1. Short Timeline

• Only 10 days to drive meaningful attendance
• Required fast execution with zero margin for inefficiency

2. Highly Technical ICP

• Target audience included:
  
  • CIOs / CISOs
  • IT Operations leaders
  • Endpoint, infrastructure, and security decision-makers
• Messaging needed to be credible, technical, and precise

3. Attendance Quality > Volume

• Endpoint management and cybersecurity buyers are cautious
• The goal was qualified enterprise conversations, not inflated headcount

4. Show-Up Rate Was Mission-Critical

• Cybersecurity events live or die by attendance quality
• HCL needed people physically present, engaged, and ready to evaluate solutions

Strategy Overview

A-Sales treated the campaign as a compressed enterprise funnel, activating multiple channels simultaneously while maintaining strict control over ICP fit and intent.

Core Principles

• Precision targeting over volume
• Buying-intent layering
• Multi-channel reinforcement
• Aggressive last-mile attendance confirmation
• Full transparency and tracking

Execution Breakdown

1. LinkedIn ABM & Event Awareness

• Strategic LinkedIn posts promoting the HCL BigFix event
• Direct LinkedIn outreach to endpoint, security, and IT leaders
• Messaging framed around:
  
  • Autonomous endpoint management
  • AI-driven remediation
  • Compliance and vulnerability management
  • Real-world operational resilience

This positioned the event as educational and strategic, not sales-driven.

2. Cold Email Campaigns (ICP-Driven)

• Cold email sequences built specifically for:
  
  • Enterprise IT & Security leadership
  • Organizations managing large, complex endpoint environments
• Clay-powered personalization used to reference:
  
  • Role-specific challenges (patching, compliance, visibility)
  • Why HCL BigFix was relevant now

Emails clearly articulated why attending mattered, not just what the event was.

3. Buying-Intent Filtering

• Buying-intent data layered into targeting to ensure:
  
  • Prospects were actively exploring endpoint security, UEM, or vulnerability management
  • Attendees had real organizational pain points
• Result: higher-quality rooms and stronger pipeline outcomes

4. Nurture Sequences to Protect Show-Up Rate

To ensure attendance translated into presence:

• Automated pre-event nurture sequences
• Messaging reinforced:
  
  • Session value
  • Speaker credibility
  • Peer relevance
• Executives and subject-matter experts were encouraged to connect directly with registrants

5. Last-Mile Conversion: Calls & SMS

• Cold calls placed one day before the event to:
  
  • Confirm attendance
  • Handle objections
  • Re-anchor value
• SMS reminders used for:
  
  • Final confirmations
  • Time, location, and logistics clarity

This ensured maximum physical attendance, not drop-offs.

Quantitative Outcomes

• 80+ qualified enterprise attendees generated
• Achieved within 10 days
• Strong show-up rate with decision-makers present and engaged

Business Impact

• HCL BigFix successfully:
  
  • Filled the room with relevant IT & Security leaders
  • Enabled high-value conversations around endpoint security and automation
  • Generated enterprise and Fortune-level opportunities directly from the event

• Multi-channel orchestration:
  LinkedIn, cold email, cold calling, SMS
• Clay custom workflows for role- and pain-based personalization
• Buying-intent data integration
• Nurture sequences & last-mile confirmation calls
• End-to-end tracking & reporting

Everything was streamlined, practical, and ruthlessly optimized.