$1.2M to $1.5M Revenue. 15 Conversations a Month. 90 Days.

FPC is not your average AV company. With 13+ years engineering high-impact corporate events for Ferrari, the NFL, Sanofi, Baxter, Porsche and Mobile World Congress, they have an extraordinary track record, but their pipeline was almost entirely referral-driven.

The problem with referral-only growth is that you can't predict it, scale it or control when deals come in. When a major client's event cycle slows, so does revenue. FPC needed a proactive outbound engine to reach senior event buyers at enterprise brands, a notoriously guarded audience that is bombarded with vendor pitches.

The cold email approach most agencies use, generic capability decks sent to generic marketing contacts, had failed them before. They needed something built specifically for how corporate event decisions are actually made.

We rebuilt FPC's entire outbound strategy from the ground up, starting with who to target and why.

Signal-based targeting: We identified brands with active event programmes by monitoring for conference sponsorship announcements, hiring for event marketing roles and companies that had recently returned to in-person formats post-pandemic. This gave us a list of active buyers, not a static database of contacts.

Seniority-first prospecting: Corporate event production decisions sit with VPs of Marketing, Chief Experience Officers and Senior Event Directors, not with generic marketing coordinators. We built a targeting framework that filtered specifically for these roles at enterprise companies with €50M+ revenue and a history of high-production events.

Proof-led messaging: FPC's portfolio is genuinely elite. We led every sequence with a specific past project relevant to the prospect's industry, a pharma company received a sequence referencing FPC's Sanofi and BeiGene work; an automotive brand received references to Ferrari and Porsche. This wasn't generic name-dropping; it was showing the prospect exactly why FPC was qualified for their next event.

Infrastructure that protects reputation: Three secondary sending domains, 21 days of warmup, conservative daily send limits. Given FPC's brand equity, protecting domain reputation was non-negotiable.

Step 1: Building the ICP Around Buying Signals, Not Job Titles

The insight that changed everything: corporate event buyers don't advertise that they're in the market for a production partner. But they leave signals.

We monitored three data points: (1) companies announcing major conferences or trade show appearances in the next 6 months, (2) companies hiring for Senior Event Manager or VP Experience roles and (3) companies that had recently expanded their C-suite, new executives typically want a signature event to establish their brand internally.

This gave us a pipeline of prospects who were actively thinking about events, not one that we were hoping might be interested.

Step 2: Making the Portfolio Do the Work

FPC's client list includes Ferrari, the NFL and Mobile World Congress. That's not a list you bury in paragraph three of a cold email. We structured every first email around a single, relevant proof point:

• To pharmaceutical companies: "We engineered the production for Sanofi's recent European leadership summit. I wanted to share what we learned about running multi-timezone hybrid events at that scale."
• To technology brands: "FPC handled the AV and staging for Mobile World Congress. Given your upcoming [conference name], I thought this might be worth 15 minutes."

The formula: one relevant reference, one specific insight, one low-friction ask. No attachments, no decks in the first email.

Step 3: Protecting the Brand Through Deliverability

When your clients are Ferrari and Porsche, landing in spam is not just a revenue problem, it's a brand problem. We were militant about deliverability:

• Three dedicated sending domains, separate from FPC's primary domain
• 21-day warmup period before a single prospecting email was sent
• Daily send caps set conservatively at 25 emails per inbox
• Bounce monitoring with automated pause triggers above 1.5%

Result: zero deliverability incidents across the 90-day campaign.

The Outcome

Fifteen positive conversations per month represents a meaningful shift in how FPC goes to market. Rather than waiting for a contact to refer a new project, FPC now has an active pipeline of senior event buyers who have expressed genuine interest and $300K in new bookings in the first 90 days to prove it.