Your event had 1,000 attendees. Great. But how many showed buying intent?

Attendance, booth traffic, and badge scans only tell part of the story.

In this episode, Stephanie Sweetland sits down with Nick Bennett from Reachdesk, to discuss how marketers can connect event engagement to pipeline and prove business impact. Nick explains why events work best when they are treated as part of an integrated growth strategy rather than a standalone tactic. He shares which intent signals matter most, how sales and marketing can improve follow-up, and where AI can simplify reporting and analysis.

What you'll learn:

• How to connect event engagement signals to pipeline
• Why badge scans shouldn’t automatically become MQLs
• How AI can simplify event reporting and analysis

Things to listen for:

(00:00) Meet Nick Bennett from Reachdesk

(01:29) Why traditional event metrics fall short

(03:36) Identifying the strongest intent signals

(08:11) Nick’s event impact tracker

(10:21) Turning events into a growth engine

(15:00) Opportunities for gifting to create memorable experiences

Impact tracker: https://event-impact.lovable.app/