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
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
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DML Summit 2024 Edition Focused on Sustainability and Industry 5.0 – Interview with Mauro Chiaraluce
Less than three months from the start of the Digital Manufacturing & Logistics Summit, organized by Horsa, we interviewed Mauro Chiaraluce (BDM HORSA Digital Manufacturing), the event promoter, who introduced us to what will be an edition rich in novelties and content with the clear objective of charting the course toward Industry 5.0.
After last year's great success, what awaits us at this year's DML Summit edition?
After last year's great success, what awaits us at this year's DML Summit edition?
“The advantages obtainable from the end-to-end approach of Horsa’s Digital Competence Centers will be highlighted, ranging from Management/Operations Consulting for optimizing production and logistics processes to the implementation of Integrated Digital Solutions. The latest AIDC technologies (Automatic identification and data capture) will also be presented, from novelties in VOICE picking to RTLS (Real Time Location System), RFID (Radio Frequency Identification) and AMR (Autonomous Mobile Robot) solutions, supported by AI (Artificial Intelligence), AR (Augmented Reality) and VR (Virtual Reality). All integrated with Industrial software solutions such as: ERP (Enterprise Resource Planning), MES (Manufacturing Execution System), MOM (Manufacturing Operation Management), PLM (Product Lifecycle Management), LMS (Label Management System), WMS (Warehouse Management System) and YMS (Yard Management System) ”
There's great anticipation for an event becoming a reference point in the Italian panorama of industrial and logistics innovation, what will be the novelties of the DML Summit?
There's great anticipation for an event becoming a reference point in the Italian panorama of industrial and logistics innovation, what will be the novelties of the DML Summit?
“We operate in very dynamic sectors from a technological standpoint and Horsa is always in step with market needs. I can’t reveal too many details but we will certainly address with great concreteness topics related to sustainability, Industry 5.0 and system integration, the latter having become central in harmonizing increasingly digital processes. Additionally, this year the event will start in the afternoon of September 25th with a technology aperitif, visit to exhibition desks, one2one meetings and network dinner, to immediately favor interaction with new technologies and relationships. The event will then continue the following day, September 26th, with a rich agenda of workshops and prominent speakers who will share their visions on digital transformation in manufacturing and logistics.
For those who have never been to the DML Summit, why should they participate?
For those who have never been to the DML Summit, why should they participate?
“Because it’s a unique event where Technology Manufacturers, End Users and System Integrators discuss Technologies, Solutions and Services supporting Production and Logistics. Also this year we will offer a complete and above all concrete agenda compared to case study presentations, in one of the most attractive locations in the Marche region. In addition to the increasingly hot topics of Track & Trace, Serialization, UDI and AIDC Solutions supporting Integrated Supply Chain, we will also address Business Analytics and Cyber Security topics which, in the era of IT/OT Convergence, can no longer be overlooked.”
