50.6%
reduction in cost per lead
The Government Contract Pricing Summit is an annual conference for federal contract pricing professionals, run by ProPricer. Before BusySeed, it relied on a single channel: LinkedIn Ads. Registrations averaged 38 per month and the room filled almost entirely with existing ProPricer customers, so the event was recycling its own client base instead of growing it. Sponsorship was flat too, with only 20 sponsors across the event's first ten years.
We ran a two-part engine. Paid search and paid social on Google and LinkedIn built awareness among federal pricing professionals who had never heard of the Summit. Underneath that, a LinkedIn outreach program messaged named job titles directly, handing every warm reply to the Summit's Senior Event Planner.
Midway through, we rebuilt the outreach audience from roughly 1,500 contacts to add 1,024 new prospects across Cost Analyst, Contracting Officer, Compliance Officer, Financial Analyst and Government Relations Manager titles. Separate drip sequences ran for attendees and sponsors, A/B tested against each other. A Cvent registration widget was embedded directly into the site so people could register without leaving the page.
Source: BusySeed All-Time 2024 GCP Summit Digital Strategy Review, June 2024; Cvent registrant data; LinkedIn and Google Ads campaign performance reports.
40% higher
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