A fast-growing sales and marketing software company focused on helping B2B enterprises accelerate deal flow sought to increase brand visibility and drive client acquisition at industry conferences across the United States. Despite strong platform capabilities, the company struggled to break through the noise at high-profile events and lacked a repeatable method to engage decision-makers attending these conferences.

What Propellant Media Was Tasked With

The objective was clear: develop and execute a sophisticated, full-year digital advertising strategy that could geotarget conference attendees, re-engage prospects after events, and ultimately convert new clients—all without relying on traditional sponsorships or in-booth foot traffic. The campaign needed to capture the attention of high-level decision-makers in real time and continue to nurture them post-event, creating a full-funnel marketing experience that was scalable and measurable.

The Media Plan For Event Targeting Geofencing We Developed

Propellant Media collaborated with the client to build a comprehensive year-long Event Targeting Strategy, leveraging our advanced geofencing and retargeting capabilities. The campaign was structured across three tiers:

• Event Geofencing: Custom digital perimeters were placed around each targeted conference venue. These geofences delivered high-impact, visually provocative creative ads to mobile devices of attendees while they were on-site. The creative was tailored to be disruptive, humorous, and direct—turning heads and sparking conversations during the event.

• Site Retargeting: Prospects who clicked through the ads were added to a custom site retargeting audience. This segment received follow-up creative with deeper product benefits and CTA’s, guiding them down the sales funnel post-event.

• Impression-Based Retargeting: Even those who simply saw the ad (without clicking) were tracked and nurtured later through impression-based audience building. This ensured that all relevant exposures were leveraged for future campaign waves and remarketing sequences.

Custom audience segments included:

• B2B Sales Executives

• CMOs and Marketing Directors

• Revenue Operations Managers

• VPs of Sales Enablement

• Enterprise Software Buyers

The Propellant team also coordinated ad deployment around 8 key annual conferences, staggering creative refreshes and flighting to align with each event.

Campaign Results & Impact

The campaign was a resounding success, exceeding industry benchmarks and internal KPIs:

• Click-Through Rate (CTR): Achieved an impressive 0.24% CTR, 120% above the B2B industry average for display advertising.

• Client Impact: The client reported seeing their own ads in real time while attending the event—an unexpected validation of both geofencing accuracy and creative execution.

• New Business: The campaign directly contributed to three new client acquisitions, several of whom explicitly stated they first encountered the brand at the event via mobile ad exposure.

Encouraged by the success and the direct attribution to new business, the client committed to replicating this strategy at all industry events for the remainder of the year.

Key Takeaways

• Event targeting and retargeting can replicate the impact of a physical booth at a fraction of the cost.

• Impression-based audience building unlocks hidden value by converting passive ad viewers into future prospects.

• Provocative creative, when timed well and geotargeted accurately, can become a brand’s differentiator in noisy environments.

• Full-funnel execution across multiple tactics—event targeting, site retargeting, and impression retargeting—drives compound results.