CASE STUDY
Turning roadshows into revenue accelerators
How Minnac helped a stretched team deliver a high-impact event series that built relationships, generated leads, and drove brand visibility
the CHALLENGE
High-intent leads, slow conversion
Alex, a Sales & Marketing Director at a commercial-stage life sciences company, had a strong pipeline — but too many deals were stuck in the middle of the funnel. Prospects showed early interest but weren’t progressing toward a decision. He needed a way to accelerate buying conversations, deepen trust, and close high-priority accounts faster.
While digital campaigns and conferences helped build awareness, they weren’t creating the traction required to drive conversion. Alex identified the potential of a more focused, high-touch approach — a targeted roadshow designed to bring key decision-makers into the room. But with a lean internal team and no clear playbook, he needed a partner who could lead with strategy, deliver with precision, and keep commercial goals at the center.
the SOLUTION
A process-driven, scalable roadshow strategy
Alex partnered with Minnac to turn his roadshow vision into a high-impact, sales-focused campaign — repeatable, efficient, and designed to convert. With a lean team and multiple geographies to cover, he needed more than a logistics provider — he needed a partner who could execute flawlessly while keeping sales goals front and center. Minnac embedded into his team and took full ownership of developing a turnkey “event-in-a-box” model, enabling his commercial function to deliver consistently across markets without distraction or delay.
Turnkey "event-in-a-box" format
Minnac created a replicable, plug-and-play model for each roadshow stop. The format was structured, scalable, and ready to go — freeing Alex from operational involvement. He could show up, focus on sales conversations, and trust that every detail had been handled.
Strategic event design
Alex retained full strategic control — selecting regions, audiences, and sales priorities — without needing to manage the delivery. Minnac handled the “how,” while aligning each stop to his funnel goals.
KOL advocacy in action
Minnac supported Alex’s KOLs to confidently present and advocate for the company’s solution — reinforcing its scientific credibility and commercial relevance. Each KOL played a central role in framing the challenge, highlighting the platform’s value, and supporting downstream sales conversations.
end-to-end event management
Minnac took care of everything: venue sourcing, delegate registration, catering, signage, and post-event wrap-up. Alex’s team stayed focused on engaging prospects, not chasing suppliers.
Agenda designed for sales impact
Each agenda was structured to maximize engagement and create momentum — blending expert presentations with structured networking time and live dialogue. Sessions were designed to surface objections, enable direct interaction between sales and prospects, and move leads decisively through the funnel.
Consistent branding, look and feel
From slides and signage to speaker content and follow-up materials, every touchpoint reflected the brand’s identity and scientific credibility. Commercial messaging and scientific authority were blended into a unified, trust-building experience.
the RESULTS
Faster conversions, stronger pipeline impact
The roadshow delivered measurable commercial outcomes. Alex’s team moved stalled deals forward, sparked new buying conversations, and proved that the right event strategy could accelerate revenue — not just raise visibility.
Accelerated key deals by resolving objections in real time
Improved conversion rates vs. digital-only engagement
Strengthened relationships with senior decision-makers
Established a scalable, repeatable model across geographies
Demonstrated clear revenue contribution from marketing
Extended the roadshow format to power future commercial kick-offs and internal enablement
WHAT OUR CLIENTS SAY
This wasn’t just another event. It became a revenue accelerator. Minnac helped us close the gap between interest and action.
Alex, Sales & Marketing Director
Life Sciences Company
Why roadshows?
A well-executed roadshow brings your message directly to the people who matter most — in a format designed for deeper engagement and faster deal progression. It’s one of the most effective tools to:
- Convert interest into action through face-to-face dialogue
- Build trust with curated, KOL-led storytelling
- Move leads through the funnel in a focused, structured environment
- Deliver tangible commercial results — not just brand exposure
Why Minnac?
The event partner behind science-led roadshows that close
Minnac doesn’t just manage events — we design campaigns that drive pipeline. For Alex, that meant a sales-centric, KOL-backed roadshow that unlocked progress where digital tactics had stalled. With scientific fluency, commercial insight, and flawless execution, Minnac acted as an extension of his team — helping him turn interest into impact.
Let’s plan your next roadshow
We work closely with our clients to understand their business, providing an experienced and flexible team with bespoke solutions to help you reach your goals.
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