What if your next event didn’t just build brand awareness, but drove real revenue?
In this episode, Shaun O’Keeffe, SVP Growth Enablement at zerohash, joins Sally to share how their flagship Connect event series became a true growth engine.
From strategy to execution, Shaun breaks down exactly how the team turned an owned event into tangible business results — including $2M in pipeline, a 15% uplift in conversion rates, and deals moving faster through Salesforce.
He also shares how shifting outreach from pitching to inviting transformed engagement, taking response rates from 5% to 50%, and why some of the biggest wins in marketing can’t be measured overnight.
Expect a practical, step-by-step look at how to make owned events part of your growth strategy.
In this episode:
🟣 Why owned events are a powerful part of the B2B mix
🟣 How Zero Hash structured Connect across pre-, during and post-event
🟣 What makes an event memorable without huge budgets
🟣 How to measure success beyond the obvious metrics
🟣 How to turn events into lasting relationships and real revenue
If you’re planning to run your own events next year — or want to prove the ROI of brand-led marketing — this episode is one to bookmark.
Useful links:
Connect with Shaun O'Keeffe on Linkedin: https://www.linkedin.com/in/shaunokeeffe1/
Connect with Sally Baker on Linkedin: https://www.linkedin.com/in/sallybaker/
