Case Study: Speero EXL Conference (2024–2025)
Turning a Two-Day Event into a Year-Round Brand & Revenue Engine
Client: Speero (with Eppo for EXL 2025)
Industry: B2B SaaS, Product Growth, Experimentation, Data
Engagement: Multi-year partnership (2024–2025)
Services: Cinematic Brand Film, Event Documentary, Testimonials, Multi-Platform Content System
Location: Austin, TX
The Problem
Speero’s EXL Conference is one of the leading gatherings for experimentation, product growth, CRO, and data teams. The experience itself was world-class — but the way it was represented externally wasn’t matching the caliber of what was happening in the room.
Before working with Pantheon Media:
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The energy, quality, and culture of EXL didn’t translate online
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Event media felt like a generic recap, not a brand asset
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Sponsors and partners had to take Speero’s word for the quality of the audience
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The value of a premium, high-ticket experience ended when the event ended
Speero wasn’t struggling with product or community.
They were struggling with signal — how their leadership, credibility, and category position showed up to the world.
The Story Approach
Pantheon approached EXL not as “event coverage,” but as brand infrastructure.
Our goal:
Create a permanent, high-signal assets that positions Speero as a category-defining leader — and compound in value long after the event ends.
Strategic Framework
We designed the story around three pillars:
1. Authority
Position Speero as a thought leader and hub of experimentation culture — not just a service provider.
2. Proof
Show the caliber of speakers, attendees, and conversations visually — so sponsors and partners can see the value of the audience.
3. Belonging
Capture the emotional energy and community dynamic that makes EXL feel aspirational to be part of.
Execution
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Cinematic visual language to signal premium positioning
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Real attendee testimonials to build trust and credibility
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Narrative structure that frames EXL as a movement, not a one-off event
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Multi-format content system (hero film + testimonial cuts + social assets + landing-page versions)
This shifted the content from “nice recap” to strategic brand asset.
Outcomes
The EXL films became a core piece of Speero’s brand infrastructure — not just marketing content.
1. Elevated Brand Authority
Speero is now visually positioned as a category leader and community anchor in experimentation and product growth. The content signals quality and leadership at first touch.
2. Sponsor & Partner Impact
The highlight films replaced static decks as the primary proof point for sponsors.
Speero saw increased sponsor confidence, retention, and inbound inquiries because partners could instantly see the audience quality and engagement they were buying into.
3. Year-Round Lead Generation
EXL content now lives across:
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Landing pages
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Sales calls
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Partner decks
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Social media
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Next-year event marketing
A two-day conference became a 12-month growth engine.
4. Brand Defensibility
High-quality documentation created a visual moat.
The brand now feels premium, intentional, and difficult to replicate with low-budget content.
Client Perspective
“Pantheon translated our abstract values into a visual narrative that instantly communicates the conference’s caliber to a global audience.”
— Ben Labay, CEO, Speero
“This is a strategic investment. It creates a permanent storefront for a temporary event. High-quality documentation builds trust and authority that low-fi content simply can’t achieve.”
— Ben Labay, CEO, Speero
Why This Works: Content as Compounding Infrastructure
Most event coverage disappears after the day ends. We built Speero a system where every conference compounds their authority.
For Speero, that meant turning ephemeral experiences into permanent sales assets—increasing sponsor conversion through visual proof, strengthening category leadership, and creating media that functions simultaneously as sales enablement, brand positioning, and growth infrastructure.
This is the difference between content as expense and content as infrastructure that pays dividends.
