Matillion wins leads boost at Snowflake Summit 2026

Matillion generated more than 7,400 leads at Snowflake Summit 2026 with support from The Studio of Possible. The campaign also engaged about one in three attendees over the four-day event.

Centred on MAIA, Matillion's AI productivity assistant, the effort included a flagship stand experience, live activations and executive sessions aimed at senior decision-makers.

The figures highlight the growing role of event marketing in business-to-business technology, where companies often need to explain technical products quickly to large audiences. Matillion described the campaign as its strongest showing yet at Snowflake Summit, a major gathering for the data and AI industry.

The Studio of Possible, a Dublin-based agency founded in 2021, worked with Matillion on the concept, creative direction, stand design and visitor engagement. The brief was to help the data platform stand out in a crowded market while making MAIA's message easier to grasp on a busy exhibition floor.

At the centre of the activation was the MAIA Challenge, a buzzwire-style interactive experience in which delegates raced against the assistant while being introduced to common problems faced by data teams. The wider campaign also featured roaming brand ambassadors known as MAIA Beekeepers, branded merchandise and an executive area called The Hive.

The Hive hosted tailored demonstrations for senior executives. More than 130 personalised sessions were held there during the event, according to the companies.

The project also helped Matillion win Snowflake Summit's Most Creative Build award for the third year in a row. That recognition adds an event prize to the commercial metrics cited by the companies.

Matillion and The Studio of Possible have worked together for four years on major industry events including Snowflake Summit and Databricks. According to the agency, the broader relationship has included campaigns, experiential marketing, educational tools and brand activations.

Competitive market

The campaign was built around the theme of freedom to do more, aiming to show how MAIA could help data teams reduce manual work and operational friction. The message reflects a wider challenge in the data and AI sector, where vendors are trying to differentiate similar claims in front of prospective customers, partners and analysts.

Exhibition halls at large technology events have become an increasingly important arena for that competition. Companies are investing not only in product demonstrations but also in interactive experiences designed to turn technical functions into messages attendees can understand in seconds.

For agencies working in this space, the role now extends beyond visual branding and stand construction. It increasingly includes strategy, story development, executive hospitality and ways to convert footfall into sales leads.

Séamus Begley described that thinking in comments on the project. "Data and AI are incredibly competitive sectors, so brands need to work harder than ever to stand out. Our role was to turn Matillion's complex proposition into an experience people could understand, engage with and remember. The MAIA Challenge was built around real challenges facing data leaders and engineers, allowing attendees to experience the value of MAIA in seconds. Matillion's willingness to think differently made them an exciting partner. They understand that live experiences should educate, spark meaningful conversations and support commercial outcomes. The results at Snowflake Summit show the impact of combining strategic thinking, creative storytelling and experience design to help ambitious brands cut through crowded markets," said Begley, Founder and Chief Executive Officer, The Studio of Possible.

The campaign's reported reach suggests Matillion captured a substantial share of event traffic. Engaging roughly one in every three attendees is a notable result at a large industry conference, where attention is split across exhibitors, keynote sessions and networking events.

Duncan Garside said the event marked a high point in the companies' long relationship. "Our partnership with The Studio of Possible has lasted more than 20 years and I still don't think there is a better creative mind or genuinely brilliant partner in the business. Their creative ideation, delivery and onsite management helped deliver our best event yet. The experience successfully brought the MAIA proposition to life, created incredible engagement and helped us connect with thousands of potential customers throughout the event," said Garside, Vice President of Global Event, Field and Partner Marketing, Matillion.