Go-to-Market Strategies
Personify: A2Z Events
In my position as a Senior Product Marketing Manager at Personify, I managed the marketing efforts for A2Z Events, an event management software used by organizations to plan and execute complex events. I helped drive the go-to-market strategy in close collaboration with product, sales, and marketing teams, supporting new product and feature launches from positioning and messaging through launch planning and sales enablement.
Quick Stats:
$7M+ in revenue and $1.4M+ in new bookings in 2025
Supporting a $77M+ ARR portfolio with ~95% net retention
Driving +19% YoY new logo bookings
Exceeding demand goals with 113% of MQL target and 123% of SAL target achieved in 2025
Benjamin Morton, Senior Manager, Product Marketing at Personify
“I had the pleasure of having Brooke on my team for almost three years. Having managed several teams with Personify and other organizations, I can say with confidence that Brooke was a standout member of our organization.
Brooke provided great value to the product marketing team with several projects to develop and standardize new templates and workflows. She collaborated with me directly and played a key role in designing our revised positioning and messaging templates for larger go-to-market launches as well as owning design and guidance around our internal enablement efforts. This supported improved cohesion between teams and more consistent delivery of launch materials and training for all our products.”
Product Launch: A2Z’s Registration Tech
Challenge:
Show organizers managing small to large events relied on disconnected tools for registration, check-in, attendance tracking, and overall event management. This led to operational inefficiencies, poor attendee and exhibitor experiences, limited visibility into data, and difficulty demonstrating event ROI.
Opportunity:
For Personify to acquire GTR Events and rebrand as A2Z Events’ Registration Tech: a configurable, end-to-end registration and on-site operations platform that:
Scales across multi-event, multi-year portfolios
Serves associations, ISOs, AMCs, and corporate teams
Expands value for existing A2Z customers
Competes effectively against small, mid-market, and enterprise incumbents
Positioning:
Positioned Registration Tech as a fully integrated system, delivering:
Seamless on-site experiences
End-to-end registration, attendance, CEUs, and lead retrieval
Lower total cost of ownership compared to enterprises
A high-touch service and implementation model
Segmentation:
Built segment-specific messaging and enablement for:
Professional & Trade Associations
Independent Show Organizers
Corporate Event Teams (SMBs focused)
Existing A2Z Customers
Pre-Launch:
Partnered with Product and Support to align roadmap, beta feedback, launch scope, plus:
Ran beta programs with strategic customers to validate performance and gather proof points
Equipped Sales with:
Positioning and messaging
Feature-level collateral
Competitive battlecards
Personas
Demo presentations
Launch:
Industry events, webinars, and live demos, plus:
Dedicated website landing pages per module
Phased content strategy (TOFU → MOFU → BOFU)
Email campaigns for existing A2Z customers and net-new prospects
Paid search ads
PR announcement positioning Registration Tech as a major A2Z platform expansion
Review site presence (G2, Capterra)
Post-Launch:
Iterated messaging and campaigns based on performance
Fed customer insights back into the roadmap and enablement
Supported expansion and cross-sell within the A2Z customer base
Results:
Successfully launched Registration Tech in January 2024 as a new product line for A2Z Events
Contributed to $7M+ in revenue
Drove $1.4M+ in new logo bookings in 2025
Validated strong product-market fit across associations, ISOs, and corporate customers
Want to see more Registration Tech?
Nick McPherson, Product Manager for A2Z’s Registration Tech at Personify
“Brooke is a creative thinker who isn’t afraid to bring new ideas to the table. Her creativity showed up not just in brainstorming, but in practical, well-reasoned solutions that improved messaging, positioning, and overall outcomes.
In a fast-paced environment like live events, with competing priorities, Brooke demonstrated strong judgment and prioritization skills. She was able to focus on what mattered most, manage tradeoffs thoughtfully, and keep work moving forward without losing sight of larger goals. This made her a dependable partner and someone I trusted to execute effectively.”
Feature Launch: A2Z’s Event Sales Engine
Challenge:
Show organizers relied on fragmented systems for event website management, booth and sponsorship sales, and payment processing. This resulted in:
Multiple logins and disconnected workflows
Manual follow-up to complete booth contracts and sponsorship fulfillment
Limited visibility into abandoned booth purchases
Missed upsell opportunities
Increased staff time spent on administrative tasks
Reduced year-over-year exhibitor retention
Opportunity:
Rebrand A2Z’s Event Portal (event website module) into a revenue generator by launching the Event Sales Engine: a modern, configurable workflow that fundamentally restructured how event participants interact with the organizer’s website. The Event Sales Engine:
Introduced a single login experience for all event participants (exhibitors, sponsors, attendees, and speakers)
Unified booth selection, sponsorship purchases, and à la carte add-ons into one streamlined checkout workflow
Embedded invoicing, payment processing, and full payment history directly within the event website
Enabled self-service contract completion, sponsorship fulfillment, and task management
Positioning:
Positioned the Event Sales Engine as:
The market’s most configurable exhibitor sales workflow
A revenue growth lever, not just an operations tool
A unified interface eliminating multi-system friction
A retention driver through improved exhibitor ROI
The only event management workflow consolidating exhibitor and sponsor management, contracting, invoicing, and payment processing directly within the show organizer’s event website
The Event Sales Engine eliminated the need for third-party event websites, external payment systems, and disconnected exhibition management tools—keeping the entire exhibitor and sponsor purchasing journey embedded directly within the show organizer’s branded event website.
Segmentation:
Built segment-specific messaging and enablement for:
Professional & Trade Associations
Independent Show Organizers
Corporate Event Teams (SMBs focused)
Existing A2Z Customers
Pre-Launch:
Partnered cross-functionally with Product, Services, Sales, and Marketing to:
Align on roadmap milestones and launch timing
Define competitive differentiation and category framing
Develop full-funnel messaging for prospects and current clients
Enabled Sales with:
Event Sales Engine overview collateral (TOFU)
Event Sales Engine feature-specific collateral (MOFU)
Demo presentation (BOFU)
Competitive intelligence highlights
Current-client upsell talk tracks
Internal training sessions
Launch:
Executed a multi-channel launch strategy, including:
Press release announcement
Website homepage banner takeover
Dedicated Event Sales Engine webpage
Blog launch + follow-up thought leadership content
Email campaigns (segmented current clients + full database)
Webinar series
Lunch & Learn demos
Demo videos
In-app promotion via pop-ups and guides
Industry events promo
Post-Launch:
Collected Services and Support feedback for refinement
Reinforced messaging through monthly product newsletters and social
Positioned Event Sales Engine as a core value driver in competitive deals
Continued enablement to support long-term upsell strategy
Results:
Successfully launched the Event Sales Engine as a major platform milestone for A2Z
Elevated A2Z’s differentiation in the mid-to-large expo market
Strengthened upsell positioning
Reduced exhibitor friction through a unified workflow
The Event Sales Engine was launched in Q4 2025—quantitative data coming soon!
Teele Schneider, Senior Marketing Manager at Personify