[{"data":1,"prerenderedAt":164},["ShallowReactive",2],{"site-settings":3,"insight-events-as-gtm-strategy-how-marketing-builds-trust-at-eye-level":25},{"name":4,"created_at":5,"published_at":6,"updated_at":7,"id":8,"uuid":9,"content":10,"slug":15,"full_slug":15,"sort_by_date":16,"position":17,"tag_list":18,"is_startpage":19,"parent_id":20,"meta_data":16,"group_id":21,"first_published_at":22,"release_id":16,"lang":23,"path":16,"alternates":24,"default_full_slug":16,"translated_slugs":16},"Site Settings","2026-08-11T23:57:11.458Z","2026-08-12T00:26:37.065Z","2026-08-12T00:26:37.075Z",208089216888663,"a39b65e3-46fd-4011-80f2-74ab1466afff",{"_uid":11,"component":12,"hubspot_portal_id":13,"google_analytics_measurement_id":14},"7827dd1b-cc4e-47d1-96ce-e047a4eb6cf7","site_settings","243307040","G-KBXJEWDEHG","site-settings",null,-20,[],false,0,"c029b672-c701-468e-90b6-3e6212c1d64b","2026-08-11T23:57:11.498Z","default",[],{"name":26,"created_at":27,"published_at":28,"updated_at":29,"id":30,"uuid":31,"content":32,"slug":156,"full_slug":157,"sort_by_date":16,"position":158,"tag_list":159,"is_startpage":19,"parent_id":161,"meta_data":16,"group_id":162,"first_published_at":28,"release_id":16,"lang":23,"path":16,"alternates":163,"default_full_slug":16,"translated_slugs":16},"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":33,"body":34,"title":26,"excerpt":144,"category":145,"og_image":146,"component":152,"seo_title":153,"published_date":154,"seo_description":155},"8ddf313f-4b0c-4b3b-be95-e86e5be7bd60",{"type":35,"content":36},"doc",[37,43,47,54,59,63,67,71,75,81,109,113,118],{"type":38,"content":39},"paragraph",[40],{"text":41,"type":42},"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":38,"content":44},[45],{"text":46,"type":42},"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":48,"attrs":49,"content":51},"heading",{"level":50},3,[52],{"text":53,"type":42},"The Strategy? Events.",{"type":48,"attrs":55,"content":56},{"level":50},[57],{"text":58,"type":42},"The Plan? Be Intentional. Be Present. Be Fast.",{"type":38,"content":60},[61],{"text":62,"type":42},"As Dave Gerhardt recently put it:",{"type":38,"content":64},[65],{"text":66,"type":42},"“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":38,"content":68},[69],{"text":70,"type":42},"Couldn’t agree more.",{"type":38,"content":72},[73],{"text":74,"type":42},"When I owned event strategy, I treated the booth like a stage for our positioning, and a proving ground for customer resonance.",{"type":48,"attrs":76,"content":78},{"level":77},4,[79],{"text":80,"type":42},"Here’s how I made it work:",{"type":82,"content":83},"bullet_list",[84,91,97,103],{"type":85,"content":86},"list_item",[87],{"type":38,"content":88},[89],{"text":90,"type":42},"Chose industry shows over tech expos—because that’s where our buyers actually were",{"type":85,"content":92},[93],{"type":38,"content":94},[95],{"text":96,"type":42},"Brought happy customers into the booth—they were better than any pitch deck",{"type":85,"content":98},[99],{"type":38,"content":100},[101],{"text":102,"type":42},"Scoped competitors and collaborated with partners to get more value out of the event",{"type":85,"content":104},[105],{"type":38,"content":106},[107],{"text":108,"type":42},"Submitted speaking sessions fast—featuring clients or SMEs to lead with value",{"type":38,"content":110},[111],{"text":112,"type":42},"This wasn’t just about visibility. It was about listening, learning, and validating our story live, in real conversations.",{"type":48,"attrs":114,"content":115},{"level":50},[116],{"text":117,"type":42},"The Results?",{"type":82,"content":119},[120,126,132,138],{"type":85,"content":121},[122],{"type":38,"content":123},[124],{"text":125,"type":42},"Real conversations, not just badge scans",{"type":85,"content":127},[128],{"type":38,"content":129},[130],{"text":131,"type":42},"Warm intros with context and trust",{"type":85,"content":133},[134],{"type":38,"content":135},[136],{"text":137,"type":42},"Follow-up content that actually resonated",{"type":85,"content":139},[140],{"type":38,"content":141},[142],{"text":143,"type":42},"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":147,"alt":148,"name":148,"focus":148,"title":148,"source":148,"filename":149,"copyright":148,"fieldtype":150,"meta_data":151,"is_external_url":19},199897471881708,"","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F293813301494376\u002F648x590\u002Fa774726fee\u002Fmicrosoft-dynamics-user-group-at-dynamicscon-2025.png","asset",{},"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,[160],"Go-to-Market Strategy",198184223050460,"a1b5255b-1fde-4737-98ac-f98a2042c50d",[],1786498968691]