Event Planning Framework: Think, Feel, Do

#289 Strategy | Dave is joined by Sydney Sloan, Chief Marketing Officer at G2, where she’s leading the charge on integrating AI into marketing, rethinking team structures, and modernizing how B2B brands build trust. Sydney brings decades of experience from companies like Adobe, Alfresco, and Salesloft, and now oversees one of the largest software marketplaces in the world.

Dave and Sydney cover:

• How to design events that truly drive pipeline, using frameworks like “Think, Feel, Do” to plan with purpose
• A smarter way to measure event ROI with Sydney’s “Revenue in the Room” approach
• How AI is transforming the buyer journey and reshaping what modern marketing teams look like

An episode that will leave you rethinking your marketing strategy, from the events you run to the org you build.

Timestamps

• (00:00) - – Intro
• (03:08) - – The return of in-person events
• (06:08) - – Building community through smarter event design
• (08:08) - – Inside G2’s “AI in Action” roadshow
• (11:08) - – The “Think, Feel, Do” event framework
• (14:08) - – Why details make or break events
• (17:08) - – Measuring success with “Revenue in the Room”
• (20:08) - – Post-event follow-up that drives results
• (27:43) - – How AI is reshaping the buyer journey
• (43:43) - – Rethinking marketing orgs for the AI era

Join 50,0000 people who get our Exit Five Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Today's episode is brought to you by Knak.

Email (in my humble opinion) is the still the greatest marketing channel of all-time.

It’s the only way you can truly “own” your audience.

But when it comes to building the emails - if you’ve ever tried building an email in an enterprise marketing automation platform, you know how painful it can be. Templates are too rigid, editing code can break things and the whole process just takes forever. 

That’s why we love Knak here at Exit Five. Knak a no-code email platform that makes it easy to create on-brand, high-performing emails - without the bottlenecks.

• Frustrated by clunky email builders? You need Knak.
• Tired of ‘hoping’ the email you sent looks good across all devices? Just test in Knak first.
• Big team making it hard to collaborate and get approvals? Definitely Knak.

And the best part? Everything takes a fraction of the time.

See Knak in action at knak.com/exit-five. Or just let them know you heard about Knak on Exit Five.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

• They give you unlimited podcast editing and strategy for your B2B podcast.
• Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
• Visit hatch.fm to learn more