Turning Clicks Into Foot Traffic
Client
Association for Advancing Automation (A3)
Engagement
Event advertising support (paid media execution, management, optimization, and reporting)
Start
Spring 2024
Website
automate.org
How CVAC Helped A3 Drive Awareness and Registrations for Three Major Conferences Using AI-Optimized Programmatic + LinkedIn
The Challenge
A3 runs high-value professional conferences where the end goal is simple: more qualified attendees on-site. But event marketing creates unique pressure: timelines shift as agendas evolve, targeting must be precise, and campaigns need to drive real registration intent, not just clicks.
- Short timelines with constant updates (speakers, agendas, session tracks, and messaging)
- Niche audiences that require accurate targeting and careful frequency management
- A need for mid-funnel trust-building content that helps buyers justify attending
- Reporting that connects marketing activity to meaningful conversion behavior
The CVAC Approach
We learned quickly in year one, then elevated the playbook in 2025 by pairing A3’s strong event strategy with a multi-platform advertising system designed to scale reach while improving conversion quality.
- Full-funnel media: capture intent, build awareness, and retarget interested audiences
- Speaker and thought-leadership-first creative to improve conversion behavior
- Continuous optimization as priorities shifted week-to-week
- A clear partnership workflow: A3 led planning and creative direction; CVAC led campaign build, management, and reporting
What We Delivered
In 2025, CVAC and A3 executed a high-velocity advertising program across HRF, FOCUS, and IRSC, balancing speed with precision and keeping campaigns aligned to what was changing in real time.
In 2025, we expanded beyond the usual event playbook (LinkedIn + Google) by adding programmatic advertising technology that uses AI optimization and advanced audience modeling to improve delivery and efficiency.
Specifically, we introduced StackAdapt, which enabled:
- AI-optimized bidding and delivery across premium inventory
- Contextual and intent-based targeting to reach professionals actively consuming relevant content (not just people with the right title)
- CTV placements to extend reach and frequency beyond traditional B2B channels
- More flexibility to test, learn, and reallocate budget faster as event priorities shifted
This modern ad tech layer helped A3 scale awareness and engagement while still keeping campaigns focused on the people most likely to attend.
We leaned into formats that help professionals move from interest to intent, including speaker highlights, thought leadership messaging, and retargeting layers that kept each event top-of-mind during longer consideration windows.
Results
A3’s 2025 event advertising program delivered large-scale visibility and meaningful engagement while reinforcing a repeatable insight: thought leadership and speaker content drives stronger conversion behavior than generic event promotion.
Why It Worked
- Mid-funnel content won: speaker-driven and value-add creative converted better than generic promotion
- Channel roles were clear: LinkedIn remained a major professional driver, while programmatic and CTV expanded reach and frequency efficiently
- Fast execution under shifting timelines: we built a workflow that handled changes without losing momentum
- Optimization stayed performance-first: testing, reallocation, and creative iteration were guided by conversion behavior.
How Can We Help?
If you run conferences, trade shows, or just want customers to act, and your marketing isn’t delivering, we can help you build an advertising system that turns attention into action.
Request a short discovery call, and we will map a practical 90-day plan covering:
- The right channel mix for your audience and timeline
- The content formats that drive registrations (not just clicks)
- Retargeting layers that increase conversion efficiency
- Reporting that ties spend to meaningful conversion behavior