Event-led GTM for a cybersecurity startup: from booth scan to booked demo

The engagement

We worked as the marketing-ops arm of a lean team: a fractional CMO who didn’t want to manage operational details, and a BDR lead who needed systems, not advice. The centerpiece was full operational preparation for the industry’s flagship conference, followed by the campaigns that turn scanned badges into pipeline.

What we built

Conference infrastructure that survives contact with reality

Every booth touchpoint got QR codes with UTM tracking, feeding demo booking pages wired straight into HubSpot. Regional leads routed automatically to the right owner. A Slack automation built on n8n kept the team updated in real time. The conference ran on schedule with tracking intact, and post-event “thanks for visiting” campaigns plus demo reminders went out while the leads were still warm.

Follow-up segmented by geography

After the event, leads were segmented across five regions, each with its own routing and follow-up treatment, including personalized video outreach for the regions where a generic sequence would have landed flat.

No-shows stopped falling through

When a rep marks a demo as a no-show, the lead is automatically reassigned to the BDR lead with a Slack and email alert, and lands in a dedicated reschedule view. What used to be a silent leak became a queue someone owns.

An AI pilot on real sales calls

We built a pilot using Claude to read sales call transcripts and extract qualification insights: current tooling, alert volume, and fit signals. Instead of reps re-listening to calls, qualification data lands in the CRM.

The unglamorous foundations

Google Ads conversion events synced to lifecycle stages so paid reporting reflects reality. Clay enrichment set up for webinar and web-intent outreach, with the client team trained to run it themselves. Lead ownership definitions and meeting-type tagging so reporting stops arguing with itself.

What this looks like day to day

Events went from a spreadsheet cleanup problem to a measured channel: scanned, routed, followed up, and reported, with an AI layer squeezing more signal out of every conversation.