As a Demand Generation Specialist at Terminus, I orchestrated a highly effective marketing campaign around the B2B Marketing Exchange (B2BMX) 2022 event, leveraging strategic pre-event and post-event activation to maximize engagement, drive meeting bookings, and nurture leads generated at the show.
The Challenge
At this point in my career, I had handled at least two dozen trade show events, but usually in a support-role related to inbound activation, while Field Marketing handled all other responsibilities.
However, due to team restructuring, Terminus no longer had a dedicated field marketing manager in place to handle marketing efforts. So, I stepped in to steer both pre-event and post-event motions.
The Tactics
- Dedicated WordPress landing page – I created a custom landing page designed to streamline meeting scheduling with our team at the event. It included relevant details about the booth location, which sessions Terminus would be speaking at, and a Calendly plugin to book a specific time slot.
- Promo Emails & Ads to the Tradeshow lists – Once we received initial pre-show lists from B2BMX, I created a series of targeted emails to this audience as well as those in our prospect database within a 50 mile radius. These drove prospects to the landing page, with CTAs aimed at booking meetings.
- Post-Event Audience Segmentation – After the event, I integrated the attendee data into our CRM and assigned lead scores based on the type of engagement at the event: Tier 1 – Visited Booth, Tier 2 – Attended Breakout Session, etc. High-scoring leads were routed to sales AEs for immediate follow-up, while others entered a tailored nurture track focused on their industry pain points.
- BDR activation and ongoing nurturing – The post-event email series featured recap and key takeaway messaging from our sessions at the event. This was combined with personalized outreach from our Inbound BDR team using Outreach sequences.
Results
This campaign demonstrated how a comprehensive event marketing strategy—spanning pre-event activation, onsite engagement, and post-event nurturing—can maximize ROI from tradeshows. By leveraging targeted outreach, personalized follow-ups, and strategic content, I was able to drive meaningful connections and deliver measurable results for the business
- Pre-Event Engagement: The landing page achieved a 30% conversion rate, with over 20 meetings booked prior to the event. Email open rates were also 8% higher on average than our previous emails at B2BMX 2021.
- Post-Show Engagement: While marketing emails performed well, BDR-initiated follow-up sequences had the most success, leading to an additional 12 meetings booked.
- Pipeline Impact: This event ultimately led to 7 new opportunities, 4 of which became closed-won revenue. One of these accounts had been a strategic target account for quite some time, and made a considerable boost to our 2022 revenue goals.