End-to-End Trade Show Execution: Turning a global IoT event into 129 qualified sales opportunities
IoT Case Study:
WHAT WE ACHIEVED
129 Sales Qualified Leads generated at one show
8 post-event one-to-one meetings secured
20% increase in web store purchases
36,000 LinkedIn campaign impressions
12-page technical white paper produced
Two major European trade shows delivered end-to-end
Full campaign successfully completed in just three months
WHAT WE DID
To celebrate Concept13’s tenth anniversary as one of Europe’s leading LoRaWAN hardware suppliers, Arlo Growth was brought on to design and deliver a fully integrated sales and marketing programme centred around two major industry trade shows.
The three month project combined industry events, technical thought leadership, account-based marketing and targeted LinkedIn advertising. Under a very tight timeframe and restricted budget, each activity was designed to strengthen Concept13’s position as a leading LoRaWAN supplier and create meaningful engagement with carefully selected prospects across the European IoT market.
The strategy was built to:
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Raise Concept13’s profile as a leading LoRaWAN IoT solution provider across Europe
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Showcase ten years of technical expertise and product innovation
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Generate high-quality sales conversations with qualified buyers
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Support both enterprise sales and e-commerce growth
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Create a repeatable event and ABM model for future campaigns for Stephen
“I am delighted to share my heartfelt appreciation for Charlotte Vince and her outstanding contributions to Concept13's success at the recent IoT Tech Expo. Charlotte's dedication, meticulous planning, and unwavering commitment were instrumental in making our presence at the event a resounding success.
From the initial stages of organizing the event to the final follow-up actions, Charlotte demonstrated exceptional leadership and organizational skills. She meticulously coordinated every aspect of our participation, ensuring that our booth was not only visually impressive but also strategically positioned to attract maximum attention. Her attention to detail was evident in the seamless execution of our booth setup, which showcased our decade-long expertise in LoRaWAN technology.
Charlotte's ability to foster strong relationships with our partners and clients was truly remarkable. She effectively managed communications, ensuring that all stakeholders were well-informed and engaged throughout the event. Her efforts in coordinating with suppliers, handling logistics, and managing lead follow-up were exemplary.
Moreover, Charlotte's post-event actions were equally commendable. She diligently compiled a comprehensive post-event report, highlighting key achievements, statistical insights, and areas for improvement. Her proactive approach in following up with leads and nurturing potential clients has already yielded positive results for Concept13.”
Stephen Drewett
Chief Executive Officer at Concept13
Events: Building Visibility Where It Matters
Events were at the centre of the programme. Arlo managed the end-to-end delivery of Concept13’s participation at two major European IoT trade shows, including the flagship IoT Tech Expo in London.
This included:
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Full project management from planning through to post-event reporting
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Design and delivery of a 10 x 10 metre exhibition stand
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Executive drinks reception for customers and partners
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Coordination of suppliers, logistics and on-site operations
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Lead capture and structured post-event follow-up
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All booth design, content and swag production
The result was a highly professional presence that celebrated Concept13’s ten-year milestone while generating substantial new business opportunities.
Thought Leadership: Technical Content That Opened Doors
To support sales and partner conversations, Arlo created a 12-page technical white paper and accompanying interview article.
These assets positioned Concept13 as a recognised authority in LoRaWAN hardware and IoT innovation, providing valuable content for use in outreach, follow-up and ongoing lead nurturing.
The content gave prospects practical insight into Concept13’s expertise and continued to support commercial conversations long after the events concluded.
“Charlotte’s professionalism, organisation and attention to detail were instrumental in making our presence at the IoT Tech Expo a huge success.
Steven Drewett – Chief Executive Officer at Concept13
Account-Based Marketing: Targeting the Right Buyers
A focused ABM campaign was developed to engage IoT vendors and organisations actively seeking LoRaWAN solutions across Europe.
Working closely with the leadership team, we identified priority accounts and created tailored messaging designed to address the technical and commercial challenges facing each target audience.
This ensured that every touchpoint was relevant, personalised and aligned to Concept13’s growth objectives.
LinkedIn Campaign: Reaching a Highly Relevant Audience
The LinkedIn advertising programme delivered targeted visibility to decision-makers across the European IoT market.
The campaign generated:
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36,000 impressions in under two months
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Increased traffic to campaign assets and landing pages
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Qualified inbound enquiries
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Strong engagement from target accounts
Combined with the event and ABM programme, LinkedIn played a critical role in building awareness and driving conversions.
Commercial Impact
This campaign delivered measurable commercial results across both enterprise sales and e-commerce.
By combining strategic events, technical content and precision targeting, Arlo helped Concept13 turn a milestone anniversary into a powerful growth opportunity.
Key outcomes included:
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129 Sales Qualified Leads
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8 executive meetings with qualified prospects
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20% increase in online purchases
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Stronger market positioning across Europe
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A scalable campaign framework for future events
Delivered in Three Months
Concept13 brought Arlo into the project at a late stage, with ambitious objectives, fixed event deadlines and a limited budget. With just three months from initial consultation to completion there was zero room for delay.
Working to a compressed timeline, we rapidly developed the campaign strategy, created technical content, launched targeted digital advertising and managed the end-to-end delivery of two major industry trade shows. Every decision was made with commercial impact in mind, ensuring that available budget was focused on the activities most likely to generate qualified leads and sales opportunities.
This project demonstrated how a focused, integrated marketing approach can deliver substantial commercial results when events, content and digital engagement are aligned around a clear growth objective.
If you are looking to increase visibility, generate qualified pipeline and maximise the return from industry events, Arlo Growth can help.