Reaching senior decision-makers
Senior executives are busy and heavily targeted. Generic outreach rarely earns a reply, let alone a seat in the room.
Founder-led delegate sales expertise
Delegate acquisition and managed delegate sales for B2B events.
Convertary helps B2B event teams build qualified senior delegate pipelines through focused acquisition campaigns or dedicated managed delegate sales capacity.
Right people.Right room.Real pipeline.
Illustration: a broad audience of prospects moves through research, outreach and qualification, and a smaller number arrive as organized, qualified delegate opportunities.
The challenge
A strong event needs the right audience and the right sales execution.
Building a delegate database is only the beginning. Event teams need relevant outreach, consistent follow-up, qualified conversations, and a clear path from prospect to participation.
Limited internal delegate sales capacity
Event teams are stretched across speakers, sponsors and logistics, leaving too little time for consistent delegate outreach.
Inconsistent follow-up and qualification
Interested replies go cold without structured follow-up, and loose qualification fills the pipeline with weak prospects.
Poor CRM visibility and pipeline accountability
Without disciplined tracking, it is hard to see what is moving, what has stalled and where to act before the event date.
Services
Two ways to build a stronger delegate pipeline.
Whether you need focused support for one campaign or dedicated sales capacity across your event portfolio, Convertary provides the structure and experience to support your team.
Fixed-Scope Delegate Acquisition Campaign
Targeted delegate acquisition for a defined event.
For event teams that need dedicated support researching, engaging, following up with, and qualifying the right senior audience within an agreed campaign scope.
- Typical entry
- 4 weeks
- Scope
- 1 event
- Market
- 1 primary
- Audience
- 1 delegate ICP
Clear scope. Defined timeline. Measurable campaign activity.
Convertary Delegate Sales Partner
Dedicated delegate sales capacity, managed by Convertary.
For event companies that need experienced delegate sales representatives working across longer campaigns, multiple events, or high-volume pipelines, with structured management and performance oversight.
Experienced sales execution with structured delivery oversight.
Fixed-Scope Campaign
A typical entry campaign
Scope
- Four weeks
- One event
- One primary market
- One primary delegate ICP
- Around 100 to 150 researched prospects when Convertary supplies the data
- Target of 5 to 10 qualified interested delegate conversations
Service levels
- Data AssistYour approved data, cleaned, segmented and worked through agreed outreach.
- Delegate Acquisition PilotThe standard entry campaign. Convertary researches the audience and runs the campaign.
- Full CampaignLarger lists, more segments or channels, or a longer timeline.
Pricing based on campaign scopeWritten scope before work starts
Targets depend on event value, market, timing, audience fit and approved data. They are targets, not guarantees.
Delegate Sales Partner
Best suited for
Engagements
- Longer event campaigns
- Multi-event conference portfolios
- Larger delegate databases
- Teams needing additional sales capacity
- Paid delegate campaigns
- Ongoing audience development
Pricing reflects
- Representative coverage
- Campaign length and working hours
- Markets and time zones
- Data, CRM and tools provided
- Qualification only or full paid conversion
- Reporting and management needs
Custom proposalQuoted individually for each engagement
Paid delegate conversion, calling and meeting booking are included only where they form part of the agreed scope.
How Convertary works
A structured process behind every delegate conversation.
Convertary combines event intelligence, relevant sales outreach, disciplined follow-up, and clear reporting to help your team keep qualified opportunities moving.
-
Brief
Understand the event and audience
We start with the event proposition, agenda, pricing and registration path, then define the delegate profile, target titles, exclusions and what a qualified outcome means for you.
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Research
Research and prioritize
We build the delegate list or review your approved data, validate contacts against the agreed criteria and segment by fit, so outreach starts with the strongest prospects.
-
Outreach
Execute relevant outreach
Seniority-specific messaging across LinkedIn and email, with phone where in scope, written around why the event matters to that person's role.
-
Follow-up
Follow up and handle objections
Structured follow-up keeps conversations moving. Objections about timing, relevance, budget or approval are handled by experienced people who understand the event.
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Qualify
Qualify and manage opportunities
Each conversation is qualified against the agreed criteria and tracked in your CRM or a shared tracker, with a clear owner and next step.
-
Handoff
Handoff, convert where applicable, and report
Qualified delegates are handed to your team with context, or converted where paid delegate sales are in scope. Weekly reporting shows what moved, what stalled and what happens next.
What counts as a qualified conversation
The person fits the agreed audience, understands the event basics, expresses relevant interest and agrees to a next step.
