CASE STUDY
Strategic roadshows that drive growth, elevate brand perception, and generate high-value leads
Scaling lead generation with a process-driven, scalable roadshow strategy.
CHALLENGE
Scaling lead generation events while ensuring consistency
Catherine, a Director of Events in Life Sciences, had a major lead generation target and knew roadshows were an effective tool. However, past efforts suffered from inconsistent execution, branding disparities, and uneven delegate experiences. With a stretched internal team, she needed a scalable, turnkey roadshow strategy to drive measurable pipeline growth, push leads through the funnel, while ensuring a premium experience.
SOLUTION
A process-driven, scalable roadshow strategy
Minnac Life Sciences seamlessly integrated into Catherine’s team to develop a strategic, adaptable, and repeatable roadshow model.
DESIGN
- Developed a custom roadshow playbook adapting event structures to regional needs without sacrificing quality
- Built a sustainable scalable delivery strategy tailored to Catherine’s event objectives and internal infrastructure
PLAN
- Created RACI-driven execution roadmaps, providing clear roles, responsibilities, and milestones for all stakeholders.
- Enabled the internal team to focus on high-impact priorities while ensuring execution efficiency.
EXECUTE
- Structured support ensured whole team alignment and flawless delivery at every event.
- Seamlessly coordinated speaker management (from content generation to speaker training), logistics, branding, and on-site execution in collaboration with Catherine’s team.
ANALYSE
- Measured ROI with real-time analytics and delegate feedback, assessing event effectiveness and iterating strategies for continuous improvement.
- Captured key insights to refine and optimise future roadshows for stronger audience engagement and lead conversion.
RESULTS
A game-changer for global roadshows
20 global events, each attracting 100+ highly qualified attendees.
Expanded market reach across AMR, EMEAI, and APAC while maintaining brand excellence.
Achieved an NPS of 8.5, exceeding industry benchmarks.
CONCLUSION
A proven roadshow formula
By leveraging Minnac’s Design > Plan > Execute > Analyse methodology, Catherine successfully scaled a high-impact, globally consistent roadshow program that strengthened brand positioning, fostered scientific engagement, and accelerated lead conversion.