How Does TPG Integrate Events into Go-to-Market Plans?
The Pedowitz Group (TPG) turns live, virtual, and hybrid events into a coordinated go-to-market (GTM) engine by connecting registration, engagement, and follow-up to your HubSpot CRM, campaigns, and revenue scorecards—so every event fuels pipeline, expansion, and brand momentum.
Too many B2B events feel busy but don’t move the revenue needle. Lists get exported into spreadsheets, sales gets a generic “hot leads” file, and marketing struggles to prove impact. TPG connects your events directly into a revenue marketing operating model so every keynote, breakout, and booth scan is tied to named accounts, buying groups, and lifecycle plays inside HubSpot.
Where Events Plug into the GTM Engine
TPG’s Event-to-Revenue Playbook
Use this framework to turn events from one-off activities into a repeatable GTM motion that’s fully integrated with your revenue marketing architecture.
Decide → Design → Activate → Capture → Convert → Learn
- Decide which events deserve investment: Score events against ICP fit, audience mix, deal cycle, and competitive presence. TPG helps you choose a portfolio of flagship, regional, and owned events that map to your GTM plays.
- Design GTM plays before the event: Define target accounts, buying groups, and offers in HubSpot. Build sequences and workflows so sales, marketing, and customer success know exactly who to engage and why.
- Activate coordinated pre-event journeys: Launch multi-touch outreach (email, social, ads, SDR outreach) that promotes sessions, books meetings, and routes key accounts into event-specific views and queues.
- Capture engagement as structured data: Normalize scans, meeting notes, and session attendance into standard fields and objects in HubSpot so that every interaction is reportable and trigger-ready.
- Convert interest into opportunities: Use intent thresholds (e.g., session depth, meeting type, buying role) to decide who moves to immediate sales follow-up, ABM plays, or nurture. Align SLAs so sales responds within hours, not weeks.
- Learn and tune the event portfolio: TPG compares pipeline, win rate, and deal velocity for event-influenced accounts vs. non-attendees, then recommends which events, formats, and plays to scale or sunset.
Event Integration Maturity Matrix
| Dimension | Stage 1 — Events in a Silo | Stage 2 — Events Connected to Campaigns | Stage 3 — Events Embedded in GTM |
|---|---|---|---|
| Strategy | Events chosen ad hoc; success defined as “good traffic” or anecdotal feedback. | Basic targets and themes; events loosely mapped to demand gen goals. | Events selected against GTM strategy, ICP, and revenue outcomes with clear hypotheses. |
| Data & Systems | Leads live in spreadsheets or point tools; imports to CRM are inconsistent. | Most leads imported to HubSpot; some fields standardized. | Fully integrated with HubSpot; standardized objects, properties, and workflows for every event. |
| Journeys | One-size-fits-all emails; sales follows up manually “when they can.” | Some tiered follow-up; high-value accounts get extra attention. | Pre-, during-, and post-event journeys designed for personas, intent levels, and stages. |
| Sales Alignment | Sales hears about events late; no clear expectations for meetings or follow-up. | Sales invited to sessions; some shared lists and goals. | Joint event plays, SLAs, and scorecards; reps see prioritized queues and talk tracks in HubSpot. |
| Measurement | Counts leads and badge scans; little connection to pipeline or revenue. | Can show influenced opportunities for some events. | Consistent view of sourced/influenced pipeline, velocity, and ROI across the full event portfolio. |
Frequently Asked Questions
Where do events fit inside TPG’s broader revenue marketing model?
TPG treats events as one channel in a continuous Revenue Marketing Loop, not a standalone tactic. We connect event plays to your account strategy, content, digital channels, and sales process so every event supports the same GTM objectives and scorecard.
Can TPG help if we run mostly virtual or webinar-style events?
Yes. The same framework applies to webinars, virtual conferences, and hybrid events. We map registration, attendance, engagement, and post-event behavior into HubSpot so your virtual events feed pipeline and expansion motions just like in-person shows.
How does this approach support account-based marketing (ABM)?
TPG uses events to activate ABM plays by aligning target accounts, buying groups, and content before the event, then using engagement signals to prioritize follow-up. Events become another powerful touch in a coordinated account journey, not a separate list for sales to chase.
How quickly can we see pipeline impact from integrated events?
Many clients see pipeline impact within a single event cycle once data, workflows, and SLAs are in place. Over a full year, you’ll have enough results to compare events, refine your portfolio, and decide which formats and plays to scale based on actual revenue performance.
Turn Events into a Repeatable GTM Growth Lever
Partner with TPG to integrate events into your HubSpot-powered GTM plan so every conference, roadshow, and webinar is wired for pipeline, expansion, and customer value—not just activity.