Service · Executive Programmes
Events as a pipeline stage, not a marketing cost.
Invite-only briefings, executive roundtables and private dinners, run as one journey. Each stage is smaller, more senior and harder to get into than the last, and every stage is measured in pipeline.
The problem
Nobody goes to webinars.
The usual event
- A broadcast to strangers
- Measured on registrations, not revenue
- One-off, with nothing to move people forward
- Follow-up is a generic "thanks for attending"
An Executive Programme
- A curated room of the right people, by invitation
- Measured on pipeline sourced and influenced
- A journey: each stage earns the next invitation
- Follow-up based on what each person said and did
The journey
Smaller rooms. More senior people. Closer to a deal.
Each stage invites forward the people who engaged at the last. Exclusivity does the selling: an invitation to the next room is worth more than any ad.
Briefings
Thirty minutes, invite-only, no slides. A sharp point of view on a problem your buyers have this quarter, and a real conversation.
Roundtable Series
Eight to twelve senior buyers, chaired and off the record. Peers compare notes on the problem, and you're the host who made it happen.
The Private Dinner
An evening somewhere memorable in London. A small table of decision-makers who already know you and each other. The room where deals start.
Powered by the Revenue Engine
Old-school hospitality. Modern data.
The same agents and data rules that run our pipeline decide who's invited, keep the guest data clean and make sure nobody falls through the gaps afterwards.
The right guest list
Buying signals and account research choose who gets invited, not a bought list.
Personal invitations
Written for each guest, approved by you, sent from you. It reads like a note, not a campaign.
Clean, consented data
Attendance, engagement and consent recorded properly, so each stage knows who earned the next invitation.
Nobody forgotten
Follow-up drafted from what each person said, and warm leads handed to sales the next morning.
Co-hosted with partners
Share the room, share the cost.
Vendors, integrators and alliance partners co-host and co-fund the roundtables and dinners, and bring their own customers. It's how the channel already works, and it turns an events budget into a joint pipeline programme.
What we report
Measured like sales, not like marketing.
Why AXQ
We've filled rooms with the most senior buyers in the world.
Shell · BP · ExxonMobil · and the wider energy supermajors
Gastech · EAGC · Telegraph Business Events · Business of Sport with BT Sport · Middle East Congress · The Pharmacy Show · The Sports Car Show · The Healthcare Show · new launches for dmg events and Informa
Gastech and EAGC
Marketing Director for the global gas portfolio: Gastech, running across the Middle East, Asia and Europe, and EAGC, the European gas summit. One exhibition and 18 conferences, £12M revenue, £1.3M marketing budget, 18 direct reports, double-digit growth every year.
Telegraph Business Events
Conceived, pitched to the board and launched Telegraph Business Events for business leaders. Ran Telegraph Business of Sport with BT Sport, with experts and personalities from across the sports industry, and the Middle East Congress on investment and infrastructure, hosted by Boris Johnson.
An event incubator
Launched new event ideas for established organisers including dmg events and Informa, adding new titles to their portfolios, with a small remote team across the UK and Madrid.
Built, scaled and sold
Grew Pioneer from £0 to fifteen staff and £900k revenue, then sold it. Ran The Pharmacy Show, The Sports Car Show and The Healthcare Show.
Ways to start
Prove it with one stage, then build the journey.
Pilot
One briefing series and one roundtable, with the guest list built by the engine and results reported in pipeline.
Full journey
Briefings, a roundtable series and a private dinner each quarter, co-hosted with partners where it fits.
Always-on programme
A rolling executive community around your category, run alongside your Revenue Engine.
Who would you want in the room?
Tell us your best twenty target accounts. We'll come back with a programme that gets their decision-makers to the table.