Plan effective events

Who this is for

Founder led lower-middle market companies with 5 to 50 million in annual revenue that want events to pay off.

The quick answer

Attend events where buyers meet to do business. Set a target list, book meetings in advance, and follow up within two days. Speak only when the talk can create pipeline.

The method in seven steps

Pick events with buyer density
Choose shows and roundtables where your ICP attends to buy or shortlist.
Create a target list
Fifty accounts and one hundred and fifty contacts with priority tiers.
Book meetings before you travel
Use a short invite that ties your promise to a current theme. Aim for eight to twelve meetings per rep.
Run a focused booth or suite
Simple message, proof blocks, and one clear call to action. Keep scans clean with notes.
Speak when it helps deals
Talk only if you can present a useful case or data that opens doors.
Follow up within two days
Send a short summary and a next step. Book the meeting while the event is fresh.
Measure pipeline and wins
Attribute meetings and revenue to each event so the calendar improves.

Example

A firm cut its event list in half and doubled pre booked meetings. Pipeline improved and costs dropped since travel went to the few events that mattered.

Pitfalls and fixes

Collecting scans without context. Add notes on fit and next step.
Speaking for visibility only. Speak to support deals.
Slow follow up. Use templates and a two day rule.

Checklist

Events with buyer density chosen
Target list and invites ready
Meetings booked before the event
Simple booth or suite plan
Two day follow up plan
Pipeline attribution in place