Forbes India DGEMS Event - Strategic Lead Generation for a Global Networking Summit

Event: Forbes India DGEMS 

Industry: Business Conferences and Summits 

Objective: Drive registrations for a global networking forum tailored to "eXtrepreneurs" and innovative companies. 

Forbes India’s DGEMS forum is a unique platform designed for companies with globally scalable offerings to connect and collaborate. The Summit aims to foster a borderless ecosystem for "eXtrepreneurs" by facilitating sessions with global thought leaders and interactive activities to build an expansive, international network. 

Challenge 

The DGEMS event required a focused and efficient lead generation strategy to attract high-quality attendees within a limited budget and a compressed timeline. Although the event was scheduled for November, the marketing campaign didn’t kick off until mid-August, giving Twist less than two months to drive results. Competing for attention in a busy event season, Twist faced the dual challenge of capturing market share amid a crowded landscape and exceeding the industry’s average ROAS of 3-5. The goal was to maximize ad spend efficiency while delivering a high conversion rate among potential attendees. 

Goals 

• Generate high-quality leads within the budget constraints. 

• Achieve a high ROAS well above the industry benchmark. 

• Increase attendee conversion rate to maximize event revenue. 

Twist’s Strategy and Approach 

1. Audience Targeting and Segmentation: 

Twist analyzed audience demographics to identify professionals and industry leaders best suited to engage in a global networking environment like DGEMS. By refining audience segments, we maximized relevance and ensured a higher likelihood of conversions. 

2. Multi-Platform Lead Generation: 

Leveraging LinkedIn and Meta, Twist designed ad campaigns to target high-potential attendees. Each platform’s ad sets were optimized for quality lead capture, emphasizing DGEMS’s global and collaborative appeal. 

3. Creative and Messaging Optimization: 

Twist tested multiple creative approaches, including visuals, headlines, and ad copy variations, to find the winning combination. This iterative process maximized engagement while minimizing acquisition costs. 

4. Retargeting Strategy: 

Twist’s retargeting campaigns re-engaged users who expressed interest but had not registered. This boosted conversion rates and reinforced brand touchpoints, driving up event attendance from initially engaged audiences. 

5. Real-Time Monitoring and Optimization: 

By tracking conversion metrics continuously, Twist adjusted ad spend and strategies in real time, reallocating budget toward the highest-performing channels and audiences for maximum efficiency. 

Key Deliverables 

• Segmented Lead Generation: Targeted leads through tailored, data-backed audience segmentation. 

• Optimized Creatives and Messaging: High-performing content and messaging that drove engagement and conversions. 

• Retargeting Campaigns: Enhanced conversion rates by re-engaging previously interested leads. 

• Conversion Tracking and Budget Optimization: Real-time adjustments that ensured peak campaign performance. 

Results 

Lead Generation: Out of 1600, more than 1000 qualified leads generated, all aligned with DGEMS’s target audience. 

Conversion Rate: 6% of leads converted to paying attendees, contributing to substantial event revenue. 

Revenue and ROAS: With an ad spend of Rs 3,00,000, the campaign drove over Rs 50 lakhs in business, achieving a ROAS of 16 – significantly higher than the 3-5 industry standard for similar events. 

Key Takeaways 

Twist’s strategic approach to lead generation, focused on targeted audience segmentation, real-time optimization, and creative testing, allowed Forbes India DGEMS to exceed industry expectations. The campaign’s high ROAS demonstrates the effectiveness of a data-driven, multi-channel strategy in driving quality leads and maximizing revenue.