Beyond the Badge Scan: How Clarion Events Is Building a Data Business
From The Revenue Room™, by H2K Labs · 55:20
Show by Heather Holst-Knudsen, CEO, H2K Labs
In this episode of The Revenue Room™, host Heather Holst-Knudsen welcomes back Narisa Wild, Chief Digital Officer at Clarion Events North America. With more than 26 years building digital products across media, events, and technology, including senior roles at Scripps Networks, Penton, and Informa, Narisa takes us inside how AI is actually showing up at Clarion today. She unpacks Converge+, the AI-powered leads intelligence platform that turns a simple badge scan into a stream of buyer signals spanning pre-event outreach, show-floor conversations, media campaigns, and post-event content. Narisa also shares how Clarion chose to partner rather than build or buy under private equity ownership, why the platform had to be profitable in year one without adding headcount, and what it takes to move a sales organization from selling square footage to selling data as a solution.CONNECT WITH NARISA: https://www.linkedin.com/in/narisawild/Why Listen:Turn Events Into a Data Business: See how an event organizer is converting badge scans into a year-round, signal-rich leads product that sponsors buy as part of their package.Innovate Under PE Constraints: Learn why partnership beat build and buy, how revenue-share deals align incentives, and how to deliver a profitable new product without growing the team.Lead Sales Through Change: Understand the enablement, confidence, and product trust required to move sellers from square footage to data-as-a-solution offerings.Architect Data for Scale: Hear how customer needs, not IT roadmaps, drove Clarion's data architecture and governance, and why partners get only the data they need.About Heather Holst-Knudsen Heather Holst-Knudsen is the founder and CEO of H2K Labs and Revenue Room™ CXO. A seasoned executive and operator across media, marketplaces, events, and technology, she specializes in digital transformation, data-driven growth, and customer-centric value creation. Heather shares her insights on multisided business models through The Revenue Room™.About Revenue Room™ CXO Revenue Room™ CXO is a private executive community for CEOs and revenue-critical C-Suite leaders navigating growth in the data and AI economy. Through curated peer discussions and strategy sprints, members tackle real-world challenges in revenue transformation, customer intelligence, and business model innovation.Learn more or apply for membership at https://www.revenueroomcxo.com/applyRevvedUP 2027: Compounding Value | AI, Data & The Race to Enterprise Value brings together 200+ CEOs and revenue-critical C-suite leaders from media, events, data, and information services to tackle the biggest question facing their industries: how to turn AI disruption into lasting competitive advantage. Taking place March 15–16, 2027, at The Vinoy Resort in St....
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