Kathleen Booth

As a CMO, founder, and brand evangelist, I’ve built my career at the intersection of storytelling, community, and go-to-market strategy—driving growth for B2B tech companies in cybersecurity, e-commerce, adtech, and SaaS. Whether leading marketing, sales, or customer success, I bring a whole-business mindset and a modern, AI-informed approach to growth that’s as human as it is data-driven.

Today, I lead marketing at Sequel.io, the webinar solution for data-driven marketers. Sequel lets marketers host webinars and virtual experiences directly on their own domain, giving them full control of their brand and customer experience — and complete ownership of their data. That’s more than a technical detail. It’s a paradigm shift. Because when marketers own their event data — every question answered, poll response submitted, moment of engagement captured — they can orchestrate richer, more contextual journeys. That means stronger pipelines, shorter sales cycles, and better retention. In other words, better unit economics.

I’m known for building high-performing teams, fostering thriving communities (like Pavilion’s 10,000+ GTM leaders and IMPACT’s 5,000+ marketers), and launching content engines that turn brands into media powerhouses. My leadership style? Radical candor, relentless curiosity, and servant leadership—paired with a healthy dose of competitive fire. I don't just want to win; I want my team to win with me.

Recognition includes LinkedIn's inaugural Marketing Influencer cohort, USA Today's "6 Global Marketing Advisors Who Are Rising Stars," and GTM Partners' "Go-to-Market Guru" award. I've hosted top-performing podcasts, led multiple rebrands, and scaled companies to acquisition or high-growth exits—all while working remotely since 2015 and building fun, productive remote cultures.

Let’s connect if you believe great marketing is part art, part science—and always rooted in community.

Senior Vice President, Marketing & Growth

Following a year in which I served the Marketing and Member Success teams at Pavilion, I'm fortunate to now serve the Marketing and Growth teams, whose focus is on growing topline revenue. The departments within this team include marketing (brand, content, product marketing, demand gen, partnerships, events, and community) and sales (both B2B and B2C).

I started working from home in 2001 (yes, really!) and have learned a LOT over the years about setting up my home office to maximize productivity and happiness.

Here's a breakdown of how I have it set up today, presented in no particular order:

1) Electric sit/stand desk (mine is Ikea) - essential for getting some movement in during the day

2) Extra wide curved monitor so I can have allll the tabs opened

3) Monitor is USB-C so I can just dock my laptop

4) Webcam with swing down arm so that the camera is actually in the middle of my screen and I'm looking straight into it when on calls/podcasts

5) Light bars mounted on my monitor for good lighting on calls/podcasts

6) Yeti mic on a boom with pop filter for good sound quality

7) Vintage "get shit done" mousepad from my Quintain Marketing Days (IYKYK)

8) Electric kettle with lots of hot water for topping off my tea when I'm stuck on calls

9) Cradle with charger for my phone

10) Walking pad treadmill (currently folded behind my chair, but easy to pull out and use whenever I want to raise my desk up and get a little exercise)

11) Dogs!!!!! Meet Marley and Thooby 🐾 🐾 my constant companions

12) Corkboard with family photos and a sweet valentines card from my son

13) Two glass jars - one for breath mints (after lunch) and one for almonds (so I don't get hangry if I have back to back calls)

14) Tiny desktop fan (for hot days)

15) Baseboard heater (for cold days)

16) Reminders and motivational notes that stay right in my line of site on a whiteboard

Honorable mentions: Tissues, fragrance diffuser, reading and blue light glasses, LOTS of books (behind me in the shelves), and a giant window for natural light and occasional bird/squirrel entertainment.

For my fellow remote workers, what can't you live without in your home office?

#WFH #remotework #kathleenhq

I spent the first part of my career working to make the world a better place by improving access to clean water and wastewater disposal in 50+ developing countries around the world. I loved my work as an international development consultant, but when it came time to start my family, I chose to settle in Annapolis Maryland and co-found a marketing agency with my husband.

We launched Quintain Marketing in 2006 and through our early partnership with HubSpot, grew it into a nationally-known digital marketing agency. We sold the business in 2017 to HubSpot's largest global partner and I began a new chapter in my career as a head of marketing (SVP, CMO) for high growth B2B tech companies looking to transition from start up to scale up.

Today, I serve the Marketing & Growth teams at Pavilion as part of our mission to help go-to-market leaders and their teams achieve and unlock their full professional potential. My scope includes the entire revenue organization, including marketing, media, events, partnerships, and both B2C and B2B sales. 

Outside of work, I am a Board-level advisor to several tech startups and have been named by USA Today as one of 6 Global Marketing Advisors Who Are Rising Stars, a frequent public speaker on topics relating to digital marketing, and a passionate advocate for entrepreneurs.

