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Case Study

How Armox turned MWC 25 noise into net-new revenue for an IT Consulting Firm

“In past years MWC felt like a blur. We’d talk to hundreds of people and come home with a handful of leads. This time our calendars were so packed we literally had to turn meetings away.” — Account Executive
🎯
440
Leads Contacted
🎯
30
Positive Replies
🎯
65000
Fast Closed-Won Reveue

Background

Our customer, an IT Consulting Firm had almost given up on industry conferences.

“We’d leave with a pocket full of business cards and no real pipeline”

Mobile World Congress 25 in Barcelona was different. As a fast-growing IT consulting firm focused on cloud and AI integration, they knew MWC’s 100.000 plus attendees included exactly the CIOs and innovation leads they needed to reach.

We propouse to design a hyper-targeted outreach campaign that would:

  • Schedule 1-to-1 meetings on-site.
  • Capture real-time feedback on buyers’ top priorities.
  • Close at least one new project directly at the show.

1. Sourcing the right leads

MWC have an app with attendees and calendar difficult to navigate and does not publish an attendee list as per se, so Armox built one from scratch:

  1. Data scrape: We pulled every LinkedIn and X post mentioning “#MWC25”, “4YFN” and related hashtags.
  2. AI relevance filter: A GPT-4o classifier separated genuine “See you at MWC” posts from generic news shares.
  3. Contact enrichment : Clay added emails and job data.

Result: 10.020 verified attendees with full contact records in 48 hours.

2. ICP qualification at scale

Our customer sweet spot:

  • Digital-first industries (telecom, fintech, mobility).
  • Job titles VP Engineering, Head of IT, or CIO.
  • Europe more points.

We enrich with Clay the prospect’s firmographic data and create a prompt that scored fit from 1-to-5. Only scores 4-5 moved forward, leaving 440 high-value targets.

3. Copy that cuts through the Line

For Armox Copy is really important. For that reason, Armox wrote a three-touch sequence:

  • Email 1: Short invite referencing the prospect’s own post.
    “Hi {{firstName}}, saw your note about launching {{postTopic}} at MWC 25. I’ll be in Hall 5 on Tuesday and would love five minutes to swap ideas on {{depending on the lead role and interest}}.”
  • Email 2: Agenda + customizable meeting slots.
  • LinkedIn DM: Some days before with casual tone.

Personalization variables flowed naturally because our prompts rewrote each {{postTopic}} into conversation-ready phrases.

4. Armox growth stack

  • Clay handled personalization merges.
  • We sequenced email + LinkedIn
  • Segment sync sent positive replies directly to a meeting-booking calendar.

The campaign launched a week before MWC opened to keep momentum high.

Outcomes

Metric Result
Emails sent 428
Open rate 71 percent
Positive replies 30
Projects closed at MWC 1 (annual value ≈ €65 000)

Our customer summed it up:

“Armox turned a conference we dreaded into on of our best Q1 pipeline source. The buyer intel alone will shape our roadmap for months.”

Want similar results at your next conference?

Armox combines data scraping, AI qualification, and conversion-focused copy to turn crowded events into tangible revenue. Let’s talk about your upcoming conference.