How to Turn B2B Events into a Genuine Revenue Lever

Events are one of the highest-effort, highest-impact levers in B2B marketing, but most teams run them on autopilot. In this episode, Shahin sits down with Jannat Dawra, Head of Marketing APAC at Dotdigital, to break down her commercial, revenue-first approach to field marketing and events. Jannat runs 80 to 100 events a year and brings a rare blend of creative instinct and commercial rigour to the craft. From deciding which event type to run, to managing a thin attendance list two weeks out, this episode is packed with practical frameworks for senior B2B marketers. Guest Introduction Jannat Dawra is Head of Marketing APAC at Dotdigital, a leading customer experience and data platform. Based in Sydney, Jannat leads brand and demand generation across the region and has previously held senior marketing roles at Insider and LinkedIn. Key Topics 🗂️ The three event buckets: sponsored industry conferences (brand and first-touch), strategic partner events (deepening executive relationships), and owned events (roundtables, community events, summits). 📈 A commercial approach to event prioritisation: reverse-engineering every event from revenue and pipeline goals. Does it add value to the ICP, accelerate existing pipeline, or strengthen retention and expansion? 🪙 The opportunity cost framework: why a $10K event is never just $10K, and how to factor in team time and effort before committing. 🔁 Planning across the funnel: quarterly check-ins with sales, CS, and partnerships to flex the event mix based on where pressure sits in the business. 📝 The individual event checklist: clear objective and KPI, stakeholder buy-in, a one-sentence audience definition, speakers matched to the audience profile, and a project plan with contingencies. 🧑‍🤝‍🧑 Post-COVID attendee expectations: smaller rooms, curated guest lists, clearer themes, no buzzwords, and ROI scrutiny over vanity metrics. 🎯 The 70/30 prospect-to-client split: why each audience needs different event design, and what happens when you blur the two objectives. 📘 The post-event playbook: individual follow-up, nurture automations, and treating events as one touchpoint in an 8 to 12-step buying journey. Resources and Links People Mentioned 🔶 Simon Sinek, speaker and author referenced by Jannat Companies and Platforms 🔵 Dotdigital, Jannat's company, cross-channel marketing automation platform Books and Podcasts 🔶 Atomic Habits by James Clear 🔶 The Diary of a CEO, podcast hosted by Steven Bartlett Contact & Credits Host: Shahin Hoda Guest: Jannat Dawra Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth https://xgrowth.com.au/