Strategic planning and seamless execution for Agilent's flagship presence at the American Society for Mass Spectrometry conference in Baltimore, MD — AFO's (Agilent's Americas Field Organization) largest annual event.
ASMS represents Agilent's biggest single opportunity each year to connect with the mass spectrometry community — which meant every part of the experience, from pre-show targeting to on-site engagement to post-event nurture, had to work together.
I led strategic planning and creative direction for a "One Agilent" presence spanning a 10' x 10' show floor booth and a 5,630 sq. ft. hospitality suite, coordinating across multiple product lines and portfolios so every team told a consistent story to attendees.
Audience targeting and pre-show outreach ran through Eloqua and Salesforce, letting us identify high-value accounts ahead of the event and build a nurture sequence that started before attendees ever set foot on the show floor.
On-site, the team used ON24 and live capture tools to qualify leads in real time, which meant sales follow-up could start within days instead of weeks — a big part of why lead quality, not just volume, improved year over year.
Beyond the show floor, I planned a VIP customer event for top accounts: an evening cruise on Baltimore's Inner Harbor aboard City Cruises, giving customers a chance to connect with Agilent experts and peers outside the usual conference setting.
Limited capacity kept the guest list intentional, and coordinated shuttle logistics from the conference hotel made attendance effortless for invited customers.
Integrated marketing drives measurable business impact. A coordinated marketing strategy across campaigns, event experiences, and partner activations helped drive $10M in demand generation at ASMS 2025.
Cross-functional collaboration strengthens the event experience. Working with marketing, sales, product teams, and technology partners — including EvoSep, Newomics, ABB Robotics, and Peak Scientific — helped create a cohesive experience for attendees.
Strategic nurture turns event engagement into opportunity. Pre- and post-event marketing, combined with lead capture and follow-up, helped generate 212 leads and capture 583 new contacts at ASMS 2025.
Experiential marketing builds lasting customer relationships. With a 27% year-over-year increase in leads, ASMS demonstrated how thoughtful event experiences can strengthen customer engagement and support long-term business growth.
"Science moves forward together."