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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 186 | If Your Trade Shows Aren’t Driving Pipeline, What Are They Doing?
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Most event teams are still measuring trade shows by booth traffic, badge scans, and “good vibes.”
But when budgets tighten and leadership wants answers, those metrics stop meaning much.
Bethany Gustafson leads events at ACTIVE Network, where her team manages everything from small pop-up trade shows to large-scale flagship exhibits across multiple markets and products.
In this episode, she joins Matt Kleinrock to break down what it actually takes to run a high-volume event program strategically—not just operationally. They get into the pressure event marketers face to prove impact, why clean attribution is harder than executives think, and how strong teams build scorecards, feedback loops, and sales alignment around real business outcomes.
Learn:
✅ How Bethany structures Tier 1, Tier 2, and Tier 3 event strategies across 75–100 shows a year
✅ The leading indicators she watches before ROI is fully visible months later
✅ Why operational systems and sales alignment matter more than flashy booths
If you’re being asked to prove the value of your trade shows while managing more events with fewer resources, this episode will probably feel very familiar.
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Connect with Bethany Gustafson
LinkedIn: https://www.linkedin.com/in/bethany-gustafson/
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