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Event Marketing: Redefined
Welcome to the go-to resource for event marketers. With each episode, we dive deep into the world of event marketing, bringing in industry leaders to discuss trends, strategies, and success stories. We're not just talking about creating trade show booths; we're exploring how to craft success stories that drive tangible results.
We believe trade shows and events are not just a cost of doing business but an essential sales and marketing strategy, and have the potential to propel your brand growth and significantly impact your bottom line.
We understand the industry can be complex, with challenges around under-resourced staff, budget allocation, and much more. That's why we're here—to provide guidance and expertise so you can do better, be better, and expand your career.
Join us on this journey to get results, grow your brand, and experience the revolution of event marketing!
“Event Marketing: Redefined'' is hosted by trade show and event marketing expert, Matt Kleinrock, CEO of Rockway Exhibits + Events.
Event Marketing: Redefined
EP 180 | Micro-Events as Closers: The Playbook Behind 15,000% ROI
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Most event programs are built around visibility: booths, sponsorships, brand presence
For years, that approach was considered the safest way to drive pipeline. But what if the deals you care about aren’t won on crowded show floors? And your highest-value buyers respond to something far more intentional?
In this episode, Matt sits down with Bronwen Gregg, who leads event strategy from inside sales enablement, not marketing. After seeing diminishing returns from large trade shows, her team shifted toward curated micro-events designed specifically for executive decision-makers.
The result: hosted experiences functioning as late-stage deal accelerators, with activations reporting ROI in the five-figure percentage range.
Instead of treating events as lead generation tools, they built a program where each experience has a defined role in the buyer journey and micro-events are engineered to close.
Here’s a look inside the playbook:
✅ Why micro-events outperform large trade shows for executive audiences
✅ How to design experiences that move deals forward instead of just starting conversations
✅ What changes when events are owned by revenue leadership, not just marketing
If your events create activity but not outcomes, this conversation offers a blueprint for turning intimate, high-signal experiences into real business results.
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Connect with Bronwen Gregg
LinkedIn: https://www.linkedin.com/in/bronwengregg/
Connect with Matt Kleinrock
LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/
Company: https://rockwayexhibits.com/
🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined