Filling Seats and Driving Demos: Event Success for an IT Innovator

A U.S.-based IT infrastructure solutions provider engaged LakeB2B to boost registrations and qualified attendance for an upcoming virtual product showcase. By implementing a hyper-targeted campaign via email and telemarketing, LakeB2B drove a 28% attendance-to-registration conversion rate, and post-event nurturing efforts yielded 40 high-quality demos with key IT decision-makers.

About The Client: The client, a national IT infrastructure and cloud services firm, was planning a virtual event to showcase a new edge-computing platform. With a limited marketing team, they sought external support to drive attendance from enterprise tech buyers, especially in the healthcare and retail sectors.

The Challenge The client’s past webinars suffered from low attendance and poor follow-up traction. They needed not just more signups, but high-intent registrants who would attend and convert into sales conversations. Time constraints added urgency to the campaign.

LakeB2B Solution LakeB2B designed a short-term high-impact campaign to:

• Build a targeted audience of IT Directors, Infrastructure Heads, and CIOs in healthcare and retail
• Promote the event through customized email invitations and live tele-invites
• Conduct post-event follow-up calls to gauge interest and book demos

Campaign Execution Email:

• A 3-email sequence was crafted to promote event value, agenda, and speaker credibility.
• RSVP incentives (early access to whitepapers, VIP Q&A) were included.

Telemarketing:

• Pre-event calls were used to personally invite and confirm attendance.
• Post-event calls assessed interest levels and scheduled demos for qualified leads.

Outcomes & Results

• Targeted outreach: 14,500 contacts
• Registrations: 520
• Attendance: 145 (28% conversion)
• Post-event demos booked: 40
• Pipeline influenced: $850,000

Strategic Insights

• Combining voice and digital outreach significantly boosted attendance quality.
• Timely follow-up within 48 hours post-event was key to converting interest into demos.
• Niche audience targeting ensured message resonance and qualified pipeline contribution.