An email open, connection acceptance or generic reply does not count. An agenda request is an early signal, not a qualified outcome.
Clear ownership from day one
Before outreach begins, we agree who owns registration, confirmations and closing, which data and systems are approved for use, and what a completed handoff looks like.
Delegate Sales Partner
More than sales representatives. A managed delegate sales function.
Convertary brings together experienced delegate sales execution, campaign management, CRM discipline, and performance reporting. Your team retains event ownership while Convertary manages the agreed sales responsibilities.
- Representatives are briefed on your event, audience and approved messaging before outreach starts.
- Work happens inside your approved CRM, email and calling tools where agreed, so your team keeps full visibility.
- Performance is reviewed, coached and escalated by Convertary, not left to the client to manage.
One accountable point of contact. Daniel Farro remains your main contact and delivery owner. Representative coverage is scoped to each engagement, from one dedicated representative to a small team.
Your side
Client event team
- Event ownership
- Campaign briefing
- Approved data and systems
- Registration or closing where retained
Convertary
Delivery management
- Campaign execution oversight
- Coaching
- Pipeline review
- Quality control
- Reporting
- Performance escalation
Execution
Delegate sales representatives
- Email and LinkedIn outreach
- Calls where required
- Follow-up and objections
- Qualification
- Paid conversion where in scope
- Daily CRM updates
Outcome
Qualified delegate pipeline
- Qualified delegates
- Meetings where relevant
- Registrations where in scope
- Clear next actions
Weekly reporting loops back to your team
Pipeline visibility
Clear visibility into campaign activity and qualified opportunities.
Outreach matters, but reporting should show more than activity. Convertary tracks pipeline movement, interested delegates, key objections, and next steps so clients can make informed decisions.
- Fixed-Scope CampaignsWeekly progress updates and a final campaign report with recommendations.
- Delegate Sales PartnerWeekly performance reports, with day-to-day CRM visibility where available.
Weekly campaign reportSample campaign · Week 3
Stage overview
Pipeline movement
Key objections
- Timing and diary clashes
- Approval to attend
- Agenda relevance
- Travel
Status updates
- VP, Human ResourcesProspect · Segment AReplied
- Head of TalentProspect · Segment AInterested
- Director, PeopleProspect · Segment BQualified
Next actions
- Follow up open conversations
- Confirm handoff owner for qualified delegates
- Re-prioritize the lower-response segment
Event formats and markets
Built for B2B events where audience quality matters.
From intimate executive formats to multi-event conference portfolios, the work is the same: reach the right senior people and give them a clear reason to take part.
Executive roundtables
Small, senior rooms where every seat matters.
Private executive dinners
Invitation-only audiences with tight criteria.
B2B conferences
Delegate pipelines built around the agenda.
Industry forums
Sector audiences reached with relevant messaging.
Sponsor-led events
The right attendees for sponsor objectives.
Virtual councils
Engaged senior participants for online formats.
Paid delegate campaigns
Conversion support where included in scope.
Multi-event conference portfolios
Ongoing capacity across several events.
Markets
APAC-focused. Selectively supporting international campaigns.
Our primary markets are Singapore, Australia, Malaysia and New Zealand. Suitable projects beyond APAC are considered based on requirements, systems, time-zone coverage and delivery capacity.
Why Convertary
Built around real delegate sales experience.
Convertary focuses on the quality of the delegate conversation, not simply the number of contacts collected or messages sent. Our approach combines relevant research, hands-on sales judgment, structured follow-up, and clear accountability.
AI supports research, prioritization and reporting so representatives can manage a stronger pipeline. People do the selling, and client-facing judgment stays with people.
AreaGeneric lead generationConvertary
MeasuresContacts collected and messages sentQualified conversations and pipeline movement
OutreachHigh-volume, generic sequencesSeniority-specific messaging written for the event
RepliesPassed on unqualifiedQualified by people, with objections handled
ReportingActivity countsPipeline, objections and next actions
AccountabilityEnds at list deliveryManaged through to handoff or conversion
- 01Hands-on delegate sales expertise
- 02Seniority-specific messaging
- 03Human qualification and objection handling
- 04Multi-channel sales execution
- 05CRM and pipeline discipline
- 06Managed delivery
- 07Practical AI-assisted productivity
- 08Transparent reporting
Founder
Founded by a delegate sales operator.
Convertary was founded by Daniel Farro, a delegate sales operator with more than six years of sales experience. Built from hands-on experience in international B2B event sales, Convertary combines practical selling expertise with structured processes and managed delivery.
