How Pre-Event LinkedIn Testing Helped Altuent Boost Enterprise Software Leads
- Zia Reddy
- Jun 23
- 3 min read
About Altuent (Formerly TWi)
Altuent is a specialist provider of technical content and documentation solutions for global companies operating in highly regulated industries. Formerly known as Technically Write IT (TWi), the company supports clients across life sciences, tech, and manufacturing sectors by transforming complex information into clear, compliant, and user-friendly content. While Altuent offers a range of services, this case study focuses on their Enterprise Software User Adoption offering: a solution designed to help large organisations drive better uptake, understanding, and value from complex internal systems.

The Challenge: Standing Out in a Crowded Event
The team was preparing for an upcoming in-person industry event. They knew the stakes were high. Events like this offered rare face time with exactly the kind of decision-makers they wanted to reach.
They had a strong service offering in Enterprise Software User Adoption, along with clearly defined differentiators. But they were also aware of a common challenge:
How do you know what message will land before you get there?
Traditional event prep often relies on internal opinions or past templates. But the Altuent team wanted a smarter, data-informed approach: one that would reduce the guesswork and increase the odds of real connection on the day.
What We Did: Messaging Tests with LinkedIn Ads
Instead of diving straight into booth design and brochures, we paused to ask a better question:
What does our audience actually care about and how do they talk about it?
Here’s how we found out:
1. Target Audience Mapping from the Event Brochure
The event organisers shared a detailed list of attending companies and typical attendee job titles. This became our targeting blueprint. We built LinkedIn audiences around these exact profiles. No assumptions, just real data.
2. Messaging Variants Based on Pain Points
Rather than creating one hero message, we tested multiple. Each ad focused on a different pain point that target attendees might be experiencing in relation to enterprise software adoption, whether it was poor user uptake, knowledge gaps, or inefficient onboarding. The CTA, visuals, and format stayed the same, only the core message changed.
3. Paid LinkedIn Campaigns for Message Testing
Each message was launched as a separate ad, targeted to the mapped audience. We monitored clicks, engagement rates, and demographic response to see what cut through the noise.
4. Using the Data to Design the Event Presence
Once we knew which message performed best and which audience segments were most responsive, we built everything around that insight:
Pull-up banners featuring the top-performing headline
Brochures that reflected the message and language that resonated
Sales presentations that tied back to the tested pain point
Results: Best Lead Generation Event in Company History
Using this kind of enterprise software marketing strategy turned the event intothe most successful lead generation activity in Altuent’s history.
Here’s what changed:
Clear, confident messaging that had already been validated with the exact audience we were about to meet
Materials that spoke directly to what attendees cared about
A booth team that knew which problems to lead with and which ones to leave out
Instead of generic messaging, we showed up with clarity. And the difference showed in both quantity and quality of leads.
Lasting Impact of Our Enterprise Software Marketing Strategy
While the campaign was designed around a single event, the process created a replicable model:
Start with the audience
Test before you show up
Let data, not guesswork, shape the conversation
Today, Altuent continues to build marketing strategies with this mindset: use digital tools to listen first, then go all-in on what works.
Key Takeaways for Prospective Clients
If your company is investing in events, but you’re unsure whether your messaging is landing, this approach gives you an edge. You don’t need to guess what your audience wants to hear, you can find out in advance.
This kind of real-world insight can help you:
Stop relying on assumptions about what works
Shape event materials that actually spark conversations
Turn trade shows into real growth opportunities
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