One conference.
Over £500k of pipeline.
Overview
A SaaS provider serving the public sector wanted a flagship event that went beyond a product launch, getting new and existing customers talking about the problems they face every day. Adey Marketing project-led the event from beginning to end, from topic and speakers through to on-site management and sales follow-up.
£516.5k
Pipeline created
£40
Pipeline for every £1 spent
95%
Rated the event Very Good or Excellent
85%
Of respondents were open to a follow-up conversation or demo
The challenge
A SaaS provider serving the public sector wanted a flagship event that went beyond a product launch, getting new and existing customers talking about the problems they face every day. Adey Marketing project-led the event from beginning to end, from topic and speakers through to on-site management and sales follow-up.
The goal
The event had to start conversations that sales could build on long after the day itself.
Adey|Marketing securing Microsoft's AI Workforce Strategy Lead for Central Government gave the programme real authority, speaking directly to the challenges this audience faces.
The keynote
The build-up
The starting point was a theme buyers already cared about: connecting digital services so they work better for both staff and service users.
With that set, Adey Marketing went looking for speakers who could bring it to life, researching and approaching people whose work fitted the theme.
That search brought in the AI Workforce Lead for Central Government at Microsoft, a speaker at the forefront of AI adoption in government.
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A VIP programme brought back guests who had attended previous events, so loyal customers were in the room alongside new prospects.
Targeted invitations went to:
CIOs and CTOs
IT Director
Operations directors / managers
Communications directors and managers
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Around the keynote, Adey Marketing built a peer-led agenda:
customer speakers sharing real projects
a cross-sector panel on staff experience
a security specialist on protecting AI-driven services
a practical session on building the business case for investment
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To maximise the event and ensure marketing activity after the event Adey|Marketing organised:
Onsite video recording with customers for event feedback and overall customer service
Agreed testimonials from customers to use for marketing
Dedicated conference landing page, with a welcome, free downloads and every presentation on hand.
Online survey for conference feedback
Competitions and polls for interaction
On the day
Delegates moved from the Microsoft keynote into customer stories, a lively panel debate and practical sessions, with networking built in throughout so the conversations could carry on over coffee and lunch.
The new platform was launched within this context, as an answer to the problems speakers had just described. Accessibility turned out to be the stand-out topic of the day.
Behind the scenes, attendees were filmed for short video interviews to use in later content. A structured feedback form captured each organisation's priorities, areas of interest and appetite for follow-up. Every attendee was also offered a free digital audit, which gave the sales team a natural, useful reason to get back in touch.
This has been the most interesting and exciting conference yet.
The outcome
Within weeks it had generated 13 sales opportunities worth £516.5k, 10 of them as new business. The first deal to close covered the full cost of the event on its own, and the largest opportunity, worth £250k, reached negotiation stage.
£516.5k
Pipeline created
£40
Pipeline for every £1 spent
13
New opportunities
40+
Public sector organisations registered
95%
Rated the event Very Good or Excellent
84%
Said the content was relevant to their role
85%
Of respondents were open to a follow-up conversation or demo
Interested in a free 15 minute chat?
“ADEY|Marketing is a breath of fresh air! Adrian works hard, to get the outcomes we’re looking for.”