How Does TPG Design Events That Fuel Account Expansion?
The Pedowitz Group (TPG) designs events to open, expand, and deepen revenue in your best accounts—not just drive registrations. By aligning ICP, buying groups, and whitespace with a governed HubSpot and CRM architecture, TPG turns each event into a structured expansion play that creates new opportunities, accelerates renewals, and grows deal size over time.
Most event strategies are built to “fill the room.” TPG helps you design events that fill the account: reaching more roles in key customers, surfacing expansion use cases, and creating action plans sales can actually execute. Instead of scattered touchpoints, you get a repeatable model where every event is tied to account plans, revenue targets, and HubSpot-powered follow-up—so expansion isn’t accidental, it’s engineered.
How TPG Turns Events into Expansion Plays
TPG’s Event Design Framework for Account Expansion
TPG uses a structured framework so events repeatedly create and capture expansion opportunities instead of just delivering experiences.
Identify → Map → Design → Orchestrate → Enable → Measure
- Identify expansion accounts and objectives: TPG works with sales, customer success, and RevOps to define target accounts, product focus, and expansion goals (e.g., multi-region rollouts, new product lines, higher seat counts) and encodes them in HubSpot and CRM.
- Map buying groups and whitespace: Using contact roles, engagement history, and opportunity data, they map champions, detractors, and gaps in each account so event content and invites can be tailored to fill those gaps and advance real expansion conversations.
- Design the event format and content: TPG shapes agendas around customer stories, solution deep dives, and “next use case” breakouts that speak directly to expansion themes— with clear session-level CTAs that translate into pipeline actions post-event.
- Orchestrate invites and engagement in HubSpot: They build targeting, suppression, and workflow patterns that bring the right people from the right accounts into each event and ensure that registrations, attendance, and interactions are tracked against campaigns and deals.
- Enable sales and CS with clear plays: After the event, TPG configures HubSpot sequences, tasks, and views that guide AEs and CSMs through specific follow-up motions—multi-threading, value reviews, and expansion discovery—aligned to what each account did at the event.
- Measure expansion impact and refine: They connect event signals to expansion pipeline, win rates, and NRR. Winning event patterns are promoted to templates; underperforming ones are redesigned with updated targeting, content, or follow-up plays.
Event-Driven Account Expansion Maturity Matrix
| Dimension | Stage 1 — Engagement Only | Stage 2 — Expansion-Aware | Stage 3 — Expansion-Engineered with TPG |
|---|---|---|---|
| Strategy & Goals | Events judged on registrations and “buzz.” | Some focus on existing customers and upsell content. | Each event tied to explicit expansion goals and target account lists. |
| Account Targeting | Broad database blasts; minimal account focus. | Priority accounts get extra invites or VIP treatment. | Account- and tier-based targeting embedded in HubSpot segments and campaigns. |
| Buying-Group Coverage | Random mix of attendees from mixed accounts. | Some attention to champions and decision-makers. | Mapped buying groups; agendas and follow-up built to engage all critical roles. |
| Signals & Data Model | Attendance tracked; little context on behavior. | Basic session interest and feedback captured. | Session, topic, and offer engagement wired into properties, scores, and lists. |
| Post-Event Follow-Up | One-size-fits-all recap email. | Some tailored follow-up for top accounts. | Playbook-based, role-specific sequences triggered from HubSpot campaigns. |
| Expansion Measurement | No clear link between events and expansion revenue. | Occasional analysis for major events. | Standard dashboards for expansion pipeline, win rates, and NRR by event and segment. |
Frequently Asked Questions
What makes an event “expansion-focused” instead of just “customer-focused”?
Expansion-focused events are built around specific revenue objectives inside named accounts—new products, additional teams, higher usage—rather than generic education. TPG designs agendas, attendee lists, and follow-up motions to deliberately move those expansion goals forward.
How does TPG use HubSpot to support expansion from events?
TPG configures properties, lists, workflows, and campaigns in HubSpot so event interactions are tied directly to accounts, opportunities, and customer health. That lets sales and CS see exactly how each contact engaged and trigger expansion plays from a single source of truth.
Will an expansion-focused event strategy reduce net-new pipeline?
Not if it’s designed correctly. TPG typically builds a portfolio approach where some events primarily drive net-new acquisition and others are optimized for expansion. Both strategies share a common HubSpot architecture so you can compare impact and allocate budget based on outcomes.
Where does AI help with expansion events?
AI helps identify expansion-ready accounts, personalize invites and content, and summarize next steps from attendee behavior and feedback. TPG keeps AI inside your governed HubSpot and CRM environment so it accelerates expansion plays without creating new data or compliance risks.
Turn Every Event into an Account Expansion Lever
When TPG connects your events, HubSpot, and account strategy, each program becomes a structured opportunity to deepen relationships, grow product adoption, and increase revenue inside your best customers.