$5M in 5 Months for Events Management Company | A GTM Solutions Study
5 months
Event Management
Client Overview
We partnered with a mid-sized events management firm that specialized in retail activations and trade show execution across North America. Their delivery was strong, but their outbound engine wasn’t. They had referrals, some repeat business, and a few warm inbound wins, but not a predictable way to generate qualified appointments with enterprise-level budgets.
Business Challenges
The company relied too much on referrals and word-of-mouth, which made it hard to predict how much revenue would come in and when, leaving them unable to plan or grow with confidence.
No Predictable Sales Pipeline
Relying on referrals and incoming leads meant there was no steady way to build a consistent flow of sales opportunities.
Wasting Time on Wrong Accounts
Reaching out to the wrong companies wasted effort on accounts that didn't have the budget or need for their services.
Poor Timing and Messaging
Sending the same generic message at the wrong time made it easy for potential clients to ignore them.
Our Solutions
The big blocker was targeting and timing. They were reaching out to the wrong accounts, too early, with the same generic message everyone else in events sends.
So we built them a system that did two things really well:
1. Find accounts that matched their qualification rules
2. Reach out when there was an actual reason to talk
ICP & Data Enrichment
We aligned with their sales team and locked in qualification rules that were strict enough to protect everyone’s time:
- North America only
- $100M+ revenue / budget threshold
- 2+ events per year (retail activations and/or trade shows)
We used Clay as the control center and built a clean waterfall-esqe flow that prioritized signals and intent data.
We enriched and scored accounts using:
- Store openings / expansion announcements
- Funding events
- New product launches
- Tech stack / platforms used
- LinkedIn engagement signals
Outbound Setups
Account pods - We grouped accounts into tight pods so each pod had:
- a shared reason-to-care (expansion, launch, new funding, etc.)
- a consistent event need (trade show presence, retail activation rollout, or both)
Multi-threading - We didn’t rely on one persona. We built contact maps per account and typically targeted:
- Marketing leaders (brand / field marketing)
- Events decision makers
- Growth or partnerships leaders (especially around launches)
- Ops/procurement influencers when relevant
Sequencing across channels - We combined:
- LinkedIn warm-up (profile views + targeted engagement)
- Short, specific emails tied to the trigger
- Follow-ups that added proof instead of forcing a sale
Our Results
The transformation from a two-page startup site to a revenue-generating platform was rapid and measurable.
From Appointments to Revenue Pipeline
- We booked 30 qualified appointments.
- We converted those into pipelines that aggregated to around $10M value.
High Closing Rate (Targeted ICP)
- With a 30% close rate, the client’s sales team was able to close around 9 of them in these 5 months.
- In 5 months, the customer’s sales team was able to close around 9 deals, generating $5.6M in revenue with an average closed deal value of around ~$622K/deal.
The Takeaway
GTM Solutions work best for B2B companies with typically high deal sizes, long buying cycles, and especially when their target audience/businesses are companies with multiple stakeholders and involve a lot of research before decision making.
30
qualified appointments booked
$10M
in pipeline generated
30%
close rate achieved
$5.6M
revenue in 5 months
Want Results Like This?
This client came to us with a lot of challenges. We delivered more than what was expected. If you read their story and want to see what we can do for you, go ahead and connect with our experts.
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