Driving 3x more meetings at events through 1:1 personalization

The challenge: worst booth location, best results

Ahead of one of their largest industry events, a Fortune 500 B2B tech company partnered with Userled to take a different approach to pre and post-event engagement, helping to generate more meetings than ever before.

With Userled, they launched a proactive, end-to-end strategy: warming up prospects with personalized pre-event outreach, hosting a tailored experience to drive quality engagement during the event, and delivering targeted 1:1 follow-ups post-show – even to those who couldn’t attend.

This approach fostered more in-the-moment discussion, drove hype, and helped build connections with people who would have otherwise walked by.

The result? Over 20 meetings booked in a single day with high-fit prospects – and more than 60% requested a personalized demo after the event.

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“We had to shift the mindset from passive booth traffic to proactively booking pipeline before the event, building interest during, and following up in a timely fashion afterwards. And we did.”

– Senior Field Marketing Manager

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The solution: activating AI-driven 1:1 personalization pre and post-event

Ahead of one of their largest industry events, the team partnered with Userled to take a different approach: using AI to orchestrate highly personalized pre-event plays across sales and marketing.

Here's what they changed:

1. Identified high-value attendees with buying signals
   Using intent data and CRM insights, they surfaced a prioritized list of in-market accounts and contacts attending the event.
   
2. Generated personalized 1:1 landing pages for each account
   Userled’s AI auto-generated landing pages for each target account that included:
   
   • Personalized messaging by persona
     
   • Relevant case studies and resources
     
   • A clear call to action to book a meeting at the event
     
     
3. Activated cross-channel, account-specific outreach
   
   • Sales reps received smart prompts and personalized email copy to engage top contacts
     
   • Marketing ran LinkedIn ads and emails tailored to each account and event offer
     
   • Outreach was sequenced based on account stage and interest level
     
     
4. Created sales alerts and follow-up triggers
   Any engagement with the landing page or content (e.g. pricing views, case study downloads) triggered alerts to the sales team with recommended next steps.
   
   
5. Automated meeting routing to the right account owners
   When a contact requested a meeting through the landing page, Userled automatically matched and routed the meeting to the correct account owner in Salesforce – ensuring the right rep was notified immediately and no follow-ups were missed. This eliminated back-and-forth coordination and allowed reps to walk into the event with confirmed, high-quality meetings already on the calendar.

So even though this Fortune 500 B2B tech company found themselves stuck with one of the worst booth locations – buried in a low-traffic corner of the floor.Instead of relying on foot traffic or passive tactics like giveaways and hoping for walk-ups, the team flipped the script.

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The results: 3x increase in meetings booked pre and post-event

By shifting from generic outreach to a fully personalized, account-first approach, the team saw measurable success:

• 3x more meetings booked compared to previous events
  
• 52% lift in landing page engagement across key accounts
  
• More productive onsite conversations, with reps walking into meetings fully briefed on account context and interests
  
• Accelerated post-event follow-up, guided by behavioral data and AI-driven content suggestions
  
  

“Our reps were prepped, our messaging was aligned, and for the first time, event conversations felt like extensions of ongoing deals.”

– Director of Field & Event Marketing

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Key takeaways for field marketing teams

Field marketers are increasingly accountable for pipeline – not just presence. To drive real value from events, they need tools that let them:

• Target the right accounts with intelligence, not just badge scans
  
• Deliver personalized experiences before, during, and after the event
  
• Provide meaningful follow up that summarizes the prior engagement and adds value
  
• Enable sales with contextual outreach and funnel-stage specific content
  
• Track engagement and progression across the buyer journey
  

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What’s next?

After this successful pilot, the team is expanding the approach to all tier 1 events and roadshows – building 1:1 personalization into every touchpoint and creating always-on ABM plays that span both digital and in-person experiences.

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