How Does TPG Design Event Experiences That Convert?
The Pedowitz Group (TPG) designs event experiences that convert by starting with revenue goals, not agendas. We use HubSpot and our Loop methodology to align audience, content, format, and follow-up around clear outcomes—so every touch from invite to recap moves attendees toward pipeline, expansion, or customer value, not just a “great event.”
Most events are built around topics and dates. TPG builds them around buyer journeys and scorecards. We work inside HubSpot to define exactly who the event is for, what decision we want to influence, and what signals will prove it’s working. Then we design the experience—content, interactivity, and offers—so attendees move one step closer to a defined next action, whether that’s a deeper meeting, a pilot, or an expansion conversation.
Where TPG Turns Events into Conversion Engines
TPG’s Playbook for Event Experiences That Convert
Here’s how TPG turns events from isolated activities into repeatable conversion plays in HubSpot.
Target → Align → Design → Orchestrate → Convert → Learn
- Target the right buyers and accounts: We use HubSpot segments, firmographics, buying groups, and intent to define who the event is truly for and how many of those people we need in the “room” to hit pipeline goals.
- Align sales and marketing on outcomes: TPG runs a planning session to agree on conversion objectives, qualification criteria, and follow-up plays. Everyone knows what “success” looks like beyond registrations and attendance.
- Design the event journey around moments: We structure the experience into clear phases—hook, proof, interaction, and decision. Each phase uses stories, demos, and interaction to move attendees closer to a specific next step.
- Orchestrate pre-, in-, and post-event engagement: In HubSpot, we coordinate invites, reminders, in-event CTAs, and tailored follow-up so each touch builds on the last, instead of restarting the story every time.
- Convert signals into next steps: We wire engagement and interest—polls, Q&A, repeat attendance—into workflows, sequences, and tasks that route hot accounts to sales, and nurture others with content that matches what they saw.
- Learn and scale what works: After each event, TPG runs a conversion retro in HubSpot dashboards, promoting winning messaging, formats, and CTAs into templates that make the next event easier to design and more likely to convert.
Event Experience Conversion Maturity Matrix
| Dimension | Stage 1 — Activity-Driven Events | Stage 2 — Events with Partial Conversion Focus | Stage 3 — TPG-Designed Conversion Experiences |
|---|---|---|---|
| Strategy | Events planned around topics, dates, and logistics. | Some events tied to campaigns and themes. | Every event anchored to explicit pipeline and revenue goals. |
| Audience | Broad lists; “anyone who might be interested.” | Basic ICP filters; some key account focus. | Precisely targeted buying groups and key accounts. |
| Experience Design | Linear presentations with limited interaction. | Occasional polls or Q&A added for engagement. | Experiences architected around decisions and live co-creation. |
| Sales Alignment | Sales informed after the event, if at all. | Sales notified about registrants and attendees. | Sales co-designs goals, talk tracks, and follow-up plays. |
| Measurement | Success measured on registrations and “how it felt.” | Basic pipeline snapshots for major events. | Standard scorecards connecting events to pipeline, velocity, and revenue. |
Frequently Asked Questions
What does TPG change first when redesigning our event program?
We start by clarifying outcomes and audiences in HubSpot—who each event is for, which stage we’re trying to influence, and what conversion looks like. From there, we reshape agendas, CTAs, and follow-up so every element serves those goals.
How does TPG use HubSpot to support conversion-focused event design?
TPG configures segments, workflows, Marketing Events, and dashboards so invites, in-event engagement, and follow-up are all orchestrated in one place. That makes it easier to test formats, measure impact, and standardize what works across teams.
Can this approach work for in-person, virtual, and hybrid events?
Yes. The same principles—clear audience, decision-based agenda, interactive moments, and strong follow-up—apply across formats. We simply adapt how we capture signals and deliver CTAs based on the environment and tools you use.
How quickly can we tell if an event experience is converting?
With a solid HubSpot setup, you can see early conversion indicators within days: meetings booked, opportunities created, and progression on existing deals. Over a few cycles, TPG helps you establish benchmarks so you know when an event is outperforming—or needs a redesign.
Turn Every Event into a Conversion Play
When TPG designs your event experiences around real buyers and real outcomes, you stop chasing vanity metrics and start investing in programs that reliably create and accelerate pipeline.