May 26 2025
Crafting an Exceptional Event Marketing Strategy
With Amy Holtzman, CMO at CHEQ
In this refreshingly candid episode, CHEQ CMO Amy Holtzman joins The Transaction podcast to break down why so many B2B companies fail to see ROI from events — and what it really takes to build memorable, revenue-generating field marketing programs in 2025.
Amy, one of SaaS’s top voices in go-to-market leadership and experiential marketing, shares practical advice for creating standout conference strategies, rethinking booth design, and avoiding the all-too-common “show up and hope” mindset that kills pipeline before the event even begins. From creative engagement tactics to operational discipline, this episode is a tactical blueprint for marketing teams serious about results.
What you’ll learn:
- Why most event strategies fall flat — and how creative experiences, strong operations, and clear headcount alignment can fix them
- How to go beyond the booth and offer experiences people actually want to attend
- The role of paid search (yes, even traditional) in CHEQ’s enterprise wins, alongside the rise of AI-powered buyer discovery
- How to avoid the execution gaps that sabotage demand gen — and build field programs that consistently drive revenue
Featured takeaways:
- Events still work — but only if you do the work to stand out.
- Long-tail paid search can still drive pipeline, even as AI changes discovery.
- Flawless execution and deep creative thinking never go out of style.