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

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