The traditional event playbook is dead – host a webinar, collect MQLs, pass to sales, celebrate pipeline. Today's successful events serve as relationship accelerators and community builders that extend far beyond the initial touchpoint. Event strategy expert Andrea Rutherford shares real-world insights on transforming events from one-off lead generation tactics into sustainable revenue engines. We explore practical challenges like stagnant budgets and shrinking attention spans, plus what's actually working: content multiplication strategies, AI-driven personalization, and measurement frameworks that prove relationship value to skeptical stakeholders. Whether you're defending your event budget or evolving your strategy, this episode provides actionable tactics to transform transactional moments into strategic movements.

Andrea Rutherford, Vineacular Events

LinkedIn Profile https://www.linkedin.com/in/anrutherford/

In this episode of The RevRoom, we explore how field marketing creates irreplaceable human connections that demonstrably drive revenue in today's B2B landscape. Our guests share their contrasting but complementary approaches to field marketing, revealing how they've balanced strategic objectives with sales partnerships through practical frameworks like the "Field Marketing Menu" and strategic territory planning. They discuss how field marketing delivers 2.2x higher close rates despite changing work environments and budget constraints, offering insights on different event types for various buyer journey stages. From navigating sales relationships without becoming order-takers to leveraging AI while maintaining the human element, this conversation provides both strategic vision and tactical implementation details for marketing leaders looking to optimize their field marketing approach in a digital-first but relationship-driven world.

Beth Tiltges - Director of Marketing at Channel99

LinkedIn Profile https://www.linkedin.com/in/bethtiltges/ 

Christine Farrier Rosemin - Head of Partner Marketing at Rho 

LinkedIn Profile https://www.linkedin.com/in/christinefarrierrosemin/

In this episode of The RevRoom, we sit down with Julie Wiethop from Ocrolus to explore how direct mail is making a powerful comeback in B2B marketing—not as a nostalgic throwback, but as a strategic revenue driver. Julie shares how her team achieves impressive ROI from direct mail campaigns with a modest annual budget, proving that you don't need massive resources to see meaningful results. We dive into their "Fintech Bros" campaign strategy, the art of persona-specific curation, and how to integrate direct mail with digital channels for maximum impact. This conversation challenges the "we can't afford it" mindset and reveals why smart marketers are using physical touchpoints to cut through digital noise and accelerate deal cycles. Whether you're looking to stand out in a crowded market or justify marketing spend with concrete results, this episode delivers actionable strategies for making direct mail a cornerstone of your revenue-focused marketing playbook.

Julie Wiethop - Director of Growth Marketing at Ocrolus

LinkedIn Profile https://www.linkedin.com/in/juliewiethop/ 

For your direct mail needs, check out our friends at Sendoso: https://www.sendoso.com/

In this episode of The RevRoom, we explore how B2B marketers can move beyond traditional channels to embrace video as a powerful relationship-building tool. Our guest, Ademola Adelakun from A2 Media, debunks common misconceptions about video marketing being too expensive, time-consuming, or difficult to measure. Through practical examples and firsthand experience, we'll discover how batch recording can dramatically reduce production time, explore the untapped potential of interactive video experiences, and learn why authentic content consistently outperforms high production value. Join us for actionable strategies to incorporate video into your marketing mix without overwhelming your team or budget, ultimately helping you build deeper connections with prospects and accelerate the buying journey.

Ademola Adelakun - CEO at A2 Media

LinkedIn Profile https://www.linkedin.com/in/ademola-adelakun/ 

This episode of The RevRoom explores how B2B companies can successfully implement influencer marketing strategies, featuring insights from Madhav Bhandari of Storylane. The conversation traces Storylane's journey from complete beginners to running a successful B2B influencer program generating 700K monthly impressions. We unpack the challenges of building an influencer program without an established playbook, reveal their two-tiered approach to influencer types, and discuss how they measure success and integrate this channel with their broader marketing strategy.

