If you’ve ever been handed a booth brief with zero strategy … or chased down sales to follow up on hundreds of “leads” … or been asked to “do more shows next year” with the same budget, you know the pain. That old model? It’s broken. But the fix isn’t a bigger booth or a cooler activation. It’s a shift — away from chasing attention and toward driving revenue. In this episode, Justin Keys (Sr. Manager, Brand Marketing at Georgia-Pacific) joins Matt to break down how event marketers take bac...