How to Turn Events Into a Revenue Engine (Not Just Leads) | Kate Young, Sr Event Marketing Manager, Middesk

Kate Young talks about building an event strategy that ties back to company goals and revenue. She shares how her background in neuroscience, music, and museum events shapes her focus on perception, curation, and memorable experiences, and explains how to map event types across the full funnel while balancing budget and bandwidth. They cover practical approaches for limited budgets, including investing in digital thought leadership, hospitality events, and focused programs like summits, as well as how to make big trade shows work through multi-touch activations. She also discusses what makes events feel premium, how to run effective executive dinners, how to staff a “dream team” booth, and why the best swag is what attendees genuinely need.Key topics include: How to build an event strategy from scratchHow to get buy-in from leadershipHow to map your events across the full funnel, from awareness all the way to revenueWhat to do when your budget is limitedWhat makes an event genuinely memorableUseful links:Find Kate Young on LinkedIn: https://www.linkedin.com/in/kate-young-philadelphia/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcastThis episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/About Araminta Robertson:Araminta is the Co-Director of the fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person fintech Marketing Slack group, is the host of the Market Like a fintech podcast and co-runs the fintech Marketing Hub's events and conferences.About Fintech Marketing LabFintech Marketing Lab is a podcast hosted by Mint Studios, a content marketing agency specialized in the fintech and financial services industry. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building.Timestamps:00:00 Intro02:08 Neuroscience Meets Events03:58 Museum Curation Lessons05:47 Designing Multi Path Experiences08:32 Defining Event Strategy12:21 Webinar Types And Outcomes16:58 Trade Shows Full Funnel Week19:21 Small Budget Playbooks25:40 Hosting Builds Credibility32:38 Executive Dinners That Work36:35 Booth Dream Team And Swag