I've been named by TopRank as one of the 50 Top B2B Marketing Influencers, by Insightly and TrustRadius and GTM Partners as one of 30 GTM Gurus, and by Influence Digest as a Top 15 Marketing Expert in Washington, DC.

VP Marketing @ Sequel.io 💜 the webinar solution for data-driven marketers

We're hiring!

Sequel.io grew 3X last year and we expect equally strong (if not better!) growth in 2026. We have an exceptional team of high performers who embody a rarely found mix of strong will to win and humility/collaboration, as well as a truly exceptional product that is disrupting the virtual events space.

Here's more on our open roles:

👉 AE:
With win rates from demo to close at over 50% and our AE's hitting 200% of quota, we're looking for a strong, full cycle Mid-Market/Enterprise Account Executive with experience closing 5 to 6 figure ACV deals. Examples of logos we closed in 2025 include ZoomInfo, Orca Security, Vercel, Chargebee, Astronomer, Newsweek, Sentry, and Morningstar.

👉 CSM/AM:
In 2025, we doubled the number of customers we serve while maintaining 115% NRR and we're looking for a Customer Success Manager / Account Manager to own and expand relationships with our customers across their entire lifecycle. If you've got 3-5+ years of experience in Mid-Market/ Enterprise Account Management or CS, this could be a great role for you.

Sequel has an office in San Francisco's financial district AND a remote team, so we're looking for the best candidates regardless of location.

Pay is competitive, PTO and benefits are generous, and the culture **really** is great 😃 (I joined Nov. 1 and am having a ton of fun working with this team and riding this rocketship)

I'm sharing the links to the job postings in the comments. 

Please note that I am NOT the hiring manager for these roles. If we personally know each other, shoot me a DM when you apply and I'll mention that to the team. If we don't know each other, please apply directly via the link.

#hiring #kathleenhq

Just sitting here on a random Sunday thinking about how grateful I am for the network of people I've had the opportunity to build through LinkedIn,

It seems like this platform has been getting a lot of hate lately from people who don't like the algorithm, or the content, or the timing of the way posts show up in their feed. 

I get it, and I've been annoyed at times too.

But net-net, this is still the most valuable virtual space for me personally.

I don't live in a big city or a tech hub. I chose to live in Annapolis, Maryland for the lifestyle, the proximity to the Chesapeake Bay, the cost of living, and the relatively slower and more relaxed pace of life. 

But I love working in tech and I especially love spending time with smart people who are driven, competitive, and curious - and who want to win. 

It's not that those people don't exist where I live. They do. But LinkedIn has opened the door much wider for me and allowed me to meet and form friendships with people all over the world. People doing interesting work, building fascinating businesses, and practicing cutting edge craft.

I love opening LinkedIn each day to learn from my network, to exchange ideas, to be challenged, and to be inspired. 

Yes, I also get lots of annoying spam in the comments of my posts and in my DMs, but the good stuff far outweighs the bad.

So yeah - I'm just here to say "thank you"

...for being a part of my network
...for engaging with me in the comments on my posts
...for teaching me things and challenging me through the things you post

I'm grateful for you 💜 

#gratitude #kathleenhq

🚩🚩🚩RED FLAG ALERT🚩🚩🚩

File this under "unbelievably stupid/shady things that vendors do" 👇    

Yesterday I was talking with the team at Sequel.io about a potential customer who wants to move off of their existing enterprise webinar platform and migrate to Sequel.

They love our platform and want to move forward.

The one rub?

Their current provider wants to CHARGE THEM MONEY to download their **own video content** from their webinar platform.

Yep, you heard that right.

[[UPDATE: Since I posted this, I have learned there is **another** vendor in our space doing the same thing!!!]]

They're making them pay to get their own content and move it to another provider.

What is this, 1985??? 🤯 🤯 🤯 🤯 🤯 

Seriously, who does that anymore?

I'm not going to name the webinar platform that is doing this because I have a policy of not naming and shaming on my LinkedIn, but I am damn well going to call out the behavior. 

No software platform should ever have T&Cs that make you pay to get your own marketing content if/when you want to churn.

And nobody should be signing agreements that have these provisions in them.

This is about trapping customers and making it hard to leave, plain and simple. Any vendor that feels the need to do that doesn't believe in the value their product delivers and is using these fees to artificially reduce churn. 

So folks, my advice is to get out the contract you signed with your webinar platform and double check to make sure these terms don't apply to you. If they do, that should be setting off all kinds of alarm bells.

**RANT OVER**

#webinars #kathleenhq

Sequel.io

Spenser S.

Last year I was on the road for more than 70 days. Here's the 10 things I do to make traveling for work easy (and even fun!).

(Post inspired by Sarah Sehgal's question about this same topic)

1. It all starts with the right luggage. I swear by my Away carry on roller bag, and my Tumi laptop backpack. Spend the money on your luggage - trust me, you will be happy you did it.

