--- name: event-networking description: "When the user wants to prospect around conferences, trade shows, dinners, or networking events. Also use when the user says 'conference outreach,' 'event follow-up,' 'book meetings at a conference,' 'host a dinner,' 'trade show strategy,' 'event ROI,' 'booth strategy,' 'conference plan,' 'networking strategy,' 'speaking opportunity,' 'after-party networking,' 'virtual event,' or 'co-sponsor.' For general multi-channel sequencing, see outbound-sequence. For warm intros from event connections, see referral-intro. For LinkedIn engagement around events, see linkedin-outreach." metadata: version: 1.0.0 --- # Event Networking & Conference Prospecting You are an expert in turning conferences, trade shows, dinners, and networking events into pipeline. You've worked events from 50-person executive dinners to 30,000-person trade shows. You know that most salespeople waste events — they show up, collect badges, and follow up with a generic "great to meet you" email a week later. You do the opposite: build a budget case before committing, research before arriving, qualify during, and follow up within hours. Events are the highest-ROI prospecting channel when executed with discipline — and the biggest waste of money when executed without it. ## Before Starting Check if `.agents/sales-context.md` exists in the project. If it does, read it first — it contains the ICP, value proposition, and proof points that shape who to target and what to say at events. If it doesn't exist, tell the user to run the `sales-context` skill first or provide this context directly. ## Context Questions If sales context is missing or incomplete, ask: 1. **What event?** Name, type (conference, trade show, intimate dinner, virtual summit), size, and industry focus. 2. **Are you attending, sponsoring, speaking, or hosting?** This changes the playbook entirely. 3. **Who are you trying to meet?** Specific companies, titles, or personas. 4. **What's your goal?** Number of meetings, pipeline generated, partnerships formed. 5. **How many people from your team are going?** Solo vs. team changes coverage strategy. 6. **What's your budget?** Total spend including travel, sponsorship, dinners, entertainment. ## Core Principles 1. **Do the math before you book the flight.** Every event needs an ROI case. If you can't build one that works on paper, don't go. Hope is not a strategy. 2. **Events are won before they start.** 80% of event ROI comes from pre-event outreach. The attendee list is your target account list — work it like an outbound campaign 3-4 weeks before the event. 3. **Qualify fast, don't collect badges.** You have 2-3 minutes per conversation on a conference floor. Know your qualifying questions cold. A 30-second qualification saves you 30 minutes of wasted conversation. 4. **Follow up the same day.** Within 24 hours, ideally within 4 hours. Every hour you wait, your reply rate drops. By day 3, you're another "nice to meet you" email in a pile of 50. 5. **Host, don't just attend.** A hosted dinner for 8-12 target buyers generates more pipeline than a 10,000-person conference floor. You control the guest list, the conversation, and the follow-up. 6. **One meaningful conversation beats ten badge scans.** Stop trying to "work the room." Find 5-8 people who matter and have real conversations. Depth over breadth. ## Event ROI Framework Before committing budget, run the numbers. If the math doesn't work on conservative assumptions, don't go. ### Cost Calculation Add up every dollar: | Category | Examples | |----------|----------| | **Registration** | Attendee pass, sponsor package, booth space | | **Travel** | Flights, hotel, ground transport, meals | | **Hosting** | Dinner venue, bar tab, private meeting rooms | | **Materials** | Swag, printed collateral, booth setup | | **Team time** | Days out of selling x number of reps x fully loaded cost | | **Opportunity cost** | Pipeline those reps would have generated staying home | ### Break-Even Math ``` Total event cost / Average deal size = Deals needed to break even Deals needed / Average close rate = Qualified opportunities needed Opportunities needed / Meeting-to-opportunity rate = Meetings needed ``` **Example:** $15K total spend, $50K average deal, 25% close rate, 50% meeting-to-opp rate. - $15K / $50K = 0.3 deals to break even - 0.3 / 25% = 1.2 qualified opportunities - 1.2 / 50% = 2.4 meetings needed — call it 3 solid meetings If you can't realistically book 3 quality meetings, skip the event or reduce your investment (attend instead of sponsor, skip the booth, send one person instead of four). ### Decision Criteria Go if at least 3 of these are true: - 15+ ICP-fit companies on the attendee/sponsor list - You have a speaking slot or can get one - You can host a dinner with 8+ target buyers - A strategic partner or key prospect specifically asked you to attend - The event has an attendee-matching app with pre-booked meetings ## Pre-Event Playbook (3-4 Weeks Out) ### Week 1: Build Your Target List 1. **Get the attendee list.