EMT #64 with Kayla Drake - Creative event strategies that drive pipeline, not just attendance

Trade shows remain one of the most effective channels for building relationships and generating pipeline—but a successful event program is about much more than having the biggest booth on the show floor.In this episode of Event Marketer's Toolbox, hosts Chris Dunn and Brendon Hamlin welcome back Kayla Drake, field marketing advisor, speaker, and event career coach, for a practical discussion on how event marketers can create meaningful experiences that move business forward.Building on her previous appearance, Kayla shares actionable strategies for thinking beyond the traditional exhibit booth. From wrapper events and hospitality activations to post-show follow-up and sales alignment, she explains how marketers can create experiences that generate stronger conversations, deeper relationships, and measurable revenue.If you're looking for ideas that go beyond collecting badge scans and focus instead on creating real business opportunities, this episode delivers practical playbooks you can begin using at your very next event.Bigger Lead Numbers Don't Always Mean Better ResultsOne of the central themes of the conversation is that event success shouldn't be measured by lead volume alone. While booths play an important role in brand awareness and demand generation, they're not always the best investment for every company or every event.Kayla explains that, in many cases, meeting ten high-value target accounts can produce significantly more pipeline than collecting hundreds of cold leads. The key is understanding your objectives before committing to an event and designing experiences around your ideal customer profile (ICP), rather than simply maximizing traffic.Think Beyond the Booth with "Wrapper Events"One of Kayla's favorite strategies is creating experiences that complement a major trade show rather than relying solely on the exhibit floor.She shares examples of:Coffee shop buyoutsExecutive dinnersWellness activationsHospitality loungesPartner eventsOff-site networking experiencesThese "wrapper events" create natural environments where conversations happen organically instead of immediately leading with a product pitch. The result is a more memorable experience for attendees and higher-quality meetings for sales teams.The Real Work Begins After the Trade ShowA booth conversation is only the beginning.Kayla emphasizes that follow-up is where most opportunities are won—or lost. She recommends uploading leads immediately, following up within days, and using content such as webinars, blogs, podcasts, and videos to continue nurturing prospects while the event is still fresh in their minds.Instead of treating trade shows as one-time interactions, marketers should build a structured follow-up process that moves attendees toward meaningful sales conversations.Align Marketing and Sales Around Target AccountsStrong field marketing depends on close collaboration with sales.Rather than planning events in isolation, Kayla encourages marketers to sit down with sales teams before an event and identify their highest-priority accounts. Together they can build personalized experiences for those customers—from booth demonstrations to executive dinners and additional marketing touches throughout the event week.This account-based approach helps marketing directly support sales while creating measurable influence on pipeline and revenue.Measure Success Through Pipeline, Not Just AttendanceThroughout the discussion, Kayla returns to one consistent message: event marketers should understand the numbers behind every event.She walks through calculating expected ROI, setting realistic revenue goals, aligning sales follow-up expectations, and communicating results transparently. If an event isn't generating business, marketers shouldn't be afraid to acknowledge it and explore different approaches such as partnered events or wrapper events instead of repeating the same strategy year after year.Investing in the Next Generation of Event MarketersToward the end of the episode, Kayla shares her next chapter: launching her own field marketing advisory and event career coaching business.After more than 13 years building field marketing programs for companies including Apollo, StackAdapt, Udemy, and Autodesk, she's now focused on helping early- and mid-career event marketers develop the practical skills often missing from traditional career paths.It's a fitting close to a conversation centered on sharing playbooks, building stronger event strategies, and helping the industry continue to grow.One of the biggest themes from this episode is that successful event programs aren't built around collecting the most leads—they're built around creating the right conversations.Kayla challenges event marketers to rethink how they measure success by focusing on pipeline, relationships, and thoughtful experiences that serve the right audience. Whether it's an executive dinner, a hospitality lounge, or simply a stronger follow-up strategy, the goal remains the same: create opportunities that help sales succeed and deliver measurable business results.For anyone responsible for trade shows, field marketing, or experiential programs, this episode offers practical ideas that can be adapted immediately, regardless of company size or budget. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.This Show is sponsored by Blue Hive 📅 Join us LIVE every Thursday at 12 PM ET on LinkedInFollow Us on LinkedIn and YouTubeSubscribe to our Newsletter!