Campaign Snapshot

We used SiGMA Rome 2025 as a live demonstration of our event acceleration framework. With only two weeks to execute, we built and launched a complete omnichannel campaign designed to generate measurable traction. The results proved that a structured, utility-led approach can deliver commercial impact at speed and outperform traditional event marketing.

Over a two-week sprint, we:

• Designed and launched a complete event funnel
• Activated paid, organic, PR, and community channels
• Created a high-utility SiGMA Rome Companion Guide as one of several key assets

Our SiGMA Rome Campaign Delivered.

Strategic Context

Brands invest significantly in events like SiGMA, SBC, and ICE but struggle to convert online and on-ground visibility into tangible commercial outcomes. Large budgets, promotional campaigns, and heavy booth presence often deliver limited returns without a structured performance system behind them.

For iCatalyft, SiGMA Rome 2025 was:

• A concentration of high-value B2B decision makers in one place
• A chance to prove our event acceleration framework on our own brand
• An opportunity to show that “show don’t tell” marketing delivers measurable business value

Key constraints and realities:

• Only two weeks from decision to launch
• Highly fragmented event experience across venues, halls, and schedules
• Heavy noise from competing vendors and sponsors
• Attendees actively searching for “Rome + SiGMA” information and planning help

We did not position this as a branding exercise. We treated it as a live test of our ability to design and execute a full funnel around a major iGaming event under time pressure.

Audience and Insight

Primary audience segments

The campaign focused on attendees, and exhibitors preparing for meaningful business conversations and time-sensitive decision making during SiGMA Rome 2025.

Behaviour and insight

From past events and data patterns, we knew:

• High-intent searches for SiGMA and Rome peak in the 1-7 days before the event
• Attendees are more likely to share practical tools than promotional material
• WhatsApp groups, internal chats, and peer networks drive serious discovery
• Decision makers value anything that saves them time and reduces friction

Objectives

We defined success in clear, strategic terms:

• Prove our event acceleration capability on a compressed two-week timeline
• Demonstrate an omnichannel approach, not a single-asset campaign
• Generate measurable engagement from qualified iGaming decision makers
• Capture commercial signals that could turn into pipeline and partnerships
• Position iCatalyft as a strategic, solution-led partner in the iGaming space

Omnichannel Strategy

The campaign was intentionally built as an omnichannel system. The guide was a key asset, but it was not the entire strategy. 

Paid media

• Targeted LinkedIn campaigns
• Intent-driven Google Ads campaigns

Owned and organic

• SiGMA Rome Ultimate Companion Guide for clarity, speed, and utility
• Supporting content assets explaining how to get more value from SiGMA Rome
• Consistent messaging across website, posts, and follow-ups

Social and industry sharing

• Thought-leadership style posts from the leadership team, especially around Rome logistics, meeting planning, and event strategy
• Shares, reposts, and mentions from industry peers who found the Companion Guide useful
• Links circulating in LinkedIn posts, comments, and DMs

PR and positioning

• SiGMA Rome framed as a live demonstration of our own frameworks
• Strategic talking points used in conversations with partners, clients, and prospects during the event

Community distribution

• The Companion Guide shared on Linkedin, Telegram communities, WhatsApp groups, internal company chats, and partner channels
• Organic peer-to-peer sharing that extended reach beyond paid media

Build and Timeline

With only two weeks to execute, we used a tightly scoped build process.

Along with the campaign landing page, we developed a 5-phase event strategy guide positioned as the hero resource. Although gated, it served as a practical ally for attendees and exhibitors preparing for meetings and navigating the event more effectively.

