B2B Event Marketing: how we generated qualified attendance for a Digital Manufacturing & Logistics Summit

B2B Event Marketing

How we generated qualified attendees for a Digital Manufacturing & Logistics Summit

A technology group operating in the ERP, industrial automation, and logistics solutions sectors partnered with Geocom One to promote its flagship event, the Digital Manufacturing and Logistics Summit (DML Summit). The goal was to increase the number of qualified event registrations by engaging decision makers from companies in the manufacturing, transport, and logistics industries through a targeted and multichannel digital marketing strategy.

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Project Goals

• Promote the DML Summit to a specific B2B target

• Launch a DEM (Direct Email Marketing) and LinkedIn social selling campaign

• Analyze the database by region, industry, and turnover

• Generate qualified registrations and collect useful data for the sales network

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Implemented Multichannel Strategy

1. Database Intelligence
• Segmentation by geography, industry code (ATECO), and turnover range
• Identification of key contacts (logistics, IT, production, general management)

2. Multistep DEM
• Three email campaigns with progressive content: invitation, reminder, updated agenda
• Focus on technology partnerships and real use cases 3. LinkedIn Content Marketing
• Organic posts and campaigns with event registration links
• Direct involvement of partners and speakers

4. Attendee Analysis
• Georeferencing of registered companies
• Clustering by region, industry, and turnover
• Insights on target profiles for future commercial actions

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Results Achieved

• Registrations from manufacturing and logistics companies with mid-to-high turnover

• Leads spread across Italy

• Strategic insights on audience (sector, role, digital maturity)

• Active LinkedIn engagement and brand visibility increase

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Client Value

• High participation with prospects truly in target

• Structured data on attendees useful for post‑event sales actions

• Strengthened positioning as a technology hub for industrial digitalization

• Reuse of the qualified database for webinars, follow‑ups, and nurturing activities