You can have 100 registrations, great conversations, positive feedback and an event everyone calls a success. But six months later, how much of that activity actually turned into business? For field marketers, the challenge isn’t simply getting people to attend. It’s making sure the right people are in the room, the conversations move relationships forward, and there’s a clear path from the event to commercial opportunities. In this edition of Between Events, we’re joined by Nick Bennet and Mike Gunawan to unpack what separates events that generate meaningful pipeline from those that create plenty of activity but little measurable business impact. We’ll explore: How to build an event around the accounts and decision-makers you actually want to engage. Why a room of 20 carefully selected people might outperform one with 200 attendees. How marketing and sales should divide responsibility for targeting, invitations, conversations and follow-up. What makes an event genuinely useful for progressing customer relationships and opportunities. How to structure post-event follow-up, measure opportunity progression and understand sourced versus influenced pipeline. What you’ll leave with By the end of the hour, you’ll have a practical pipeline-first event framework for thinking through targeting, attendance, engagement, follow-up and measurement. The goal is to help you design events around commercial outcomes from the beginning, rather than trying to work backwards and prove their value afterwards. Who should join? Field marketers, demand generation and revenue marketing professionals, event marketers and anyone responsible for turning B2B events into meaningful commercial opportunities. Expect a candid, practical conversation with real examples, different perspectives and time to ask questions. Between Events is a practitioner-led conversation series powered by Mingloft. Online. Free. Limited to 30 people, and places are approved, so every seat goes to someone in the field. :date: Thursday 19 November · 60 mins