Why Your Events Aren't Driving Pipeline And How to Fix That
Most B2B marketing teams run events.
Conferences. Roundtables. Field activations. Roadshows. They spend significant budget, time, and energy on them every quarter.
And yet when the CFO asks what those events contributed to the pipeline last quarter -- the room goes quiet.
The problem isn't events. Events work. The problem is how most teams build, measure, and follow through on them. And that gap -- between events as a brand activity and events as a pipeline channel -- is exactly what this session is about.
Shikhar Pant, Head of Marketing at Disprz, has built a field marketing system that turns events into a measurable, scalable pipeline channel -- across India, Southeast Asia, and the Middle East simultaneously. He's done this in a workforce enablement SaaS category where the buyer is a CHRO or L&D leader, the sales cycle is long, and relationships matter more than campaigns.
In this session of the Growth Show, he'll share the full playbook.
What we'll cover:
-- Why most B2B field marketing events fail to convert into pipeline and what's actually broken
-- How to build an events-led growth engine that sales respects and finance can measure
-- What running events-led growth across multiple geographies actually looks like in practice
-- The specific plays, formats, and follow-through strategies that move the needle
-- How to measure event ROI when the sales cycle is longer than the event itself
Who this is for?
CMOs, VPs of Marketing, and Demand Gen leaders at B2B SaaS companies who run events but struggle to prove their pipeline impact or who are considering making events a primary growth channel.
About the guest Shikhar Pant is Head of Marketing at Disprz, a workforce enablement SaaS platform operating across India, Southeast Asia, and the Middle East. He has built a full-funnel field marketing system from the ground up -- turning events from a brand awareness play into a measurable pipeline channel across multiple geographies simultaneously.
About Growth Show Growth Show is a live webinar series by PipeRocket Digital, built for senior B2B SaaS marketers. Each session features one practitioner, one focused topic, and zero fluff.
Previous episodes: https://bit.ly/growth-show