Siemens Financial Services (SFS) is a division of Siemens that offers financing solutions to its B2B customers. Industries include infrastructure, sustainable energy production, healthcare, and manufacturing. We have helped them with numerous tradeshow and event marketing projects before, including an event strategy for a global SFS conference in Dubai.

In April of 2019, SFS was the primary sponsor at the Association for Corporate Growth’s (ACG’s)  InterGrowth Conference. Representing Siemens in this industry-leading event were four divisions: Siemens IoT Services, MindSphere, Smart Infrastructure, and SFS is occupying one magnificent trade show booth space.


qualified leads


increase in trade show booth traffic


increase in brand engagement


SFS wanted to develop a tradeshow and event marketing strategy to be implemented at the ACG Intergrowth Conference. They wanted to gain more traffic to their booth, increase participation in the raffle, and gain qualified leads following the conference. Ultimately, they would like to tie together all the business units into one main theme to make it more cohesive and collaborative.

  • How to unify all four Siemens divisions with a central theme that would resonate with InterGrowth attendees?
  • How to engage attendees to take action and schedule a demo?
  • What kind of tradeshow and event marketing strategies would attract the most traffic to the booth?


Tradeshow and Event Marketing

At the ACG Intergrowth Conference, SFS sought to ensure maximum success for their event strategy by leveraging a cohesive theme across its various business units. The goal is to gain leads and qualifying ones with an eye on continued growth in the future. The strategy is meant to be used at all events, including trade shows, during the year.

Catered Tradeshow Strategy

To unify the Siemens divisions, messaging was key. We brainstormed and worked with SFS to develop the tagline, “Digitalizing Performance to Optimize Profit”. Pace Creative developed a theme and messaging that focused on Siemens as a whole, rather than just financing, with business units being presented. Siemens wanted to demonstrate its value to companies in all sectors and optimize technology for businesses.

Event Nurturing Campaign

Following the successful event, Siemens took further steps to promote digitalization by launching a post-event emailer and microsite. The site featured insightful whitepapers on IoT as well as an assessment tool that offered even more value for our customers; it also provided them with direct access to connect with one of our knowledgeable representatives.


  • SFS received substantial praise from event attendees about the look of their booth about the quality of the handouts and merchandise.
  • SFS had consistent traffic at the trade show throughout the day.
  • SFS received 50 qualified leads completed the IoT assessment survey.
  • We continue to work closely with SFS on various tradeshow and event marketing projects, as well as on other marketing campaigns.

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