If you’ve ever been handed a booth brief with zero strategy … or chased down sales to follow up on hundreds of “leads” … or been asked to “do more shows next year” with the same budget, you know the pain. That old model? It’s broken. But the fix isn’t a bigger booth or a cooler activation. It’s a shift — away from chasing attention and toward driving revenue. In this episode, Justin Keys (Sr. Manager, Brand Marketing at Georgia-Pacific) joins Matt to break down how event marketers take back their seat at the table with a strategy that aligns sales, qualifies the right audience faster, and turns follow-up into real pipeline. Here’s how to make that shift stick: ✅ Move from “builder and executor” to strategic revenue partner (and earn that seat early) ✅ Create on-site moments that quickly separate real buyers from booth tourists ✅ Audit your show calendar so you invest only where it pays off Tune in if you’re done putting on a show and ready to drive the business. This is your new event strategy. ---------------------------------- Connect with Justin Keys LinkedIn: https://www.linkedin.com/in/justinakeys/ 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

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EP 170 | Strategy Over Spectacle: How Event Marketers Drive Revenue Now

Event Marketing: Redefined

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