How UBMe turned cold outbound into their #1 pipeline source for North American event organizers.
UBMe Inc. is a B2B event engagement platform used by venues, conferences, and large-scale gatherings to power attendee interaction. They needed a repeatable way to get in front of event and conference organizers across North America — without burning a seven-figure marketing budget.
Reaching event organizers is hard. They're busy, fragmented, and rarely on the obvious channels.
UBMe's product is a clear win for any organizer running a mid-to-large event — but their target buyer (event directors, conference producers, venue marketing leads, university event offices, sports & entertainment operators) doesn't sit in any one database. They're spread across associations, trade groups, and independent production companies, and most of them ignore templated outbound on sight.
The internal team had been running ad campaigns and attending trade shows with mixed results. Inbound was inconsistent, and their two-person sales team didn't have the bandwidth to also own prospecting. Pipeline coverage was the bottleneck blocking the next stage of growth.
A multi-channel outbound engine purpose-built for the events vertical.
We started with a two-week sprint: a deep ICP workshop with UBMe's founder and head of sales, a competitive teardown of how event-tech companies position, and a fresh look at why their best-fit accounts were closing. Three buyer segments fell out: independent conference producers, mid-market venues, and university event offices.
For each segment we shipped:
- A custom-built, triple-verified prospect list — pulled from association directories, LinkedIn, and event-specific data sources, not generic B2B databases.
- Dedicated sending domains and a fully warmed inbox cluster, so UBMe's primary domain reputation stayed untouched.
- Hand-written 5-step email sequences that referenced the prospect's actual upcoming events and the kind of attendee experience problems UBMe solves.
- A LinkedIn touch layer to reinforce the email cadence on the buyers most likely to respond.
- Live reply handling by trained SDRs who booked qualified meetings straight onto UBMe's calendar — and gracefully nurtured everyone who said "next quarter."
Outbound went from a side experiment to UBMe's #1 source of new pipeline.
Within 14 days of launch, the first qualified discovery calls were on the calendar. By month three, outbound was producing consistent volume across all three ICP segments — with show-up rates in the mid-80s and booked-to-closed conversion above 20%.
By month six, TGAND-sourced outbound accounted for 62% of new pipeline and $1.4M in qualified opportunities — including multi-event annual contracts with several mid-market venues and a flagship university partnership.
UBMe's internal team shifted from cold outreach to running real discovery calls with high-intent prospects, and the founder got his weeks back to focus on product and partnerships.
"TGAND figured out how to talk to event organizers in a way that actually got them to reply. It went from us chasing leads to having a real pipeline of qualified meetings every week — and the show-up rates speak for themselves."