Service
Filling B2B events with people who actually turn up
Registration numbers make a marketing report look healthy. Attendance is what your sales team can work with. We run the phone layer that turns one into the other, for webinars, seminars and trade show booths across Australia.
ACV of $5,000 plus is ideal.
The gap
Registration is not attendance
This is where most Australian B2B event budgets quietly die. The venue is booked, registrations look healthy, and half the room is empty.
| Format | Typical attendance | What lifts it |
|---|---|---|
| Webinar | 35 to 50% of registrants | Third reminder email plus same-day SMS, roughly 10 points |
| Webinar, senior persona | 35 to 50% of registrants | Phone confirmation, a further 10 to 15 points |
| Trade show pre-booked meeting | 70 to 80% honour rate | Named-account calling four to six weeks out |
A trade show booth in Sydney or Melbourne runs $40,000 to $80,000 once you include space, build, travel and staffing. Teams who arrive without a target account list burn 60 to 70% of their floor time on unqualified conversations. At roughly $1,000 an hour of floor time, that is not a rounding error.
On one Australian SaaS booth campaign, the pre-event calling took the booth diary from a handful of vaguely familiar names to 28 named prospects with scheduled times.
Results
What this delivers
Formats
What we fill, and how the mix changes
| Format | Channel mix | Lead time |
|---|---|---|
| Webinars | 90% email, 10% phone | 2 to 3 weeks |
| Seminars and briefings | 60% phone, 40% email | 4 weeks |
| Trade show booth meetings | 50% phone, 50% email | 4 to 6 weeks |
If you are running a private roundtable for 12 to 15 senior people, that is a different job with different economics. See our executive roundtables page.
Executive roundtablesThe full event marketing guideOur approach
What we run end to end
Every engagement follows a structured operating model across targeting, execution, qualification, and reporting.
Inclusions
1Targeting and setup
- Event ICP and target account selection
- List building around attendees and lookalike accounts
2Execution
- Phone first outreach to book meetings in advance
- Email and LinkedIn follow up to confirm meeting times
3Qualification and handoff
- Calendar coordination and meeting confirmations
- No show recovery and rescheduling
4Optimisation and reporting
- Post event follow up to progress deals
- Weekly reporting and optimisation
Channels and assets
- Cold calling
- Email follow up and confirmations
- LinkedIn touches where useful
- Calendar scheduling and reminders
- Post event follow up sequences
Campaign
How campaigns run
Deliverables
What you get
A named-account booth calendar
- For trade shows, a scheduled diary of pre-booked meetings rather than hoping the right people walk past.
Registration and attendance tracked separately
Post-event follow-up list, segmented
Fit check
Is this for you?
Best for
- You have an upcoming event and want a full diary
- You sell a B2B product or service with clear buyer roles
- You want to maximise ROI from booth and sponsorship spend
Not for
- You have no clear ICP or event goal
- You want to change ICP or offer every week
- You do not have capacity to handle meetings and follow up quickly
Why it works
Why phone invitation works
Event outreach works because conferences, trade shows, roundtables, and industry gatherings create a concentrated window of buyer attention. Decision makers are already in market for ideas, partnerships, and conversations, which makes timing far stronger than standard cold outreach. A structured event marketing approach improves results by identifying the right accounts early, contacting them before calendars fill up, and booking relevant conversations ahead of the event itself. It also creates value after the event, when follow up is still warm and prospects remember the brand, discussion, or invitation. This is especially useful for B2B teams with high value offers, narrow ICPs, and longer sales cycles where getting the right people into the room matters more than generating raw lead volume. Good event outreach is not just about attendance. It is about targeting the right accounts, securing commitment, confirming attendance, and making sure conversations turn into qualified pipeline opportunities. For teams using events as a strategic channel, structured outreach before and after the event can be one of the most efficient ways to create meetings, build trust, and generate commercial momentum.
83
Target accounts mapped
29
Meetings requested
12
Event meetings booked
17
Post event follow ups queued
Explore
Related pathways
Relevant case study
Enterprise cyber security SaaSCommercials
How event campaigns are priced
Event campaigns are scoped as fixed-term projects rather than monthly retainers, typically six weeks against a named-account list. Pricing depends on list size and format. Ask us for a scoped quote.
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Want us to run this for you?
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