You’ve seen the results from Lauren Hamm’s virtual event strategy above—but what makes Rapid7’s approach especially powerful is that these experiences don’t stop at prospecting. They’ve become a trusted part of the customer journey—working equally well for driving pipeline and strengthening relationships post-sale.
At a recent Cybersecurity Marketing Society event, the Rapid7 team shared exactly how they’re using Priority Experiences to support both motions—with measurable impact across the funnel.
Prospecting That Performs
Lauren Hamm, VP of Demand Generation, leads the charge on new customer acquisition—and virtual experiences have become one of her go-to tools.
“This was actually the first field marketing event I ran at Rapid7” Lauren said.
“And we saw results almost immediately. We had three meetings booked and one opportunity opened within the first few days.”
Lauren now runs monthly events, each tailored with a creative theme and aligned tightly with her ABM and intent data strategies. She uses spiffs to motivate SDRs, filters contacts in Marketo based on recent behaviors, and collaborates closely with sales to fill each event with high-value prospects.
“Every month, I run a spiff with our SDRs,” she explained. “Whoever drives the most attendance gets a $100 gift card—it keeps everyone motivated.”
With eight events so far, she’s brought in over 400 qualified leads, sourced hundreds of thousands in pipeline, and closed deals directly from event follow-ups. These aren’t just feel-good engagements—they’re full-funnel accelerators.
Retaining and Expanding with Experiences
While Lauren uses virtual events to open new doors, Taylor Carey, Rapid7’s Customer Marketing Lead, has been using the same strategy to deepen relationships with existing customers.
“This gave us a new way to show appreciation to our customers and reconnect in a meaningful way,” Taylor shared.
“It wasn’t just a fun hour. It created real energy for the brand.”
Taylor’s events are personalized and concise—designed to deliver a premium experience without overwhelming busy clients. They've become an ideal platform for celebrating milestones, introducing new products, and prompting thoughtful conversations post-sale.
Here’s what Taylor achieved across three events:
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66% average attendance rate with zero drop-off
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$172K in influenced pipeline from existing customers
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$5K in closed-won pipeline directly tied to event participation
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Positive feedback from the board, exec team, sales, and CS teams
Taylor also shared how they repurpose post-event content—like cocktail recipes or recordings—to stay top of mind even with no-shows. These follow-ups create low-friction re-engagement points that continue delivering value.
One Strategy, Two Motions—One Big Impact
Together, Lauren and Taylor have proven that the same virtual experience framework can serve two very different goals—sourcing new pipeline and nurturing long-term relationships—without compromise.
The takeaway? When you create events that are fun, intentional, and aligned with your GTM strategy, you’ll see impact across the entire customer lifecycle.