2. Less about stuff, but hugely impactful for your travel experience - pick one airline and one hotel group, and stick with them. Be loyal, build up points, get status, and they'll treat you well. For me, it's United + Bonvoy.

3. A good reusable water bottle will save you money and keep you hydrated without generating a ton of plastic waste - I'm obsessed with my Larq bottle (thank you Allie Smith and Oana Manolache!). It has a rechargable cap with a UV disinfecting light on the inside that cleans the bottle when its empty and purifies water when full.

4. A great tech organizer for all of your chargers and cords. I don't have a particular one to recommend - but having this makes a massive difference.

5. Some sort of healthy power bar for when you're hungry and the plane snacks aren't great or you're in too much of a rush to stop and buy something. I always travel with David bars. 

6. A Sidetrak monitor. This has made me SO much more productive on the road and I also use it at home if I want to work somewhere other than my office.

7. This is the mom in me, but I always have a bag of almonds, some dark chocolate, and a bunch of tea bags. I'm no fun to be around when I'm hungry, thirsty or tired, and this combo makes sure that's never the case.

8. A toiletry bag that is ready to go with travel sized versions of everything I use at home. This way, I don't have to worry about forgetting anything. 

9. Ocean waves sounds (a 10 hour Spotify playlist). I put this on every night in my hotel and it not only screens out any hotel noise - it provides a consistency that has trained my brain to fall asleep when the sound starts playing.

10. Wherever I go, I connect with local members of Pavilion. I've been a member since 2019 and there are chapters EVERYWHERE I travel. I post to the local chapter's Slack channel ahead of my trip and pre-arrange coffee chats, lunches or dinners. 

I'll be using this same system in 2026 as I travel for Sequel.io.

What did I miss? I'd love to hear from others who spend a lot of time on the road about what you're doing to make it easier.

#travel #kathleenhq

I've been hesitant about jumping on the "throwback to 2016" bandwagon because honestly... it was the best of times and the worst of times.

The best of 2016:

✅ An incredible husband who was also my business partner
✅ Lots of family time with my kids, stepkids, nieces and nephews, parents, in-laws, etc.
✅ Celebrating milestones like my son's 10th birthday
✅ Adopting our two labrador retrievers - a bonded pair that are still with me today as my work from home office companions
✅ Fun reunions with the US Naval Academy midshipmen that we've sponsored over the years and who have become like family to us
✅ A reunion that brought a rare opportunity to spend time with the amazing group of women who shaped my college years and are now lifelong friends
✅ Working alongside our team at Quintain Marketing - some of the best people I've had the privilege of working with

The worst of 2016:

✅ Watching someone I love deeply battle a serious health crisis
✅ Realizing that the business John and I had spent 11 years building wasn't something I wanted to continue running - and trying to figure out what that meant for me personally and us as a family, as well as for our employees and customers
✅ Ending the year knowing that I'd have to lay off two amazing team members at the start of the new year through no fault of their own

And all this happened against a backdrop of tremendous political change in our country - change that is still having ripple effects today.

It's so odd how it doesn't feel that long ago, but at the same time, feels like another lifetime altogether - for me, for my family, and for the world we live in. 

Looking back at these photos, I realize I have so much to be thankful for but also that 2016 me was filled with anxiety - not knowing how many wonderful things the next 10 years had in store.

So yeah...lots of mixed emotions alongside an overwhelming feeling that we're all better when we take a moment to be grateful for what we have in the present, while embracing the notion that the best is yet to come 💜 

#2016 #kathleenhq

⚡Lightning in a bottle ⚡ 

That's what this week in San Francisco felt like. 

I spent the last four days in intensive planning meetings with Sequel.io's leadership team, and working alongside some of the incredible folks from our San Francisco HQ.

There's a special kind of magic that happens when you put a group of people together who care deeply about winning, just as much as they care about solving for the customer and for each other. 

It's a rare and heady combo that I've felt a few times in my career.

Sequel has it and it's what drove our 3X growth and almost zero churn in 2025. But more importantly, it's what has fueled a team culture where when one person wins, we all win. 

One team, one dream 💪 

This is the team, the company, and the product I'm betting on in 2026 and it feels like one of the best bets I've ever made.

So proud and excited to be a part of team Sequel.io, and so excited for the year ahead!

#kathleenhq

Nadia Davis, MBA and her team at CaliberMind generated $4M in pipeline from 300 unique webinar attendees 👀 and something she said really stuck with me:

👉 She stopped thinking about webinars as “top-of-funnel” the moment she realized how misleading that framing can be.

That hit home.

As a CMO, I’ve seen countless teams run webinars where registrations look great, the report goes out, and everyone pats themself on the back about the number of people who signed up and the high "show rate". 