Daniel oversees Convertary's commercial strategy, client relationships and delivery standards, and stays close to the sales judgment on every engagement.
- 6+ years of sales experience
- Delegate Sales Manager background
- International B2B conferences
- Paid delegate conversion
- LinkedIn, email, phone and consultative selling
- Objection handling and follow-up
- CRM pipeline management
- Campaign reporting
Daniel Farro
Founder & Delegate Sales Operator
6+ yearsSales experience
B2B eventsInternational conference delegate sales
Previous in-house delegate sales
IQPC Asia and Strategy Institute
At IQPC Asia in Singapore, Daniel handled delegate sales across the FPSO portfolio, including the FPSO World Congress, followed by delegate sales at Strategy Institute.
This included developing group bookings of 20 delegates for MODEC and 20 delegates for BW Offshore across specific FPSO campaigns.
Recorded delegate bookings across those roles include:
- MODEC
- BW Offshore
- PETRONAS
- ExxonMobil
- Aker Solutions
- AstraZeneca
- Roche
- Pfizer
- Novartis
- Johnson & Johnson
How every engagement is run
Working standards that apply to both models.
- Written scope first
Deliverables, responsibilities and handoff rules are agreed in writing before work starts.
- Targets, not guarantees
We agree realistic targets and report honestly against them.
- Your data stays yours
Client data is used only for the agreed campaign. It is never reused, sold or transferred.
- Weekly reporting
Pipeline movement, objections and next actions, every week.
FAQ
Questions event teams ask.
Something not covered here? Send us your event details and we will answer directly.
A Fixed-Scope Campaign is a defined engagement for one event, market and delegate audience, with an agreed timeline, scope and handoff point. A typical entry campaign runs for four weeks. A Delegate Sales Partner engagement provides dedicated delegate sales representatives managed by Convertary, suited to longer campaigns, multiple events or larger databases. A discovery call tells us which fits.
Yes, where the data is approved for campaign use. We review, clean, segment and prioritize it before outreach. Client data is used only for the agreed campaign and is never reused, sold or transferred. Where your data is thin, we can research and build the audience.
Yes, with your approval. We can work inside your CRM, email domain, sales engagement and calling tools and log activity there, so your team keeps full visibility. If you do not have a suitable setup, we track the campaign in a shared tracker.
Yes, through the Delegate Sales Partner model. Representatives are assigned to your campaign and managed by Convertary, which handles briefing, coaching, CRM discipline, reporting and performance escalation. Coverage is scoped to your campaign, from one dedicated representative to a small team.
Yes, where paid delegate conversion is included in the agreed scope. Some engagements focus on qualification and handoff, with your team closing registrations. We agree this before work starts.
Every engagement includes weekly reporting. Fixed-scope campaigns receive weekly updates and a final campaign report. Delegate Sales Partner engagements receive weekly performance reports, with CRM visibility where available. Reports cover pipeline movement, qualified opportunities, key objections, risks and next actions, not just activity.
No. We agree campaign targets and report progress against them. Attendance, registrations, revenue and exact meeting numbers depend on factors such as event value, pricing, timing and audience fit, so they are not guaranteed.
Selectively, yes. Our core markets are Singapore, Australia, Malaysia and New Zealand. We consider projects in other regions based on requirements, systems, time-zone coverage and delivery capacity.
Fixed-scope campaigns are priced on scope: who supplies the data, audience size, channels, timeline and responsibilities. Delegate Sales Partner engagements are quoted individually, based on representative coverage, campaign length, working hours, systems, complexity and reporting needs. Every engagement starts with a written scope.
The event and its value proposition, the target audience and titles, markets, timeline, any existing data, your CRM and tools, who owns registration or closing, and what a qualified outcome means for you. If some of this is still in progress, we can work through it together on a discovery call.
Discovery enquiry
Planning an event? Let's discuss the delegate sales support you need.
Tell us about your event, audience, timeline, and current sales capacity. We'll discuss whether a focused campaign or managed delegate sales partnership is the right fit.
- Share your event detailsUse the form, email, or book a call directly.
- Discovery conversationAudience, timeline, data, tools and the sales capacity you have today.
- A clear recommendationA written campaign scope or a custom Delegate Sales Partner proposal.
Book a 30-minute call
daniel@convertaryhq.com
Convertary on LinkedIn
Daniel Farro · Founder & Delegate Sales Operator
Discuss your campaign
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