Dan Charles

Founder of Codarity, a performance marketing agency built exclusively for event businesses.

[Dan Charles @codarity]

Doors in 30 minutes. Sound check not done.

Found a mic preamp plugged straight into a 20k PA. No desk. No limiters. Nothing.

By the end of the night we were getting compliments on the sound.

The room didn't know. That's the job.

[Dan Charles @codarity]

The hour before doors open is the loneliest hour in events.

All the planning. The invisible decisions. Hoping the preparation holds.

The businesses I work with are brilliant at this for their clients.

Almost none of it carries over to how they grow. That's the ceiling.

[Dan Charles @codarity]

I spoke to a founder last year.

£6M business. 80 events a year. 15 years in.

On paper, everything was working.

Then the ground shifted. Nothing underneath it.

[Dan Charles @codarity]

The events industry is growing at 11.3% a year.

I've spoken to founders this month who wouldn't know it.

Not because they're failing. Because market growth and business growth are two different things.

The ceiling most operators hit isn't about effort. It's about information.

[Dan Charles @codarity]

Your CRM says "Source: Unknown."

That's not the truth. It's the limit of what most tracking systems can see.

In B2B events, the average sales cycle is 221 days. Most attribution tools are built for 7.

Dark social isn't a mystery. It's a measurement gap.

[Dan Charles @codarity]

This is why I love events.

You walk in not knowing what you'll take away. Then a conversation changes how you think. Then another.

Great week at BrightonSEO with Tracklution. The best partnerships feel invisible from the outside. That's how you know they're working.

[Dan Charles @codarity]

One date. Everything riding on it.

That's events. No second chances.

Lost thousands on a single night. More than once.

Obsession turned into craft. 60-person rooms to 3,000+ capacity.

What skill carried you through your highest-stakes moment?

[Dan Charles @codarity]

Generic agencies treat event businesses like any other client.

Same funnel. Same keywords. No idea the buyer isn't browsing — they're reacting to a supplier who failed them.

10 laws that separate generic from event-native 👇

https://t.co/s0Za7AeTDf

[Dan Charles @codarity]

730 gratitude journal entries.

98-day streak as of today.

Some days I open it because things are good.

Some days I open it because they're not — and I need reminding they have been.

Hat tip to @theJoeypinz for pulling this out of me.

👉 https://t.co/Xw9sLUxfk5

[Dan Charles @codarity]

Content closed the deal. Infrastructure spotted it.

If you want to know how much signal your business is currently missing:

https://t.co/s0Za7AeTDf

[Dan Charles @codarity]

A $180K event contract closed last year.

The CRM said: Source unknown.

Here's the journey it actually took.

[Dan Charles @codarity]

The businesses building proper infrastructure catch enough of the signal to matter.

First-party data. Server-side tracking. Smart CRM logic. The right questions at the right moment.

The ones that don't? They keep crediting Google for work their content did months ago.

[Dan Charles @codarity]

I've taken thousands of sales calls.

Here's what that taught me:

If your marketing is doing its job, the sales conversation almost handles itself.

Sales is the last mile.

Marketing builds the road.

[Dan Charles @codarity]

Three years of relationship equity gone with a LinkedIn update.

That's not a referral strategy. That's a single point of failure.

Find out how many of those 45 touchpoints your business is actually delivering:

https://t.co/xDefGxVYzT

[Dan Charles @codarity]

The average B2B buyer needs 45 touchpoints before they'll discuss a six-figure event contract.

Word-of-mouth delivers maybe three.

[Dan Charles @codarity]

We watched a client lose 20% of revenue overnight. One contact changed roles. New department head reviewed the vendor list.