June 11, 2025

Episode 115: Enterprise ABX with Katrine Rasmussen, part 2

34 minutes

This week, Katrine Rasmussen, CMO at Pixels, returns to break down how her team built a revenue engine disguised as an event strategy - and why ABX isn’t a tech stack, it’s a mindset.

We cover:

How Pixels went from ad hoc event execution to a disciplined, cross-functional program built for scale.
How the right team supports alignment across marketing, sales, and customer teams around one cohesive motion.
Why protecting the attendee experience — even from sponsors and internal stakeholders — is non-negotiable.

Why tools alone don’t make ABX work - but clarity, process, and shared ownership do.

If you’re working in B2B and trying to turn events into something more than lead generation theatre, this is a clear look at what it takes.

🎧 Available wherever you get your podcasts.

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By Jen Montague and Casper Rouchmann

June 11, 2025

Episode 115: Enterprise ABX with Katrine Rasmussen, part 2

34 minutes

This week, Katrine Rasmussen, CMO at Pixels, returns to break down how her team built a revenue engine disguised as an event strategy - and why ABX isn’t a tech stack, it’s a mindset.

We cover:

How Pixels went from ad hoc event execution to a disciplined, cross-functional program built for scale.
How the right team supports alignment across marketing, sales, and customer teams around one cohesive motion.
Why protecting the attendee experience — even from sponsors and internal stakeholders — is non-negotiable.