Artisan V2
Performance review and what comes next.
Artisan V2
Performance review and what comes next.
Agenda
Where we started
V1 performance
Where we are now
V2, one month in
Business impact
Pipeline, revenue, cost per lead
What Ava does in V2
The outbound engine
The next $340K and beyond
Four levers
01 · Where we started
The V1 baseline.
V1 outbound, all time
24,829 total
1,060 of 3,124
82 positive replies
Top campaigns, positive response rate
02 · Where we are now
One month on V2.
V2 outbound, first month
Jun 15 to Jul 29992
Leads contacted
2,582
Messages sent
223
Connections sent, 31.8% accepted
77
Responses, 7.8% response rate
Positive responses by campaign
Positive response rate, like for like
| V1 all-time baseline | 0.87% |
| V2: FSTEC Dev campaign | 2.50% |
| V2: FSTEC Win-back | 4.80% |
Campaign detail
Three campaigns live.
FSTEC Dev campaign
ActiveFSTEC Win-back
ActiveRestaurant Leadership Conference 2027
ActiveCost per positive lead is running $14 to $20.
03 · Business impact
Business impact.
Commentary
Across Artisan V1 and V2, total commitment to Artisan was $45K, and closed-won revenue generated from Artisan is $340K as of today.
The expansion case
The next $340K and beyond.
Cold and win-back are proven at FSTEC. Four levers extend the same motion across Informa Connect.
Cross-sell the exhibitor base
One Informa in practice. An exhibitor who bought a booth is a qualified buyer for lead insights, digital media, and data products. Ava works the exhibitor list continuously instead of teams working it by phone.
Automate retention and renewals
Renewal outreach is manual across every major product today. Ava runs it as a standing play, so rebooking outreach starts the day the show closes.
Delegate and attendee recruitment
Point the same engine at delegate acquisition: past attendees, lookalikes from registration data, and adjacent titles across the largest properties.
Enrich and activate the MQL backlog
Records that never made pipeline get enriched, qualified, and pushed back into Salesforce.
Play library
Pick the right play for each Informa Connect motion.
Two of six plays are live today, both inside FSTEC.
Cold outbound
Net-new pipeline
- Exhibitor and sponsor prospecting
- Deeper ICP coverage by vertical
- Named-account campaigns
Win-back and re-engagement
Lapsed relationships
- Lapsed exhibitors
- Closed-lost re-engage
- Attendees who did not rebook
Cross-sell and upsell
Revenue expansion
- Booth to media placement
- Booth to lead insights
- Data subscription attach
Retention and renewals
Revenue protection
- Post-event rebooking
- Multi-year renewal nurture
- At-risk account triggers
Delegate recruitment
Attendee growth
- Past-attendee reactivation
- Lookalikes from registration data
- Title and seniority expansion
Signals
Intent triggers
- Job changes into target accounts
- Hiring and expansion signals
- Topic intent and social listening
Two of six plays are lit up today.
Rollout
Where this goes next.
FSTEC proved the motion. The same engine extends across the portfolio.
Today
FSTEC and Restaurant Leadership Conference. Cold outbound and win-back, run by a four-person team.
Next
Add cross-sell, retention, and delegate recruitment to the conferences already live. No new headcount required.
Then
Extend to the data and research business, media products, and the wider event portfolio. One playbook, applied per brand.