The results
- 5,000+ senior manufacturing leaders reached across both events - LinkedIn and email combined
- 57 event seats secured through VIP codes and saver offers
- $30K+ in ticket revenue across events
- Two 16-week campaigns - one per event - run under MX.0’s own event personas
Each event ran as its own 16-week campaign with a written brief. From the Midwest one, verbatim:
“GOAL: Recruit manufacturers to attend the 2nd MX.0 Midwest Event. Secure event bookings. TARGET: 50 registrations. DURATION: 16 weeks.”
- MX.0 Midwest campaign brief
About MX.0
MX.0 Media runs regional conferences where US manufacturers teach other manufacturers how to advance digital transformation. The 4th MX.0 Southeast (Greenville, SC) and 2nd MX.0 Midwest (Cleveland, OH) hosted 35+ manufacturer speakers, factory tours at AFL, GE Vernova and ZF Transmissions, and VIP dinners - with attendees from BMW, Michelin, GE, 3M, Siemens and Ford, and 47% of registrants returning each year.
A great agenda doesn’t fill a room by itself. MX.0 needed an event director’s outreach at scale, with every seat tracked - on a hard deadline.
How we ran it
- 1. Audience identification & segmentation - region-locked lists of plant, operations and digital-transformation leaders within reach of Greenville and Cleveland. 130-150 fresh contacts every week.
- 2. Message crafting - sequences written in MX.0’s own voices (Sam on LinkedIn, Event Director Lucy on email), split by offer: complimentary VIP vs $399 saver.
- 3. Outreach execution - 16 weeks per event: connection request Monday → message after accept → follow-up two days later, agenda PDF attached.
- 4. Nurture & intent tracking - every reply tagged in a shared tracker; warm leads re-engaged before each deadline.
- 5. Booking & handoff - interested manufacturers passed to the Event Director with their registration code (SD1, VIPSD1, MARCH399).
- 6. Weekly review - Monday-morning tracker reviews with the client; messaging re-versioned monthly from reply data.
What made it work
Scarcity beat discounting - “only 30 VIP places” with a personal code outperformed every generic push. Personas beat brand accounts. A Monday tracker beat a monthly report.
“An event has a hard deadline. Every Monday the tracker either moved or it didn’t - that discipline shaped the whole campaign.”
- Saeed Ali, Campaign Manager, AISH
What’s next
The same 16-week engine is now part of how MX.0 launches an event - with the 6th Annual MX.0 Southeast already set for March 30 & 31, 2027, in Greenville, SC.
