In 2020, COVID forced Odoo to cancel its annual in-person conference in Belgium, which typically drew 2,000 to 3,000 attendees. The CEO set a goal of 10,000 global registrations for a virtual replacement. I built and ran the paid acquisition strategy to get there.
The campaign led with teaser video content on Meta and LinkedIn, then retargeted 50% video viewers with registration-focused ads. Early in the campaign I spotted that LinkedIn CPLs in Latin America were running significantly higher than other regions. I split retargeting by geography and launched localized Spanish and French creative for LATAM and European audiences, which brought costs down and unlocked a new registration volume.
The event ended with 50,000 registrations — five times the original goal. It remains one of the clearest examples of what happens when you watch the data mid-flight and actually do something about it.
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Odoo's go-to-market relied heavily on in-person events to drive regional pipeline and partner engagement. I built the paid acquisition engine behind a program that scaled to 100+ roadshows per year across the US and internationally.
LinkedIn and Meta were the primary acquisition channels. I used LinkedIn for persona-targeted outreach to decision-makers and IT buyers, and Meta for broader awareness and lookalike audiences built from past registrant lists. Roughly 90% of registrations came through paid, with organic and direct playing a minor supporting role.
The program reached $1M+ in annual paid media budget and delivered approximately 3x ROI tied to downstream revenue, making it one of the most consistent pipeline drivers in the business.
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