Event and Field Marketing for B2B Tech

Events are big bets.
Let's make sure they pay off.

Hands-on event and field marketing, led by a former VP of Marketing. From strategy to execution, built around results, not just logistics.

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Deirdre Pelrin

Hi, I'm Deirdre Pelrin. I've spent 18 years leading marketing at high-growth B2B tech companies and running the events that drive them, from flagship trade shows to field events to user conferences built from scratch. More about me ↓

Where I've Worked
Immuta
Seismic
Cayan
SmashFly
Drivepoint
Why in-person, why now

In a world of AI-generated everything, being in the room matters more.

AI has made content cheap and endless, and buyers are tuning most of it out. Trust is built in person now, where it can't be faked. That makes events one of your most important channels, and too important to run as one-off projects.

The problem

Big bets need more than a planner.

Events are one of your company's biggest, most visible budget line items. Getting the logistics right is table stakes. Making them pay off takes someone who connects the event to your goals, rallies the team, and drives it through follow-up. Most teams don't have the time or hands for that. And it shows.

Last-minute scrambling
No clear owner means dropped balls, missed deadlines, and fire drills the week before the event.
A brand that blends in
A generic booth and messaging get lost in a sea of logos, and your company looks smaller than it is.
Disconnected from strategy
Events are disconnected from your go-to-market strategy, so nothing builds from one to the next.
Follow-up that fizzles
Leads sit too long after the event, sales doesn't know who to call first, and the momentum is gone.
Ways to work together

The strategist and the operator, in one partner.

01
Own your biggest events
Flagship trade show, user conference, or SKO on the calendar? I can lead it end to end or work alongside your team as the hands-on partner who knows what needs to get done.
02
Build and run your program
Not ready for the full-time hire? As your fractional event and field marketer, I run your program on an ongoing basis, and build the playbooks and systems so it scales when you're ready for full-time.
03
Keep things moving between hires
Your event or field marketer left or you're hiring for the role...but events can't wait. I step in to keep the program running, then hand it off so your new hire hits the ground running.

A different kind of event partner.

The judgment of a marketing executive and the hands-on execution of an event lead, in one person.

The usual options:
  • Logistics help that can't connect events to pipeline
  • A busy team juggling the event on top of their day jobs
  • A months-long search while the event date doesn't move
  • A brand that looks smaller than the company behind it
  • Events promoted as an afterthought, with leads that go cold after
Working with Propel:
  • A former VP of Marketing who's owned the number
  • One senior partner running strategy and execution
  • Up and running in days, not months
  • A brand presence that matches the size of your ambition
  • A full event marketing campaign: pre- and in-event promotion, meetings, content, PR, and fast follow-up
Event expertise

From flagship trade shows to field programs.

Trade Shows and Sponsorships
Booths, sponsorships, speaking programs, and activations at your industry's biggest shows.
Experience IncludesAWS re:InventDatabricks Data+AI SummitDreamforceGartner SymposiumsMoney20/20RSA ConferenceSnowflake SummitExpo WestNRF Retail's Big ShowAnd more
Owned Events
User and customer conferences, industry events, and customer advisory boards, built from scratch or taken to the next level.
Experience IncludesSeismic SHIFTSmashFly TransfoRMImmuta All-Access TourCayan Agent & ISO ConferenceImmuta CABsAnd more
Field Events
Executive dinners, roadshows, happy hours, partner events, and brand activations.
Experience IncludesImmuta LoungeImmuta Brewing Co.Data Leaders Supper ClubDrivepoint Forecast TableAnd more
Internal Events
Sales and revenue kickoffs, company meetings, and President's Club.
Deirdre Pelrin
Deirdre Pelrin
Founder, Propel
About me

18 years leading marketing. Now focused on the events that matter most.

I've spent my career building and leading marketing at high-growth B2B tech companies, including Immuta, Seismic, Cayan, SmashFly, and Drivepoint. Events were always one of my biggest bets, and I learned what it takes to make them pay off: clear goals, an aligned team, and the rigor to connect every detail back to the business.

I started Propel because in-person experiences matter more than ever, and the teams behind them are stretched thin. I can lead your program or work alongside the leader you have. Either way, you get the judgment of a marketing executive and the hands-on execution of an event lead, so your team can show up, connect, and win.

Let's Work Together
Testimonials

What leaders say about working with me.

"Deirdre was instrumental in sharpening our GTM. She designed a data-driven ICP model, built our positioning and messaging from the ground up, and put rigor behind the funnel… The result was a measurable impact on our pipeline. She'd be a huge asset to any founder or CEO looking to get marketing right in the age of AI."
Austin Gardner-Smith
Austin Gardner-Smith
Co-Founder & CEO, Drivepoint
"Deirdre operates like an owner, not just a function head. She can build the strategic marketing foundation and has the ability to scale it, which is what makes her dangerous in the best way: strategy and execution, together. I can't recommend her enough."
Moritz Plassnig
Moritz Plassnig
CEO, CloudBees

Have a big event coming up, or a field marketing gap to fill?

Let's talk through what's on your calendar, what success looks like, and whether we're a good fit. No pitch deck, no pressure.

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