In-person events remain one of the most powerful ways for B2B companies to connect with decision-makers, showcase their expertise, and build relationships that lead to long-term revenue. But anyone who has managed an event booth knows the challenge: standing out in a crowded exhibition hall, driving meaningful traffic, and ensuring those conversations translate into qualified leads.
A leading accounting software vendor recently faced this exact challenge. Despite investing in national association events, they struggled with low booth traffic and an underwhelming pipeline impact. They needed a smarter, more targeted approach to maximize their ROI.
That’s where PMG360 stepped in. By implementing a data-driven event marketing package—combining email, digital ads, and guaranteed leads—the vendor achieved a 20% increase in booth traffic, gained 100 new intent-based leads, and dramatically enhanced brand visibility.
This case study highlights how precision targeting and multi-channel execution can transform event results.
The client, a well-established accounting software vendor, specialized in helping businesses streamline their financial operations. Events were a core part of their marketing strategy, giving them direct access to decision-makers in the accounting industry.
However, their results didn’t match the investment. Despite exhibiting at major industry events, booth visits were sparse, and many of the leads collected were not a fit for their Ideal Customer Profile (ICP).
The underlying issue was clear: their outreach lacked precision targeting and consistent engagement. With so many competing exhibitors, they struggled to attract the right audience and convert event participation into measurable ROI.
To solve this challenge, PMG360 designed a tailored solution built around three core components:
Instead of relying solely on the chance encounters at the booth, PMG360 launched three email campaigns:
Pre-event: To build anticipation and invite attendees to visit the booth.
During the event: To reinforce the vendor’s presence and drive traffic in real-time.
Post-event: To nurture conversations and keep momentum going.
These emails were sent to carefully segmented decision-makers within the event’s geographic footprint, ensuring that messaging reached the right people at the right time.
PMG360 ran a month-long digital ad campaign, leveraging the vendor’s customer list and lookalike audiences across social platforms. This expanded their reach beyond the event’s attendee list, keeping their brand in front of key decision-makers leading up to and during the event.
The ads amplified booth visibility, creating a multi-touch experience where attendees saw the vendor’s message both in their inboxes and across the digital platforms they used daily.
Finally, PMG360 delivered 100 guaranteed leads that matched the vendor’s ICP. These weren’t just names on a list—they were intent-driven prospects with active interest in accounting software solutions. This ensured that the event generated not only foot traffic but also pipeline-ready opportunities.
To execute the plan, PMG360 tapped into its proprietary database of 230 million first-party decision-maker contacts. By layering email, ads, and lead delivery into one synchronized campaign, they created consistent touchpoints that kept the vendor top of mind throughout the event cycle.
The results spoke for themselves:
Booth traffic increased by 20%. The vendor saw a clear and measurable rise in visitors compared to past events, directly tied to the targeted campaigns.
100 high-quality intent-based leads were delivered. These aligned with their ICP, giving the sales team opportunities to pursue immediately after the event.
Brand visibility improved significantly. Decision-makers recognized the vendor’s presence across multiple channels, reinforcing credibility and awareness.
One client representative put it simply:
“PMG360’s targeted marketing approach transformed our event strategy. We saw more booth visitors than ever before and walked away with quality leads that immediately impacted our pipeline.”
There are three key reasons why this event marketing approach delivered measurable ROI:
Precision targeting. Instead of casting a wide net, campaigns focused only on decision-makers most likely to engage.
Multi-channel execution. Emails and ads worked together, ensuring attendees saw the vendor’s brand before, during, and after the event.
Guaranteed results. By providing intent-based leads upfront, PMG360 removed the guesswork and ensured the vendor had tangible ROI from the campaign.
This blend of proactive outreach, digital reinforcement, and pipeline delivery created a self-reinforcing cycle: more awareness led to more booth traffic, which led to more meaningful conversations, which then fueled long-term sales opportunities.
For B2B companies investing in events, the key takeaway is this: events don’t succeed on attendance alone—they succeed on targeted engagement.
Here’s what you can apply to your own strategy:
Don’t wait for foot traffic. Proactively invite attendees to your booth with personalized, pre-event campaigns.
Think beyond the booth. Use digital ads and retargeting to stay visible across multiple touchpoints.
Focus on quality, not quantity. Guaranteed, ICP-aligned leads are more valuable than a stack of unqualified business cards.
Leverage first-party data. With privacy changes reshaping digital marketing, having access to a large, verified database like PMG360’s is a competitive advantage.
By approaching events with the same rigor as a lead generation campaign, companies can turn what often feels like a gamble into a measurable growth channel.
For the accounting software vendor, the transformation was clear: what once felt like wasted event spend turned into a 20% traffic boost, a pipeline of 100 new leads, and strengthened brand visibility.
Their experience shows that with the right data-driven strategy, events don’t just generate conversations—they generate customers.
If you want to see the full breakdown of how this campaign was executed and the results it delivered, you can download the complete case study below.