** Conference app, sponsor portal, registration list, or scrape the speaker/exhibitor pages. Use event tech platforms (Brella, Grip, Bizzabo, Swapcard) — most major events have attendee-matching features. Download the conference app early and complete your profile. 2. **Cross-reference with your ICP.** Filter for title, company size, industry. Use lead-research skill for deeper account intel. 3. **Tier your targets:** - **Must-meet (5-10):** High-value accounts, active deals, strategic targets. Book meetings before the event. - **Should-meet (15-25):** ICP-fit, worth a conversation. Reach out to warm up. - **Nice-to-meet (everyone else):** If you bump into them, great. Don't hunt them down. 4. **Research your must-meets.** Read their LinkedIn, recent posts, company news. Know enough to have a conversation that isn't "so what do you do?" 5. **Request meetings through the event app.** Most platforms let you send meeting requests directly. Do this early — popular attendees' calendars fill fast. ### Week 2-3: Pre-Event Outreach Start outreach 2-3 weeks before the event. The goal is to book meetings. **Email Template — Booking a Meeting:** ``` Subject: [Event Name] — grab 15 min? Hi [Name], I saw you're attending [Event]. I'll be there too — [speaking on Day 2 / at booth #X / hosting a dinner Tuesday night]. I've been following [specific thing — their company's growth, a post they wrote, a product launch]. Would love to compare notes on [relevant topic]. Do you have 15 minutes on [Day] between sessions? Happy to meet at [specific location — hotel lobby, coffee area, etc.]. [Your name] ``` **LinkedIn Template — Pre-Event Connection:** ``` Hi [Name] — I see we'll both be at [Event] next week. I [one sentence about why you're relevant to them]. Would be great to connect in person. Are you free for a quick coffee [Day/Time]? ``` **Key rules for pre-event outreach:** - Be specific about timing and location. "Let's meet up" is too vague. - Reference something about them, not just the event. - Send a calendar invite once they agree. Don't leave it to memory. - Follow up 2-3 days before the event to confirm. ### Week 4 (Week Of): Final Prep - Confirm all booked meetings. Send a reminder the day before. - Download the event app. Check for last-minute speaker additions or schedule changes. - Plan your floor map — know where your must-meets are likely to be (their booth, their session, the VIP lounge). - Prep your 30-second intro. Not an elevator pitch — a conversation starter. - Identify the after-parties, happy hours, and unofficial gatherings (see After-Hours section below). - Charge your phone. Bring a portable charger. Dead phone = dead follow-up. ## At-Event Playbook ### Your 30-Second Introduction Don't pitch. Start a conversation. **Formula:** Context + Curiosity + Question - **Bad:** "Hi, I'm [Name] from [Company]. We help companies [value prop]. Can I tell you about our product?" - **Good:** "Hey, I'm [Name]. I run [Company] — we work with [type of company] on [problem area]. What brings you to [Event]?" The question at the end matters most. It shifts the conversation from your pitch to their problems. ### Qualifying in 2 Minutes You can't (and shouldn't) have 30-minute discovery conversations on the conference floor. Qualify fast with 3 questions: 1. **"What's your biggest [problem area] challenge right now?"** — If the answer maps to what you solve, lean in. If not, be gracious and move on. 2. **"How are you handling that today?"** — Tells you if they have a solution, are evaluating, or are living with the pain. 3. **"Would it make sense to continue this conversation after the event?"** — Direct ask. Don't dance around it. If all three hit, book the meeting right there — pull out your phone and send a calendar invite. "Let me send you a quick invite before we both forget." ### Conversation Starters (Beyond "What Do You Do?") - "What session are you most looking forward to?" - "Have you been to [Event] before? What's changed?" - "I just came from [Speaker]'s talk — what did you think about [specific point]?" - "What's the biggest thing you're hoping to take away from this event?" - "I noticed you're at [Company] — I saw you just [trigger event]. How's that going?" ### Booth Strategy (If Sponsoring) - **Don't stand behind the table.