#219 I In Conversation with Tim Groot, Founder and CEO, Grip

Tim Groot, Founder and CEO, Grip, in Conversation with Subhanjan Sarkar

Feb 05, 2025

[PitchLink Original] The Trade Show Podcast - In Conversation with Tim Groot, Founder and CEO, Grip. In conversation with Subhanjan Sarkar.
[Leadership] 3 things leaders should do to increase trust by Julia Herbst
[Sales] You Built It, Now Here’s Why They’re (Not) Coming by George Brontén
[Event Showcase] 3 Minutes at Intel's CES 2025 Technology Showcase from Event Marketer
[Trade Show] Understanding the events industry: What is a trade show? by Charley Murfitt
[Event Tech] ETL Vegas 2024 - Experience-driven: Technology’s strategic role in shaping today’s event experience

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[PitchLink Original]

The Trade Show Podcast : In Conversation with Tim Groot, Founder and CEO, Grip

In Conversation with Subhanjan Sarkar

Hybrid and Face to Face Events— Insights from Tim Groot, Founder and CEO, Grip: Bizcast Original

Tim Groot is the founder and CEO of Grip, the AI-powered, end-to-end event platform built for revenue growth. He graduated with a BBA in International Management from the Amsterdam University of Applied Sciences and the Hong Kong Polytechnic University. His passion for events and startups eventually led him to co-found Grip in 2015. Over the last eight years, Tim has won multiple awards, led the UFI Digital Innovation Working Group and built a company of over 70 employees all focused on helping event organizers deliver world-leading events.

In this episode, Tim talks about how the events industry went through changes during the COVID pandemic, the trajectories before the pandemic, and what is happening currently in the events industry. The discussion also dwells upon why there was a sudden rush towards hybrid events, and why people have moved away from that now. He discusses how face to face allows many more signals through body language and emotional dynamics than is possible through on-camera calls.
Tim also says there is an urgent need to rethink the function of events and flip them more as social opportunities that allow people to meet, congregate and create connections, rather than as buyer-seller engagements. Events then focus on facilitating interactions between groups of people. In this sense, live, face-to-face events become more relevant and useful in serving an end purpose.
According to a golden rule of three, people in an event need to interact at least three times to make a serious connection. One is an introductory meet-and-greet conversation. This could be even at the drinks or coffee counter. Next comes a more in-depth conversation, and likely a business conversation. And most importantly, the third interaction, often neglected, is an experience-based interaction. This could be a morning activity such as yoga, or an afternoon tennis game. This experience or activity component is being built into events to make them more efficient connection creators.

Run time – 55.44 mins.

22 Authors of 22 Blockbuster Sales and Marketing Books in 22 twenty minute sessions.

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[Leadership]

3 things leaders should do to increase trust

by Julia Herbst

Much has been written about the lack of trust in today’s workplace. And no wonder: A 2023 Gallup study found that only 21% of U.S. employees strongly trust the leaders at their organization. Without that trust, there are real and detrimental outcomes: Employees disengage, innovation slows, and turnover increases.

Link to Article

[Sales]

You Built It, Now Here’s Why They’re (Not) Coming

by George Brontén

The key to building a product that customers will actually gladly pay for, in large numbers, is to build something that fulfills a critical need or want for them in a way that nothing else does as well.
This is an unglamorous solution because it doesn’t center around personal genius or bright ideas. It centers around customer research, taking the time to understand the people who will use a product. It means investing a great deal before you even begin to raise money or hire developers.

Link to Post

[Event Showcase]

3 Minutes at Intel's CES 2025 Technology Showcase

from Event Marketer

[Trade Show]

Understanding the events industry: What is a trade show?

by Charley Murfitt

Hosted buyer programs at trade shows are designed to facilitate connections between pre-qualified buyers with exhibitors. They ensure that exhibitors meet with the right people who are looking for their products. At IMEX, we host buyers, reimbursing their travel costs and organizing free accommodations, who regularly plan and organize international business events. In exchange for being hosted, buyers at IMEX are required to have six-eight meetings for each day that they’re at the show. The outcome of this? Exhibitors get qualified leads and productive meetings with buyers who are there to do business.