180 product trials from one trade show
The challenge they faced
A newly launched wound closure device had little credibility in its industry, and few surgeons outside its home city knew it existed. The company had no website and no way to measure sales and marketing, and it was about to compete for attention with more than 700 exhibitors at the year's largest orthopaedic meeting.
The strategy we mapped
We planned the show in three stages so no lead went untracked. Before it, we built awareness and demo sign-ups through a charity partnership, a VIP dinner and a press release. During it, booth scans went straight into HubSpot. After it, every new lead was segmented by source and followed up automatically.
The solutions we executed
A website and pre-show campaign. We built the website, a demo sign-up page tied to a charitable co-marketing partnership, a VIP dinner invitation campaign, a press release and promotional blog and social posts.
Badge scans straight into the CRM. We connected the client's event lead capture app to HubSpot, mapping more than a dozen custom properties so every scan created a complete contact.
Automatic follow-up. We segmented leads from the show and sent a follow-up email sequence with an info sheet, whitepaper and video.
What changed after the engagement.
The booth drew 277 visitors, and 65% of them signed up for a trial, 180 trials against a goal of 30. Contacts grew 300% quarter over quarter, press release referrals added 30% more contacts and organic traffic rose 21%. The company estimates the trials represent $3.5 million in potential annual revenue.
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