Industry Leadership Summit & Market Positioning Platform

Client: Procore Technologies
Location: Tottenham Hotspur Stadium, London
Scale: 162–250 senior industry attendees

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Executive Summary

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We designed and delivered Procore’s inaugural EMEA Construction Summit, bringing together senior industry leaders to address critical challenges across the construction sector while positioning Procore as a thought leader in industry transformation.

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The event achieved a 61% show rate, 96% attendee satisfaction, and successfully engaged a highly senior audience, with 40% Director-level and above.

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The Business Problem

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Procore needed to establish a stronger presence in the UK and EMEA market by:

• Positioning itself as a leader in construction innovation
• Engaging senior decision-makers across the industry
• Creating meaningful dialogue around key sector challenges

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As their first regional summit, the stakes were high:

• No existing event equity
• Need to attract and engage a senior audience
• Requirement to deliver both brand credibility and commercial value

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Failure would risk:

• Weak market positioning
• Low-quality audience engagement
• Missed opportunity to influence industry conversation
• Constraints & Complexity
• 3-month delivery timeline from concept to execution
• First-time event format in EMEA
• Senior, hard-to-reach construction audience

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Requirement to balance:

• Thought leadership
• Product visibility
• Networking

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Our Approach

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1. Strategic Event Design

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We positioned the summit as a high-value industry forum, not a traditional conference.

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Success was defined as:

• Attracting senior-level attendees
• Driving meaningful engagement and dialogue
• Reinforcing Procore’s role in shaping the future of construction

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2. Experience Architecture

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We designed the event to prioritise interaction over passive consumption:

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Content focused on:

• Industry efficiency and growth
• Cultural transformation
• Mental health in construction

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Multi-format agenda:

• Keynote sessions
• Breakout discussions
• Roundtables for deeper engagement
• 30 roundtable participants across focused discussions, enabling high-value interaction
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3. Audience Targeting & Composition

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The event successfully attracted a highly relevant and senior audience:

• 40% Director-level and above
• 35% Manager-level
• 25% other roles

This ensured strong strategic relevance and decision-making influence across attendees.

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4. Brand & Environment Design

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• Fully immersive branded environment across Tottenham Hotspur Stadium
• Strategic use of digital displays and visual identity
• Clear attendee journey and premium experience

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Delivery & Operational Excellence

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End-to-end event management including:

• Venue sourcing
• Speaker coordination
• Registration and logistics
• VIP experience and gifting
• Seamless on-site delivery despite compressed timelines
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Measurable Outcomes

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Attendance & Engagement

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• 162 attendees
• 61% show rate (strong for senior B2B audience)
• 96% attendee satisfaction score
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Audience Quality

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• 60/40 split between customers and prospects, enabling both retention and pipeline growth
• 40% Director+ audience

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Strong representation from key customer and prospect segments:

• ~60% customers
• ~40% prospects
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Content & Experience Impact

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• 60/40 split between customers and prospects, enabling both retention and pipeline growth
• 65% of attendees specifically influenced to attend due to celebrity speakers
• Strong engagement in breakout and roundtable formats

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Business & Strategic Impact

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• Established Procore’s flagship EMEA industry event
• Created a scalable platform for future summits and engagement
• Strengthened relationships across key accounts and prospects
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Audience Insights & Feedback

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Post-event feedback identified clear opportunities for future optimisation:

• Demand for the event to become annual (most requested improvement)

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Increased interest in:

• Product demos
• Customer-led presentations
• Partner involvement

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This demonstrates not just satisfaction—but appetite for deeper engagement, validating the event’s strategic value.

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Why This Worked

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This summit succeeded because it was designed as a market influence and engagement platform, not just an event.

• Content addressed real industry challenges
• Format encouraged active participation
• Audience targeting ensured senior relevance
• Delivery removed operational friction

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The result:

• Strong engagement
• High satisfaction
• Clear foundation for future growth

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‍Client Impact

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The event enabled Procore to:

• Establish credibility in a new regional market
• Engage senior decision-makers at scale
• Build a repeatable platform for industry leadership
• Expansion Opportunity

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The success of this summit creates a clear pathway for:

• Annual flagship events
• Regional activations
• Deeper customer and partner engagement programmes

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