But let's be honest - none of that really means anything if somewhere down the line, it doesn't impact pipeline and revenue. 

Nadia ran into the same problem at CaliberMind. She wasn’t interested in more volume or more new leads to chase. She cared about whether the right accounts were showing up, whether people were staying, whether the same companies kept coming back, and whether engagement was actually telling a story about buying intent.

Five people staying for an entire session mattered more to her than fifty people dropping after ten minutes.

I’ve been there. When you’re a marketer accountable for pipeline, you stop caring about vanity metrics pretty quickly. Instead, you want something you can defend when sales asks “Why should we pay attention to this?” or the CFO asks "Why should we keep investing in this channel?"

That’s why I’m so excited to hear Nadia walk through how she built the Hitchhiker’s Guide virtual event series for CaliberMind and how she thinks about webinar engagement as a mid-funnel, high-signal moment, not a spray-and-pray tactic.

On January 27, she'll join Sequel.io's Allie Smith on our Game Changers Masterclass series to share how her team:

✅ treated webinars as a long-running program, not one-offs
✅ focused on repeat engagement and buying group behavior
✅ used webinar data alongside other signals instead of forcing last-touch attribution

This is the kind of "pull back the curtain" detailed information you can use immediately to improve the performance of your virtual event programs.

I got a little sneak peek at Nadia's talk track and, take it from me, if you're running virtual events you do NOT want to miss this.

Link to register in the comments 👇 

#webinars #virtualevents #marketing #kathleenhq

We're smack in the middle of a massive sea change in the way buyers interact with websites - and the implications for marketers are huge.

For years, we built websites to publish educational content with the goal of attracting buyers looking for solutions to problems they were experiencing.

But that model is breaking - fast.

Increasingly, buyers aren't coming to websites to learn anymore. Instead, they're turning to answer engines and communities to get educated and build their short list. 

By the time they visit your website, they show up informed, opinionated, and ready to decide. And the most valuable thing they give you in that moment isn’t a form fill - it’s their attention and engagement.

That’s what we mean at Sequel.io when we talk about the "rise of the Intelligent Website."

An Intelligent Website doesn’t just host content - it responds to behavior.

It treats webinars and live video as decision moments, not campaigns.

And it uses engagement while it’s happening - not days later in a report - to orchestrate a buyer journey that is uniquely suited to the individual buyer. A "persona of one" if you will...

This is the future that we're building for at Sequel, and on February 3, we’re hosting a live event about owned, intent-rich engagement and where websites are headed next.

You'll hear how growth marketers at ZoomInfo, Sercante, and 6sense are leading the way with strategies that use first party intent data and rich content from virtual events to drive pipeline and revenue - and how they're thinking about the future of their websites.

And, you'll hear from Sequel CEO Oana Manolache and CTO Andrei Ermilov about Sequel's vision and product roadmap.

What makes this moment especially exciting is the pace of innovation behind it.
In December, our team shipped 12 product releases in 12 days. And in Q1 2026, we’re committing to at least one meaningful release every week.

Not for the sake of shipping, but because the way buyers engage is changing, and the infrastructure marketers rely on has to change with it.

Webinars are a huge part of that story. When they live on your website, they become one of the richest sources of first-party intent you have. And when you connect that engagement to data and action in real time, your website stops being a destination and starts becoming a system.

That’s the movement we’re leaning into. And on February 3, we’re showing up together to say it out loud.

If you’re rethinking what your website needs to do in 2026, I’d love for you to join us on Feb 3 - or at least follow along today as the team shares how we’re thinking about this shift.

The next chapter of B2B marketing is being written on the website.

Join us 👉 https://lnkd.in/eAkPS2H8

#webinars #kathleenhq

The majority of marketing leaders I know - including me - deal with some degree of imposter syndrome.

Ironically, the more high profile and successful they are, the more likely they are to experience it. These are the ones people admire, quote, and want to work for.

The tenure of CMOs is notoriously short, and the job comes with a lot of pressure. It's a pressure we choose to take on, but it can be intimidating nonetheless. 

I just published the second issue of my new SubStack newsletter Code Meets Creed, and this one covers the stretch of time before my first day as Head of Marketing at Sequel, and why I spent it the way I did.

I deal with imposter syndrome by leaning into preparation, and that meant not waiting until my first day on the job to start laying the groundwork for success.

In the weeks leading up to day one, I had lots of conversations with the team, read through background materials and call transcripts, and mapped the real jobs to be done before thinking about org charts or plans. 

I used AI heavily - not to replace my thinking, but to pressure test it, surface patterns faster, and help me walk in feeling grounded instead of reactive.

AI didn’t give me confidence by giving me answers. It gave me confidence by helping me ask better questions.

