Situation
The company attended the same famous shows every year because it always had, with no evidence its buyers were there.
The question
Which shows does our ICP actually attend, and which buyers at them should we meet?
What LeadStrategus did
- Ranked candidate shows by ICP concentration rather than footfall.
- Matched each chosen show to the buyers worth meeting there.
- Prepared the team for every booked meeting and tracked follow-through.
Evidence and deliverables
- Event ranking
- Buyer match lists per show
- Meeting briefs and follow-through tracking
Outcome
The event calendar shrank from fourteen shows to nine and meetings per event rose by 2.5 times.
What changed in the GTM motion
The events budget followed the buyers rather than the brand of the show.