How Does TPG Improve Targeting for Event Campaigns?
The Pedowitz Group (TPG) helps you move from broad, activity-driven event promotion to precise, outcome-focused targeting. By aligning ICP, buying groups, and intent signals with a governed HubSpot data model, TPG ensures your event campaigns reach the right accounts, roles, and stages—so every invite, ad, and follow-up works harder toward pipeline and revenue.
Weak event ROI often starts with weak targeting: lists that are too broad, segments that don’t reflect your ICP, and invites that treat every contact the same. TPG fixes this by building an event-targeting operating model in HubSpot—standardizing ICP definitions, campaigns, properties, and workflows so you can consistently put the right message in front of the right people for each event.
Where TPG Elevates Targeting for Event Campaigns
TPG’s Targeting Framework for Event Campaigns
TPG turns event targeting into a repeatable, data-driven process rather than a one-off list pull for every campaign.
Define → Design → Build → Activate → Measure → Refine
- Define the strategic audience: We clarify who the event must influence—by ICP tier, industry, region, lifecycle stage, buying role, and product focus—so your targeting aligns with revenue objectives, not just attendance.
- Design the data model for targeting: TPG maps the properties, lists, and objects needed for targeting—account tier, persona, segment tags, engagement scores—and configures them in HubSpot so they’re reliable and reusable.
- Build dynamic segments and suppressions: We create smart lists, account views, and suppression lists that automatically update as contacts and accounts change, ensuring each event’s invite pool stays current and high-quality.
- Activate across channels: Target segments are synced into email, ads, sales sequences, and ABM plays so the same audience logic powers every touch—not just the invite email.
- Measure targeting effectiveness: TPG sets up dashboards to compare segment-level registration, attendance, pipeline, and revenue, so you can see which audiences and offers actually work.
- Refine and promote winning patterns: The best-performing audience/event combinations become standard playbook entries, reducing the time needed to plan targeting for your next campaign.
Event Targeting Maturity Matrix
| Dimension | Stage 1 — Broad & List-Based | Stage 2 — Rules-Driven Targeting | Stage 3 — TPG-Optimized Precision |
|---|---|---|---|
| Audience Definition | “Anyone in the database” or simple geography/job title filters. | Some ICP criteria; basic personas and tiers defined. | Clear ICP, tiers, and buying groups tied to each event type and goal. |
| Data & Properties | Limited or inconsistent fields for targeting. | Key properties exist but aren’t consistently used. | Governed properties and standards maintained by RevOps and TPG. |
| Segmentation Approach | Static exports; lists rebuilt manually for each event. | Mix of static and dynamic lists; some automation. | Fully dynamic segments and suppressions driving multi-channel activation. |
| Channel Alignment | Email and ads use different targeting logic. | Some shared segments across a few channels. | Unified audiences across email, ads, and sales from one HubSpot model. |
| Performance Insight | Limited view of which audiences work. | Some reports by list or industry. | Segment-level ROI dashboards feeding back into the event playbook. |
Frequently Asked Questions
What does “better targeting” for event campaigns actually mean?
For TPG, better targeting means fewer but better-fit invites: aligned to your ICP, buying roles, and intent signals. That leads to higher-quality registrations, more valuable conversations, and better pipeline per event—not just bigger lists.
How does TPG use HubSpot to improve event targeting?
We configure properties, lists, workflows, and campaigns in HubSpot so ICP, behavior, and buying groups can be used directly in segmentation. Target segments feed email, ads, and sales plays from one unified model instead of disconnected tools.
Can TPG help with both net-new and customer event targeting?
Yes. TPG designs separate net-new, expansion, and customer marketing targeting patterns, with appropriate suppression and messaging rules so each audience receives contextually relevant invites and offers.
How quickly will we see impact from improved targeting?
Many clients see higher registration and better-fit attendees in the first 1–2 event cycles after targeting changes go live in HubSpot. Over time, dashboards make it easier to double down on the best audiences and retire low-performing segments.
Let TPG Level Up Targeting for Your Event Campaigns
TPG turns your event program into a precisely targeted growth motion by aligning ICP, data, and HubSpot configuration—so every campaign reaches the accounts and people most likely to convert.