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Established in 2011, LEF Marketing & Events is a full-service agency specialising in the planning and delivery of events for the IT sector. Clients include AWS, Dell Technologies, Red Hat, Broadcom and Zoom. One of the events LEF m&e delivers takes place over 15 locations across EMEA, with 14 EMEA sponsors, 300-1,200 attendees per event and 6-33 sponsors per city.
Co-ordinating sponsor requirements at this scale demands clear oversight, consistent processes and strong communication. LEF m&e was keen to find a more efficient way to manage the complexity involved in delivering a successful event series, without increasing its administrative burden.
Before Eventflow, LEF m&e managed most sponsor administration manually. Contracts, questions and assets arrived through a shared inbox, while an Excel spreadsheet was used to track each sponsor’s progress. With several colleagues managing the same email traffic, it was difficult to see who had responded, which actions were outstanding and where every sponsor was in the process.
The approach worked, but it was time-consuming and became particularly challenging on larger projects. Without a central dashboard, the team had no simple snapshot of event readiness. Colleagues were spending significant time checking inboxes, updating spreadsheets, chasing missing information and moving submitted assets into the correct folders.
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The LEF m&e team were aware of event tech solutions but were looking for something which met their specific demands. They discovered Eventflow through Event Tech Live and recognised it could offer them the solution they needed. Having reviewed broader event technology suites, the agency wanted a dedicated sponsor-management platform rather than a large collection of tools it didn’t need.
The ability to manage the platform directly was an important part of the decision. LEF m&e needed to create and update sponsor manuals, forms, content and deadlines without relying on a development team every time something changed. A dedicated URL spanning multiple events, together with dashboarding and strong reporting, were also essential requirements.
Where previous technology experiences had involved missing functionality or lengthy bespoke development, Eventflow already included the core features LEF m&e needed in a configurable, ready-to-use platform.
Eventflow gave LEF m&e a central place to manage:
“The support felt personal and the Eventflow team made things happen quickly. We always knew the status of a request, which meant our clients were never left chasing us for an update.”
Willem van Vugt, Comms, Tech & Quality Manager, LEF Marketing & Events
LEF particularly valued the speed and transparency of the Eventflow team’s support. Requests were followed up quickly and progress updates were shared in a timely manner. The relationship felt personal and practical, helping LEF m&e introduce the platform with confidence across the event series.
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Automated emails and reminders have removed the need to work through sponsor lists, check what is missing and send individual follow-ups. Assets are now submitted and stored in the portal rather than downloaded from emails and moved into separate folders.
The most tangible benefit has been time. LEF m&e estimates that sponsor management previously required around 4 hours per sponsor. With Eventflow, this has fallen to approximately 1.5–2 hours, freeing up the team to deliver more value to sponsors. Contracting and payments remain intentionally personal and manual, but reminders, asset collection, processing and reporting are now considerably faster.
“Reporting and dashboarding have been absolute game changers. The reporting tool is seen by our whole team as a significant win.”
Marty Huisman, Senior Project Manager, LEF Marketing & Events
With Eventflow, LEF m&e‘s operations team prepares manuals, forms, automations and emails. A four-person sponsorship team runs the event, using Eventflow’s reports to monitor progress and confirm that the required information has been submitted.
Automation has reduced stress as well as administration, replacing an overwhelming shared inbox with greater clarity and confidence. Standardised processes also create a more consistent experience across the event series. LEF m&e can restrict uploads to specified file types and set word counts for company descriptions, reducing incorrect submissions and avoidable follow-up. And Eventflow’s AI will now offer answers to straightforward sponsor questions, easing pressure on the team.
Introducing a new platform across 15 EMEA events required partner agencies as well as LEF to adopt it. Every detail had to be accurate and all stakeholders ready from launch. Eventflow helped establish a reliable process and bring those teams on board.
Most users adopted the platform quickly, but some initial hesitations with partner agencies made the LEF m&e team all the more determined to get it right. Thankfully, Eventflow’s intuitive functionality did much of the heavy lifting. As LEF m&e moves into its second year with Eventflow, previous information can be duplicated, updated with new content and deadlines, and prepared for the next event cycle with far less effort.
“Our clients and sponsors perceive us to be more professional. We now have the skills, the knowledge and the platform in place to deliver a truly successful event.”
Jeroen Dellaert, Sponsorship Manager, LEF Marketing & Events
Eventflow’s greatest contribution for the team at LEF m&e has been in saving time, whilst delivering a more structured and consistent delivery experience for all sponsors.
Having demonstrated Eventflow’s capabilities, LEF m&e has now identified other events where it will add value. The agency now has a scalable event platform that reduces manual work while strengthening the experience for its clients, their sponsors and partner agencies.
https://www.lefmarketing.com/
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