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Case Study · Acquisition Workflow

How AutoTech turned website traffic into delegate and sponsor pipeline

With the Acquisition Workflow they turned anonymous browsing into named delegate and sponsor leads, and showed that the visitors who engaged behaved completely differently from the ones who didn't.

151

qualified leads captured

3x

more likely to visit passes and pricing

4.4x

longer time on page


Traffic is not the same as intent, and most event websites cannot tell the two apart

A conference site pulling tens of thousands of visitors looks healthy on a dashboard, but the commercial question sits underneath the traffic: which of these people are seriously weighing a pass or a sponsorship, and which are just reading the agenda.

Without a way to separate genuine intent from passive browsing, the site displays information to everyone equally, the sales team gets anonymous numbers instead of named prospects, and the visitors who are actually ready to buy are left to find the next step on their own.

The team wanted to know which of those visitors carried commercial intent, guide them to the right next step, and capture them as named leads the sales team could act on — for both delegate and sponsor revenue.

They deployed the Acquisition workflow across the website.

The Approach

Read the room, then point people to the right next step

AutoTech's website had two jobs to do at the same time: work out whether the person browsing was a future delegate or a future sponsor, and then actually be useful to them.


Two polls that separated delegates from sponsors

The Polling Agent ran alongside the main site journey, each asking visitors directly what had brought them there:

  • One was aimed at the general delegate audience and ran across the site's main traffic.
  • The other was aimed at sponsors and exhibitors, and appeared to a much smaller, higher-value slice of visitors.

Someone raising their hand as a potential sponsor is worth a very different conversation to someone comparing attendee pass prices.

Knowing which of the two you are dealing with, and what the best next step is, changes how the whole conversation starts.


An AI assistant that knew the whole event

Knowing who someone is only counts for something if you can act on it while they are still on the page.

So AutoTech deployed an AI assistant across its website, trained on its own agenda, speakers, pricing, logistics and sponsorship content. Visitors could ask it anything in plain language and get a straight answer back.

It also did more than answer: it built each visitor a personalised view of the event, pointing them towards the sessions that matched what they had actually come to find out.

Rather than leave those visitors to hunt through the site and hope they landed somewhere useful, the assistant answered them and moved them towards a clear next step.

The Operational Layer

A repeatable experience any marketer can run

Everything above was configured, launched and managed by AutoTech's own team through the Bridged Dashboard. No engineering resource, no development tickets, and no changes to the website itself.

The Knowledge Agent

The AI Assistant trained on AutoTech's own material: the agenda, the speakers, passes and pricing, event logistics and sponsorship content, along with tone guidelines so it answered in the event's own voice.

That same agenda and speaker data powered the second half of its job, building each visitor a personalised set of sessions and passes to look at, based on who they are and their stated interests.

The Polling Agent

Both polls were built the same way and differed only in who saw them and what they asked:

  • The delegate poll ran audience-wide and routed towards passes, pricing and agenda content.
  • The sponsor poll used targeted placement to reach a much smaller group and routed straight to a sponsor and exhibitor enquiry.
The Impact

The engaged visitors behaved like buyers, and the team could finally see it

Once the experience was live, the difference between users that engaged with the assistant and polls was not subtle.

Someone who used the assistant was around three times more likely to go and look at passes and pricing, at 58% against 20% of everyone else. They stayed on the page more than four times as long, 150 seconds against 34. And 89% of them came back to the site again later, where almost nobody in the other group did.

None of that had to be inferred from a model or a score. Anyone who used the assistant or answered a poll had, in effect, put their hand up, and everything they did afterwards confirmed it. AutoTech stopped having to guess which visitors were worth a conversation.

Underneath the behaviour sat the commercial proof: 151 qualified leads and 29 emails captured, including named executives from major automakers, tier-1 suppliers and technology firms. The delegate team and the sponsorship team each got a list of real people who had already shown what they were interested in, rather than a traffic report.


"[CLIENT TESTIMONIAL NEEDED]"

— [Name], [Title], AutoTech

The Results

Five numbers from the deployment

151

qualified leads captured

Named prospects from major automakers, tier-1 suppliers and technology firms, ready for the delegate and sponsorship teams to work.

3x

more likely to look at pricing and passes

58% of visitors who used the assistant went on to reach the passes and pricing page, where 20% of everyone else did.

4.4x

time spent on the page

Visitors who used the assistant stayed more than four times longer.

89%

came back to the site

Nearly nine in ten of the people who used the assistant returned later, where almost nobody who ignored it did.

41,964

website users reached

Across six months on autotechevents.com

What this means for you

Your website already knows who's ready to buy. It just can't tell you yet.

With the Acquisition workflow, Bridged reads commercial intent inside your website traffic and turns anonymous visitors into named delegate and sponsor leads.

Same traffic, clearer intent, pipeline the sales team can actually work.