That’s what this issue is about - how I used the time before day one to show up calmer, clearer, and more ready than I would’ve been otherwise.

If you’re curious, here it is 👉 https://lnkd.in/e56BD2Wz

And if you read it, I’d love to know how YOU deal with imposter syndrome when stepping into something new.

Appreciate everyone who’s been encouraging me to write this stuff out loud - and who has subscribed so far!

#codemeetscreed #kathleenhq

This morning I did something that really scares me - - but that I'm also very excited about.

I hit “publish” on my first post in a new Substack I'm writing called "Code Meets Creed."

It’s about beginnings, about why I felt pulled to start a new chapter in my career, and about the questions I’m asking as I build an AI-first, brand-forward marketing organization in public at Sequel.io.

I created Code Meets Creed because I wanted a space that’s slower and more reflective than LinkedIn. A place to think out loud - in long form - about the intersection of 

💜 AI and the future of marketing
💜 Brand, taste, and judgment in a world that’s getting noisier
💜 Leadership, careers, and what it actually feels like to do this work right now

It’s for marketing leaders, operators, and anyone navigating this moment where the old playbooks don’t quite work anymore, but the new ones aren’t fully written yet.

This first issue is just background on what I'm planning and why I'm doing it. In future issues, expect to get a look behind the curtain at exactly how I'm building marketing at Sequel.io (because, lucky me, Oana Manolache is all in on building in public!), the tools we're using, the workflows we're building, and what I'm learning along the way. 

I've been posting regularly to LinkedIn for almost 10 years, but for some reason sharing this type of reflection on Substack is scary. Writing in longer form, in my own voice, without the safety net of likes or quick feedback, is uncomfortable. But it also feels necessary. 

I wanted a place to be honest, curious, and imperfect - almost like a diary, where I could look back a year from now and understand the journey I'm on. A way to "zoom out" while I'm still knee deep.

If this sounds interesting to you, I’d love for you to subscribe and follow along.

And even more than that, I’d really appreciate your feedback:

What resonated?
What didn’t?
What would you want to learn or explore in future issues?

👉 Here’s the first post if you’re curious:
https://lnkd.in/eimqp3VH?

Whether you subscribe or not, thanks for being a part of my tribe here on LinkedIn. The relationships I've formed here are what have given me the courage to take this next step and for that, I'm incredibly grateful. 

Sharing this feels like stepping into the unknown, but I’m excited to see where it leads.

#codemeetscreed #kathleenhq

Being a marketing leader today means doing the job with fewer people, higher expectations, and fewer channels that reliably work.

The scope of a VP Marketing or CMO hasn’t gotten smaller - if anything, it’s expanded.

You’re still responsible for brand, demand, pipeline, revenue influence, events, content, community, and now AI. 

But the headcount isn’t there. Literally every CMO and investor I'm talking to is saying that they're either looking for better results without more headcount, or they're trying to figure out how to trim the team.

That's just the reality - don't shoot the messenger! 

This is all happening against a backdrop where the channels we used to lean on are less predictable than they were even a year ago.

Email is noisier and spam filtering is more sophisticated.
Cold call connect rates are between 2 and 5%.
Paid is more expensive.
LinkedIn's algorithm is a hot mess.

AI has made it way too easy for lazy marketers to spam at scale with poorly personalized emails, LinkedIn DMs and comments, and ad creative - and that has made buyers more skeptical and harder to reach.

So the job has changed - not in WHAT we’re accountable for, but in HOW and at what level we’re expected to deliver.

You can’t brute-force growth anymore. You can’t just add people or spin up another channel and hope it works. You have to be far more intentional about where you invest time, money, and human energy.

As I come up on the end of my first 90 days leading marketing at Sequel.io, I’ve been thinking a lot about moving away from “marketing heroics” - the constant scrambling to hit short term numbers - and toward building systems that can hold up under pressure. Systems where AI does the repetitive work, data is actually usable, and human effort is reserved for judgment, storytelling, and decision-making.

I talked more about this shift - including how I think about balancing humans and AI, why events are a key channel that cuts through the noise, and why interoperability and access to clean data are key - in a recent conversation with Michael Cole at Everflow - Partner Marketing Platform as part of their Masterclass series.

You can check out the full conversation here: https://lnkd.in/eBHZA4ua

Here's the bottom line - I don’t think the next generation of marketing leaders will be measured by how many channels they “own.” I think they’ll be measured by how well they can do more with less, without burning out their teams or their credibility.

#kathleenhq

I’ve been thinking a lot about marketing in 2026 lately — maybe because I'll be presenting at my first board meeting for Sequel.io today 👀 

For me, a few things feel very clear:

⭐ The fundamentals don’t change
⭐ Storytelling still matters (it's not some "new" phenomenon despite what the Wall Street Journal might say)
⭐ Community still matters
⭐ Data-informed decisions still matter

But a lot has to go.

