Jocelyn Sexton is the VP of Marketing at Growth Acceleration Partners. She has spent the last 20 years doing work across tech, SaaS, AI, and services. She’s been around long enough to see events go from the best play in the book, to DOA during COVID, to how they are done today.
Here’s a glimpse of what you’ll learn:
- [05:00] Why in-person still beats inbox
- [08:30] When to trade the booth for breakfast
- [12:00] The $100K question: how do you measure event ROI?
- [20:00] The danger of doing the event… then doing nothing
- [29:00] What to bring to an event (hint: it’s not a whitepaper)
- [34:00] Making webinars work again
In this episode…
COVID crushed events. Then AI, automation, and inbox spam made everyone forget how to talk to people.
In this episode, Jocelyn Sexton and Carlos break down what’s actually working with events, and why the ROI isn’t in the booth. From “just go to the bar” tactics to how to avoid webinar fatigue, they show how to make people care, follow up like a human, and stop treating every interaction like a pitch. Whether it’s a conference, a dinner, or a podcast, if you’re not building a real relationship, you’re just wasting time, effort, and budget.
Resources mentioned in this episode:
Quotable Moments:
- “Sometimes it’s just nice to be a person and have a conversation and listen to the stories.”
- “Relationships take time. It’s a longer play.”
- “You don’t necessarily have to go to a big event. Just be where the people are.”
- “Technology can either help or hinder. People can tell when a reach-out has been made with AI.”
- “People don’t like being confused. People don’t like mixed directions.”
- “Sharing knowledge is power. That’s where I’ve seen the most respected people do well.”
- “It’s not knowledge that’s power. It’s sharing knowledge.”
Action Steps:
- Pick events based on who is in the room, not just the logo on the banner.
- Set a clear revenue target before you commit a dollar.
- Write down what they said while you still remember it. Details build deals.
- Match the content to the moment. Not every event needs a deck.
- Keep leads warm after the event. That is where pipeline shows up.
Sponsor for this episode…
This episode is brought to you by Condor Digital Marketing.
Condor is an ROI-driven digital marketing agency built by entrepreneurs for entrepreneurs.
Our expert team helps clients identify and execute initiatives focused on business growth. We aim to democratize digital marketing with proven strategies and measurements that guarantee a return on investment by leveraging innovative technologies and the support of our Latin American office.
We provide strategic digital marketing advice, website development, content generation, SEO, performance marketing, social media marketing, CRM and email automation, web analytics and BI reporting, video production, and staffing services.
To learn more about our execution of ROI-focused marketing, reach out to us at Condoragency.com or email us at hello@condoragency.com.
