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🤑 7 ways to offset costs on your in-person events

The most stressful part of in-person events for me, hands down, has always been the budget.

Things are always more expensive than the first quote (especially if your CEO just has to add in that extra whatever that costs $10k), and then you’re struggling to figure out how you’re going to pull it all off.

It’s an art form – and one our friends at Zuddl (who we use for all of our events at Exit Five), are masters of. They’ve put together a helpful guide on event budgeting that includes:

• 7 tips on how to alleviate and offset costs for your in-person events
• Key costs you might not be including in your budget
• What % of your budget you should allocate for unexpected costs

The key to building an event program that lasts isn’t just making sure you drive revenue long after the event ends,  but also knowing where you can save up front.

Grab a copy of the guide here – especially if you have an in-person event this year.

👯‍♀️ 4 Reasons Marketers Need To Be Best Friends With RevOps

Over the last decade, Sean Lane has built B2B go-to-market operations from the ground up.

He’s seen it all. The biggest mistakes, the early decisions that have major ripple effects, and the universal milestones you have to hit to be successful.

He even wrote The Revenue Operations Manual (yes, he’s that obsessed with RevOps).

What’s his #1 takeaway from a decade in the trenches? Marketers who partner deeply with Ops come out on top.

Here’s his four key reasons why all B2B marketers should make working with RevOps a priority ASAP:

Reason #1: They Help Make Your Funnel Crystal Clear

It’s dangerous to assume that Sales and Customer Success have the same definition for a lead, MQL, or opportunity that you do – if you've ever sat in a pipeline review that turned into an endless debate about whose numbers are right, you know this all to well.

But Ops can be the referee here, and get everyone on the same page.

They can bring Sales, Marketing, and Customer Success into a room, lock the door, and keep everyone there until the entire funnel is mapped out and clearly defined.

Action item: Carve out 30 minutes with your RevOps partner and define each funnel milestone. You’ll never have to explain why your MQLs are the real MQLs again.

Reason #2: They Never Stop Planning

So many teams treat “annual planning” like a one-and-done exercise then panic when changes blow up the forecast.

The best Ops pros embed continuous planning into the org’s DNA. They revisit the data monthly (or even weekly) and can quickly help reallocate budget using real-time data.

Action item: Sync monthly (not just in December) on pipeline health, conversion rates, and which campaigns to kill or double down on. 

Reason #3: They Can Fix Your Bottom-of-Funnel Leaks

You’re so busy driving MQL volume that you miss the obvious: sometimes you can get more revenue just by moving your win rate from 15% to 20%.

RevOps are pros at figuring out exactly what increases close rates (ex: getting a VP-level stakeholder involved) so you can spend time where you’ll have the biggest impact. 

Action item: Ask Ops to analyze all won/lost deals from the last 90 days and identify the top 2–3 must-have deal factors. Then, tailor your marketing content or enablement materials to guarantee those show up in the process.

Reason #4: They Can Help You Tap Into AI

Everyone’s hyped about AI, but unless you’re spending tons of time figuring out exactly how to use it, you’re probably missing out on tons of value.

From advanced lead scoring to analyzing call transcripts in seconds, RevOps can spot where AI makes sense (hint: saving your sales reps from manual data entry is huge).

Action item: Pick one AI use case, like summarizing all your prospect calls and automatically logging notes in your CRM. Then work with Ops to get it up and running ASAP.

P.S. Catch the full interview with Sean here. 

Also - if that last point about tapping into AI got you interested, check out our new on-demand AI playbooks course. We just launched it today and it's got 12+ hours of lessons, expert-led tutorials, and ready-to-use templates to help you master AI.

📺 UPCOMING EVENTS

📈 B2B LinkedIn Ads Playbook: What Works (and What Doesn’t) in 2025

If you’ve ever wondered if:

• You’re spending too much on LinkedIn Ads
• You’re spending too little on LinkedIn Ads
• You’re targeting the right audience on LinkedIn
• The results you’re getting are good

Join our next Exit Five Live session on February 25th. We’re bringing together two experts to help you create a strategy that fits your goals and your budget.

Hosted by Exit Five’s Head of Content, Danielle Messler, experts Tagg Bozied (Senior Manager, Paid Social at Docebo) and Anthony Blatner (Founder, Speedwork) will cover:

• How to avoid the most common LinkedIn ad mistakes that drain your budget
• Smarter ways to target your ideal audience and maximize ad efficiency
• The creative approaches that make LinkedIn ads stand out and drive engagement

And so much more. We'll have plenty of time for live Q&A, so come with all your burning questions on LinkedIn ads. See you next week?

All registrants regardless of attendance will get sent the recording (but it will be better to come live and ask your questions first hand or help out with your POV in the chat.

🏢 OPEN ROLES

Who's hiring right now?

🔥 HOT JOB OF THE WEEK: Neara is hiring a Demand Generation Manager. This is an awesome chance to get in early at one of TIME’s 100 Most Influential Companies and make an impact. You'll play a critical role in growing both revenue and our category leadership position – sounds like a dream!

Interested? Apply here.

Other open roles on the Exit Five job board this week:

• Overjet is hiring a Head of Product Marketing
• Overjet is hiring a Head of Growth Marketing
• Great Question is hiring a Senior Demand Generation Specialist
• ThoughtMetric is hiring a Director of Marketing
• EcoInteractive is hiring a Marketing Coordinator
• Baymard Institute is hiring a Product Marketing Manager
• CardFlight is hiring a Head of Growth Marketing
• Ceros is hiring a Senior Product Marketing Manager
• Neuron7 is hiring a Content Marketing Director. Fully remote, US Only.
• Databox is hiring a Lifecycle Marketing Manager
• Mutiny is hiring a Content Lead
• Drivepoint is hiring a Content Marketing Manager

Have an open role and want to make sure the best B2B marketing talent sees it?

Just reply to this email and we'll send over more info on how you can post it on our job board + get it in front of 25k+ marketers.