Event: AWS London Summit 2025
Client: AWS Community Summit (ComSum)
Service: Strategic Event Attendance
Result: 90 Ideal Customer Profile (ICP) Leads in 6 Hours

The Challenge

ComSum is the UK’s largest independent AWS community, they wanted to make every
minute of the AWS London Summit count. With thousands in attendance, the mission was
clear:

● Raise visibility.
● Drive new memberships.
● Open high-value sponsorship conversations.

All without a booth, and all in just six hours.

Our Approach

We trained and deployed two professional Event Attendance Representatives within 72
hours. Their job? Engage the right AWS ecosystem stakeholders through conversational
strategy, not sales tactics.

Armed with a sharp brief, QR codes, and compelling one-pagers, the reps were ready to:
● Qualify leads for individual membership and partner sponsorship
● Engage with decision-makers at SIs, GSIs, and ISVs
● Escalate warm sponsorship leads directly to the ComSum leadership team

The Execution

● Team: 2 event reps trained and activated in 72 hours
● Time on Floor: 6 hours
● Tactics Used: Conversation-led approach, tailored call-to-actions, real-time handoff

They used openers that sparked meaningful connection:

“Are you currently involved in any AWS community groups?”

“Would expanding your AWS partner connections be valuable for you?”

And they delivered clear next steps to drive momentum:

“If this feels aligned, I’ll introduce you directly to Sophie, our sponsorship lead.”

The Results

● 90 qualified ICP leads captured across alliance, marketing, partner, and tech roles
● Live handoff of sponsorship conversations to leadership team
● Team fully trained in 72 hours
● Widespread awareness of ComSum’s membership and sponsorship opportunities

The Takeaway

ComSum didn’t just show up, they scaled up.

By combining strategic outreach with sharp messaging and a community first approach, this
activation delivered real growth opportunities in record time.

When you define it, we make it happen.

Ready to transform your next event into a lead-gen machine? Let’s make it happen.
ready@defineitagency.com