From one-off to always-on: how events drive real growth in tech

07.07.25

Insights from Jeremy Youett, Atlassian, and Laliv Hadar, Invision 

From one-off to always-on: how events drive real growth in tech  

In tech, growth isn’t just about awareness. It’s about momentum. And events, when done right, can create exactly that. 

On the latest episode of the Invision Podcast, Inside the Brand Experience, Invision’s SVP of Marketing, Laliv Hadar, spoke with Jeremy Youett, Head of Proprietary Events at Atlassian, to talk about why events are no longer just "nice-to-haves" in the marketing mix. In a space known for long sales cycles and crowded buying committees, they can be one of the most effective ways to move business forward. Following are key insights from their conversation:  

Events that shorten sales cycles  
As Jeremy points out, in-person events are back, and they’re doing more than ever. "At our flagship event, we had accounts sending 12 to 15 people. That level of connection just doesn’t happen on Zoom," he shares. 

Events allow for more than surface-level interaction. They deepen relationships, build trust, and accelerate decisions. For tech companies juggling complex, multi-stakeholder sales, that’s a game-changer. 

Making events part of the engine 
Too often, events are treated like isolated moments. According to Jeremy, the shift starts internally. "If you only host one event a year, it’s hard to plug it into a broader omnichannel strategy. But if events show up regularly, you can use them to keep the engagement warm and pipeline moving." 

At Atlassian, that means integrating events across the customer journey; as campaign kickoffs, as launch moments, and as relationship accelerators. The goal? Build an evergreen strategy that supports both top-of-funnel awareness and bottom-of-funnel expansion. 

Content that lives beyond the closing keynote 
Jeremy’s team records key sessions, repurposes content across channels, and works cross-functionally to ensure the material fuels engagement long after the event. 

"We atomize content based on what different teams need—social, lifecycle, PR," says Jeremy. "And we stay flexible. The needs evolve post-event, and our content strategy has to evolve with them." 

Measuring what matters 
Badge scans and surveys only tell part of the story. Real success is about business impact. At Atlassian, that means looking at: 

-Pipeline influenced
-Deal acceleration 
-Engagement quality 
-Post-event conversion 

"We measure not just who showed up, but what moved because they did," Jeremy says. He also notes the importance of aligning closely with sales, setting shared KPIs, and enabling follow-up through clear, consistent messaging. 

Where AI fits in 
AI is showing up behind the scenes; in content creation, in audience targeting, in surfacing insights. Jeremy sees promise in its future, especially as tools become less siloed and more integrated across event platforms. For now, it's a support system, not the main event.  

The bottom line 
When events are integrated across the funnel, activated consistently, and measured with intent, they become one of the most powerful tools in a tech marketer’s playbook. 

And as Jeremy says, "They can do what digital touches can’t." 

Want the full conversation? Listen to the episode here.