Artificial intelligence is no longer a futuristic concept—it’s a current business imperative. That’s why IA NOW – Action Plan for Transformation, organized by SIMALCO, is set to become the leading B2B event for applied AI in Latin America.

With a clear value proposition—helping organizations design and execute an actionable AI plan in the short term—the event will stand out not only for its speakers and practical content, aimed at engaging high-level business leaders.

In addition to social media posts and banners, during this stage we organized a series of email marketing cascades to warm up our prospect base ahead of registration and to secure sponsors.

A Clear Objective: Reach the Decision-Makers

The core goal of the email marketing campaign is to activate C-level executives such as Marketing Directors, CIOs, CMOs, CTOs, and Heads of Innovation, Technology, and Transformation.

The campaign is targeting corporate profiles from medium and large enterprises across industries like technology, finance, insurance, retail, healthcare, and education.

Unlike mass-market campaigns, this strategy is built around precise segmentation and high-value messaging:

  • Free attendance by invitation only
  • Action-oriented content: focused on real use cases and results
  • Business focus: practical, scalable applications of AI
  • High-level networking: access to decision-makers and innovators




Inside IA NOW: A Program Designed to Drive Action

The event will offer a premium knowledge and networking experience, featuring content focused on:

  • Agile implementation of AI solutions in real-world business contexts
  • Data ethics, governance, and regulatory compliance
  • Generative AI: current uses and impact on operations
  • Process automation and intelligent workflows
  • Case studies from leading regional and global companies

Speakers will include representatives from Google Cloud, Microsoft, IBM, Oracle, AWS, SAP, and regional innovation leaders.

The Email Marketing Campaign: Strategic Execution

The email strategy is being rolled out in multi-phase waves designed to generate awareness, engagement, and conversions:

  • Initial teaser emails: posing the problem ("Does your company already have an AI plan?")
  • Main value emails with CTA: highlighting benefits and urgency ("Register now – Limited seats")


  • Retargeting and follow-ups: personalized based on behavior (opens, clicks, inactivity)

  • Confirmation + bonus content: reinforcing the event’s value

Each email features subject lines optimized for high open rates (“Your competitors already have an AI roadmap. Do you?”) and sharp, benefit-focused copy.

Key messaging pillars include:

"If you don’t take action, your competition will."
"What you delay today, someone else will automate tomorrow."



Target Audience and Segmentation

The campaign uses curated B2B lists segmented by:

  • Job titles (C-level, Directors of Tech, Innovation, Digital)
  • Industry verticals (Tech, Financial Services, Health, Retail, Education)
  • Geography (focus on Argentina, Mexico, Colombia, Chile, Peru)
  • Prior engagement with Simalco events or similar professional platforms

The aim is to build an audience that is qualified, interested, and action-ready, with benchmark metrics set above industry standards (open rates >30%, CTR >10%).



Conclusion: Email Marketing as a Growth Engine for B2B Events

Campaign Results. OR and CR

With four months to go, IA NOW is already setting a new standard for how AI-themed B2B events can be marketed in Latin America. By using email marketing as a strategic pillar—paired with relevant content and precise targeting—Simalco is not just filling seats; it’s convening the region’s most influential decision-makers to design the future of business transformation.

The key to the campaign’s success was the effective segmentation of the prospect database combined with an outstanding value proposition