Most marketers would be thrilled with 2x or 3x ROI from events. Gainsight consistently sees 7x.

Emily Wilkes, Director of Field and Partner Marketing at Gainsight, joins Camille Arnold to discuss how they use events to drive pipeline and business growth. Emily shares how her team executes a variety of event types, each designed to engage prospects and accelerate the buyer journey. In this episode, you’ll get an inside look at how Gainsight aligns event strategy with business goals, uses data to measure success, and creates powerful cross-department collaboration.

Tune in to learn:

• Mistakes to avoid when measuring event ROI
• How to choose the right event formats based on customer intent
• The difference between sourced and influenced pipeline and why it matters

Episode outline:

(00:00) Meet Emily Wilkes

(02:40) Key metrics for measuring event success

(04:58) Gainsight’s event mix

(09:30) Event strategy and pipeline alignment

(13:01) Success stories from regional roadshows

(17:31) Reporting the value of events

(20:39) Adapting event strategies over time

(28:49) The future of event marketing

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