Agentforce in Action
Our CEO Xavery's Configuration Mining talk, a new product feature, was the most attended session at TDX San Francisco, Salesforce's marquee developer event, and drew enough demand for an encore on day two. I saw an opportunity to extend that momentum into an owned, premium UK event: the same talk, in front of a high-value local audience, with the brand presented exactly as I wanted it.
The challenge
At TDX San Francisco, Xavery's first public Configuration Mining talk was the most attended session at the event, drawing a standing-room crowd and enough demand that TDX handed us an encore slot on day two. That kind of signal is rare, for us and for any ISV at that scale. The question back in the UK was how to extend the momentum rather than let it fade once the conference ended.
My approach
I made the case for an owned event: take the same talk to a local audience, in a setting we controlled completely. The brand had to look its best, so I sought the most premium venue available that met my criteria, a pontoon on the water. I owned the whole build, from venue and catering to the video team and print, and ran the full invitation campaign that filled the room.
What I made
A flagship UK event built around the Configuration Mining talk, staged premium, fed by a sequenced invitation campaign and captured by a video team. A ~£20k budget owned end to end: venue £6,300, catering £7,260, video £5,200, print £382. Total £19,142.
Outcome
The invitation series reached a few thousand contacts and held strong open rates throughout, from the low twenties to the high forties percent, converting down to a full, engaged room on the day. For a premium event, the priority was always the quality of the audience, not the volume. One attendee, a senior stakeholder at a Swiss private bank, had discovered Elements through our paid LinkedIn activity and came to the event having already engaged with our CEO's content. He left having had a conversation with our co-founder about his organisation's agent experimentation programme. That conversation became a live deployment and a closed deal. The event did what it was built to do: put the brand in front of people who were ready to take it seriously.