How SuiteConnect Mexico Generated 49 Qualified Registrations for Its Business Event
NetSuite + Castleberry Media. A four-week demand generation campaign targeting CFOs and finance leaders across Mexico — exceeding its registration target by 9% and generating nearly one in every six qualified prospective customers approved for SuiteConnect Mexico 2026.
Registrations attributed to the campaign
Of the 45-registration target
Lead form submissions captured
Campaign execution window
Executive summary
Executive event marketing is fundamentally different.
Success is not measured by clicks or even by registrations captured. It is measured by the ability to attract a highly qualified audience, guide them through the registration journey, and convert interest into event attendance before a fixed event date.
SuiteConnect Mexico 2026 is an executive business event designed for finance and technology leaders to explore how organizations can improve financial management, operational efficiency, and decision-making through technology. To support the event's goal of attracting qualified attendees, NetSuite engaged Castleberry Media to generate registrations from finance decision-makers through a dedicated four-week demand generation campaign.
The campaign set out to generate 45 verified registrations. By the end of the campaign, it had delivered 49 attributed registrations, exceeding its target by 9%.
Executive events require a different strategy
Converting interest into approved registrations.
Unlike traditional demand generation campaigns, executive events introduce an additional layer of complexity. Prospects must first decide that an event is worth their time. They then need to complete a registration process that often includes validation or approval before becoming confirmed attendees. Every additional step creates friction.
At the same time, event marketing operates under a fixed deadline. There is no opportunity to extend the campaign once registration closes. For marketing teams, the challenge is not simply generating interest — it is converting interest into approved registrations before time runs out.
The engagement
NetSuite partners with Castleberry Media.
NetSuite partnered with Castleberry Media to support registrations for SuiteConnect Mexico 2026, its flagship executive event focused on digital transformation, AI and business technology. Castleberry Media was responsible for executing a demand generation campaign designed to attract finance decision-makers across Mexico.
Campaign objective
Generate 45 verified registrations attributed to the campaign within four weeks.
Duration
Four weeks
Audience & ICP
Roles
Ideal customer profile
- US$10M–US$200M annual revenue
- Mexico-based
- All industries except government
- Multinational corporations excluded
Strategic hypothesis
Three ideas behind the campaign.
Hypothesis 1
Independent industry media creates greater initial trust
Senior finance executives are exposed to constant vendor messaging. Introducing SuiteConnect through The Latin American CFO (El CFO Latinoamericano), a publication focused on finance leadership, created a more neutral and educational first touchpoint. The objective was not to replace the NetSuite brand, but to reduce the friction associated with direct corporate promotion.
Hypothesis 2
Precision outperforms raw scale
Instead of maximizing impressions, the campaign concentrated exclusively on finance leaders who matched NetSuite's ideal customer profile. Every decision prioritized relevance over audience size.
Hypothesis 3
Registration should be treated as a second conversion
Submitting a LinkedIn Lead Gen Form was only the beginning of the customer journey. Because completing the official event registration required additional action, every lead automatically received a follow-up email, a WhatsApp message reinforcing the next steps, and — if they did not complete registration — direct contact from a NetSuite partner agency. The campaign was designed to improve completion, not simply lead acquisition.
Campaign architecture
A registration journey engineered for completion.
Step 1 — Express interest
LinkedIn Sponsored Content featuring SuiteConnect speakers invited finance leaders to express interest through a LinkedIn Lead Gen Form.
Step 2 — Automated email
Immediately after form submission, each prospect received an automated email explaining how to complete the official event registration.
Step 3 — WhatsApp reinforcement
A WhatsApp message followed, reinforcing the instructions and encouraging completion — bridging the gap between initial interest and verified registration with minimal manual intervention.
Step 4 — Direct follow-up
If prospects did not complete the registration process after these touchpoints, they were contacted directly by a NetSuite partner agency to provide additional assistance and encourage completion.
Results
109% of target. In four weeks.
Clicks
Lead form submissions
Registrations attributed to the campaign
Registration target
Target achievement — 49 registrations against a 45-registration target.
Of all approved prospective customers in SuiteConnect Mexico's master registration database — generated by a single acquisition channel in four weeks.
What marketing leaders can learn
Four lessons from the campaign.
Trust can accelerate executive engagement
Corporate brands bring authority. Independent industry media can provide credibility. Positioning the campaign through El CFO Latinoamericano created a professional context that felt more educational than promotional while allowing rapid adjustments to audience segmentation and messaging throughout the campaign.
Registration deserves as much attention as lead generation
Many campaigns stop optimizing once a lead has been captured. Executive events require marketers to optimize an additional conversion stage. Designing a structured follow-up sequence helped reduce the likelihood that interested executives would abandon the registration process.
Precision creates leverage
The campaign deliberately sacrificed scale in favor of audience quality. Targeting only finance decision-makers from mid-market organizations increased the likelihood that registrations would translate into qualified prospective customers.
Short timelines reward operational agility
With only four weeks available, execution speed became a strategic advantage. Using an independent media brand enabled rapid adjustments throughout the campaign without the operational constraints often associated with corporate marketing programs.
Key takeaways
Convert qualified professionals into approved attendees.
Executive event campaigns should not be evaluated solely by the number of leads they generate. The real measure of success is how effectively they convert qualified professionals into approved attendees. Three principles can materially improve that outcome: build trust before asking for commitment, optimize the entire registration journey — not just lead capture, and focus on contribution to business outcomes rather than marketing activity alone.
Applied together, these principles enabled one campaign to exceed its registration target while generating nearly one in every six qualified prospective customers approved for SuiteConnect Mexico 2026.
What's next
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