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Power Your Growth
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B2B conferences require significant investment in budget, time, and team resources. Yet most event measurement still relies on surface-level metrics like booth scans or badge swipes.
These signals tell you who showed up, but not whether that presence translated into real buying intent.
What if you could target all event attendees and translate real-world presence into measurable digital behavior at the contact level? That kind of visibility unlocks intent signals traditional event tracking can’t, such as:
With these insights, events shift from passive brand moments to active intent-generation opportunities, enabling timely follow-up and more effective sales activation. To gain access to that level of visibility, geofencing becomes a critical part of your event strategy.
Geofencing lets you reach users within a defined physical radius, such as a conference venue, a hotel, or a nearby district.
Events are uniquely suited to geofencing because they offer:
Instead of guessing intent from firmographics or session attendance, geofencing captures intent from verified proximity and real-world behavior. You’re reaching buyers because they are there, in the moments that matter most. This creates a powerful combination of interest + location, which increases relevance, engagement, and downstream impact.
Not all geofences are equal. The most effective event strategies use multiple, purpose-built locations to extend reach and capture intent throughout the event lifecycle. When seeking to maximize event-focused geofencing, there are a few key areas to target.
For core event attendance tracking, you’ll want to geofence at the source, and that means the event itself, including:
These locations provide the cleanest signal of verified event participation. If a device enters this geofence, you know that the contact was physically present. This matters because a large percentage of buyers attend events without ever scanning a badge or visiting a booth. In short, geofencing will capture attendees who would otherwise be invisible.
For pre- and post-event engagement, you’ll need to expand your circle beyond the venue itself, starting with a key transport hub, the airport:
Airports are high-signal environments filled with traveling professionals. Geofencing here allows you to introduce messaging before the event begins and reinforce it immediately after it ends, precisely when buyers are reflecting on what they saw.
For extended exposure windows, think about where attendees will be staying:
Attendees spend significant downtime at hotels, including between sessions, in the evenings, and before departure. These locations extend your reach beyond the show floor without losing relevance.
For a broader but still relevant reach, think of where attendees may choose to socialize:
Event attendees tend to congregate in predictable areas outside official programming. From sponsored happy hours to exclusive networking events, conferences are a pivotal time for attendees to network while exploring the city. Take advantage of this additional reach by geofencing around more informal areas where high concentrations of ICPs are still likely.
The real power of geofencing isn’t just reach. It’s understanding why a buyer is there and responding with messaging that fits the moment.
Propensity enables it in specific and measurable ways.
Propensity enables marketers to create a virtual perimeter around an event location and detect devices that enter it. This provides verified proof of attendance, not assumptions. Many events miss a large portion of buyers who attend but never engage directly. Geofencing fills that gap and turns physical presence into a usable intent signal.
Once a device enters a geofence, targeted ads can be delivered immediately during sessions, networking breaks, or while walking the show floor. Instead of relying on pre-event hype or post-event follow-ups, geofencing allows you to align messaging with real-time behavior. The result is higher relevance and stronger engagement.
Since you are reaching buyers while they’re actively on-site and in evaluation mode, you can use geofencing to drive audiences to hotspots that matter most:
This allows you to direct traffic toward your physical location, leading to more booth visits, higher session attendance, and increased face time with interested parties and decision-makers.
Even after the event, contacts who engaged with your geofencing ads can be retargeted with:
Because geofencing captures real-world presence and Propensity reveals who engages with your ads and visits your site, follow-up is based on verified attendance and demonstrated interest, not anonymous impressions. That focus drives better performance and cleaner pipeline signals.
Events deliver the most value when they’re treated as intent-generation moments inside a broader ABM motion.
Propensity approaches events holistically:
Geofencing captures intent signals that traditional ABM can’t see. Then, ABM turns those signals into coordinated sales and marketing action. Together, they bridge the gap between physical presence and digital engagement, turning event participation into measurable pipeline drivers.
Based on what we’ve seen across event-driven campaigns, these best practices consistently drive stronger performance:
Events are among the strongest real-world intent signals available to B2B marketers. Geofencing allows you to capture that intent at the moment it happens, while ABM turns those signals into coordinated action across sales and marketing.
Together, they connect physical presence to digital engagement and pipeline impact, transforming events from isolated moments into measurable growth drivers.
If you want your events to drive revenue, not just attendance, geofencing should be a foundational part of your go-to-market strategy. Propensity brings the entire motion together, linking real-world behavior, contact-level engagement, and sales activation in one platform.
Want to see how Propensity approaches event-driven ABM differently? Explore our geofencing capabilities or book a demo to see how we turn event intent into action.
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