191.4%
Advertising ROAS.
B2B Conference · Ticket Conversion · Performance Marketing
Turning professional interest in generative AI into paid attendance
A ticket-conversion campaign segmented marketers by role and interest, then adjusted messages and media weight across the event’s promotion stages.
View all case studiesMEASURED RESULTS
Measurement period: 2026 event campaign. Figures are based on campaign, channel and/or commerce records available for the published Korean case.
The commercial problem
Move B2B and specialist audiences from high topic interest to paid ticket purchase rather than optimizing for low-intent traffic.
What guided the decisions
Potential attendees had different reasons to buy. Role-based segmentation and stage-specific decision messages were more useful than one broad AI audience.
APPROACH
How the work was structured
Professional segments
Separated audiences by role and interest in generative AI, GEO and marketing innovation.
Decision-stage messages
Changed creative and offers as the campaign moved from early bird to general sales.
Conversion retargeting
Focused remarketing and media allocation on paid ticket conversion evidence.