How to Turn B2B Events into a Genuine Revenue Lever with Jannat Dawra

Episode notes

Events are one of the highest-effort, highest-impact levers in B2B marketing, but most teams run them on autopilot. In this episode, Shahin sits down with Jannat Dawra, Head of Marketing APAC at Dotdigital, to break down her commercial, revenue-first approach to field marketing and events. Jannat runs 80 to 100 events a year and brings a rare blend of creative instinct and commercial rigour to the craft. From deciding which event type to run, to managing a thin attendance list two weeks out, this episode is packed with practical frameworks for senior B2B marketers. Guest Introduction Jannat Dawra is Head of Marketing APAC at Dotdigital , a leading customer experience and data platform. Based in Sydney, Jannat leads brand and demand generation across the region and has previously held senior marketing roles at Insider and LinkedIn. Key Topics The three event buckets: sponsored industry conferences (brand and first-touch), strategic partner events (deepening executive relationships), and owned events (roundtables, community events, summits). A commercial approach to event prioritisation: reverse-engineering every event from revenue and pipeline goals.