The Event Led Growth BOT 🤖
Build an Event Led Growth Strategy for your business in minutes, not months.
The Event Led Growth Bot helps B2B teams design a clear event-led go-to-market strategy using my ASO model: Attend, Sponsor, Own. Built from two decades of experience across global events and communities, it shows where events should sit in your growth engine, which ones to prioritise, and how to progress from participation to ownership. You’ll get a practical roadmap to align sales and marketing around the right audiences and turn events into a measurable pipeline, without weeks of research.
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. The Event Led Growth Bot follows my Attend → Sponsor → Own (ASO) framework, connecting each buyer moment to your content, sales and marketing efforts, consistently creating a high-quality, validated pipeline.
The ASO framework: Attend → Sponsor/Exhibit → Own
1) Attend: Learn and Validate
Use attendance to gather market intelligence, test messaging, map competitors, and run targeted meetings. Score events on audience fit, speaker quality, organiser credibility, competitor presence, and meeting potential.
2) Sponsor/Exhibit: Generate demand at scale and meet your market
After validation, invest to generate pipeline, re-engage customers, expand reach, and demonstrate expertise. Measure success through meetings, net-new pipeline, brand exposure, and long-term tracking of closed deals.
3) Own/Organise: Lead category and make your market
Build your own platforms to control the narrative, grow first-party data, and create recurring revenue. Start small with roundtables, workshops, or webinars, then expand to a flagship event. Ownership is a portfolio, not a single show: think webinars, city tours, labs, customer councils, and an annual summit.
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No. ELG is a system: Attend → Sponsor → Own; integrated with ABM, sales and content; measured like performance marketing.
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We score audience, speaker quality, organiser credibility, competitor presence and meeting potential. Only then do we commit spend.
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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 who are actually in the market.
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.
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Not day one. Not if it doesn’t make sense. Start with micro-formats and graduate to a flagship once data supports the move.
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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.
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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 Event Led Growth
I’m Dr Barış Onay, with over 20 years of experience across global B2B exhibitions and media, including C-level commercial, marketing, and digital leadership roles at some of the world’s biggest international event organisers. I combine this strategic operational understanding with modern go-to-market thinking. The Event Led Growth Bot packages that approach so you can run the first mile yourself and explore the market with speed and confidence. Play with it, and let me know what you think.