GTM engineering for events and exhibitions.
Sponsors renew when they can see the pipeline you created, and delegates come back when the room is worth their day. Most organisers still fill seats by emailing the database and hoping the right buyers register. We build the engine that curates the room: the attendees sponsors want, meetings matched on buying context, and follow-up that turns badge scans into pipeline.
Nine registrants match a sponsor's ideal customer, and they have not been introducedAttendee quality · this morningYour data
A sponsor's contract renews in 90 days, and their new marketing lead has never met youSponsor renewal · this weekYour data
An exhibitor's competitor booked a larger stand at a rival showCompetitive intelligence · yesterdayLicensed
An association opened its destination shortlist for 2028Bid window · this monthPublic
A rival conference moved into your monthCalendar clash · this monthPublic
Illustrative example. Every line is a signal we can collect: from a public source, from data we license, or from your own systems.
Who we work with
The teams we build for
Organisers and associations
Conferences, exhibitions and congresses
Attendee quality is the product, and sponsors want to see what it produced.
Usually led by Event director, head of sponsorship
Exhibitors and sponsors
Stands that produce pipeline
Thousands spent on a stand, and badge scans that never become meetings.
Usually led by Head of field marketing, regional marketing lead
Venues and convention bureaus
Reaching organisers before the RFP
Organisers choosing destinations long before the RFP, and competitors who call first.
Usually led by Director of sales, business events lead
Where events teams usually start
8 of our 40 solutions, in your words.
The same engine we run in every industry, pointed at the moments that start a deal in yours. See all 40 on the capability wheel →
Outbound
Event promotion
"We email the database and hope the right buyers register."
Data Foundation
ICP data acquisition
"We cannot say which companies our sponsors want in the room."
Sales Enablement
Account briefing packs
"Delegates walk into matched meetings knowing nothing about each other."
Inbound and Reply
MQL enrichment
"Registrations arrive with a name and an email and nothing else."
Sales Enablement
Discovery call follow-up
"Badge scans sit in a spreadsheet for two weeks after the show."
Expand and Retain
Renewal and churn signals
"We find out a sponsor is not renewing when the contract lapses."
Expand and Retain
Cross-sell campaigns
"Past delegates never hear about our other events."
Outbound
Partner recruitment
"We need more association and media partners, and we find them one at a time."
Where the evidence comes from
Every name on the list comes with a reason it is now.
Who should attend
Companies showing buying signals in your event's category.
Who sponsors want
Each sponsor's ideal customer, matched against your registrants before the doors open.
Who is due
Sponsor renewals, new marketing leaders and budget cycles, in time to act.
What happened after
Pipeline from every meeting and scan, reported to the sponsor.
And here is where we get it
Public sources
Event calendars, exhibitor and speaker lists, association congress and destination notices, venue announcements.
Data we license
Exhibitor and attendee data services, event and association databases, advertising and sponsorship spend.
Your own systems
Registrations and badge scans, past sponsor and exhibitor history, meeting requests, no-shows, and what each sponsor asked for last year.
What is available varies by market and by licence, so the workshop settles what can be collected for you before anything is built.
Built in your CRM, with Clay as the data and signal layer. You see every approach and every reply there, and we review them with you every two weeks.
Questions
Asked by events teams.
Other industries we work in:
Can you help us sell exhibitor and sponsor packages?
Yes. We find the companies most likely to exhibit or sponsor, time the outreach to their buying signals and book the sales conversations. We also drive delegate registrations from the right accounts.
What is GTM engineering for events?
Applying clean data, buying signals and automation to every stage of an event: promotion, attendee quality, matching and follow-up, so sponsors and exhibitors can see the pipeline the event produced.
Does it work with our event platform?
Yes. It sits alongside the event platform and CRM you already run, rather than replacing them.
Is this for corporate events too?
Yes. Roundtables, partner days and sales kick-offs need thirty of the right people, and the same engine finds them and gets them there.
Where does the data behind these signals come from?
Three places. Public sources such as event calendars, exhibitor and speaker lists, association congress and destination notices, venue announcements. Data we license: exhibitor and attendee data services, event and association databases, advertising and sponsorship spend. And your own systems: registrations and badge scans, past sponsor and exhibitor history, meeting requests, no-shows, and what each sponsor asked for last year. What is available varies by market and by licence, so the workshop settles what can be collected for you before anything is built.
Start here
Start with a 20-minute call, then decide together.
Tell us where your pipeline stands, and a Co-Founder will say what we would do first. If we all agree after the call, the next step is a 60-minute workshop, and you leave it with a written plan.
Hosted by Steve Dawson and Charles Tidswell, Co-Founders