Breaking B2B - SaaS Marketing and B2B Marketing Podcast #466 Best B2B Event Marketing Strategy to Drive Leads (2026)
Nov 24, 2025
In this episode, Michael Kilcullen, VP of Marketing at WZA and B2B SaaS marketing expert, shares his insights on effective event marketing strategies. He discusses the ongoing relevance of in-person events and which companies should truly invest in them. Michael provides a detailed pre-event checklist, tips for selecting optimal booth locations, and creative tactics like themed merch to drive engagement. He emphasizes the importance of pre- and post-event networking and offers essential follow-up strategies to convert leads into demo opportunities.
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Choose Booth Location Deliberately
- Do choose booth placement strategically; co-locate near complimentary brands or food/drink to boost foot traffic.
- Michael recommends asking for floor plans and opting for higher-tier spots if they increase visibility.
WZA Won By Being Near Food
- At Sculpt WZA chose a larger spot near snacks and crowds which drove people to their booth all day.
- The location plus free shirts and merch led to conversations and demo bookings on the floor.
Book Face-To-Face Prospect Meetings
- Do schedule in-person meetups with prospects who are already engaged to deepen the relationship.
- Michael notes spontaneous face-to-face demos often emerge from pre-event chats and boost conversions.