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No. 03Expert Radiology

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.

Cover image for National Conference GTM, End to End
3×Expected MQLs generated

I.

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.

II.

Goals

  1. 01

    Build full pre-event awareness and registration campaign

  2. 02

    Set up on-site lead capture and real-time routing into HubSpot

  3. 03

    Execute post-event nurture sequences by audience segment

  4. 04

    Measure event ROI from lead to booked appointment

III.

Approach

  1. 1

    Designed segmented email sequences for 3 audience types: prospects, past contacts, and referral sources

  2. 2

    Built LinkedIn Ads campaign targeting conference attendees and medical professionals in relevant specialties

  3. 3

    Configured on-site lead capture forms with real-time sync to HubSpot and immediate routing workflows

  4. 4

    Created post-event nurture tracks with personalized follow-up by segment and interaction type

  5. 5

    Built event attribution model to track every contact's journey from conference touchpoint to booked appointment

IV.

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

V.

Results

3×

Expected MQLs generated

  • 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.
HubSpotLinkedIn AdsFigmaCanva

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