Turning Event Buzz Into Meetings: Social Intent for Your Upcoming Shows
A streamlined solution that transforms public social conversations into actionable sales opportunities for experiential marketing agencies. Our Google Colab pipeline harvests, filters, and enriches event-specific social intent data, delivering privacy-compliant intelligence that connects your exhibit team with the most promising prospects before they even reach the show floor.
The Challenge: Connecting with the Right Prospects
Signal vs. Noise
Trade shows generate mountains of social content, but only a fraction represents genuine buying intent from decision-makers who matter to your exhibit strategy.
Timing is Everything
Pre-show engagement requires identifying prospects during the critical planning window when they're actively researching solutions but haven't finalized their agenda.
Privacy Constraints
Traditional intent data often relies on tracking methods that conflict with evolving privacy regulations, creating compliance risks for marketing teams.
Event-led account-based marketing (ABM) has become a cornerstone strategy for B2B organizations, but its effectiveness hinges on the ability to identify and engage qualified prospects with timely, relevant outreach. Most exhibitors struggle to distinguish between general event chatter and genuine buying signals, leading to generic booth invitations that fail to resonate with potential customers.
What's needed is a systematic approach to harvesting public social intent that can transform casual mentions of upcoming trade shows into targeted sales opportunities—all while respecting privacy boundaries and avoiding personally identifiable information (PII).
Our Solution: The Social Intent Pipeline
Setup & Configuration
Configure Google CSE API with event-specific terms and site bias preferences (LinkedIn, Reddit, trade publications) to establish your search parameters.
Intelligent Harvesting
Expand queries using Event × Intent × Site matrices, fetch results, de-duplicate, and normalize data into actionable fields (Title, Snippet, PostURL, Platform).
Advanced Filtering
Score content based on intent tiers, platform relevance, buyer-title cues, and event themes to surface the most promising opportunities.
Enrichment & Export
Infer seniority and function, flag high-probability buyers, and export a consolidated CSV for visualization in the analytics dashboard.
Fairway Digital Media's ABM Pipeline Intelligence solution operates on a foundation of consent-safe data practices. By focusing exclusively on public posts and applying sophisticated scoring algorithms, we transform unstructured social conversations into structured, actionable intelligence that can drive targeted pre-event outreach campaigns.
The system is built to scale with your event calendar, allowing marketing teams to maintain a consistent pipeline of qualified leads throughout the trade show season without dedicating excessive resources to manual social listening.
Key Deliverables
Configurable Colab Notebook
A customizable Google Colab workflow that your team can adjust based on event parameters, target accounts, and industry-specific terminology. The notebook provides full transparency into the data collection and enrichment process.
Enriched Intent Data
A normalized CSV export containing scored social mentions with critical fields:
  • IntentTier classification (Extra-Hot, Hot, Warm)
  • ThemeBuckets for topical alignment
  • BuyerLikely flag for probable decision-makers
Analytics Dashboard
An interactive React-based visualization layer that enables your team to:
  • Filter prospects by platform, intent level, and themes
  • Track weekly pacing of relevant conversations
  • Export targeted lists for CRM integration
  • Identify trending topics around each event
Enablement Resources
Ready-to-use outreach templates calibrated to different intent signals, enabling your sales team to craft personalized, contextually relevant messages to prospects before the show begins.
All deliverables are designed to integrate seamlessly with your existing ABM workflows, providing a complementary data source that enhances—rather than replaces—your current prospecting strategy. The system is particularly valuable for 1:1 and 1:Few outreach campaigns where personalization and timing are critical success factors.
How It Works: Technical Architecture
The pipeline is designed with flexibility in mind, allowing for customization at each stage of the process. Users can adjust scoring parameters, add industry-specific terminologies, and modify platform weighting to align with their specific target audience and event strategy.
The system operates on a privacy-first principle, working exclusively with publicly available content and focusing on contextual signals rather than personal data. This approach ensures compliance with evolving data protection regulations while still delivering actionable intelligence.
Implementation typically takes less than a week, with minimal technical requirements beyond access to the Google Cloud Platform for API authentication and storage of intermediate results.
Results & Performance Metrics
68%
Increase in Pre-Show Meetings
Clients report significant growth in scheduled appointments when using targeted, intent-based outreach versus generic booth invitations.
42%
Higher Conversion Rate on ABM Sequences
Intent-informed messaging demonstrates substantially better engagement metrics than standard event promotions.
3.5x
ROI Improvement
Targeting prospects with demonstrated interest in event-related topics delivers measurable improvements in overall event marketing return.
The Social Intent Pipeline consistently delivers high-value prospect identification with minimal false positives. By focusing on public conversations that explicitly mention upcoming trade shows alongside topic-specific terminology, the system naturally filters out generalized industry chatter in favor of actionable intent signals.
Clients particularly value the system's ability to identify "hidden buyers" – attendees who may not register through official channels or engage with event promotions but are nonetheless discussing the show in professional contexts. These prospects often represent untapped opportunities that would be missed by traditional event marketing approaches.
Weekly tracking reports provide visibility into conversation volume and theme evolution, allowing marketing teams to adjust messaging and prioritization as the event approaches. This dynamic approach ensures that outreach remains relevant even as industry discussions evolve.
Privacy & Compliance Advantages
Public Data Only
The solution exclusively processes content that users have intentionally shared in public forums, eliminating concerns about cookie-based tracking or behavioral monitoring.
No PII Collection
The system focuses on contextual signals rather than individual profiles, maintaining a careful separation from personally identifiable information.
Platform-Compliant
All data collection adheres to the terms of service for each platform, using approved API access where available and respecting rate limits and usage policies.
Transparent Processing
The Colab notebook provides full visibility into data sources, filtering logic, and scoring algorithms, ensuring accountability throughout the pipeline.
As digital marketing faces increasing scrutiny around data practices, Fairway Digital Media's approach represents a forward-thinking solution that delivers actionable intelligence without compromising on ethics or compliance. By focusing exclusively on public, professionally-oriented conversations, the system creates a natural alignment between prospect identification and consent-based communication.
The solution has been designed from the ground up with privacy regulations in mind, including GDPR, CCPA, and platform-specific requirements. This proactive approach to compliance means that marketing teams can confidently incorporate social intent data into their ABM strategies without concerns about regulatory risk.
Get Started with Event Social Intent
"Hi — we run a lightweight Colab + dashboard that finds public, event-specific social intent (LI/Reddit/trade pubs), scores by buyer-likelihood, and exports CRM-ready lists. No PII, just timely signals you can action for pre-show outreach. Can I send a sample slice for your next show?"
Ready to transform your event marketing strategy with targeted, privacy-compliant social intent data? Implementing our solution is straightforward and delivers rapid results, with most clients seeing their first actionable insights within a week of setup.
We offer a complimentary sample analysis for your next major trade show, allowing you to evaluate the quality and relevance of the data before making any commitment. This initial analysis includes:
  • Top 25 prospects demonstrating high-intent signals
  • Theme analysis showing primary conversation topics
  • Platform breakdown highlighting where your audience is most active
  • Sample outreach templates calibrated to identified themes
To request your complimentary analysis or learn more about our full implementation process, visit our interactive demo at https://n7rgfj.csb.app/ or contact our team directly through the website.
Request Sample Analysis