❌ Vanity metrics 
❌ Random acts of content
❌ Channel-first planning

All of that feels increasingly disconnected from how buyers actually move.

What I’m leaning into instead is what I think of as brand-led demand. 

IMHO in 2026, the false binary between brand and demand finally dies. Buyers don’t move neatly through funnels; they move emotionally through relationships and trust signals. 

Brand creates the pull. Demand turns that pull into action. One without the other doesn’t work.

I’m also convinced that AI visibility is the new SEO. AEO and GEO aren’t edge cases anymore, they’re table stakes. If your content isn’t structured to be retrieved, cited, and trusted by AI systems, you’re already behind. 

Clarity, semantic authority, and point of view matter more than backlinks ever did.

And in a world full of “brand blanding,” the real differentiator is radical specificity. Saying something real. Saying something you can stand behind. Having the courage to take a position and back it with empathy and evidence. 

Human creativity and judgment are the last unfair advantages we have, and they’re wildly underhyped.

I shared these perspectives (and a few others) in a piece that just came out in CMS Wire, alongside insights from other marketing leaders on what stays, what goes, and what scales in 2026.

If you’re wrestling with similar questions (brand vs. demand, AI vs. human judgment, noise vs. meaning) you’re not alone. I don’t have all the answers yet, but I’m increasingly confident about the direction.

Check out the full article at the link in the comments 👇 

(and thank you Lora Kratchounova for inviting me to contribute!)

#2026 #marketing #kathleenhq

One thing I’ve learned after years of running events - from Pavilion's GTM to smaller functional summits and hundreds of virtual events - is this:

Events aren’t just awareness moments. They’re full-funnel engines.

And yet, most companies still treat them like optics.

A big RSVP list.
A flashy theme.
A successful “moment.”

But the best marketers - the ones who consistently drive pipeline - use events to fuel the entire buyer journey:

building awareness
nurturing consideration
deepening customer advocacy
and creating actual community

And LinkedIn has been leaning hard into this shift too.

They’re continuing to invest in Event Ads and new capabilities designed to help marketers drive actual ROI, not just attendance.

The stat that really stood out to me (courtesy of LinkedIn):

👉 95% of marketers agree that online events are effective at driving direct sales.

That matches what I’ve seen again and again. Events work when you treat them as part of a broader system rather than a standalone tactic.

This thinking is also core to how we’re building Sequel.io.

Most virtual event platforms were designed for optics:

Host the webinar somewhere off your site
Collect a list
Send the follow-up
Move on

But an event is a far bigger opportunity than that.

When you host it ⭐on your own website⭐ you’re not just running a webinar, you’re creating a moment of deep engagement that fuels the full funnel:

what content people care about
how they participate
which signals they show
and where they are in their buying journey

That’s the intelligence GTM teams need, and it’s where the real business impact happens.

So as I plan Sequel’s 2025 event strategy, I’m thinking a lot about how to stitch these pieces together:

 → reaching the right audience before the event
 → engaging them meaningfully during it
 → and nurturing them afterward with signals tied to pipeline and revenue

LinkedIn is a critical part of that ecosystem.

If you're rethinking your event strategy for next year, it’s worth taking a look at what LinkedIn has rolled out.

👉 Check out the latest event features from LinkedIn: https://lnkd.in/eh9XTXuc

LinkedIn for Marketing #AD #webinars #kathleenhq

Pavilion

LinkedIn

LinkedIn for Marketing

One of the most frustrating things about running an event-led marketing motion is knowing anecdotally that it's moving the needle with key accounts, but not being able to see it clearly.

You see attendance.
You see engagement.
You might even see a few familiar names show up again and again.

But what you actually care about as a marketing leader is this:

👉 Which accounts are moving closer to a buying decision?

That’s the part I’ve always struggled to answer cleanly and why I'm so excited about Sequel.io's latest product release.

Today, we're launching Audience Insights with Account Intelligence, and it solves a very real gap I’ve felt in almost every role I’ve had.

Most webinar and event reporting treats engagement as an individual activity. 

One person attended. 
One person clicked. 
One person asked a question. 

But B2B buying doesn’t work that way. Decisions happen when multiple people from the same company start showing up, comparing notes, and building confidence together.

With Account Intelligence, you can finally see that story unfold natively, within Sequel, without having to built complicated connectors, or import the data into a separate system.

Instead of staring at lists of leads, you see which accounts are engaging, including how many people from the same company showed up, how often they’re coming back, and how deep the engagement actually is across events and content — all built on first-party data because it’s happening ON YOUR WEBSITE, not some 3rd party webinar platform.

That 👆  is Sequel's special sauce.

