The Momentous Group
A ballpark events business traded traditional media for a performance engine serving two audiences at once.
- Growth Strategy
- Audience Research & Strategy
- Paid Growth & Performance Media
- CRM & Revenue Operations
- Lifecycle & Demand Generation
The Momentous Group is an experiential events and hospitality company built at the intersection of sports and entertainment. From CaroMont Health Park, a baseball stadium it animates with marquee events, the team produces public spectacles for local fans and private corporate gatherings for its business clients.
A ballpark can be run like a growth company. That was the premise when The Momentous Group tapped EGGKNITE to build a full-funnel growth strategy spanning its internal events and its B2B hospitality clients. The program moved on three fronts at once: audience research that separated corporate hospitality buyers from local attendees, a CRM strategy with lifecycle workflows to carry each segment forward, and a shift of the media mix from traditional channels to performance digital across Facebook, Google, and LinkedIn.
Two Buyers, One Ballpark
Live events sell against a hard deadline. Every promoted date at CaroMont Health Park had a fixed capacity and a closing window, yet the media mix behind those dates was traditional. Complicating matters, the business serves two buyers who behave nothing alike. A corporate hospitality buyer plans far in advance, weighs the venue against internal stakeholders, and signs a contract. A local fan decides quickly and buys a ticket on a phone. The engagement had to honor both realities at once: build a distinct path for each buyer, and move the budget to performance channels that could carry each path through to revenue.
Two Journeys, One Engine
We started with the audiences, because everything downstream depends on knowing who is buying. Research separated corporate hospitality buyers from local attendees and gave each segment its own journey. A new CRM strategy and lifecycle workflows put structure behind those journeys, so a corporate inquiry and a fan signup each triggered follow-up suited to its value and timeline. Then we moved the media budget from traditional channels into performance digital across Facebook, Google, and LinkedIn, matching each campaign to the audience it was built to convert. The result was one connected engine, with every channel accountable to the same strategy and both audiences served at once.
Audience research split corporate hospitality buyers from local attendees and defined a distinct journey for each.
A CRM strategy and lifecycle workflows routed every corporate inquiry and fan signup into the right follow-up sequence.
Media budget moved from traditional channels into performance digital across Facebook, Google, and LinkedIn.
Each promoted event ran as an accountable campaign, measured on the leads and revenue it returned.
A Full House and a Full Pipeline
The clearest signal came from the funnel. Once corporate hospitality buyers and local attendees each had campaigns and lifecycle workflows built around how they actually buy, the program delivered a +170% increase in lead volume. The media shift proved out on the revenue side as well: promoted events at the ballpark returned an average ROAS of 2.8x, turning ad spend into a measurable input with a known return. And because both outcomes came from a single connected engine, the business now grows its corporate pipeline and its local fan base with one strategy, one CRM, and one set of channels.
A ballpark, run like a growth company. The playbook travels.
Let's grow.
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