In this episode of Event Marketing: A GTM Podcast by Popl, we sit down with Grace Nicklas, Ecosystem Marketing Manager and growth-minded operator, to break down how event marketing can become a true career accelerator and a powerful GTM engine.

Grace shares how she strategically evolved from content and events into a broader ecosystem role, proving that in-person marketing isn’t just about brand moments, it’s about driving pipeline, influencing deals, and building high-impact partner relationships.

Key Takeaways

• Why successful event marketing comes down to emotional intelligence (EQ).
• The “awkward uno reverse” / guerrilla marketing tactic, selling to the brands at their booths.
• How partnerships often become the #1 lead source with higher conversion rates.
• Reducing costs with “sidecar” or ancillary events around major conferences, and pulling in sponsors to offset spend.

In another episode of In-Person GTM Pros, host Bryce Alsten (VP of Marketing at Popl) sits down, face-to-face with Steph Pennell, the creator of The Event Critic and former Head of Event Marketing at ZoomInfo, to unpack exactly what it takes to run in-person events like a true go-to-market engine.

Expect a tactical, behind-the-scenes conversation on how to tell if your company is ready for an in-person GTM strategy, the Event Maturity Model (reactive vs. integrated vs. fully optimized), why quality conversations matter more than badge scans, and the systems that turn event interactions into accelerated pipeline, plus Steph’s practical playbooks for pre-event prospecting, on-site execution, and fast follow-up to keep momentum high after the show.

In this brand new episode, Ryan Alvarez-Cohen (CPO) and Bryce Alsten (VP of Marketing) sit down with Stephanie Pennell, founder of The Event Critic, the no-filter voice on what truly makes events work. Steph shares how she turned her sharp insights into INGÉNUE, a creative agency redefining what it means to craft magnetic, unforgettable experiences.

From rethinking B2B marketing through a human lens to the power of authenticity and connection in an AI-driven world, this episode is a masterclass on the art and emotion behind in-person experiences.

Tune in to hear:
👉 Why “the future of marketing” isn’t new—it’s human.
👉 How B2C creativity can breathe life into B2B events.
👉 What makes an event actually memorable.