From a CMO's perspective, this changes a lot. It makes it easier to:

✅ prioritize the right accounts
✅ align marketing and sales around the highest intent leads
✅ show how events influence pipeline at the account level
✅ stop guessing which activity actually matters

It also removes so much manual work. No more exporting CSVs and grouping contacts by company just to approximate what’s going on. Instead, the intelligence is already there, surfaced where your team can act on it right away.

My team has already started using this in our own sales and marketing motion and I'm seeing immediate impact in terms of time saved, conversion rate improvements, and pipeline velocity.

If you’re running webinars as a serious pipeline channel, this is the kind of visibility that helps your team move faster and with a lot more confidence.

Learn more about Audience Insights with Account Intelligence 👉 https://lnkd.in/eAeDqxCW

If you want a peek behind the curtain, DM me and I'll connect you with a member of our team 😃 

#ABM #webinars #kathleenhq

Seeing a lot of posts lately about how stressed and anxious people are. I'm feeling it too - and find that leaning into gratitude as a practice can help.

For the last 4 years, I've written daily in the 5 Minute Journal. If you're not familiar with it, it's basically the same thing every day, designed to make gratitude a habit:

Every morning:

✅ 3 things you are grateful for
✅ 3 things that would make today great
✅ A daily affirmation ("I am...")

Every night:

✅ 3 highlights of the day
✅ 1 thing you learned today

When I started journalling, I had a pattern of listing things like "my family", "my health" etc. as things I'm grateful for. And while I TRULY am grateful for all of those big things that really matter, what I've learned over time is that the most powerful practice is in finding gratitude in little things. Things like the way my dog looks at me when it's time for his dinner, the random phone calls my college-aged son makes to me during weekdays, or the neighbor that gave me some of her rock salt when I ran out in the recent snowstorm. 

Finding gratitude in small, everyday things is a constant reminder of the good in the world. It definitely doesn't make any of the bad stuff go away, and I'm not suggesting that you shouldn't allow yourself to feel all the feelings  - but there's something beautiful in taking time twice a day to remember that good things still exist, and are all around us 💜 

The 5 Minute Journal has worked for me, but there are plenty of other ways to practice daily gratitude. 

If you're struggling right now, maybe this will help?

I would welcome hearing from others who've found ways to lean into the light in what can feel like a dark time.

#gratitude #kathleenhq

One thing I keep seeing teams get wrong with webinars is assuming the problem is volume.

More webinars.
More registrants.
More tactics.

What CaliberMind did is the opposite, and that’s why I’m so excited about tomorrow’s Game Changers Master Class with Nadia Davis, MBA.

Her team didn’t “just run webinars.” They built an intentional event series (the "Hitchhikers Guide" - love that name!) and clean data flowing through the entire GTM stack. It became a real brand asset, not just a one-off webinar campaign.

And the results are impressive:

⭐ $4M+ in influenced pipeline
⭐ 300+ unique attendees across multiple sessions
⭐ 540 visitor hours spent on the website

That doesn’t happen because you run more events - it happens because you run a series people actually want to come back to.

This is also a textbook Sequel.io use case. Sequel wasn’t the star of the show, it was the infrastructure that made the strategy possible:

✅ managing a series, not just single events
✅ treating live and on-demand as equally important elements of the strategy
✅ enabling consistency without the tech getting in the way

The takeaway isn’t “run more webinars" - it’s build webinars into the system that underpins your GTM motion.

Join us tomorrow to hear Nadia walk through exactly how they did this, and how they measured success without falling back on vanity metrics. 

As a marketing leader, this is the kind of story I love because it's the holy grail - a trifecta of fewer programs, higher quality, and better ROI.

Go here to join 👉 https://lnkd.in/e46QCQfd

#webinars #virtualevent #kathleenhq

The team at Chili Piper asked me what my top bets for 2026 are when it comes to marketing.

My answer 👉 I’m doubling down on brand as an operating system.

Not copy and colors, but the story of the problem you exist to solve.

At Sequel.io, this is the throughline that connects everything we're doing this year. In our case, what looks like “a webinar platform” is really a belief about how people learn and buy now - and a big bet on what that means for the role of websites moving forward.

As marketers, we're all seeing this shift happen in real time:

✅ Education is moving off-site into answer engines, communities, and closed spaces
✅ Your educational content is still important, but buyers are discovering it outside of your website
✅ The big thing that's changing as a result of this - your website is no longer where discovery starts, it's where buyers come when their MUCH deeper into their journey

So, brand can’t be a layer you add at the end. It has to drive product, GTM, and every touchpoint.

