The Event Led Growth BOT 🤖
Event-led growth strategies for B2B Brands in minutes, not weeks.
Event-Led Growth (ELG) is a B2B growth strategy that places B2B events at the beating heart of your GTM, not just as a line item. ELG follows the Attend → Sponsor → Own (ASO) framework, connecting each buyer moment to your content, sales and marketing efforts, consistently creating high quality, validated pipeline.
The ASO framework: Attend → Sponsor/Exhibit → Own
1) Attend (De-risk your event budget & learn)
Purpose: market intelligence, message testing, competitor mapping, 1-to-1 meetings, fast ABM activation.
Signals to score: audience fit, speaker quality, competitor presence, organiser credibility, meeting density potential.
2) Sponsor/Exhibit (Generate demand at scale)
Purpose: Create pipeline, re-engage existing customers, control reach, cement thought leadership, showcase products and solutions
Signals to score: Pre-arranged Meetings, Net new pipeline, Brand reach, and deals.
Rule of thumb: Only sponsor/exhibit what you’ve already attended and validated.
3) Own (Re-define your category)
Purpose: Command the narrative, dominate your niche, grow first-party data, establish partner ecosystem, and create recurring revenue
Entry path: start with a micro-series (executive roundtables, workshops, webinars) → graduate to a flagship.
Own doesn’t immediately mean flagship. Think portfolio of events: webinars, city tours, labs, customer councils, annual summit.
-
No. ELG is a system: Attend → Sponsor → Own; integrated with ABM, sales and content; measured like performance marketing.
-
We score audience, speaker quality, organiser credibility, competitor presence and meeting potential. Only then do we commit spend.
-
Ideally, after a successful Attend pilot, with pre-arranged meetings, booth activations and content slots tied to meaningful business outcomes.
Why event-led, why now?
Trust deficit: Buyers are harder to reach and even harder to convince. In-person moments compress sales cycles.
Signal-to-noise ratio: Events convene self-selected, high-intent audiences you can actually meet.
First-party data: Every touchpoint presents an opportunity to capture consented first-party data.
AI counterpoint: The more content the machines produce, the more valuable curated, human-centred interactions become.
-
Not day one. Not if it doesn’t make sense. Start with micro-formats and graduate to a flagship once data supports the move.
-
Use virtual channels for reach and education between peaks; use in-person channels for trust and conversion. Hybrid when it serves the buyer, not by default.
-
By defining attribution rules up front, tying every touch to CRM, and reporting rigorously on agreed KPIs
Ready to turn events into a growth engine, and own YOUR niche?
Make events the centre of gravity for your GTM.
Structured. Measurable. Defensible.
About the team behind Event Led Growth
Led by Dr Barış Onay (with over 20 years of experience across global B2B exhibitions and media; former CCO and Group Marketing & Digital Director at global B2B event organisers), we blend organiser-grade craft with modern GTM. The Event-Led Growth Bot encapsulates that playbook, allowing your team to execute the first mile and canvas the market with confidence and speed.