Week 1: Strategy and build

• Refined positioning and objectives
• Mapped the funnel from discovery to conversation
• Built the landing experience and set the tracking
• Created the SiGMA Rome Companion Guide content
• Finalised creative for paid and organic campaigns
• Mapped the complete user experience, journey, and funnel touchpoints 

Week 2: Launch and optimisation

• Launched LinkedIn and Google campaigns
• Published thought leadership and brand posts
• Distributed the Companion Guide across direct and partner channels
• Collected early on-page and paid data
• Adjusted spend, creative, and CTAs for better performance
• Captured qualitative feedback from on-ground discussions

Key Results and Metrics

Funnel performance

• 5,000+ visitors to the event landing environment
• 2,000+ new users during the SiGMA campaign period
• 20,000+ tracked engagement events
• Engagement quality above 95% across major sources

Paid media

LinkedIn

• 16,000+ views
• 1,600+ clicks
• 15,000+ video views across key creatives

Google Ads

• 7,000+ impressions across high-intent search terms like “SiGMA Rome 2025”, “SiGMA Central Europe”, “SiGMA Roma”
• Strong conversion rates on multiple event-related queries

Company-level interest

Dealfront recorded 46 commercial intent signals representing 20+ qualified companies across operators, providers, platforms, and B2B technology teams engaging with the campaign ecosystem.

The signals validated the strength of our event acceleration model and confirmed that real decision makers engaged with the campaign across multiple touchpoints.

They also demonstrated our commitment to data intelligence and end-to-end user journey design.

The Role of the SiGMA Rome Companion Guide

SiGMA did not provide a unified, practical companion guide for attendees and exhibitors. We treated that as a gap worth solving.

Our Companion Guide was designed to:

• Help attendees plan routes, meetings, and time in Rome
• Reduce friction around logistics and navigation
• Support better use of SiGMA week for commercial outcomes

It started as a helpful tool. It quickly became more than that.

• It was referenced in conversations on the floor
• It was shared across teams and companies
• It became a default resource for several attendees planning their days

On the ground, our CEO, Arnav Dutta, repeatedly heard variations of:

• “I used your guide.”
• “It saved us time.”
• “This was actually useful.”

This allowed us to confidently say: “SiGMA did not have an official companion guide. We created one. And the industry adopted it.”

Others vs iCatalyft: Strategic Comparison

Typical event marketing vs our approach

Area	Typical Event Approach	iCatalyft’s Approach at SiGMA Rome 2025
Core focus	Visibility and booths	Utility, clarity, and business outcomes
Channels	One or two channels	Paid, organic, PR, social, and community
Content	Announcements and branding	Tools, guides, and decision-support content
Distribution	Brand pushing content	Peers and partners sharing useful resources
Time to execute	Months of fragmented activity	Two weeks of aligned execution
Measurement	Impressions and vanity metrics	Engagement quality, company signals, and intent
Proof	Claims and visuals	Data, company-level intent, and peer usage

What iGaming Leaders Can Take from This

For CMOs, Heads of Marketing, and decision makers in B2B iGaming, our campaign highlights a few practical takeaways: 

• Utility wins: When you solve real problems for attendees, engagement and shareability follow naturally. People share what helps them.
• Omnichannel is the real advantage: PR, thought leadership, paid media, organic reach, and community sharing work best when engineered as one system.
• Speed is not a limitation: A focused two-week sprint can outperform long production cycles when the strategy and execution are aligned.
• Community distribution matters: When resources move through internal chats, WhatsApp groups, and peer networks, they travel further than paid reach alone.
• Qualitative signals are commercial signals: Direct feedback from decision makers using the resource is proof of value and intent.
• A booth is not the strategy: A strong digital and content layer can generate more traction and attention than physical presence on the exhibition floor.

Event Acceleration Impact for Brands

For providers, platform leaders, and B2B marketing teams preparing for expos and conferences, our campaign proves what is possible with focused execution.

A model like this can help:

• Strengthen industry positioning quickly, even without long ramp-up periods
• Drive qualified engagement with senior decision makers rather than passive traffic
• Convert event participation into commercial signals and warm pipeline activity
• Maximise impact without relying solely on physical presence or high-budget production
• Build measurable outcomes around engagement, interest, and demand creation

If you’re planning your next event and want it to be more measured, more connected, and more effective, let’s talk.