AI, Events, and GTM—Are You Still Playing by the Old Rules?

Remember DeepSeek? The AI model that stole the limelight—even from Trump! Imagine more people getting enthused by an AI model than the symbolic transfer of global power. Why? Because it shattered the myth of exclusivity, proving that AI models don’t need to sit behind walled gardens with premium pricing. They can be just as powerful, just as effective—but significantly more accessible. 

As AI revolutionizes businesses, the logical question is: Are you leveraging it to gain an unfair advantage? 

In my conversations with CXOs and founders, businesses are moving beyond just using AI for automation. They are embedding it into decision-making—from refining ICPs dynamically to prioritizing high-intent accounts and optimizing real-time outreach. AI is no longer just about efficiency; it’s about precision. 

Building Event Strategies with AI

Right now, you’re probably planning events for 2025. That means looking at last year’s event list and asking: Where did we see the best ROI? Which events should we prioritize? What worked—and what didn’t? But here’s the problem: Most companies don’t actually know the answers to these questions.

Some of our customers came to us with a list of thousands of attendees who attended some events last year. But they had zero way of knowing which ones were worth their time. Were they just going to sponsor the same events again and hope for the best? That’s not a strategy. That’s a gamble.

With Tapistro, we used custom AI agents to enrich event data with public sources, filter out non-ICP noise, and identify high-value accounts. Then, by layering in intent signals, we revealed probable pain points and messaging opportunities. We mapped decision-makers to target the right people, and then automated personalized engagement to ensure follow-ups were relevant and timely. The result? Events stopped being just branding exercises—they became demand-generation engines. And yet, here’s where most teams go wrong—they expect their CRM to figure this out. CRMs can store data about who attended past events but don’t prioritize who’s ready now.  

We wrote at length about how you can rein in the event chaos.

Are You Fully Tapping Into Intent Signals?

2024 saw an explosion of intent signals. Chances are, you too would be already tracking first-party signals—web visitor behaviour, email replies, or ad engagement. But what about second-party or AI-sourced public intent data?

 Signals like G2 reviews, partner platform activity, company news, hiring trends, and social media interactions provide a broader view of buyer intent. Take job postings, for example. They reveal where a company is expanding, which teams are growing, and key leadership shifts—all early indicators of buying intent. AI today affords this tracking to help you engage decision-makers before your competitors do. Yet intent cannot thrive in silos. A strong GTM motion combines multiple intent sources, layering first-party, second-party, and public data into a holistic view of customer behavior. The result? More targeted, timely, and effective outreach.

Read more about incorporating signals into your GTM

I’d be happy to offer a complimentary audit to assess how well your outbound, inbound, and CRM accounts are leveraging intent data—helping you uncover gaps and optimize your approach. In a nutshell,

1. AI isn’t just about content—it’s about pipeline.  

2. Events aren’t just branding exercises—they should fuel revenue.

3. Your CRM isn’t a GTM platform—it’s just one piece of the puzzle.

4. Intent signals can be pieced within the GTM platform

The companies that win are those that connect the right signals, act on real-time insights, and build adaptive GTM strategies. Would love to hear your thoughts on this!