How we helped Weber generate 104 sales-qualified meetings at one conference.
Weber, a European B2B labeling and packaging company, went from zero marketing-supported conference pipeline to 104 qualified meetings, 140 prospect interactions, and a record 130+ pre-event registrations. All through a full-funnel demand generation engine.
Weber relied on conference presence to generate pipeline,
but marketing and sales were completely disconnected:
- Sales teams arrived at events cold, with no pre-engaged prospects or confirmed meetings.
- ICP companies didn't even know Weber would be attending, resulting in poor booth traffic.
- Google Ads were running but disconnected from event strategy, generating low-relevance traffic.
- No scalable outreach structure via LinkedIn, email, or thought leadership before events.
They needed a system that filled the calendar before the doors even opened.
Our approach
We built a full-funnel demand engine that turned a single conference into a predictable pipeline machine:
- Built ABM target lists based on firmographics and historical deal data.
- Launched multi-channel outreach weeks before the event via LinkedIn, email, and Google.
- Positioned Weber's sales reps as category experts through thought leadership content.
- Created pre-event booking funnels to confirm meetings before day one.
How we did it
ABM target lists:
Tier A companies selected on firmographics and past deal data. Every outreach was intentional.
Thought leadership campaigns:
Sales and product experts sharing value-driven content on LinkedIn, building trust before the first handshake.
Multi-channel outreach engine:
LinkedIn Ads, InMail, email, and Google aligned per funnel stage. Prospects were warmed up before attending.
Pre-event booking funnels:
Invite workflows with book-a-meeting CTAs, gated content, and event registration nudges, filling the calendar in advance.
Results - What changed?
The shift from cold booth to full pipeline was measurable across every metric:
104
sales-qualified meetings booked through marketing-led efforts, up from 0 the previous year.
140
total interactions at the conference, many with Tier A targets.
130+
registrations via pre-event outreach, a record for Weber.
Weber now has a repeatable demand generation playbook for every future conference and event activation.