Maximize Event Attendance

The challenge 

Your event registration numbers are underwhelming. You’re blasting generic invites to your entire database, but response rates are flat and you’re not reaching the right decision-makers. 

You need a targeted approach that identifies the right accounts and creates urgency around your event. 

The goal 

Create an intelligent workflow that uses AI agents to identify the best accounts, deliver personalized event invitations across multiple channels, and drive qualified registrations from your ideal customer profile. 

Tools you’ll be using:

• 6sense Intelligent Workflows 
• CRM
• Marketing Automation Platform
• 6sense Intent Data
• 6sense AI Email Agents
• Event Platform
• Sales Engagement Platform 
• 6sense Display Advertising

How it works

The workflow drives registrations for in-market accounts that match our ICP. As the event nears, we segment the ICP by predicted revenue potential. High-priority accounts get VIP treatment with personal invites from sales, while broader segments receive automated nurture sequences that build interest over time. 

Everything scales automatically based on your targeting criteria, so you’re always promoting to the right people with the right message. 

Click-through interactive demo

Step-by-Step 

1. Start with your ICP segment  

In this example, we’re starting with a broad audience that represents our entire ICP.  

2. Check for relevant intent signals  

Use a Decision node to narrow your audience to those who are likely to attend this event. You’ll probably want to narrow the audience to fit specific industries, company sizes, and locations. 

In this Event workflow example, we’re trying to drive registrations to an event we’re hosting. But let’s say you’ll be attending an event and want to encourage prospects to meet with you for face-to-face time? In that case, you could also use this Decision node to narrow the audience to accounts that have been searching for info about the event, venue, and conference hotel. That’ll help you spot everyone in your ICP who may be planning to attend.  

3. Launch early bird campaigns  

After the first sort, accounts are pushed into Marketo and 6sense Display Ad campaigns to build awareness and encourage early bird registrations. 

A Timer node then:  

• Creates an end date for this phase of the campaign 
• Automatically removes the audience members from the early bird promotional campaign 
• Decides what happens next based on audience characteristics 

4. Segment the audience by tier and launch new campaigns 

The next Decision node splits the audience into Tier 1 and Tier 2 accounts, with Tier 1 being the most valuable potential customers.  

Tier 1 accounts are enrolled in Salesloft emails from BDRs, and receive VIP outreach.  

Tier 2 customers are enrolled in a LinkedIn promotional campaign with last-minute ticket offers. 

5. Decide when you’re ready to end the campaign  

We haven’t set an end date for this campaign yet, but you can easily do that by dragging another Time node from the righthand panel, setting a date, and then automatically removing the audiences from the Salesloft and LinkedIn campaigns. 

6. Publish your workflow!