FREE PLAYBOOK
The B2B Events Playbook. Build and Accelerate Pipeline
Dinners, happy hours, breakfasts and conferences. Small rooms that do the selling for you.
Nobody says no to an event. One room builds your brand, speeds up the deals already in your pipeline, and turns your customers into people who sell for you.
A room of 20 to 60 of the right people
Open deals sitting next to customers who already signed
Every group followed up within 48 hours, by its own person
For founders, heads of GTM and marketing teams at B2B companies selling to senior buyers.
22
pages, no fluff
11
templates from real events
7.5x
pipeline on spend
Why download this playbook
Most companies treat events as a way to collect leads. That's one job out of three.
One room, three jobs.
Prospects meet you and the people around you. Open deals spend two hours with you instead of six weeks in email. Customers get thanked on stage and sell you to everyone else.
The costs are real.
A real NYC bill line by line: F&B minimum, admin fee, tax, gratuity, deposit. Plus the traps we hit: the wrong deposit, breakfast read as dinner, venues closed in the morning.
The results are real.
A US mid-market SaaS company went from zero events to one a month. Six months and $45K to $50K later, they had $368K in pipeline and $93K already won.
What you'll learn
Each group gets a different invite.
Prospects hear from the face of the company, 1:1. Open deals hear from their own sales rep. Customers are asked to host, not attend. One marketing blast to everyone wastes the room before anyone walks in.
The experience is the brand.
The invite, the check-in, the name badge, the seating, the swag, the 20-minute panel with a customer on it. Everything a guest touches tells them what working with you will be like.
Measure each job separately.
New people met for brand. Deals that moved a stage within 30 days for pipeline. Customer reels and referrals for champions. A room can miss on new leads and still pay for itself because three deals moved.
Let the Room Do the Selling
Prospects meet you. Open deals meet your customers. Customers get thanked in front of everyone. Get the right people in one room and they convince each other. This playbook shows you how, start to finish
