Free GTM Skills / Distribution / Playbook 14
Events
Every event chosen against a number, worked as a pipeline play from six weeks before to 30 days after, and reported so the company knows whether to go again.
Why it matters
Trade shows, conferences, dinners and webinars are where B2B buyers are in a buying frame of mind, and they are expensive. Without pre-booked meetings, same-hour capture and two-day follow-up, the money buys a stack of badges. With them, one event can fill a quarter's pipeline.
Order of operations
- Score candidate events on whether the buyers are there, whether decision makers attend, whether meetings can be had, and cost against expected pipeline. Set the goal in numbers.
- Write the run sheet with roles and dates.
- Filter the attendee list against the ICP and book a third of the meetings before arrival.
- Prepare the stand or the meetings: the one-liner, the leave-behind, the three questions, the ask.
- Capture every conversation the same hour with a fit label and a next step.
- Follow up within two business days; hot leads next morning from the person they met.
- Report at 30 days and decide: again, smaller, or skip.
Skills in this playbook
- Playbook1
- Play11
- Loop1
- Playbook
Events and associations (playbook)
Routes the plays by phase: decide, plan, outreach, prep, capture, follow up, debrief.
events - Play
Event playbook
Run a trade show, conference, dinner or webinar as a pipeline play: choose the event, book meetings before it starts, qualify and capture on site, follow up within days, and report what it produced in leads, meetings and pipeline.
event-playbook - Play
Event plan
Produces the dated checklist in the events system of record from lead time to the post-show horizon, with owners and status, and a status table on request.
event-plan - Play
Event outreach
Produces the four lists (targets, attendees, open pipeline, customers), the pre-booked meeting target, the booth draw, the email and posting cadence, and the owner per list.
event-outreach - Play
Event prep deck
Produces the team prep deck from the fixed outline with every fact pulled from context, plus the talk-track drill agenda.
event-prep-deck - Play
Event lead ingest
Produces every scan in the CRM with the event as source, a tier (hot, warm, cold) with its follow-up deadline, the stage (MQL, SQL, SAL), the scanner's notes, and the end-of-day summary to sales.
event-lead-ingest - Play
Event follow-up
Produces the sequence per tier, the owner and deadline per lead, and a view of every event lead with its action, meeting and outcome, so the leak is visible.
event-follow-up - Play
Event debrief
Produces the KPI readout against the targets, the lessons by phase, the changes to the playbook, and at the horizon the payback verdict.
event-debrief - Play
Event scorecard
Produces a scored verdict (exhibit, attend, speak, pass) with the tests that failed, the payback math and the lead-time check.
event-scorecard - Play
Association play
Produces the ranked association list, the discovery chat plan, the offer to members, the meeting attendance plan and the speaking ask, with a person assigned to each meeting worth attending.
association-play - Play
Webinar and hosted event
Produces the invite list, the offer, the format, the run of show, the capture and the follow-up plan, sized to produce a stated number of qualified conversations.
webinar-play - Play
Speaking proposal
Produces the session proposal in the organizer's format, the speaker and co-presenter plan, the deck outline, and the deadline tracked in the events system of record.
speaking-proposal - LoopRuns daily
Event follow-up check
Produces the list by owner with the draft to send, plus the running count toward the event's scorecard target.
event-follow-up-check