Madhav Bhandari - VP of Marketing at Storylane

LinkedIn Profile https://www.linkedin.com/in/madhavbhandari/

This episode tackles the fundamental problems with traditional MQL-based marketing approaches and presents a new framework for measuring marketing effectiveness that better aligns with actual buyer behavior. Industry experts Kerry Cunningham (6sense) and Kathy Macchi (Inverta) join host Rachel Bryant to share insights on why the shift to account-based metrics is critical for modern B2B marketing success. The conversation covers both the strategic imperative for change and practical guidance for implementing new measurement frameworks despite organizational challenges.

Kerry Cunningham - Research and Thought Leadership @ 6sense

LinkedIn Profile https://www.linkedin.com/in/kerrycunningham/ 

Kathy Macchi - Founder and EVP of Innovation @ Inverta

LinkedIn Profile https://www.linkedin.com/in/kathy-macchi-aa148b/

Resources

• The New Way to Measure Marketing: https://www.inverta.com/playbook/the-new-way-to-measure-marketing 
• Ending the Reliance on MQLs: https://www.inverta.com/resources/ending-the-reliance-on-mqls
• Buyer's Journey Research: https://6sense.com/science-of-b2b/2024-buyer-experience-report/

Most B2B marketing budgets are flat or shrinking, forcing teams to make tough decisions about where to invest. This episode challenges conventional thinking by arguing that creative excellence isn't a luxury line item but a strategic necessity. Through the lens of Inverta's partnership with creative agency Fenwick, we'll explore how thoughtful, problem-focused creative can transform marketing effectiveness even with limited resources.

Chris Gillespie - CEO and Creative Director at Fenwick (https://www.fenwick.media/) 

LinkedIn Profile https://www.linkedin.com/in/christophermatthewgillespie/ 

Jessica Fewless - Sr. Director of Partnerships and Demand Generation at Inverta

LinkedIn Profile https://www.linkedin.com/in/jfewless/

In this episode of The RevRoom, host Rachel Bryant speaks with David Coates and Ivonne Smith from Forter about their innovative approach to combining customer advocacy with account-based marketing. They share how their strategic partnership between teams has created a powerful growth engine that drives larger deals, faster closings, and creates a flywheel of customer advocates eager to help win new business. Through real-world examples and practical insights, they demonstrate how B2B organizations can implement similar approaches without massive budgets, instead focusing on creating authentic connections between prospects and successful customers.

David Coates - Customer Advocacy leader at Forter

LinkedIn Profile https://www.linkedin.com/in/david-coates-3596282/ 

Ivonne Smith - Director of ABX at Forter

LinkedIn Profile https://www.linkedin.com/in/ivonne-smith-4a5a533/

 In this episode of The RevRoom, host Rachel Bryant welcomes back Brian Schmid, Inverta's AI Practice Lead, to discuss how AI is transforming B2B marketing in 2025. Building on their October 2024 conversation, they'll explore how AI tools have evolved, share practical implementation strategies from Inverta's own experience, and provide actionable guidance for marketing leaders. The discussion will focus on aligning AI with business objectives, driving team adoption, measuring impact, and navigating the evolving technological landscape—all with real-world examples from Inverta's client work and internal initiatives.

https://www.linkedin.com/in/brianschmid/

Marketing teams face unprecedented challenges in 2025, from shifting buyer behaviors to resource constraints. In this episode of The RevRoom, host Rachel Bryant welcomes marketing leader and founder Lindsay Tjepkema to explore how the BRAVE framework can transform marketing effectiveness at every level. From building relationships at scale to making values-driven decisions, discover practical approaches to implement today—whether you're a CMO or individual contributor.

LINDSAY TJEPKEMA, FOUNDER @ HUMAN BRANDS WIN

LinkedIn Profile https://www.linkedin.com/in/lindsaytjepkema/ 

All things Lindsay Tjepkema: https://lindsaytjepkema.com/linktree