HighRadius Turns Conference Leads Into Pipeline with 20x Meeting Growth

About HighRadius

HighRadius serves enterprise finance departments with sophisticated automation tools that streamline critical financial operations. They provide AI-powered SaaS solutions for finance functions, i.e., Order-to-Cash, Close & Reconciliation, Consolidation & Reporting, Accounts Payable, B2B Payments, and Treasury.

As a leader in the fintech space, the company regularly participates in major industry conferences and trade shows to connect with CFOs, Controllers, and finance leaders.

We sat down with Christy Rajput, Director of Marketing, and Anshul Kumar, Senior Analyst for ABM Campaigns, to find out how they leveraged Dripify to transform HighRadius’s conference ROI through strategic LinkedIn automation.

The Challenge: High Event Costs, Low Meeting Conversion

Like many B2B SaaS companies, HighRadius invests significantly in industry events, such as trade shows, conferences, and sponsored booths.

The main goal here is to generate qualified meetings with CFOs and finance leaders. However, it turned out that HighRadius’s post-event conversion process was creating a significant bottleneck in their sales pipeline. We’re talking about 2-3 meetings booked per event despite spending thousands on presence, swag, and sponsorships.

Why so low? These were the 3 key challenges:

Christy Rajput explains:

“The lack of meetings resulted in lower lead generation and eventually fewer sales opportunities. We were investing heavily in our conference presence but failing to capitalize on the interest we were generating.”

Christy Rajput

Director, Strategy & Operations, HighRadius

With high event costs and low meeting conversion, something had to change.

The Solution: Automated Event Outreach, Done Right

HighRadius rolled out Dripify across its team of 25+ people. Two main use cases:

The Workflow

Lead sourcing and segmentation:
Conference attendees, booth visitors, and demo requests were captured in Salesforce during events. These leads were then segmented based on engagement level, role, and company profile before being imported into targeted Dripify campaigns.

Campaign structure:
Rather than treating all event leads identically, the team developed distinct campaign tracks.

• Pre-event sequences — Reach out before the conference to book onsite meetings
• Post-event follow-ups — Connect with booth visitors within 24-48 hours while interest is hot
• Closed-lost campaigns — Re-engage leads who didn’t convert the first time (this became their best-performing segment)

Key Dripify Features Used

Campaign builder — Visual sequences made it easy to map out multi-touch workflows.

Team management — 25+ people using Dripify, all tracked in one dashboard.

Smart Inbox — Centralized all replies so nothing fell through the cracks.

Analytics — Real-time visibility into what’s working, what’s not.

Integration: Salesforce + Google Sheets for tracking and reporting.

The Messaging Strategy

Technology alone didn’t drive HighRadius’s results. The messaging strategy developed by Anshul Kumar proved equally important.

Anshul identified a key insight: “Keep the conversation non-salesy.” Rather than immediately pushing for demos or pitching product features, the team focused on building genuine relationships:

• Event-specific context: Messages referenced specific sessions attended, booth conversations, or topics discussed to demonstrate authentic engagement rather than generic outreach
• Value-first approach: Initial touchpoints offered relevant resources—industry benchmarks, case studies, or insights—before requesting anything in return
• Question-based engagement: Rather than making statements about HighRadius capabilities, messages asked thoughtful questions about the prospect’s current finance operations and challenges

This approach generated a qualitatively different response pattern. As Anshul noted, “We get good replies, no rude brush-offs.” Prospects engaged in genuine conversations rather than ignoring messages or responding negatively.

Results: Transforming Event ROI

The transformation was dramatic and happened faster than expected:

Quantitative Results

How Fast Did This Happen?

The results didn’t materialize overnight. As Anshul candidly acknowledges, “It took some time and effort.” But once they dialed in the messaging and workflow, results became consistent, predictable, and repeatable.

What Worked Best?

Closed-lost campaigns. Interestingly, the team discovered that their closed-lost re-engagement campaigns outperformed cold event outreach.

Leads who had gone dark. Prospects who didn’t convert the first time. HighRadius built re-engagement sequences targeting this segment, and it became their highest-performing campaign type. Why? Because these leads already knew the brand. They just needed a nudge at the right time.

Structure + Patience = Machine

The impact went beyond the numbers. Dripify changed how the HighRadius marketing team works day-to-day.

Anshul’s take on Dripify:

“Dripify wasn’t love at first sight, but give it the right structure and patience, and it quietly became a powerful lead generation machine.”

Anshul Kumar

Senior Analyst, HighRadius

That quote is important. Indeed, there was a learning curve, and it took time to figure out the right messaging, the right sequences, and the right follow-up cadence. But once they did, the system worked.

When meeting bookings multiplied, leadership took notice. According to both Christy and Anshul, the visible results helped secure additional budget and earned recognition for the marketing team’s contribution to pipeline development.

The Bottom Line

HighRadius turned conferences from expensive guesses into predictable pipeline generators.

Key Learnings and Best Practices

HighRadius’s experience implementing LinkedIn automation for event outreach revealed a whole bunch of useful insights: