185. Emelie Linheden, VP Marketing, Younium - The Event Budget Playbook: What Actually Drives ROI

In this episode, we’re joined by Emelie Linheden, VP of Marketing at Younium, a Subscription Management tool that helps B2B SaaS companies in Europe and North America streamline subscription management, invoicing and billing, financial reporting, and data insights.

We talked with Emelie about how Younium's event strategy has fueled their growth, and specifically how you make the most out of your investment in external events.

Here are some of the key questions we address:

- What are the most important criteria you use when deciding which external events to sponsor?

- What are the key things a team needs to do in the 4-6 weeks leading up to an event?

- How do you build a pre-event outreach strategy to ensure you're not just showing up cold?

- What’s your approach to lead capture, note-taking, and team coordination on-site?  

- Who “owns” post-event results and how do you ensure accountability?

- What’s your timeline and process for post-event follow-up?

- How do you turn an event into a broader campaign that lasts beyond the week of the show?

- What KPIs do you track to evaluate event success—and how early do you define them?

Tune in to learn from Emelie how you also can make the most out of your event budget and plan, to ultimately drive real business value for your organization.