A Codarity Market Briefing

Market briefing for Resourcing Tomorrow

Prepared for Jessica Cooper. This is research about your market and where your firm sits in it, ending in a path. It is not a proposal.

Resourcing Tomorrow
Codarity

Jessica Cooper · September 2026

What We Found

What You Have, And What It Is Not Doing Yet

Resourcing Tomorrow has twenty-four years of delivered work. Mining and resources investment specifically, rather than general business conferences. That is the part most firms in this category spend a decade trying to build, and it is already done.

Named in the research: BHP, Rio Tinto, Anglo American, Glencore

A buyer in mining and natural resources is choosing who they trust with a budget they will have to defend internally. Evidence of work already delivered is what makes that defensible, and it is the thing you have.

You are genuinely present in four places, and the reach around them is thinner than the work deserves: none of that delivery is written up anywhere a buyer can read it in the open. The work is not the problem. Being able to see it from outside is.

THE LENS FOR THIS BRIEFING: You work across mining and natural resources, financial services and the public sector. For clarity this briefing focuses on mining and natural resources. If one of the others would be more useful, we can run that too.

What we looked at

  • Your websitecontent surface published
  • Your LinkedInpublishing, though not yet on a rhythm
  • Published proofno case studies found
  • Paid channelsactive on LinkedIn, Meta and Google at time of research
  • Your categoryfirms doing comparable work in mining and natural resources
  • The buying sidewho signs off event work in mining and natural resources

The takeawayThe opportunity here is unusually large precisely because the hard part is finished. Twenty-four years of proof already exists. It has simply never been made legible to the people who have not met you yet.

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How Your Buyers Decide

The 221 Days Before They Call You

Everything after this hangs off one number. In B2B event services the gap between a buyer starting to look and a buyer making contact averages 221 days. Nearly eight months of deciding, almost all of it in private, and almost all of it before anybody picks up a phone.

5

Not looking yet

day 221 to 133

4

Researching in private

day 133 to 55

1

Building a shortlist

day 55 to 14

2

Choosing

day 14 to signature

Before anything specific to your firm, one thing about how your buyers behave, because it explains most of what follows.

The takeawayThe decision is made in the 221 days before contact, not in the pitch after it.

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Who Is Actually In The Market

Five Are Looking. Eighty-Three Are Not, Yet.

Of any hundred buyers in your market, this is the split at any given moment. Almost all marketing is built for the first five.

  • 5 in the market now, and every competitor is already talking to them
  • 12 forming a view in private, without contacting anyone
  • 83 not looking yet, and will be at some point

Where the room is

Nobody competes for them, because reaching them pays back later rather than this month. That is exactly why it compounds.

The takeawayThe five are a queue everyone is already standing in. The eighty-three are the opportunity, and they are reached earlier or not at all.

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What It Takes To Be Chosen

How Many Times They Need To See You

Across a whole buying journey, not just the marketing part of it. The bigger the contract, the more encounters it takes before anyone is ready to commit.

  • Under $25k30 to 60 days40 to 76
  • $25k to $100k90 to 180 days76
  • $100k to $500k180 to 365 days266 to 309
  • Over $500k12 to 24 months417+

Your own cycle averages 221 days. It sits inside the two middle bands, which is where most event work lands, so 221 days is the normal length of this decision rather than a slow one.

Source: syncgtm.com/blog/how-many-touchpoints-for-a-b2b-sale

And where we sit in each

  • Indirect. They encounter youLow to medium each

    Built and run. The bulk of the count. Published, advertised and measured for you, long before anyone is ready to talk.

  • Direct. You approach themHigh

    Built with you. Targeting, sequences and follow-up architecture are ours. The conversations stay yours.

  • Direct. They approach youVery high

    Caught for you. What the other two produce. Routing and speed of response are the system's job; closing is yours.

Across the 10 places we can check, you are present in 4.

The takeawayMost of that count is marketing, and almost none of it is a campaign. It is presence, sustained, for as long as the decision takes.

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Who Is In The Room

Five Seats, Never One Person

Exhibition programmes are recurring line items, so the finance seat has history with the number and a view on it.

12345One decision
  1. 1The one whose neck is outCEO · Managing Director“Is this a defensible line in next year's budget or a habit we have not questioned?”
  2. 2The one who has to run itExhibitions Manager · Head of Events“Who solves it when the machine does not clear customs in time?”
  3. 3The one guarding how it looksHead of Brand · Brand Director“Will this look like a serious engineering business or like a trade stand?”
  4. 4The one who signs itFinance Director · CFO“We have run this line for years. What is different about this number?”
  5. 5The one who has to live with itSales Director · Regional Director“Did the distributors and the buyers I needed actually turn up?”

