Ep 6: 63% of ACS Fall ’25 exhibitors weren't yet piloting AI

Catalysts for conversion don’t happen by accident. In this episode, Matt Wilkinson and Jasmine Gruia-Gray share what they learned surveying exhibitors live on the ACS Fall ’25 floor—and why so many booths still lead with specs instead of standout experiences.

This is for life science marketing leaders and do-it-all marketers who want trade shows to drive pipeline, not just badge scans. We cover what exhibitors actually measured, how sales/marketing handoffs break, where ABM falls down, and practical ways tiny teams can use AI to create memorable, repeatable outcomes. KEY IDEA: 63% of exhibitors we surveyed are not even piloting AI yet.

What you will learn:

• Why “memorable booth experiences” beat “spec speak” (and how to create one next week)
• The metrics teams track at shows—and the ones they miss that drive word-of-mouth
• A simple play for cleaner marketing → sales handoffs using your CRM
• Where ABM targeting breaks and how to realign on focus accounts
• Fast, safe ways a 1-person team can pilot AI beyond content drafting
• How to build checklists into reusable “units of work” for webinars and events