A California-based SaaS company that hosts an annual user and industry conference for technology and business leaders. The company serves mid-market and enterprise clients across key US tech verticals.
\nThe client needed to convert a 1,500-strong guest list into confirmed attendees and qualified pipeline ahead of its flagship conference. Existing internal outreach had limited capacity to engage prospects across multiple channels at the required scale.
\nBeyond attendance, the client needed to capture prospect intent and surface sales-ready opportunities both before and after the event. Without a structured qualification process, potential pipeline from conference engagement risked being left unmeasured.
\nTo help the client boost its event pipeline, Mercury Labs deployed a tailored event marketing and lead generation program.
\nMercury Labs aimed to:
\nThe program unfolded in three main stages:
\nAccount Research and Selection
\nAccount and Prospect Profiling
\nMulti-touch, Multi-channel Outreach
\nMercury Labs executed customised nurture paths for each segment, engaging prospects via phone, email, web, and LinkedIn with messaging tied to conference value and product relevance. Smart Engage CRM centralised outreach coordination and ensured consistent follow-up across all channels.
\nWithin six months, Mercury Labs secured 682 confirmed attendees, 129 SQLs, 352 MQLs, and 1,046 LinkedIn connections for the client. The campaign converted 68.2% of the client’s 1,000-attendee target and built a qualified pipeline spanning the full event lifecycle.
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\nThe client needed to convert a 1,500-strong guest list into confirmed attendees and qualified pipeline ahead of its flagship conference. Existing internal outreach had limited capacity to engage prospects across multiple channels at the required scale.
\n","cs_campaign_type":"","cs_campaign_types":[{"value":"0","label":"Lead Generation"},{"value":"1","label":"Appointment Setting"}],"cs_campaign_duration":"6","cs_client_industry":"SaaS / Cloud Software","cs_client_location":"San Francisco, California, USA","cs_client_hq":"San Francisco, California, USA","cs_client":{"name":"","website":"","lob":""},"cs_target_location":"United States (Primary: West Coast and major tech hubs)","cs_target_industry":"SaaS, Cloud Infrastructure, MarTech, FinTech, HR Tech","cs_target_dm":"VP of Marketing, Head of Revenue Operations, CTO, Director of Sales, Chief Marketing Officer","cs_results":[{"label":"MQLs","value":"352"},{"label":"SQLs","value":"129"},{"label":"Webinar Attendees","value":"682"}],"cs_highlights":[{"highlight":"Successfully executed a 6-month event marketing program for a SaaS solutions provider in California."},{"highlight":"Increased brand awareness and conference engagement across Voice, Email, Web, and LinkedIn channels."},{"highlight":"Enabled the client to build 1,046 LinkedIn connections with key decision-makers, strengthening their event pipeline and post-conference sales outreach"}],"cs_challenge":{"cs_challenge_category":["Pipeline Growth","Improved Targeting","Augment Marketing"],"cs_challenge_category_long":"The client needed to convert a 1,500-strong guest list into confirmed attendees and qualified pipeline ahead of its flagship conference. Existing internal outreach had limited capacity to engage prospects across multiple channels at the required scale.\r\n\r\nBeyond attendance, the client needed to capture prospect intent and surface sales-ready opportunities both before and after the event. Without a structured qualification process, potential pipeline from conference engagement risked being left unmeasured."},"cs_video":false,"cs_video_embed_code":"","cs_video_embed_code_square":"","cs_keywords":"","result1_label":"","result1_value":"","result2_label":"","result2_value":"","result3_label":"","result3_value":""},"featured_image_src":"https://mercurylabsmarketing.com/__callbox_upstream/cms/wp-content/uploads/2026/05/Pipeline-for-a-SaaS-Conference-Case-Study-Featured.webp","yoast_head":"\n