Challenge
Six-figure booth budgets producing scanned badges nobody followed up on.
Strategy
Replaced the booth-and-pray model with a hosted-conversation strategy: invite-only dinners, executive roundtables, and a smaller, sharper presence.
Execution
- 01Pre-show ABM warm-up sequence to target accounts
- 02On-site executive roundtables instead of demos
- 03Post-show narrative content built from live conversations
Quote
"We stopped competing for attention and started earning it."
- CMO
Results
5×
qualified meetings per show
−40%
trade show spend