Reinventing Event Revenue: How Michelle Troop Transformed Ai4 and Built a CRO Playbook for the Modern Era
# 1st-party data
# Analytics
# Artificial Intelligence
# B2B
# B2C
# Business Transformation
# Data monetization
# Digital Strategy
# Events
# Leadership
# Monetization
# Podcast
# Revenue
# Technology
Inside the Strategies That Took an AI Event from 300 to 8,000 Attendees—and Attracted a Major Acquisition
Heather Holst-Knudsen
I recently sat down with Michelle Troop, the powerhouse Chief Revenue Officer of Ai4, for an episode of The Revenue Room™ that I’m still thinking about. With over 35 years of experience in trade shows, conferences, and large-scale event growth, Michelle brought not only deep expertise but a crystal-clear playbook on how to scale event revenue, modernize a sales team, and build acquisition-ready assets.
Under Michelle’s leadership, Ai4 has grown from a collection of 300-person events in New York into the largest AI event in the world, now welcoming over 8,000 attendees to Las Vegas. And just recently, Ai4 was acquired by CloserStill Media, adding to Michelle’s incredible track record of launching and scaling brands like InsureTech Connect (ITC), LeadsCon, and Mobile Apps Unlocked (MAU)—all of which were acquired.
Scaling Beyond Square Footage
Michelle and I talked about one of the most common challenges in our industry: selling beyond the booth. What struck me was how she’s built a revenue culture where salespeople don’t just sell space, they sell strategy. Her team is deeply trained, role-plays regularly, and focuses on understanding sponsor goals to assemble customized solutions that drive results.
“We look at all our products as equal tools,” she told me. “Whether it’s stage time, lead gen, or 1:1 meetings, our team focuses on what the client actually needs.”
That shift—from selling packages to solving problems—has helped her team grow average deal size and customer satisfaction, while also attracting new categories of sponsors.
SEE OUR FULL INTERVIEW ON OUR YOUTUBE CHANNEL
The Power of Content + Timing
One of the reasons Ai4 scaled so fast is that Michelle and her team invested early in premium content and high-quality audiences. That reputation gave them the foundation to make big moves.
When COVID hit just as they were about to launch their first Vegas event, Michelle and the team pivoted quickly to digital. That decision not only preserved their momentum, it massively expanded their global database and brand awareness.
So when the in-person event returned, they had both the credibility and the scale to launch at a whole new level.
Rethinking Hosted Buyer Models
Michelle has also taken a fresh approach to 1:1 meetings. While many companies still label them as “hosted buyer programs,” she’s reframed them as mutually valuable, curated meetings—with no forced travel, no gimmicks, and no wasted time.
For the AI industry, where buyers are actively exploring but not always in-market, these short, opt-in meetings have been a win-win. They’ve helped sponsors connect earlier in the journey while giving attendees a smarter way to learn about emerging solutions.
Michelle made a great point: this model isn’t for every industry. It works because it aligns with the curiosity and complexity of the AI sector—and because it’s built around choice.
AI Tools, Transparent Data, and a Curious Sales Culture
Michelle also shared how she’s brought AI into her own sales team’s workflow. Tools like ChatGPT are helping reps quickly personalize outreach, test new messaging, and stay creative, especially as competition for attention grows.
Her team also embraces transparency. Everyone has access to dashboards that show real-time pacing, new vs. repeat business, and product mix. That visibility, combined with Michelle’s active coaching style, has built a culture of accountability and innovation.
“Our salespeople are curious,” she told me. “They want to learn, improve, and figure out who else is out there that we should be talking to.”
Inside the CloserStill Acquisition
Ai4’s recent acquisition by CloserStill Media has been a major milestone—and Michelle had nothing but praise for how it’s been handled.
CloserStill recognized Ai4’s momentum and gave the team space to continue executing. Michelle described the partnership as one of trust, alignment, and mutual ambition—with a multi-year runway to continue expanding both the event and the brand.
“They’ve let us keep our magic, while offering the right strategic support,” she said.
Final Takeaways
Michelle shared a few standout insights that stuck with me—and I think they’re useful for any leader trying to scale a revenue-critical business:
Listen constantly: Customer needs are changing fast. Don’t assume yesterday’s offerings will work tomorrow.
Train creatively: Invest in role-playing, coaching, and tools that keep your sales team agile.
Measure the right indicators: Inbound leads and deal velocity can tell you you’re ready to scale—before revenue shows it.
Let go of “how we’ve always done it”: That mindset kills innovation faster than any downturn.
Michelle has built not just incredible events, but resilient teams and scalable models. I loved hearing her journey, and I hope you take as much from it as I did.
To learn more about Michelle Troop and the Ai4 event, listen to the full podcast episode on The Revenue Room™, or connect with Michelle on LinkedIn.
And if you’re a revenue leader navigating the intersection of AI, media, and performance marketing, join us inside Revenue Room Connect™ to keep the conversation going.
Heather Holst-Knudsen is a distinguished figure and expert in the events, media, marketing and technology sectors. Using her extensive experience, she guides clients in adapting to structural economic and market changes, seizing the chance to innovate and evolve. She specializes in digital and data disruption and opportunity, exploring how these overarching factors can impact revenue growth, customer-centricity, operational efficiency, profit margins, and the overall valuation of companies in both public and private markets.
Her journey began at her family business, Thomas Publishing Company, where she honed her skills. She further expanded her expertise by holding positions at early industry giants Miller Freeman, Reed Elsevier, and IDG. Returning to Thomas Publishing, Heather founded and spearheaded Manufacturing Enterprise Communications, an integrated media portfolio connecting buyers and sellers in the manufacturing and technology sectors. Starting in 2015 and spanning the next seven years, she leveraged her expertise as a revenue and business leader in various SaaS businesses, including Feathr, Gleanin, Brella and Edflex.
Heather is deeply passionate about digital innovation, data monetization, and AI and how these strategies fuel revenue growth, profitability, and company valuation. To serve and create value for clients in these areas, she launched H2K Labs, dedicated to generating and leveraging value through data for media, business information, events, and adjacent technology and service markets.
