Beyond the Booth: How Simbe Turned Events into Pipeline Machines

In this episode of The Marketing Front Lines, SVP of Market Caitlin Allen and Growth Marketing Manager Lexie Sirak from Simbe Robotics reveal how they've built a powerhouse event marketing strategy that drove 70% of the company's net new pipeline in 2024 - more than all previous years combined. They share their three-tiered approach to market development through events, creative booth strategies (including turning half their booth into a podcast studio), and practical frameworks for maximizing ROI without massive budgets.

Topics Discussed:

• Building a three-tiered event strategy mapped to market development stages
• Using a "crawl, walk, run" approach for resource-efficient event participation
• Creating differentiated experiences that transcend traditional booth presence
• Maximizing ROI through strategic pre- and post-event activation
• Implementing a 10x ROI measurement model for event investments
• Generating 70% of net new pipeline from event-driven strategies
• Executing effective event follow-up that converts prospects into customers

 

Lessons for B2B Event Marketers:

• Think Beyond The Booth as "Anchor, Not Focal Point": While many companies over-invest in elaborate booths, Simbe treats their booth as an anchor point, not the centerpiece of their event strategy. They think creatively about how to show up larger than their physical footprint, strategically partnering with others to secure multiple placements, and focusing event resources on creating connections rather than just aesthetics.
• Approach Events Through Three Strategic Lenses: Simbe filters all event decisions through three strategic priorities: establishing market leadership in core verticals (grocery/supermarket), expanding into adjacent segments (home improvement, farm supply), and elevating their existing customer relationships. This framework prevents reactive event participation and ensures all investments align with company objectives.
• Leverage Creative Partnerships to Multiply Your Presence: At major industry events like NRF, Simbe secured presence in three different booths - only one being their own - by strategically partnering with complementary companies. This allowed them to appear on the main floor without paying the premium typically required, significantly amplifying their visibility while managing costs.
• Create Event-Adjacent Experiences That Match Audience Mindset: Instead of forcing traditional sales conversations in environments where executives aren't in buying mode, Simbe creates adjacent experiences matched to attendee priorities. Examples include hosting a spa day for retail executive award winners and converting half their booth into a podcast studio featuring industry thought leaders - attracting exactly the right audience without interrupting their primary reason for attending.
• Transform Events into Multi-Channel Campaigns: Simbe's most successful events are treated as omnichannel campaigns spanning weeks, not days. For their NRF announcement, they created an "echo chamber" effect through podcast placements, earned media, partner amplification, and targeted outreach before the event, followed by at-event amplification and structured follow-up campaigns. This integrated approach ensures maximum impact from each event investment.
• Implement "Blitz" Philosophy for Maximum Visibility: For marquee industry events, Simbe deploys a comprehensive "blitz" strategy - combining strategic pre-event announcements, VIP preview events, omnichannel activation, and coordinated on-site presence. This approach creates an impression of omnipresence that helps them compete with much larger companies who have significantly larger budgets.
• Certify Every Team Member as an Event Ambassador: Simbe requires every event attendee across departments to complete an "elevator pitch certification" before representing the company at events. This ensures everyone can effectively communicate the company's value proposition, maximizing every interaction opportunity regardless of the team member's primary role.

 

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Sponsors:

Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.

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The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 

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