Most B2B companies are running events like one-night stands.
They show up. They spend the budget. They tear down the booth. And then… they start from scratch all over again.
In this episode of Event About It, Megan Martin sits down with Martin Fretwell, founder of Event Driven Growth, to unpack the single biggest event strategy mistake B2B teams keep repeating: treating events as isolated moments instead of compounding growth assets.
This conversation challenges the way most organizations think about:
Trade shows
Conferences
Field marketing
Event ROI
“Successful” event metrics
Martin explains why the best events don’t just perform once — they stack, making every future event easier, stronger, and more valuable.
If you’ve ever said:
“That show went well, but…”
“We’ll fix it next year”
“Leadership doesn’t see the ROI”
“Why does every event feel like starting over?”
This episode is for you.
In this episode, we cover:
The core event strategy mistake killing long-term ROI
Why most B2B events never compound (and how to change that)
The difference between one-hit wonder events and greatest hits strategies
How to turn events into repeatable growth engines
What event-led growth actually looks like in practice
Why “doing more events” isn’t the answer
This is a must-listen for:
Event marketers
Field marketers
Demand gen leaders
CMOs
Revenue teams
Anyone tired of defending event budgets every year
🎙️ Host: Megan Martin
🎙️ Guest: Martin Fretwell, Founder of Event Driven Growth
🔗 Learn more about Martin: https://www.eventdrivengrowth.com
🔗 Explore the show: https://www.eventaboutitpodcast.com
🔗 Follow Megan on LinkedIn: https://www.linkedin.com/MeganMartinCMP
📌 Subscribe, rate, and review if this episode made you rethink your event strategy.