The takeawayAnswer the question and you are on the shortlist before the brief exists.

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What Is Moving Now

Your Market, This Quarter

What is moving

177

reachable people at the seniority that signs off event work in mining and natural resources

This is the size of the reachable buying side of your market at the seniority that signs off event work. It is not a list of prospects. It is the ceiling on how large the always-on layer can usefully get before targeting has to narrow.

The takeawayThat is the ceiling on the always-on layer, not a list to work through.

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The Audit

What We Can See From Outside

Every place a buyer forms a view, and whether you are in it. Before they are looking there is no brief and no budget; while they work out what they need they are deciding what good looks like; by the time they are choosing between names, everyone competes. Scored from what is publicly visible, so it is what they would find too.

  • you are here
  • partly
  • not yet
  • cannot tell from outside

Before they are looking

  • being findable when a buyer asks an AI assistantpartly · there is a content surface for an assistant to draw on, though nothing built for it
  • being found on the questions they search months earlieryou are here · a working content surface is published
  • publishing a point of view where they already readpartly · the firm's senior people are active but in bursts rather than on a rhythm
  • appearing somewhere that is not your own websitepartly · one third-party mention found: Bronze for Best UK Conference. One is a start, not a presence
  • approaching the accounts you wantcannot tell from outside · nothing outside your business can show this. It is the first thing worth asking about

Working out what they need

  • reaching the right accounts before they are lookingyou are here · 9 LinkedIn ads running
  • staying present when they go quiet mid-cyclepartly · 10 Meta ads running, though not necessarily retargeting
  • giving them something worth an email addressyou are here · there is something behind a form
  • staying useful across a cycle this longnot yet · no route to stay in contact between briefs

Choosing between names

  • being there on a buying-intent searchyou are here · 57 Google ads running
  • published proof of delivered worknot yet · the delivery record is not readable in the open by anyone who has not worked with you
  • being able to see any of itcannot tell from outside · there is spend running, so whether any of it is attributed across 221 days is the question

The takeawayYou are properly in 4 of these 10. Work lost this way never shows up as a loss. It looks like a quiet quarter.

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What That Means For You

The Gap Is Not Where You Think

Where the decision actually gets made221 days
Where almost every firm in your category competesthe last 55

The tension is not demand. It is that interest which arrives before a buyer is ready is captured and then left alone, so it cools and comes back as somebody else’s client.

The fastest change available to Resourcing Tomorrow is not a bigger effort across everything. It is staying useful between briefs, because it is the one thing every other move depends on and the one thing currently absent. On a buying cycle measured in quarters, this is what makes you the name they already know when the brief lands. Turning up where buyers already are follows it directly, and the rest of the board is ordered behind those two.

The takeawayThis is not a pitching problem and it is not a pricing problem.

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Authority

Being Credible Before You Are Contacted

Authority is whether a buyer can satisfy themselves that you are credible without speaking to you. It is the pillar everything else borrows from.

What is missing here

Published proofQ1

On the board for Resourcing Tomorrow because the delivery record is strong and almost none of it is readable by someone who has not worked with you.

Founder-led publishingQ3

On the board for Resourcing Tomorrow because the personal profile already carries more trust than the company one, and it is being used in bursts rather than on a rhythm.

What that looks like

  • A piece for the mining and exhibition trade press on why country pavilions in London are now judged as brand statements rather than floor space, written with the teams who build themPR angle · for the one guarding how it looks
  • Jessica on one thing that went wrong on site, who picked up the phone and how fast, written for the sponsor's exhibition manager who has been let down beforeLinkedIn post · for the one who has to run it

The takeawayA buyer should be able to satisfy themselves about you without speaking to you.

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Attraction

Being There Before The Brief Exists

Attraction is how interest reaches you and what happens to the interest that is not ready to become an enquiry.

What is missing here

Somewhere for interest to landQ3

On the board for Resourcing Tomorrow because what sits behind a form today is built for buyers who are already close, and interest that is further out still has nowhere to land.

Turning up where buyers already areQ4

This runs directly behind the first move, because you are findable by anyone already looking and invisible to everyone who is not. On a buying cycle measured in quarters, the two together are worth more than either alone.