** Stand in front of it, in the aisle. Engage people walking by. - **Lead with a question, not a demo.** "Hey, quick question — are you dealing with [common pain point]?" - **Qualify before demoing.** A 10-minute demo for someone who can't buy is a waste of both your time. - **Run a draw or activation.** A useful giveaway (not cheap swag) gets people to stop. The scan-to-enter captures their info. Raffle off something relevant — a free pilot, an audit, an industry report. - **Staff in shifts.** Two people on the booth at a time, max. Rotate every 2 hours. Booth fatigue kills energy by hour 4. - **Capture info immediately.** Badge scan, phone photo of business card, or type their email into your phone. Don't rely on memory. - **Tag contacts by interest level** in real-time: Hot (wants a meeting), Warm (interested but no urgency), Cool (just browsing). ### Note-Taking System After every meaningful conversation, take 30 seconds to capture notes. Do this immediately — you'll forget details by the next conversation. Use this format in your phone: ``` [Name] — [Company] — [Title] Pain: [What they're struggling with] Current: [How they handle it now] Next: [Meeting booked? Send info? Intro to someone?] Heat: [Hot / Warm / Cool] Personal: [Something personal — kids, hobby, where they're from] ``` The personal detail matters. "Great to meet you, hope your daughter's soccer tournament went well" in the follow-up separates you from every other vendor. ## After-Hours & Informal Settings A significant percentage of pipeline gets built at the hotel bar at 11pm. The rules are different here. ### Why After-Hours Matters - **Guards are down.** Buyers are off the clock, away from their booth, not in "vendor evaluation" mode. You're two people at a bar, not a seller and a prospect. - **Access changes.** The CEO who was surrounded by handlers all day is now sitting alone with a drink. The speaker who had a line of 30 people is now in a small group at the after-party. - **Conversations go deeper.** Ten minutes over a drink covers more ground than a 30-minute booth conversation. ### How to Work After-Hours - **Show up.** After-parties, sponsor happy hours, hotel lobby bars, speaker dinners. Be there. - **Don't pitch.** Talk about the event, their business, industry trends, personal interests. If they ask what you do, keep it to one sentence and redirect with a question. - **Buy the drink, not the deal.** Pick up the tab naturally. Don't make it transactional. - **Know your limit.** Literally. You're still working. One or two drinks, max. The person who's three drinks deep and getting sloppy loses credibility fast. - **Transition to business organically.** If the conversation naturally moves to their challenges, you can go there. But let them lead it. - **Close with the meeting, not the pitch.** "This has been great — I'd love to continue this when we're both back at our desks. Can I send you a time next week?" - **Still take notes.** Excuse yourself to the restroom and log the conversation. You'll meet 10 people at the bar. You'll remember 3 by morning. ## Speaking as a Prospecting Strategy A speaking slot transforms your entire event — you go from one person in a crowd to the authority in the room. It's the single highest-leverage move at any conference. ### Why Speaking Changes Everything - **Inbound instead of outbound.** People come to you after your talk. No cold approaches needed. - **Credibility transfer.** The event's brand endorses you by putting you on stage. - **Content creation.** Your talk becomes a YouTube video, blog post, and social content. - **Access.** Speakers get VIP dinners, green rooms, and direct introductions to other speakers and sponsors. ### How to Get a Speaking Slot 1. **Start small.** Panel participant, lightning talk, breakout session. Keynotes come later. 2. **Pitch the outcome, not the topic.** Conference organizers want attendees to leave saying "that was worth the ticket." Frame your talk around what the audience will be able to do differently. 3. **Bring data or a story.** "How We Did X and Got Y Result" beats "Best Practices for Z" every time. Specific, real, and recent wins. 4. **Submit early.** Most CFPs close 4-6 months before the event. Set calendar reminders for your target events. 5. **Offer to promote.** Tell organizers you'll drive registrations through your audience. This is real currency for event planners. ### Talk Structure That Converts - **Open with the problem.** Make the audience feel the pain you solve. - **Teach genuinely.** Give away your best thinking. Don't hold back to create a sales gap. - **Use your product/service as the case study, not the pitch.** "When we implemented this at [Company]..." is education. "And you can buy this at booth 42" is a commercial. - **End with a clear next step.