National Conference GTM — End to End
Expert Radiology was participating in a national medical conference with a goal of generating qualified leads and booking appointments. The event required full GTM orchestration from pre-event awareness through post-event conversion.
3×
Expected MQLs generated
The problem
No prior event marketing infrastructure existed. Lead capture, nurture sequences, and post-event follow-up all needed to be built from scratch — on a short timeline with a lean team.
Goals
Build full pre-event awareness and registration campaign
Set up on-site lead capture and real-time routing into HubSpot
Execute post-event nurture sequences by audience segment
Measure event ROI from lead to booked appointment
Approach
- 1
Designed segmented email sequences for 3 audience types: prospects, past contacts, and referral sources
- 2
Built LinkedIn Ads campaign targeting conference attendees and medical professionals in relevant specialties
- 3
Configured on-site lead capture forms with real-time sync to HubSpot and immediate routing workflows
- 4
Created post-event nurture tracks with personalized follow-up by segment and interaction type
- 5
Built event attribution model to track every contact's journey from conference touchpoint to booked appointment
Systems used
HubSpot
Lead capture, routing, segmented nurture sequences, attribution
LinkedIn Ads
Pre-event targeting and sponsored content
Figma
Event assets, email design specs
Canva
On-site materials and visual assets
Results
3× expected MQLs generated through targeted post-event nurture
Full end-to-end attribution from conference touchpoint to booked appointment
Nurture sequences completed with 0% manual follow-up required
Reusable event GTM playbook created for future conferences
Strategic takeaway
Event marketing fails when it's treated as a one-day activity. The real leverage is in the pre/post infrastructure — the sequences, routing, and attribution that turn a booth into a pipeline.