From Event Data to Pipeline Gold: 6sense's Take on Proving ROI

From Event Data to Pipeline Gold: 6sense's Take on Proving ROI

Author: Bizzabo August 11, 2025 Duration: 28:49

In this episode of Event Experience by Bizzabo, host Rachel Moore welcomes back EJ Oelling, VP of ABX at 6sense, for a powerful conversation on proving event ROI in today's AI-driven landscape. EJ shares how aligning marketing, sales, and customer success around data and technology can transform events into revenue-generating engines.

Listeners will learn how to integrate tools like 6sense, Salesforce, Bizzabo, and Jifflenow to track engagement, build pipeline, and tie event activities to tangible outcomes. The discussion dives into trends like the shift to smaller, high-impact activations, the need for internal alignment and enablement, and finding the right balance between AI-driven efficiency and authentic human connection.

EJ also offers practical strategies for event professionals, covering tech integration, data organization, and team collaboration, while championing a mindset of continuous growth, self-awareness, and playing to your strengths.

Here's what you'll hear about in this conversation:

  • How to use data and integrated tech to connect event engagement to pipeline and prove ROI.

  • Why you should prioritize quality over quantity & target the right audience with high-impact experiences.

  • How to empower internal teams with clear goals, creative tactics, and open communication.

For transcripts, mentions, and more, visit: www.bizzabo.com/podcast/6sense-event-data-roi


Ever wondered what really happens behind the curtain of a massive conference or a groundbreaking product launch? Event Experience, presented by Bizzabo, pulls back that curtain entirely. This isn't about abstract theory; it's a direct line to the people who've actually built the stages, managed the chaos, and captivated thousands. Each episode sits down with a different Event Experience Leader, those individuals responsible for shaping how we gather and connect. You'll hear firsthand accounts-the unexpected hurdles, the last-minute saves, and the strategies that turned a simple gathering into a memorable phenomenon. Conversations dive deep into the practical realities of event marketing and management, exploring how to genuinely engage an audience and, crucially, how to define and measure success beyond just ticket sales. The podcast serves as a collective masterclass, distilling hard-won wisdom from the trenches of global events. If you're involved in bringing people together, whether for a corporate function or a sprawling festival, these candid stories and actionable insights will change how you approach your next project. Tune in to learn from the best, so you can leave your own audience talking long after the lights come up.
Author: Language: English Episodes: 50

Event Experience
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