Abu Dhabi Infrastructure Summit
Performance Marketing & Marketing Automation
Abu Dhabi Infrastructure Summit is a major infrastructure-focused event bringing together government stakeholders, developers, contractors, consultants, investors, suppliers, and industry leaders across the built environment ecosystem.
Visitor registrations generated across campaign channels
Increase in visitor registrations compared to the previous edition
Exhibitor leads generated through multi-channel campaigns
Return generated from exhibitor lead campaigns
Visitor registrations driven by LinkedIn, the strongest-performing channel
THE CHALLENGE
Abu Dhabi Infrastructure Summit required a stronger digital campaign system to support two core objectives: generate qualified exhibitor enquiries and increase visitor registrations.
The challenge was not just to drive campaign traffic. The priority was to identify which channels were creating measurable impact, allocate budgets based on performance data, and connect enquiries and registrations with a structured CRM follow-up process.
A clearer tracking foundation was also needed to attribute conversions across paid media, email, WhatsApp, remarketing, landing pages, and direct traffic sources.
THE SOLUTION
A multi-channel event performance marketing strategy was built across exhibitor lead generation and visitor registration campaigns. Historical campaign data from the previous edition was analysed to guide channel strategy, budget allocation, audience targeting, and campaign priorities. LinkedIn was identified as the primary source for lead generation and visitor registration performance, while Google supported high-intent search demand.
Exhibitor Lead Generation: Dedicated exhibitor enquiry campaigns were launched across Google Search, LinkedIn Ads, Email, WhatsApp marketing, and AdRoll remarketing. LinkedIn was used as the primary lead generation channel, supported by Google Search for high-intent exhibitor demand. AdRoll remarketing campaigns were used to drive brand recall and bring engaged users back into the enquiry journey. Targeted data research was also carried out to build email marketing audiences, while WhatsApp marketing supported last-mile conversion for prospects who had shown interest in exhibiting. Dedicated landing pages were created for exhibitor enquiries, with conversion tracking configured to attribute leads to the correct campaign channels in Google Analytics.
Visitor Registration Campaigns: Visitor registration campaigns were launched across LinkedIn, Meta, Google, Email, WhatsApp, and Direct traffic sources. LinkedIn became the strongest-performing registration channel, contributing approximately 44% of total registrations. Meta contributed approximately 18%, Google contributed approximately 13%, WhatsApp contributed approximately 10%, Direct traffic contributed approximately 8%, and Email contributed approximately 7%. Dedicated visitor registration landing pages were created, and LinkedIn sharing options were configured after registration to encourage additional organic reach and peer-to-peer visibility.
CRM, Tracking & Automation: Website forms and landing page submissions were connected to the CRM, allowing exhibitor enquiries and visitor registrations to be captured, routed, and followed up more efficiently. The CRM was connected to the email platform to trigger immediate confirmation emails after lead capture. CRM workflows were also created to support the sales team on every new enquiry. Conversion tracking was configured to attribute enquiries and registrations to their respective campaign channels, improving visibility across paid, owned, remarketing, and direct traffic sources.
THE IMPACT
The campaigns generated over 32K visitor registrations, reflecting a 197% increase compared to the previous edition.
Exhibitor lead generation campaigns generated 600+ leads and delivered a 42x ROI, showing strong commercial impact from the lead generation strategy.
LinkedIn became the strongest registration and lead generation channel, while Meta, Google, Email, WhatsApp, AdRoll, and Direct traffic supported the wider event marketing funnel.
The project helped create a more measurable event growth system, connecting campaign strategy, budget allocation, landing pages, conversion tracking, CRM routing, automated confirmations, sales workflows, and channel-level attribution.
What Changed
Campaign strategy became more data-led
Historical campaign data was analysed to guide channel planning, budget allocation, audience targeting, and campaign execution.
Exhibitor lead generation became more measurable
Google Search, LinkedIn Ads, Email, WhatsApp, and AdRoll remarketing were connected to dedicated landing pages and conversion tracking.
Visitor registration growth accelerated
Registrations increased by 197% compared to the previous edition, generating over 32K registrations.
LinkedIn became the main growth channel
LinkedIn generated the highest share of registrations and became the primary source for campaign performance.
CRM follow-up became more connected
Leads and registrations were routed into the CRM, supported by confirmation emails and sales team workflows.
Attribution became clearer
Conversion tracking helped connect enquiries and registrations to their respective campaign channels in Google Analytics.
Confidentiality Note: Selected campaign details, internal workflows, and platform-level performance data have been summarised to protect client confidentiality.
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