Conferences drove their pipeline, but sales arrived cold: no meetings booked in advance, and target accounts didn’t know Weber would be there.
My team built target lists from firmographics and past deal data, ran LinkedIn, email and Google outreach for weeks before the event, published thought leadership from Weber’s own experts, and set up booking funnels to fill the calendar before the doors opened.
104 sales-qualified meetings, up from zero the year before.
140 interactions at the conference and a record 130+ pre-event registrations. Weber now uses the same playbook for its other events.
Next projects.
(2013-26©)