I’m also planting my flag in the ground and standing by my beliefs that:

⭐ Speed and quality don't have to be tradeoffs - you can move fast and produce great work without losing the humanity behind your brand

⭐ With AI, bad output comes from bad thinking. So, stop blaming AI for all of the slop we're swimming in and start blaming the people who are using AI as a crutch rather than a strategic thought partner

⭐ The best teams will look smaller and perform bigger. This is exactly what I'm aiming for in my role leading marketing at Sequel. We 3X'd revenue last year without increasing marketing headcount - and this year we plan to 3X again. I'm not saying we won't hire - just that we're going to push the limits of what's possible with smart use of automation and AI before defaulting to headcount to fuel growth

If you want to read more about what I'm thinking, check out the full article here: https://lnkd.in/euKweqSi

And, if you disagree with me, I'm always interested in hearing different points of view - so feel free to share yours in the comments 😃 

#marketing #2026predictions #kathleenhq

🔥 Hot take 🔥 

While most of the marketing world is talking about websites becoming less important due to AI, I'm here to tell you - your website is quickly becoming the MOST important place in your GTM stack.

Yep, you heard right.

"The website is dying...long live the website!" 😉 

It's true that buyers don’t show up to websites primarily to learn anymore. AI, communities, and peer conversations have taken over the education phase. 

Instead, they arrive informed, opinionated, and already comparing options. 

This means that when someone lands on your site, the question isn’t “can we teach them?” It’s “can we help them decide?”

It also means that your website is your best source of first party intent data - but that data is only useful if you can act on it, NOW.

That shift is what we mean at Sequel.io when we talk about "The Rise of the Intelligent Website."

An Intelligent Website doesn’t just publish content and wait. It responds to engagement in real time. It treats webinars and live video as decision moments, not campaigns. And it uses what buyers do **while** they’re engaged, not days later in a report, to shape what happens next.

This is the movement we’re leaning into at Sequel.io, and on February 11, we’re opening up the conversation in our live event on The Rise of the Intelligent Website.

Join us on February 11 and be amongst the first to hear:

⭐ How the role of the website is changing
⭐ What marketers need to be doing now to adjust their website strategies
⭐ How webinars can unlock access to powerful first party intent data that you can use to dynamically shape the buyer journey
⭐ What Sequel is doing to meet the moment, including announcements about some first-of-their-kind innovations that will unlock massive value for marketing teams

This isn’t a “feature tour.” It’s a look at where the category is headed and what marketers need to start thinking about now if they want to stay ahead of how buyers behave in 2026.

There are a lot of marketing "thought leaders" out there calling out the death of websites. DON'T BELIEVE THE HYPE.

Your website isn't dying - it’s job is changing. The question is whether your tech stack and strategy is changing with it.

That's the real question 👆  we'll be addressing on February 11.

Hope to see you there!

Link to register: https://lnkd.in/eAkPS2H8

#intelligentwebsite #webinars #kathleenhq

Jeffrey Snover's "Welcome to the Room" essay might be the most raw, honest, and true take on what it actually means to be an executive that I’ve ever read.

I came across his blog this morning and it stopped me in my tracks. In it, he reflects on a speech Satya Nadella gave at Microsoft. Here's why reading it felt like a gut punch and why I think it should be required reading for anyone who is in or considering taking an executive role.

For most of my career, I assumed that becoming an executive would mean more freedom. More control. More autonomy. That things would, in some fundamental way, get easier.

The opposite is true.

What Satya articulated - and what Jeffrey captured so well - is that being an executive is both an immense opportunity and an immense weight. You are given the chance to shape outcomes at scale, but you are also handed constraints you don’t get to wish away: limited resources, competing priorities, imperfect information, real people with real lives depending on your decisions.

And here’s the part that really stuck with me:

👉  this is not something you stumble into accidentally. It’s a role you choose.

When you walk into “the room,” you’re agreeing to the remit. 

You’re not there to complain about the constraints. You’re there to succeed within them. To build a healthy culture and deliver results. To make tradeoffs, absorb pressure, and keep going even when the answers aren’t obvious.

That doesn’t mean you can’t acknowledge how hard it is. It just means the job isn’t about whining, it’s about responsibility.

This should be required reading for anyone currently in an executive role, and especially for anyone aspiring to one because once you take the job, these are the terms.

Which is why due diligence matters so much.

Before you say yes, you owe it to yourself to deeply understand:

✅ the company you’re joining
✅ the product and whether you believe in it
✅ the market and its realities
✅ the executive team you’ll be partnering with
✅ the goals you’ll be held to
✅ the resources you’ll actually have
✅ and the team that will report to you

Those aren’t details, they’re the conditions you’re agreeing to operate within.

This is the advice I wish so badly someone had shared with me when I was a young, ambitious professional craving a VP title - and the advice I would share with anyone looking to take on their first executive role today.

Choose carefully. Once you’re in the room, the responsibility is yours.

Here's the full essay - it's well worth the read: https://lnkd.in/eAibencm

#kathleenhq

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