What that looks like

  • Jessica on what she changed her mind about in mining events this year, and what it means for whoever has to run a sponsor's presence on siteLinkedIn post · for the one who has to run it
  • A one page sponsorship business case template a marketing lead can take upstairs, with the measures they will be asked to defend six months later already set outLead magnet · for the one whose neck is out

The takeawayThe shortlist is formed months before anyone fills in a form.

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Automation

Getting The Hours Back

Automation here means giving you the hours back, not taking the people out. The conversations stay yours. What goes is the repetitive work stacked around them.

What is missing here

Walking into the call already informedQ1

On the board for Resourcing Tomorrow because first conversations currently start from whatever the enquiry form happened to capture.

Staying useful between briefsQ4

This is the first move, because the buying cycle here runs in quarters and there is nothing keeping you useful across it. The research is unambiguous on it: capture without nurture on a long buying cycle.

What that looks like

  • A branch for the person who says they will be asked in six months whether this was worth it, sending one usable measure of return each monthNurture branch · for the one whose neck is out
  • Company size, who owns the exhibition budget and who else from that firm has attended a previous edition, attached to the enquiry before anyone books the callEnrichment field · for the one who has to run it

The takeawayThis gives the hours back to your people. It does not replace them.

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Architecture

The Structure That Stops It Leaking

Architecture is the plumbing. Unglamorous, and the reason the other three either compound or leak.

What is missing here

Knowing where work comes fromQ2

On the board for Resourcing Tomorrow because where work comes from is not recorded consistently, so spending decisions rest on opinion.

Crediting the first touch, not the lastQ2

On the board for Resourcing Tomorrow because the long half of the buying cycle is invisible in what gets recorded, so the work that starts decisions cannot be defended at budget time.

What that looks like

  • The first thing every sponsor saw, recorded on the enquiry and read back at the December debrief instead of reconstructed from memory in JanuaryWhat to measure · for the one who has to run it
  • First touch attached to every signed sponsorship deal and held for the whole cycle, from London in December through to Hong Kong in April, never overwritten by the final clickWhat to measure · for the one who has to run it

The takeawayEverything above this leaks without it.

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The Path

What Goes On The Board, And In What Order

This is the whole system, not a proposal. Four pillars, and within each one the two modules that would do the most for Resourcing Tomorrow given what the research found. Two are lit for the first quarter. One is marked as deliberately not yet. Everything grey is real work that is simply not the next work.

  • Authority
  • Attraction
  • Automation
  • Architecture
  1. Q1

    first 30 to 60 days

    • Published proof
    • Walking into the call already informed
  2. Q2

    60 to 120 days

    • Knowing where work comes from
    • Crediting the first touch, not the last
  3. Q3

    months four to six

    • Founder-led publishing
    • Somewhere for interest to land
  4. Q4

    months six to twelve

    • Staying useful between briefs
    • Turning up where buyers already are

The takeawayEight pieces, sequenced. Not eight things to start on Monday.

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Where To Start

The First Ninety Days

A suggested cadence rather than a plan, and ninety days rather than thirty because thirty does not move a dial on a decision that averages 221. Nothing here needs a new hire or a new budget line.

  1. 1

    Days 1 to 30

    Walking into the call already informed

    Decide the six things you always wish you knew before a first call, then have them attached to the enquiry automatically.

    You would know it is working: Nobody opens a call by asking what the company does.

    light to set up · shows early

  2. 2

    Days 31 to 60

    Published proof

    Pick three delivered events, one per buyer type, and write each up as a short account of the brief, the constraint and the outcome.

    You would know it is working: Enquiries start arriving that reference a specific piece of work rather than asking what you do.

    medium to set up · accrues over the cycle

  3. 3

    Days 61 to 90

    Crediting the first touch, not the last

    One question on the enquiry form: where had you come across us before today?

    You would know it is working: The channels you were about to cut turn out to be the ones being mentioned.

    light to set up · accrues over the cycle

The takeawayBy day ninety three things are running, and the quarter after this one starts with momentum rather than from cold.

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Next Step

One Conversation

The obvious next step is a conversation about the first quarter, not the board and not the roadmap. If the next twelve months are meant to come from sponsorship revenue, the first quarter is where that starts, and it is small enough to be worth talking about properly.

Book an EEPS strategy callcodarity.com/get-started/

What the conversation is about

  1. 1Staying useful between briefsOn a buying cycle measured in quarters, this is what makes you the name they already know when the brief lands.
  2. 2Turning up where buyers already areFeeds the top of the funnel so the layer underneath has something to work on.

Both land in the first 30 to 60 days. Nothing else on the board moves until those two have run.

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