The booth was the first touchpoint.
CondenZero sells deep-tech hardware into a narrow research market. The right buyers are materials science researchers in academic labs, research institutes, and government labs, and many of them concentrate around one annual conference.
The problem was that CondenZero could not reliably see the room before the event. The conference app launched late, exhibitor pages showed only a slice of the market, and existing lists or manual LinkedIn research were too hit-or-miss to build a predictable motion.
That meant the booth depended on the right buyers discovering CondenZero after they arrived, instead of walking in already aware of the company.
"The process before was too unstructured. We knew the right people would be at the conference, but we did not know who they were before they showed up."
We built a conference pipeline system before the booth opened.
We started with the buyer universe rather than a generic attendee list. We mapped the researchers, labs, institutes, and adjacent signals that indicated someone was likely to attend and relevant to CondenZero.
We combined conference pages, speaker and sponsor networks, lab pages, prior-year social activity, LinkedIn and X posts, and conference app data once it became available. Then we used AI and customer input to score accounts and contacts for actual ICP fit.
From there, we ran pre-conference outreach that was specific to the event, conversational in tone, and easy to continue after the booth interaction.
$2.4M in pipeline from one conference motion.
The system reached around 650 relevant people before the event and booked 22 in-person meetings with conference attendees.
But the bigger effect showed up at the booth. People who had never replied still arrived already knowing CondenZero, because colleagues had forwarded the outreach internally with a simple instruction to go meet them.
The conference motion generated $2.4M in pipeline and led to a $300K deal closing within 8 weeks after the conference.
CondenZero can now run the conference motion again.
The biggest change was not just the first campaign result. Denys now has a repeatable way to prepare the room before the team shows up at the booth.
Most companies prepare the booth. The better companies prepare the room. For CondenZero, conference ROI started weeks before anyone got on a plane.