How to Make Conferences Worth It
With Amy Holtzman, CMO at CHEQ
For many early-stage B2B companies, conferences can be a major investment — but not always a source of meaningful pipeline. That’s why we’re proud to share this in-depth episode of The Drafting Table, where our very own CMO, Amy Holtzman, offers a masterclass on making every conference dollar count.
Drawing on years of experience leading marketing at CHEQ, Splash, AlphaSense, and Conductor, Amy reveals the exact frameworks, strategies, best practices, and post-event systems that turn in-person events into real revenue.
Inside the episode:
- How to evaluate whether a conference is worth the spend — and prep accordingly
- Tactics for showing up — even without a booth
- Crafting a conference pitch that resonates (plus swag that cuts through the noise)
- Winning follow-up strategies that land meetings (and deals)
You’ll also get stories, lessons learned, and internal examples from Amy’s own teams that make these strategies immediately actionable.
Bonus: post-episode tactical playbook
After the recording, Amy shared a detailed execution playbook used across her teams. Highlights include:
- Daily activity targets to drive impact (e.g., 100 booth scans / 25 on-site demos / 5 trials)
- Lead scanner optimization — ask the right questions to qualify effectively
- Real-time note-taking: No more relying on memory after a 3-day blur
- Pre-event training and post-event persistence to turn conversations into conversions
From customer scans to competitor insights, every touchpoint matters. This playbook shows how to operationalize that insight into pipeline.
This episode is a must-watch for founders and marketing teams looking to drive real revenue from in-person events.