Industry Events Program
Field Marketing for Unravel Data
The Goal
To grow event-sourced leads after a significant budget cut. Events sourced most of Unravel’s leads, and the 2026 calendar included Databricks Summit, Snowflake Summit, Gartner Miami, Gartner London, Google Cloud Next, FinOps Summit, and a Databricks executive dinner.
My Role
Events Lead
The Details
- I evaluated every possible industry event and focused on the ones most likely to reach target accounts.
- I planned and ran each event end-to-end, including booth logistics, vendors, staffing, collateral, and shipping.
- I worked with sales and business development to design 1:1 outreach that booked meetings before each event and followed up after.
- I ran the pre- and post-event marketing campaigns.
The Results
Event-sourced leads from the three summits grew 20% year over year on a smaller budget