[{"data":1,"prerenderedAt":170},["ShallowReactive",2],{"site-settings":3,"insight-events-as-gtm-strategy-how-marketing-builds-trust-at-eye-level":33},{"name":4,"created_at":5,"published_at":6,"updated_at":7,"id":8,"uuid":9,"content":10,"slug":24,"full_slug":24,"sort_by_date":25,"position":26,"tag_list":27,"is_startpage":18,"parent_id":28,"meta_data":25,"group_id":29,"first_published_at":30,"release_id":25,"lang":31,"path":25,"alternates":32,"default_full_slug":25,"translated_slugs":25},"Site Settings","2026-08-11T23:57:11.458Z","2026-09-03T23:47:20.114Z","2026-09-03T23:47:20.123Z",208089216888663,"a39b65e3-46fd-4011-80f2-74ab1466afff",{"_uid":11,"favicon":12,"component":19,"hubspot_portal_id":20,"zoominfo_websights_site_id":21,"google_analytics_measurement_id":22,"google_tag_manager_container_id":23},"7827dd1b-cc4e-47d1-96ce-e047a4eb6cf7",{"id":13,"alt":14,"name":14,"focus":14,"title":14,"source":14,"filename":15,"copyright":14,"fieldtype":16,"meta_data":17,"is_external_url":18},208677301879514,"","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F293813301494376\u002F180x180\u002F5008d266be\u002Fsticky_note_favicon.svg","asset",{},false,"site_settings","243307040","35e58408c41712102760","G-KBXJEWDEHG","GTM-W72X9QJR","site-settings",null,-20,[],0,"c029b672-c701-468e-90b6-3e6212c1d64b","2026-08-11T23:57:11.498Z","default",[],{"name":34,"created_at":35,"published_at":36,"updated_at":37,"id":38,"uuid":39,"content":40,"slug":162,"full_slug":163,"sort_by_date":25,"position":164,"tag_list":165,"is_startpage":18,"parent_id":167,"meta_data":25,"group_id":168,"first_published_at":36,"release_id":25,"lang":31,"path":25,"alternates":169,"default_full_slug":25,"translated_slugs":25},"Events as GTM Strategy: How Product Marketing Builds Trust at Eye Level","2026-07-16T22:55:49.868Z","2026-07-19T20:25:15.876Z","2026-07-19T20:25:15.892Z",198872882690459,"4e810f19-3311-4750-b537-c42b17198189",{"_uid":41,"body":42,"title":34,"excerpt":152,"category":153,"og_image":154,"component":158,"seo_title":159,"published_date":160,"seo_description":161},"8ddf313f-4b0c-4b3b-be95-e86e5be7bd60",{"type":43,"content":44},"doc",[45,51,55,62,67,71,75,79,83,89,117,121,126],{"type":46,"content":47},"paragraph",[48],{"text":49,"type":50},"Product marketing isn’t just about messaging or campaigns—it’s about your customer. Dare I say, it’s about your relationship with them.","text",{"type":46,"content":52},[53],{"text":54,"type":50},"When I was the solo PMM for a vertical SaaS product with just 250 total targets, we weren’t casting a wide net. The go-to-market motion was relationship-selling, plain and simple. That meant showing up where our buyers were—and being part of the tribe.",{"type":56,"attrs":57,"content":59},"heading",{"level":58},3,[60],{"text":61,"type":50},"The Strategy? Events.",{"type":56,"attrs":63,"content":64},{"level":58},[65],{"text":66,"type":50},"The Plan? Be Intentional. Be Present. Be Fast.",{"type":46,"content":68},[69],{"text":70,"type":50},"As Dave Gerhardt recently put it:",{"type":46,"content":72},[73],{"text":74,"type":50},"“Post-COVID events are back... but like anything in marketing, running events just because everyone else is doing them is a great way to set money on fire.”",{"type":46,"content":76},[77],{"text":78,"type":50},"Couldn’t agree more.",{"type":46,"content":80},[81],{"text":82,"type":50},"When I owned event strategy, I treated the booth like a stage for our positioning, and a proving ground for customer resonance.",{"type":56,"attrs":84,"content":86},{"level":85},4,[87],{"text":88,"type":50},"Here’s how I made it work:",{"type":90,"content":91},"bullet_list",[92,99,105,111],{"type":93,"content":94},"list_item",[95],{"type":46,"content":96},[97],{"text":98,"type":50},"Chose industry shows over tech expos—because that’s where our buyers actually were",{"type":93,"content":100},[101],{"type":46,"content":102},[103],{"text":104,"type":50},"Brought happy customers into the booth—they were better than any pitch deck",{"type":93,"content":106},[107],{"type":46,"content":108},[109],{"text":110,"type":50},"Scoped competitors and collaborated with partners to get more value out of the event",{"type":93,"content":112},[113],{"type":46,"content":114},[115],{"text":116,"type":50},"Submitted speaking sessions fast—featuring clients or SMEs to lead with value",{"type":46,"content":118},[119],{"text":120,"type":50},"This wasn’t just about visibility. It was about listening, learning, and validating our story live, in real conversations.",{"type":56,"attrs":122,"content":123},{"level":58},[124],{"text":125,"type":50},"The Results?",{"type":90,"content":127},[128,134,140,146],{"type":93,"content":129},[130],{"type":46,"content":131},[132],{"text":133,"type":50},"Real conversations, not just badge scans",{"type":93,"content":135},[136],{"type":46,"content":137},[138],{"text":139,"type":50},"Warm intros with context and trust",{"type":93,"content":141},[142],{"type":46,"content":143},[144],{"text":145,"type":50},"Follow-up content that actually resonated",{"type":93,"content":147},[148],{"type":46,"content":149},[150],{"text":151,"type":50},"Better market intel than I ever got behind a screen","When your market is small, product marketing becomes deeply personal. Learn how strategic, customer-centric event marketing turned a vertical SaaS booth into a stage for resonance, relationships, and real results.","Strategy & Positioning",{"id":155,"alt":14,"name":14,"focus":14,"title":14,"source":14,"filename":156,"copyright":14,"fieldtype":16,"meta_data":157,"is_external_url":18},199897471881708,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F293813301494376\u002F648x590\u002Fa774726fee\u002Fmicrosoft-dynamics-user-group-at-dynamicscon-2025.png",{},"blog_post","Events as GTM Strategy | Messaging & GTM for Early-Stage Teams","2025-06-18 00:00","Event marketing isn’t just about showing up—it’s about showing up with purpose. Learn how a lean PMM strategy turned trade shows into powerful GTM channels through customer credibility, real conversations, and in-market validation.","events-as-gtm-strategy-how-marketing-builds-trust-at-eye-level","blog-posts\u002Fevents-as-gtm-strategy-how-marketing-builds-trust-at-eye-level",-10,[166],"Go-to-Market Strategy",198184223050460,"a1b5255b-1fde-4737-98ac-f98a2042c50d",[],1788480115612]