Turn buying signals into qualified sponsorship and exhibitor pipeline.
Your next sponsor or exhibitor just left an online trail. I build the systems that find them before anyone else does.
New customers I've helped deliver for clients
Most B2B outreach is noise aimed at the wrong people.
At any moment, only a fraction of your target sponsor and exhibitor universe is actually ready to buy. The other 95% aren't ignoring you because your pitch is bad. They're just not there yet.
The signals are already out there. A new CMO just joined a FTSE 350 you've been chasing. A fast growing scale up just raised a Series B and needs stand space to recruit. A competitor show just lost a key exhibitor. You just aren't looking.
I find the accounts who are ready, whether they're buying floorspace or sponsorship, and get you in front of them before your competitors do.
Your market right now
In market
5%
Ready to buy floorspace or sponsorship. Your real audience.
Not ready yet
95%
Background noise. Where most outbound burns budget and goodwill.
5%is your real audience.
Signal Engine finds them →
Results driven
Pipeline Generated
Brands Worked With
Average Pipeline Growth
Most teams chase titles. I chase moments.
What most event sales teams track
- Job title & company size
- Industry & geography
- Email opens
- No signal on timing
- No way to identify who's just hired a new marketing leader
- No monitoring of competitor show activity
- No funding or hiring signals
What Signal Engine tracks
- New CMO, VP Marketing, and Head of Marketing hires across your target account universe
- Series A and Series B funding announcements. Budget available, mandate to scale
- Competitor show exhibitor lists. Already spending on events
- Hiring surges. Organisational momentum signals
- Lapsed sponsor trigger events such as new leadership, new funding, new products
- LinkedIn activity: posts about pipeline, growth, market expansion
- Custom: company filings, AEO/EN awards, product launch announcements
Typical outbound
Signal Engine
Where the signals come from
LinkedIn activity
Job changes, company posts, event attendance and content engagement.
Funding and hiring
Series A and Series B rounds, headcount growth, new marketing and commercial hires.
Competitor activity
Exhibitor lists from rival shows, AEO/EN nominations, industry event attendance.
Lapsed account signals
New leadership, resolved funding gaps, product launches. The right moment to reengage.
Slot it in. Start anywhere.
Start from wherever you are. Each service is designed to slot into what you've already built.
- Step01
ICP and Positioning
Know exactly which sponsors and exhibitors to target, and what to say to them.
- Messaging framework covering sponsor personas, buying triggers, and competitive differentiation
- Show level narrative and outreach positioning
- Ready to use across email, LinkedIn, and phone
- Step02
Signal Setup
Build the system that tells you which sponsors and exhibitors are in market right now.
- Signal framework and playbook tailored to your show's target account universe
- Signal architecture live and monitoring your ICP continuously
- Scored account list updated in real time so your team knows who to call today
- Step03
Build TAM
A precision targeted list of every sponsor and exhibitor worth going after.
- Named account list with contact level data (CMO, VP Marketing, Head of Strategic Partnerships)
- CRM upload with ABM stage as source of truth
- Aware, Interested and Evaluating stages set and ready to trigger sequences
- Step04
Activation
Outbound live, sequences running, pipeline moving.
- Email infrastructure set up if needed: domains, mailboxes, SPF, DKIM, DMARC
- LinkedIn profile setup and outreach automation if needed
- Three to four step sequences mapped to signal triggers, each message referencing why this account, right now
- Step05
Reporting
Know what's working, every single week.
- Weekly metrics: meeting booked rate, meetings booked, pipeline generated, cost per meeting
- Testing and learning documented so performance compounds show over show
Ivor Colson
Founder · operator
You get me. Not an account manager, not a junior.
I specialise in B2B events businesses, having worked across some of the largest brands in the world, including Techoraco (ITW, Capacity, Datacloud), Invisso (Global ABS, ABS East), and Euromoney Conferences.
Beyond events, I helped double revenue as Head of Marketing at Driftrock, and built the growth foundations at Tokeny Solutions that led to its acquisition by Apex Group.
I now build signal driven outbound systems for B2B event organisers. Finding the sponsors and exhibitors most likely to buy floorspace or sponsorship packages, reaching them at the right moment, and handing you a system you own and control.
£50M+
pipeline
60+
brands
Get your free signal plan.
Hop on a call with me. We'll cover your ICP and current outbound. I'll send you a personalised document of signal ideas you can act on straight away, whether you work with me or not.