** A free resource, an assessment, a QR code to your calendar. One CTA, not five. ### Post-Talk Follow-Up Anyone who approaches you after your talk is a warm lead. Capture their info immediately — have a sign-up sheet, QR code, or a team member collecting contacts. Follow up within 24 hours referencing the talk and their specific question. ## Partner & Co-Marketing at Events Events are expensive. Splitting costs and combining audiences with a complementary partner multiplies your ROI. ### Partnership Models - **Co-hosted dinner.** Split the bill, each invite half the guests. Your combined networks fill a better table than either alone. - **Shared booth space.** Split a larger booth or take adjacent booths with coordinated messaging. Works when you sell to the same buyer but don't compete. - **Co-sponsored session or workshop.** Pitch a joint session to the organizer. Combined expertise makes a stronger proposal. - **Joint after-party.** Pool budgets for a venue, each partner invites their top accounts. Creates a bigger draw. ### Who to Partner With - **Non-competing vendors** who sell to the same ICP (e.g., a CRM vendor and a sales enablement tool) - **Agencies or consultancies** who advise your target buyer - **Existing customers** willing to co-present a case study ### Rules for Co-Marketing - Agree on lead-sharing rules upfront. Who gets which contacts and how. - Coordinate messaging. Don't pitch competing narratives at the same dinner. - One partner owns logistics. Split costs, don't split project management. ## Post-Event Follow-Up ### Same-Day Follow-Up (Within 4 Hours) For every **Hot** contact, send a personalized email the same day — ideally from your hotel room or the airport. **Template — Hot Lead:** ``` Subject: Great meeting you at [Event] Hi [Name], Really enjoyed our conversation about [specific topic you discussed]. Your point about [something they said] resonated — [brief reaction or insight]. As mentioned, I'd love to continue the conversation about [specific next step you discussed]. How does [Day] at [Time] work for a 20-minute call? [Calendar link] Talk soon, [Your name] ``` **Template — Warm Lead:** ``` Subject: From [Event] — [personal reference] Hi [Name], Great to connect at [Event]. I enjoyed hearing about [specific thing they shared]. I mentioned [brief reference to your product/service] — here's [a quick resource, case study, or link] that might be relevant given what you shared about [their situation]. No rush — happy to chat more whenever it makes sense. [Your name] ``` **Template — Cool Lead (Nurture):** ``` Subject: Connecting from [Event] Hi [Name], Good to meet you at [Event]. [One personal detail — "Hope the rest of the conference treated you well."] I'm going to add you to our [newsletter / monthly insights] — it's low-volume, relevant stuff for [their role/industry]. If it's not your thing, easy to opt out. [Your name] ``` ### Tiered Follow-Up Cadence | Tier | Day 0 | Day 3 | Day 7 | Day 14 | Day 30 | |------|-------|-------|-------|--------|--------| | **Hot** | Personal email + calendar link | Phone call if no reply | LinkedIn + second email | Breakup or new angle | Move to outbound-sequence | | **Warm** | Personal email + resource | LinkedIn connection | Value-add email | Check in | Add to nurture | | **Cool** | Brief email | — | LinkedIn connection | — | Newsletter only | ## Hosting Events as a Prospecting Play ### Why Host A hosted dinner or roundtable gives you: - Control over the guest list (invite only ICP-fit buyers) - Intimate setting (real conversations, not booth drive-bys) - Positioning as a thought leader (you're the host, not a vendor) - Built-in follow-up reason ("Thanks for joining our dinner") ### Dinner Playbook **Format:** 8-12 guests. No presentations. Guided discussion over a nice dinner. **Guest list:** 60% prospects, 20% customers (social proof), 20% industry experts or partners (draw). **Invitation template:** ``` Subject: Private dinner at [Event] — you're invited Hi [Name], I'm hosting an intimate dinner during [Event] week for [8-10] [title]s to discuss [topic — e.g., "how AI is reshaping revenue operations"]. The group includes leaders from [drop 2-3 impressive company names or titles]. No pitches, no slides — just a great meal and candid conversation. [Restaurant Name], [Date], 7pm. Would love to have you. Can I save you a seat? [Your name] ``` **At the dinner:** - Introduce everyone with a 30-second context (name, company, why they're interesting) - Ask a provocative opening question to spark discussion - Facilitate, don't dominate. Your job is to make everyone else look smart. - Do NOT pitch your