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What’s in it
In this playbook, we cover our step-by-step approach to booking more meetings with ideal customers at events using content personalization at scale, as well as how you can do all of it from within Userled, including engagement tracking and personalized follow up.
The Context
We had the worst location at one of the world’s premier marketing events – The B2B Marketing Exchange – and despite that, we still managed to book more than 30 meetings with our ideal customers within 2 days, with 80% agreeing to a personalized demo later on.
You’re probably wondering: “how?”
In just 5 minutes, I’m going to share our tried-and-tested strategy for winning more business at events through what we do best: content personalization at scale, and give you the insights and approaches you need to make it work for your own products.
The Step-by-Step Process
Step 1: Send out highly personalized invites
About 20 hours before the event, we sent out highly personalized invites to ICPs in attendance.
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As well as personalized microsites detailing where to find us.
This is where we were located – worst seats in the house!
Through personalized invites, we booked 7-8 meetings before the event and generated organic curiosity, driving even more attendees to our booth.
Takeaway: Personalization creates interest. Interest creates activity. Activity leads to engagement.
Step 2: Showcase your core product value
The best B2B brands deliver clear, high-impact demonstrations! So we focused on the core of our product: content personalization at scale.
Attendees saw first-hand how we can generate hyper-personalized landing pages, emails, and microsites instantly.
We also tracked engagement—from invite interactions to post-event follow-ups—giving us real-time insights into intent.
Takeaway: show—not tell—how your product solves real problems in under five minutes.
Step 3: Qualify & engage the right buyers
Having the right qualification process ensures you spend more time with your ideal prospects, but also tells you who needs nurturing!
Takeaway: a structured qualification process keeps you focused on high-intent buyers.
Step 4: Simplify the Demo Experience
Attendees don’t want complexity. We delivered a 5-minute demo showing how Userled...
Instantly creates personalized ads, landing pages, and emails, with respective logos, branding & content per target account:
Stores assets for easy distribution...
And tracks engagement across every channel—cookieless and real-time!
For manual personalization users: we highlighted AI-driven dynamic content for faster execution.
For scalability concerns: we showed how Userled automates experiences for target accounts…
And finally, how it tracks large-scale ABM campaigns.
Takeaway: less is more. Focus on clear, tangible value in demos
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Step 5: Meaningful Follow-Up Beyond QR Codes
Most attendees forget who scanned their badge. Personalized follow-ups make the difference.
Our approach:
Send tailored assets based on their use case and reference key moments from the conversation
Use Userled’s engagement tracking to see who interacts with the content post-event
Even if they don’t reply, we know when they’re engaging—so we can follow up at the right time.
Takeaway: follow-ups should be personalized, relevant, and tracked for insights.
The Payoff
B2B buyers expect personalization. The best way to stand out at events—and beyond—is with hyper-relevant content that speaks directly to their needs. Userled automates 1:1 content creation (ads, landing pages, microsites) for target accounts—helping marketers book more meetings, faster.
Using this approach, we managed to book 30+ meetings with our ideal customers, with 80% agreeing to a personalized demo following the event.
The Game Plan
Step 1. Send out highly personalized invites
Content personalization is table stakes in today's digital-first world. If you actually want to engage the contacts and accounts you're interested in, you have to tailor every aspect of your outreach to make it meaningful and relevant to them.
Step 2. Demonstrate value
Find the core value proposition of your product and focus on that. Make it easy to explain how your product can help the organizations you're engaging with. Then, expand on that core to bring them in.
Step 3. Ask the right questions
Having a quick but effective disqualification process will ensure you spend as much of your time at events speaking to your ideal customers or those most likely to book demos and engage further. This isn't to say that you should disregard people who fall outside of your qualification critiera (you should always have a plan to nurture), but more to focus your efforts.
Step 4. Demystify complexity
People crave simplicity and intuitiveness when it comes to products and services. Of course everyone wants a powerful platform -- but one that's easy to use, scalable, and works alongside what they already use? That's crucial. Ensure your demos are easy to understand (and again, focused on your core value) and you'll naturally attract more people to your booth.
Step 5. Deliver meaningful follow up
Remember conversations, take notes. Having context in follow ups is often the differentiator between whether or not people at events get back to you! if you highlight their specific use case, and include information about what you spoke about, you're much more likely to get them interested.
