Ep 172: Stop Pushing PDFs, Start Hosting Panels | Expert Guest: Lisa Shaw
What if your next big lead gen play isn’t a gated report—but a panel of experts talking about your research live?
Bored with PDF downloads that go nowhere? Lisa Shaw reveals a transformative approach to original research: launch it with an event-first strategy. In this episode, we unpack a system that turns original data into a full-year content engine—with zero spammy sales tactics and maximum credibility through expert panels and partner co-promotion.
Takeaways
AI-proof your content: Research, SME interviews, and events are content LLMs can’t replicate—so invest there.
Lead with partners: Great partners offer reach, credibility, and audience insight. Find orgs with shared ICPs.
Build while you wait: Use the survey collection period to prep minimum viable content assets—blogs, decks, carousels, and more.
Don’t show up on your own panel: For credibility, let your partners and experts speak. You become the thought leader by being behind the scenes.
Low-budget? No problem: Solo consultants can co-host research with others targeting the same dream clients. It’s all about strategic collaboration.
Infuse strategy into repurposing: Carve your research into monthly themes, executive vs. practitioner content, and interactive tools.
Watch your language: Use transcripts and AI to analyze how your ICP talks about the problem. Ditch jargon, mirror their phrasing.
Track more than downloads: Qualitative feedback, quoteable webinar replies, and Slack discussions all guide your next content move.
Resources Mentioned
Lisa Shaw – Devon Point (Original research strategy + content)
The LAUNCH Framework – Download Lisa’s guide
Goldcast – Webinar and event platform
Rev – Video platform used by some research partners
Demio – Interactive event tool for feedback
Butter – Lightweight virtual event platform
Typeform – Used to build interactive self-assessment tools
ChatGPT – Tip to analyze sales call transcripts for real ICP language
Sarah’s Masterclass – Mentioned re: niche community strategy
Mentioned concept: “Workslop” (Lisa’s term for AI-generated filler content)
Meet Lisa Shaw
Lisa Shaw is the founder of Devon Point Group, where she partners with global technology brands on research-driven thought leadership programs. A former journalist turned content strategist, she combines deep analytical skills with storytelling to create high-impact marketing campaigns. Her team's work has earned recognition from the Web Marketing Association and HSMA. Lisa writes about B2B event marketing strategy at MarTech.org.
What next?
If today’s episode made your pipeline feel doable and strategic rather than chaotic, take the next step with a Booked Out Blueprint session. It’s a practical, low‑pressure call to clarify your best offers, your most effective lead sources, and what will actually move the needle for your business this year. You can book through the link in the show notes — or email hello@sarahnoelblock.com to see if it’s a good fit for you.
