Use Lensmor for Event Marketing

Watch the walkthrough

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Use event and account research to choose a focused audience and prepare a useful sales brief before your trade show campaign begins.

When to use this workflow

Use this guide when choosing between shows, preparing a pre-show audience, or coordinating marketing and sales around one event. It helps you produce a research brief; it does not replace your event budget or operational plan.

Before you start

Review the event preview and available data before paying to unlock it. Event Access and Full Access include different sources; Visitor access requires an active paid subscription and available Visitor coverage. Contact reveal and message generation are separate actions. Review the current access and Credit cost shown in Lensmor before confirming.

Use the same research criteria when comparing shows

• Write the objective. Separate a sales-meeting campaign from brand visibility, partner discovery, or customer engagement. Each objective may need a different audience.

• Use a consistent company profile. Reuse compatible Target Group filters across shows, then review the actual companies and available sources at each event.

• Check available coverage. Inspect the preview and access options before paying. A sparse result may reflect your filters or Lensmor's current coverage, not a small real-world audience.

• Include your own operational constraints. Add travel, booth costs, sales capacity, and historical performance to your evaluation outside Lensmor.

Step-by-step workflow

1. Compare relevant shows. Search events by industry, region, and dates. Review available company coverage and source evidence alongside your own costs, objectives, capacity, and prior performance before committing event budget.

2. Define the campaign audience. Open Exhibitors and apply filters compatible with your ideal customer profile. Save reusable criteria through Target Group → Save as new. Review results for each event rather than assuming the saved group always has matching accounts.

3. Prepare the sales brief. Open Attendees to identify relevant roles within suitable companies. Review Source evidence, select useful contacts, and reveal only needed details. Record why the account belongs in the campaign and what sales must still verify.

4. Coordinate execution and learning. Export selected records or use a configured integration. Set ownership in your CRM, agree the invitation timing with sales, and use your existing tools for sending and scheduling. Track replies, meetings, and opportunities to improve the next event plan.

For the detailed controls, see Work with Exhibitors and Attendees and Save and Reuse Target Groups. Follow Reveal and Enrich Contact Data and Export Contacts when activating your shortlist.

What to prepare

Prepare event, target segment, account-fit rationale, source evidence, contact role, sales owner, campaign context, and next action.

Turn research into a campaign brief

Prepare the event objective, audience criteria, selected accounts, relevant people, source evidence, invitation angle, owner, and timing. Agree which team owns outreach and which team records responses before exporting.

After the campaign, review replies, confirmed meetings, and subsequent opportunities in your CRM. Do not use unlocked or exported contact counts as a substitute for event return on investment.

Common questions

Can I compare the same audience across several events?
Yes. Save compatible criteria in a Target Group and apply them to each event. Review both coverage and the resulting matches; a saved group does not unlock data.

What if the event information looks outdated?
Use Request update on the event page. Review available data again before committing to a contact-selection or paid action.

Example

For one industrial show, select manufacturers that fit a specific product offer and brief sales on the operational question to ask. Expand only after reviewing the initial responses. This is an illustrative workflow, not a customer result.

Check the evidence and limitations

Exhibitor sources connect companies to events. Signals reflect public event-related activity, not confirmed registration. Visitors are organizer or data-partner records where available. Historical attendance and enriched contacts do not establish future attendance, interest, or purchase intent. Review the attendee source guide before making claims in outreach.

Lensmor supports audience research and contact preparation, not registration, booth logistics, onsite operations, automatic invitations, or campaign attribution.

Discuss your workflow

Need help applying this workflow to your event and target audience? Book a 30-minute Lensmor demo. Bring one event, your target profile, and the outcome you want to prepare.

Explore the Event Marketers solution on the Lensmor website.