$22 Million Sitting in Your Pipeline: Why Trade Shows and Lead Nurturing Quietly Leak Revenue with Jennifer Kelly

About this episode

This episode discusses how B2B companies can uncover hidden revenue through effective lead nurturing and strategic trade show participation.

The revenue you're chasing may already be inside your business. Sitting quietly in old conversations. Walking past your trade show booth. Hidden in a follow-up no one ever made. This BizBlend conversation is for B2B founders, CEOs, and marketing leaders who are tired of treating trade shows like a hopeful gamble and pipelines like a black box. Host Sana sits down with Jennifer Kelly, founder of New Initiatives Marketing and a Fractional CMO who works exclusively with technical B2B companies. They unpack two real case studies, a clean pre-show planning framework, and one sober truth: discipline beats hustle. If your last show ended with "good conversations, we'll see what comes of it," this episode is for you. About the Guest: Jennifer Kelly is the founder of New Initiatives Marketing Inc., a Fractional CMO and expert B2B marketing team firm based in Canada that has worked with technical B2B companies since 2009. With a 17-year corporate marketing background at Siemens, Motorola, and the Financial Times UK, Jennifer specialises in helping mid-market B2B firms with longer sales cycles and complex buying committees install the marketing systems they need to move past revenue…

People in this episode

Host: Sana

Guest: Jennifer Kelly

Topics covered

• B2B marketing
• trade shows
• lead nurturing
• revenue generation
• sales strategies
• marketing discipline

Keywords

• B2B
• trade shows
• lead nurturing
• revenue leakage
• marketing strategies
• sales cycles
• discipline
• case studies

Mentioned in this episode

Organizations: New Initiatives Marketing, Siemens, Motorola, Financial Times UK

Places: Canada

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