, don’t miss this episode!

If you'd like to discuss any of the areas I cover in this newsletter each week, from sales leadership to marketing strategy, cross-functional alignment to scaling high performance...I'd love to help!

Enjoyed this content? Then please share it with just one other person you think would benefit from the ideas and advice I share each week...they'll thank you, I'll thank you, you'll thank you - it's the ultimate win win win!