1. Extreme Time Constraint

• Only one week to generate 80 qualified attendees
• The event was in-person, not virtual - requiring real commitment, travel readiness, and intent

2. Enterprise-Only Audience

• Target attendees needed to be:
  
  • Senior IT & Infrastructure leaders
  • Cloud, operations, and transformation decision-makers
• No room for unqualified or low-intent registrations

3. Show-Up Rate Was Critical

• Registrations alone weren’t enough
• Gartner needed people physically in the room, engaging with:
  
  • Analysts
  • Speakers
  • Solution providers

Strategy Overview

A-Sales approached the campaign like a revenue sprint, orchestrating multiple channels simultaneously while maintaining tight control over quality and intent.

Key Pillars

• Account-level targeting
• Buying-intent filtering
• Multi-channel reinforcement
• Aggressive but thoughtful follow-up
• End-to-end tracking and optimization

Execution Breakdown

1. LinkedIn Event Awareness & ABM

• Strategic LinkedIn posts promoting the event
• Direct LinkedIn outreach to ICP-matched executives
• Messaging focused on:
  
  • Strategic value of the sessions
  • Peer networking
  • Analyst access
  • Actionable insights (not sales pitches)

2. Cold Email Campaigns (Geo-Targeted)

• Cold email sequences sent to:
  
  • Executives local to Las Vegas
  • Executives already traveling or operating in nearby regions
• Messaging personalized using Clay-powered enrichment, including:
  
  • Role relevance
  • Industry context
  • Clear articulation of why this specific event mattered to them

3. Buying-Intent Filtering

• A-Sales layered buying intent signals into targeting
• Ensured attendees were actively:
  
  • Exploring infrastructure, cloud, or operations strategies
  • Likely to benefit from Gartner’s insights and solution ecosystem
• Result: higher-quality attendance and real pipeline outcomes

4. Nurture & Attendance Assurance System

To protect show-up rates, A-Sales implemented a pre-event nurturing engine:

• Automated nurture sequences leading up to the event
• Strategic follow-ups highlighting:
  
  • Speaker value
  • Session relevance
  • Peer networking opportunities
• Executives speaking at the event were encouraged to connect directly with attendees pre-event

5. Last-Mile Conversion: Calls & SMS

• Cold calling key registrants one day before the event
  
  • Confirm attendance
  • Handle objections
  • Lock in commitment
• SMS reminders deployed for:
  
  • Final confirmations
  • Location & timing clarity

This dramatically increased physical attendance rates

Quantitative Outcomes

• 100+ qualified enterprise attendees generated
  (Target: 80 - exceeded within one week)
• High show-up rate, with attendees physically present and engaged
• Multiple Fortune 500 opportunities created directly from the event

Business Impact

• Gartner successfully:
  
  • Filled the room with relevant, senior-level decision-makers
  • Enabled meaningful analyst and vendor conversations
  • Generated enterprise pipeline with massive ROI

“A no-brainer. The right people showed up, engaged, and real enterprise opportunities came out of it.”

• Multi-channel orchestration:
  LinkedIn, cold email, cold calling, SMS
• Clay custom workflows:
  Role, intent, and context-based personalization
• Buying-intent data integration
• Nurture sequences & last-mile confirmation calls
• Real-time tracking & reporting

Everything was tracked, optimized, and executed with precision.