Case Study
Events
Launching India’s first B2B event tech conference - India Event Tech Forum
India Event Tech Forum (IETF) is a pioneering B2B conference addressing the technology gap in India’s events industry. It connected event organizers with technology providers, fostering innovation in sectors like weddings and corporate events. The forum aimed to bridge knowledge and collaboration gaps, positioning itself as a critical industry platform.
Objective
Awareness Creation: Educate event organizers about technological solutions available in the market.
Connection Facilitation: Build meaningful partnerships between event organizers and tech providers.
Attendance Targets: Attract 120 delegates for a first-time B2B conference.
Lead Conversion: Convert 700 leads into registrations efficiently.
Profitability: Achieve par profitability to ensure sustainability for future editions.
These objectives aimed to establish IETF as a trusted platform while balancing financial viability and attendee value
Strategy
The strategy focused on performance marketing and data analysis to drive targeted outcomes:
Audience Research & Database Building:
Conducted in-depth industry research to identify key stakeholders (event organizers and tech providers).
Built a privacy-compliant database of 700 high-quality leads through organic methods and targeted ads.
Multi-Channel Marketing:
Launched email campaigns, paid ads, and social media outreach to amplify reach.
Updated the event website and social channels consistently to maintain engagement.
Lead Nurturing:
Implemented instant follow-ups via calls and personalized communication, converting 100 out of 120 delegates directly from leads.
Data-Driven Optimization:
Used analytics to refine targeting and adjust campaigns in real time, ensuring cost efficiency.
Introduced strategic discounts in the final month to boost ticket sales, leveraging the curated database.
Collaborative Execution:
Combined the organizer’s industry expertise with Binary Concept’s marketing prowess for precision and agility
Key Results
Leads Generated: 700 high-quality leads through targeted campaigns.
Delegate Attendance: 120 attendees, exceeding expectations for a first-time event.
Conversion Rate: 14% (100 delegates converted from 700 leads).
Profitability: Achieved par profitability, balancing costs and revenue.
Industry Impact: Bridged the tech gap between 50+ event organizers and suppliers.
Key drivers included a data-backed database, agile campaign adjustments, and collaborative execution, proving the effectiveness of performance marketing in niche B2B environments
