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Proteomics Platform Turns a Talk and Stand Into Leads

A 15-minute talk and a stand, with no pre-booked meetings, still produced 18 qualified conversations and an estimated £270k of pipeline.

CompanyCell analysis and proteomics platform RoleSenior Marketing Manager, EMEA PackageSilver, London (both streams)
18qualified conversations
4–5qualified opportunities
£270kpipeline at 90 days
1expected wins in 6–12 months

The company

A company selling instruments, reagents and services for immune profiling and proteomics, used by translational and immune monitoring teams in oncology trials. Marketing owns the event budget and is measured on qualified leads handed to sales.

The goal

  • Raise awareness with immune monitoring and translational science teams.
  • Hand sales a list of qualified leads, not just badge scans.
  • Grow the contact base for the rest of the year using the delegate list.

What they did

  1. Before: plan the talk around one questionBuilt the 15-minute Day 2 talk around one practical question for immune monitoring teams, and invited target accounts from the delegate list to the stand.
  2. At the event: stand through every breakKept the stand staffed through every break and the Day 1 drinks reception, and logged 18 qualified conversations, with notes, the same day.
  3. After: nurture with the delegate listFollowed up the qualified conversations within 48 hours and added the wider delegate list to a nurture programme for the rest of the year.

The results

MeasureFigureBasis
Stand and session conversations18Typical range for this package
Total qualified conversations18Within the 15–25 meetings per sponsor at London 2026
Qualified opportunities4–525% of conversations (ROI calculator default)
Assumed first-year deal value£60kTypical for this category
Pipeline at 90 daysabout £270kOpportunities × deal value
Expected wins over 6–12 months120% of opportunities (ROI calculator default)

What made the difference

  • A short, practical talk gave people a reason to visit the stand afterwards.
  • Logging conversations the same day meant sales got usable notes, not just names.
  • The delegate list kept paying back long after the event.

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