In demand generation, some of the most effective programs are the ones that create space for the right people to learn from one another.
For Kellie Weed, Director of Marketing at QuantHub, peer roundtables are not standalone events. They are part of a broader demand generation strategy, one that creates relevant conversations, strengthens relationships, and generates insights that can fuel future campaigns.
Their value comes from creating meaningful peer conversations, not product pitches. By bringing the right people together around timely topics, roundtables create space for shared learning.
Kellie’s perspective comes through in four practical ways:
Build roundtables around real peer conversations
The strongest roundtables start with topics the audience already cares about. At QuantHub, that includes both in-person dean peer groups and virtual department-level sessions for MIS and accounting leaders.
The format may vary, but the principle stays the same: bring together peers with shared priorities. That is also why these sessions work best when they stay focused and intentionally sized, typically with 12 to 15 participants.
Keeping the group intentionally small encourages more participation and creates an environment where attendees feel comfortable sharing challenges, ideas, and practical experiences.
Tie the discussion to timely market trends
Peer roundtables work best when they are connected to what the audience is already navigating. In practice, that has included topics such as AI adoption, employer demand for AI skills, lessons from the spring semester, and priorities heading into the fall.
That makes the conversation more relevant and more useful. It also helps position the roundtable as part of a larger market discussion, not just a one-off event.
Bring in customer voices
One of Kellie’s strongest recommendations is to include a customer or practitioner in the discussion whenever possible.
That matters because hearing directly from peers adds credibility and gives participants practical examples they can relate to, making the discussion more authentic and valuable.
Extend the value through follow-up content
The roundtable does not end when the session ends. The conversation should continue through follow-up content, such as a blog recap that shares what professors are saying and highlights the key themes that emerged.
This is where roundtables become especially powerful within demand generation. They are not just events; they are also content engines. They create content that marketing and sales teams can use to continue the conversation, nurture relationships, and inform future campaigns.
For Kellie, the most successful roundtables are measured by what happens after the event. When discussions spark new ideas, strengthen relationships, and generate content that keeps the conversation going, they become much more than events. They become an ongoing driver of engagement and demand generation.
