Turning Events Into a Revenue Channel, plus Employee Advocacy, and Personal Brand (with Colin Kendall, CMO at SC&H)

#402 | Dasha interviews Colin Kendall, CMO at SC&H, live at Drive. They discuss how a brand that isn't a household name can build a brand and pipeline. Colin attributes the success to events - his team turned them into a measurable revenue channel by going beyond the sponsor booth. They focus on getting their own experts on stage, and repurposing that content afterward to build touchpoints with people who'd never heard of them. He explains how to get time-strapped executives to build a real LinkedIn presence and why standing out in the age of AI slop means having a point of view that's uniquely yours. He also dives into how his team scales their CEO's voice by turning his Slack posts into LinkedIn content. Plus, why he's betting on employee advocacy and personal branding in 2027, and how gamifying it (like Exit Five's Clout Cup) makes it stick.

Timestamps (00:00) - Marketing a firm that sells expertise, not software

(01:31) - Inside SC&H: a hands-on alternative to the Big Four accounting giants

(04:13) - SC&H's biggest 2026 win: proving events drive real revenue

(05:04) - Why a sponsor booth isn't enough: get your experts on stage

(06:04) - Make one speaking slot last all year by repurposing the content

(07:01) - Turning in-house experts into credible LinkedIn thought leaders

(09:02) - The AI slop problem: why your point of view has to be your own

(11:04) - Repurposing leader's Slack messages as LinkedIn posts

(11:53) - The 2027 bet: employee advocacy and personal branding

(13:48) - The Clout Cup: using competition to drive LinkedIn growth

Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter