You planned for your ICP. You shipped the booth. But the results? Flat. Because what no one tells you is that even the best events fall short when you don’t account for who’s actually at the show and what they’re there for. In this episode, Matt and Pablo break down the disconnect between static ICPs and dynamic show audiences—and how to bridge the gap with real strategy. Expect to learn: ✅ Why “ideal customer profile” thinking can actually hurt your booth strategy ✅ How to use audience b...