EVENT DEMAND GENERATION
Pre-Event Campaigns & Audience Engagement
Audience Segmentation and Targeting
Reach the right audience with the right message by segmenting your contact database and building custom targeting lists for your campaigns.
Why it's Important
Increases campaign relevance and conversion rates
Enables personalized, value-driven messaging
Prevents wasted spend on low-fit contacts
Supports account-based marketing (ABM) strategies
Drives higher ROI per outreach effort
How to Implement
Define your ICP: industry, title, company size, location, buying stage
Segment your database accordingly
Use firmographic and behavioral data to build audience lists
Apply filters in ad platforms (LinkedIn, Facebook, Google) to match your segments
Sync segments with email platforms and CRM
Build ABM lists for strategic 1:1 outreach
Tag your CRM contacts with campaign IDs for tracking
Monitor list health and performance across touchpoints
Available Workshops
Ideal Customer Profile Workshop
Segmentation Brainstorm with Sales
Account Prioritization Exercise
CRM Tagging Structure Review
List Clean-Up Sprint
ABM Campaign Planning Session
Deliverables
Segmented Contact Lists
ICP Targeting Criteria Document
ABM Account Tiers
CRM Tagging System Map
Ad Platform Custom Audiences
How to Measure
Response rate by segment
Conversion rate by persona
Engagement score by industry
SQLs generated per audience type
Bounce or unsubscribe rates
Pipeline influence by segment
ROI by target segment
Real-World Examples
Outreach
Created custom ads for SDR managers vs. directors and personalized the CTA to their KPIs.
Monday.com
Used job title segmentation to show different landing pages for project managers vs. IT leads.
Gainsight
Created tailored pre-event messaging for existing customers vs. net-new leads.
Get It Right
Build segments around intent and fit
Leverage both demographic and behavioral signals
Align segment-specific messaging with event content
Keep lists clean and synced across tools
Involve sales in account targeting
Don't Make These Mistakes
Targeting “everyone” in your database
Neglecting to update contact data pre-campaign
Using one-size-fits-all creative for all segments
Running ads to non-actionable personas
Skipping CRM list hygiene
Provided courtesy of Dawn Mallyon, Exhibitor Growth Strategies