Carole Gunst

 In this episode of B2B Marketing Futures, we dive deep into one of the toughest challenges in B2B: marketing attribution. You’ll hear from: • Jill Baumgardner – Marketing Performance Manager at Curriculum Associates, specializing in data strategy and pipeline impact in edtech • Peter J. Bach– Growth marketer with expertise in demand gen and performance marketing, formerly at RingCentral • Ryan McIntyre Director of Digital Marketing at Dext, focused on digital performance and B2B demand generation Together, they unpack: • Why attribution remains so complex in B2B environments • How to overcome technical, cultural, and organizational hurdles • The role of brand awareness in revenue growth • Tips for aligning stakeholders around a clear measurement strategy Listen on Spotify: https://lnkd.in/dmh2XvF4 Listen on Apple Podcasts: https://lnkd.in/dhzn_Uh9

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Most teams treat events like a one-off marketing expense. The best GTM teams treat them like a market entry strategy. If events aren’t intentionally built into your go-to-market motion, you’re leaving serious pipeline and positioning on the table. Here’s how to use events strategically — not just show up and hope for leads: 🔁 Use events to accelerate trust, not just awareness. Cold outreach builds familiarity. Face-to-face conversations build credibility. Events compress months of back-and-forth into a single interaction where prospects can see, hear, and feel your value. 🎯 Align events with your target segments. Don’t attend everything. Be present where your ideal customers and partners gather. The right room matters more than the biggest room. 📍 Stay consistent in the same markets. One appearance builds visibility. Repeated appearances build authority. When buyers see you active in their ecosystem over time, you stop being a vendor and start becoming part of the market. 🤝 Think partnerships, not just prospects. Events are GTM multipliers. The right partner relationships formed at events can open doors to dozens of accounts you couldn’t access alone. 🧠 Pre-plan your conversations. Who do you want to meet? What problems do you solve for them? What proof points will resonate? Random conversations lead to random outcomes. Intentional conversations lead to pipeline. ⚡ Have a follow-up engine ready before you arrive. Speed wins. The teams that turn event conversations into revenue are the ones who follow up within days — not weeks — with personalized, relevant next steps. 📈 Measure influence, not just badge scans. Events drive pipeline in ways that don’t always show up as “lead source.” Track meetings booked, partnerships formed, opportunities influenced, and deals accelerated. When woven into your GTM strategy, events become more than a marketing line item. They become a relationship engine, a trust builder, and a pipeline accelerator. The question isn’t “Should we attend events?” It’s “Are we using events strategically enough?” #CannabisCommunity #CannabisEvents #CannabisIndustry #GTM #ThoughtLeaderahip

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Small AI tweaks can lift conversions fast. This 30-day sprint shows the exact steps. Four weeks, four focused wins. Spot issues, help faster, test smarter, automate results. Save this roadmap for your next optimization cycle. Full guide by MarketinGear, your partner in smarter AI growth: https://lnkd.in/gaD29GrE

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