Every event calendar brings its own pressure points. The sales team needs exhibitors to call. Marketing needs a database that's ready before launch. Registrations need a lift with weeks to go. Pick the one that sounds most like you this month.
Not sure where you fit? That's normal. Most clients start with one question and discover two more. Start with an Audience Reality Check →
Which organisations should our sales team be talking to?
Your exhibitor and sponsor pipeline is only as strong as the list behind it. We research the organisations that fit your event, find the decision-makers inside them and prioritise who your sales team should approach first, including companies exhibiting at comparable shows.
Find your next exhibitors →How much of our market do we actually reach?
Your database isn't your market. Using our Universe Map (Umap), we build your total addressable market, overlay the audience you already have and show you exactly where your coverage is strong and which organisations are missing.
See your market coverage →Can we trust the audience data we already have?
Your database has years of value built into it. We assess how healthy and usable it is today, show you what's working and what needs attention, then validate, correct and fill the gaps so your team can use it with confidence.
Check your Audience Health →Is our database ready for launch?
The weeks before a campaign go live are no time to be fixing data. We get your visitor and prospect data campaign-ready ahead of launch, then build fresh, relevant contacts where you need more reach, so every send goes to people who matter.
Get campaign ready →Who exactly are we talking to?
Knowing your audience by persona, job function, seniority, sector and organisation type changes what you can do with it. We categorise and segment your contacts using your own taxonomy or ours, so targeting, personalisation and reporting to sponsors become simple.
Know your audience →How do we keep our audience in good shape all year?
Audience data changes constantly, and your marketers have better things to do than fix it by hand. We clean and enrich registration data before it reaches your CRM, keep records current between events and act as your outsourced audience team.
Keep your audience current →Tell us what you're trying to achieve. We'll work out what audience you need, assess what you already have, identify the gaps and build what you're missing. We don't just give you the data. We tell you what it means.
Start anywhere. Most clients come to us with one question, and we help them answer the next one too. Then we repeat it every event cycle.
From exhibitor sales a year out to registration data after the doors close, we know where your audience pressure points fall and plan around them.
We don't hand you a report and walk away. We find the gaps, then do the research, fixing and building needed to close them.
We start with the audience you need, not a list we already have. Every project is shaped by your event, your market and your goals.
Our tools give us speed and scale. Our researchers and quality control give you confidence in what comes back. Already using Clay, Apollo or your own CRM? Good. We work alongside them.
“Their expertise and dedication have significantly contributed to the success of our events, as evidenced by the notable increase in pre-registration numbers and overall attendance at our 2023 show.”
Richard PeglerFounder & MD, Media Connexions
“They have a good understanding of the industries we operate in, meaning that we can give them very detailed briefs, which they deliver to the exact specifications we ask for.”
Anastasija OvcinikovaData Operations Manager, Incisive Media
“Communication was provided throughout the relationship and the data was provided on time and exactly what we had asked for.”
Zoe WoosterPortfolio Marketing Manager, Montgomery Group
The Data Business helps B2B event organisers understand, improve and grow the audiences behind their registrations, exhibitor sales and sponsorship. We combine data expertise, AI and human research to assess your existing database, map your wider market, find the gaps and build what's missing.
Audience intelligence is knowing who your event reaches, who it is missing and where the growth opportunities are. It goes beyond cleaning a database: it connects your audience data to commercial decisions such as which sectors to target, which exhibitors to approach and which segments to prioritise.
Start by checking how much of your target market your database actually covers. Then make sure the contacts you hold are current and segmented by persona, and build new, relevant contacts where coverage is thin. Growth usually comes from reaching the right people you're missing, not simply mailing more of the same.
A campaign-ready database has current, valid contacts, the fields you need for targeting (such as job function, seniority and sector) and clear segments for each audience. An Audience Health assessment shows where yours stands and what to prioritise before launch.
Ideally 7–9 months before the event for visitor campaigns, and 10–12 months out for exhibitor prospecting. Registration data is best cleaned and enriched straight after the event, before it goes into your CRM.
Those tools are useful, and we're happy to work alongside them. The Data Business takes responsibility for the parts tools leave to you: defining the right audience, checking the quality of what comes back, researching what's hard to find and explaining what the results mean.
An Audience Reality Check is a short, no-obligation look at your audience data from The Data Business. It covers audience health, market coverage, the key gaps and the actions we'd recommend, so you leave with something useful whether or not you work with us.
Tell us about your event and what you're trying to achieve. We'll take a look at your audience, show you where it's strong, where the gaps are and what we'd do next. No platform to learn, no obligation.
Or call the team on +44 (0)1227 463817