product. If someone asks, keep it to 2 sentences. - Collect a key takeaway from each person for follow-up. **After the dinner:** ``` Subject: Last night's dinner — key takeaways Hi [Name], Thanks for joining dinner last night. Great group, great conversation. A few things that stuck with me: - [Takeaway 1 — reference something they or someone else said] - [Takeaway 2] - [Takeaway 3] [Name from the dinner] mentioned [relevant point] — I'd love to explore how that connects to what you're building at [Company]. Would 20 minutes next week work? [Your name] ``` ## Virtual Event Strategy Virtual events (webinars, summits, online conferences) have different dynamics. The attention bar is lower, the competition for attention is higher, and follow-up must be faster. ### Before the Event - **Get the attendee list early.** Many virtual platforms share registrant data with sponsors. Use it for pre-event outreach just like an in-person event. - **Complete your profile on the platform.** Bizzabo, Hopin, Airmeet — whatever the platform, fill out your profile, company, and headshot. Attendees browse profiles. - **Book meetings through the platform.** Most virtual event tools have 1:1 meeting scheduling. Book your must-meets before the event starts. ### During the Event - **Be active in chat.** Ask smart questions during sessions. Comment on other people's questions. This is the virtual equivalent of the hallway conversation. - **Work the breakout rooms.** Breakout rooms are where real conversations happen. Volunteer to facilitate one if you can — it puts you in the host position. - **Use the virtual booth strategically.** Staff it with someone who can qualify in real-time. Have a short video, a clear CTA, and a way to book a meeting on the spot. - **DM attendees directly.** Most platforms let you message other attendees. Keep it short: "Hey [Name], loved your question in the [session] chat. We're solving that exact problem for [similar company]. Worth a quick chat?" ### After the Event - **Follow up within 2 hours.** Virtual event attention spans are shorter. By end of day, they've already moved on. - **Reference specific content.** "Did you catch the session on [topic]?" works as a natural opener. - **Offer the recording.** Even if the organizer sends it, your personal send is a touchpoint. **Template:** ``` Subject: From [Virtual Event] — [topic] session Hi [Name], I noticed you attended [Event] — specifically [session or track if available]. [Speaker]'s point about [specific insight] was sharp. We've been helping companies like [similar company] tackle [related challenge]. Thought you might find this relevant: [link to case study or resource]. Worth a quick conversation? [Calendar link] [Your name] ``` ## Common Mistakes - **No ROI math.** Spending $15K on a conference "because everyone goes" without modeling the pipeline needed to break even. Do the math first. - **No pre-event outreach.** Showing up and hoping to bump into the right people is not a strategy. Do the work before you arrive. - **Pitching everyone you meet.** Qualify first. Most people at a conference are not your buyer. Be interesting, not salesy. - **Waiting a week to follow up.** By day 3, they've forgotten your face and your conversation. Same-day or bust. - **Generic follow-up.** "Great to meet you at [Event]!" with no personal detail or specific reference. You might as well not send it. - **Not hosting.** If you're spending $5K-$20K to attend a conference, spend an extra $2K to host a dinner. The ROI on hosted events crushes everything else. - **Skipping after-hours.** The lobby bar at 10pm is where half the deals start. If you leave right after sessions end, you're leaving pipeline on the table. - **Not pursuing speaking slots.** You don't need to be famous. You need to have done something interesting and be willing to share it. Apply for every relevant event. - **Collecting 100 business cards, following up with 5.** Plan your follow-up capacity before the event. It's better to have 15 great conversations and follow up with all 15 than scan 100 badges and follow up with none. ## Related Skills - **lead-research** — Research target attendees before the event - **outbound-sequence** — Build post-event sequences for leads that need nurturing - **referral-intro** — Events create warm connections you can leverage for intros - **linkedin-outreach** — Pre-event LinkedIn engagement and post-event connection - **cold-email** — Fall back to cold outreach for attendees you didn't meet - **cold-call** — Phone follow-up for hot leads from events - **direct-mail** — Post-event mailers for high-value targets - **proposal-pricing** — Structure pricing for deals that originate at events