Most event programs are built around visibility: booths, sponsorships, brand presence

For years, that approach was considered the safest way to drive pipeline. But what if the deals you care about aren’t won on crowded show floors? And your highest-value buyers respond to something far more intentional?

In this episode, Matt sits down with Bronwen Gregg, who leads event strategy from inside sales enablement, not marketing. After seeing diminishing returns from large trade shows, her team shifted toward curated micro-events designed specifically for executive decision-makers.

The result: hosted experiences functioning as late-stage deal accelerators, with activations reporting ROI in the five-figure percentage range.

Instead of treating events as lead generation tools, they built a program where each experience has a defined role in the buyer journey and micro-events are engineered to close.

Here’s a look inside the playbook:

✅ Why micro-events outperform large trade shows for executive audiences

✅ How to design experiences that move deals forward instead of just starting conversations

✅ What changes when events are owned by revenue leadership, not just marketing

If your events create activity but not outcomes, this conversation offers a blueprint for turning intimate, high-signal experiences into real business results.

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Connect with Bronwen Gregg
LinkedIn: https://www.linkedin.com/in/bronwengregg/

Connect with Matt Kleinrock
LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/
Company: https://rockwayexhibits.com/

🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined

Most event teams are doing everything they’re supposed to do: booking the booth, training staff, showing up with the right materials.

And yet, the results rarely match the effort.

The issue usually isn’t poor execution. It’s that the event was never designed to drive revenue in the first place.

In this episode, Matt and Coty break down the thinking behind the session they’ll be bringing to EXHIBITORLIVE 2026… and why so many event strategies stall long before pipeline is even possible.

Instead of tactics or checklists, this conversation focuses on the decisions that shape everything downstream:

✅ Why events fail when emotional outcomes, strategic intent, and revenue goals aren’t aligned

✅ What actually needs to be true before a show starts and after it ends for revenue to follow

✅ How to treat events as a revenue accelerator within your go-to-market strategy, not a standalone moment

This is a zoomed-out, strategic look at what separates busy event teams from effective ones, and why most execution never gets the chance to work.

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Connect With Us

Matt Kleinrock: https://www.linkedin.com/in/matt-kleinrock-9613b22b/

Coty Adams: https://www.linkedin.com/in/cotykadams/

Our Company: https://rockwayexhibits.com/

🚨Register for the show here: https://tinyurl.com/EventMarketingRedefined

The event didn’t start on the show floor.

By the time Accelevents showed up with a 10×10 booth, much of the pre-show groundwork was already in motion—accounts targeted, meetings scheduled, and conversations planned. The result? 116 meetings driven by intentional strategy, not booth size or blind hope for foot traffic.

In this live conversation, Matt is joined by Jonathan Kazarian, CEO of Accelevents, and Michael Burns, CRO, to walk through a real case study.

They’ll break down the pre-show strategy behind that outcome:

✅ Why booth size had nothing to do with meeting volume

✅ How targeted outreach and community plays drove qualified conversations

✅ What changes when sales and marketing co-own pre-show strategy

✅ How pre-booked meetings should influence booth design and on-site experience

If you want your next event to work BEFORE you arrive and not after, this episode will show you how to rethink your approach.

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Connect with Jonathan Kazarian
LinkedIn: https://www.linkedin.com/in/jkazarian/

Connect with Michael Burns
LinkedIn: https://www.linkedin.com/in/michael-burns-0208/

Connect with Matt Kleinrock
LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/
Company: https://rockwayexhibits.com/

🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined