How to Design Events That Convert to Revenue
About the Session:
Most companies run events because they feel like they should. Webinars get scheduled. Meetups happen. Virtual summits get produced. And at the end of the year, nobody can explain what any of it did for the business.
The problem isn't execution. The problem is design. Events built without a clear business job to do will always feel like activity rather than strategy.
The result is predictable:
Low attendance that leadership notices
High-effort events that generate no pipeline
Communities that feel busy but don't retain customers
Event programs that get cut when budgets tighten
This workshop teaches a different approach- built on hard-won lessons from producing 500+ events- webinars, peer circles, unconferences, in-person salons, virtual summits, hackathons, and more for companies at every stage of growth.
Along the way, attendees will pick up practical knowledge on:
Choosing the right event format- when to run a webinar versus a peer circle, roundtable, unconference, in-person salon, or virtual summit, and why defaulting to webinars for everything is the most common and costly mistake
Designing events that are memorable- the craft elements that separate a forgettable event from one people remember, talk about, and come back to
Building in conversion — how to design customer acquisition, pipeline acceleration, and retention mechanics into the event itself, not bolted on afterward
Reducing churn and shortening sales cycles- specific event formats and peer connection mechanics that move people from skeptical prospects to retained customers, faster
Turning events into product intelligence- how to design structured listening into your events so the product team walks away with insight they can actually use
About the Host:
Jessica Falkenthal is a community and growth strategist with 15+ years of experience designing events and communities that drive measurable business outcomes for companies. She has produced 500+ events across formats- webinars, unconferences, peer circles, in-person salons, virtual summits, and hackathons for companies ranging from early-stage startups to IBM's 430,000-member TechXchange community.