Event GTM

# Event GTM Playbook

Conference ROI is 80% determined by pre-event preparation. This skill provides the complete framework for maximizing conference attendance as a solo founder.

Core Framework: BDA (Before-During-After)

BEFORE (6-4 weeks out) — Where 80% of value is created

• Week 6-5: Target Building
• Build tiered target lists: Tier 1 (high-fit investors, key customers, press), Tier 2 (secondary VCs, partners), Tier 3 (peer founders)
• Use LinkedIn Sales Navigator + Crunchbase for investor thesis matching
• Register in event app immediately, complete profile, mark all interests

• Week 4-3: Outreach Execution
• Cold investor emails (under 200 words, lead with traction)
• Press outreach with embargoed materials (3-4 weeks before event)
• Book meetings through conference app (90% are booked pre-event)

• Week 2-1: Materials & Logistics
• Three pitch versions: 60-second, 3-minute, 10-minute
• Deck in mobile/offline format (WiFi always fails)
• One-pager with QR code to calendar
• RSVP to unofficial parties (where real deals happen)

DURING — Execution & Capture

• Daily Structure for Solo Founders
• Morning (9-11am): High-priority investor meetings (peak cognitive energy)
• Midday (12-2pm): Strategic networking lunches
• Afternoon (2-4pm): Press, customer meetings, booth time
• Evening (5pm+): Unofficial events, dinners (NEVER skip these)

Max 4-6 quality meetings per day — account for 20-30 min gaps between meetings.

1. Real-Time Capture System
2. Photo business card immediately
3. Voice memo: who, what discussed, next step
4. Mark hot leads with specific system (separate pocket, star)
5. Send yourself text/email with quick notes

• Content Capture
• 2-3 Stories per day, 1 feed post per day
• Booth setup, demos in action, selfies with speakers
• Use event hashtags on all posts

AFTER (24-72 hours) — Where value is converted

• Follow-up Timing (response drops 50% after 72 hours)
• HOT leads: Same day or within 24 hours
• WARM leads: 24-48 hours
• COLD leads: 48-72 hours

Critical Rule: Reference specific conversation points in every follow-up.

Quick Reference: Email Templates

Pre-Event Investor Outreach ``` Subject: [Conference] - [Your One-Line Hook]

Hi [First Name],

I'm [Your Name], founder of [Your Company] – [one-sentence value prop with key metric].

I noticed [personal connection: portfolio company, recent tweet, thesis fit].

We're [traction bullet: "$X revenue growing Y% MoM" or "Z customers"].

I'll be at [Conference] [dates] and would love 15 minutes. Would [specific time] work?

[Calendly link] ```

Post-Event Investor Follow-up ``` Subject: Following up from [Event] - [Company] Update

Hi [First Name],

Great connecting at [Event] on [day]. I appreciated our conversation about [specific topic discussed].

As reminder, [Company] is [one-sentence pitch].

Since we spoke, we've [1-2 recent milestones].

Would you have any objection to receiving our monthly investor update? No ask beyond that—just want to stay on your radar. ```

Post-Event Customer Follow-up ``` Subject: Great meeting you at [Event] + [Resource]

Hi [First Name],

Fantastic meeting you at [Event]. I enjoyed our conversation about [specific pain point they mentioned].

You mentioned [specific challenge]. Here's a [resource/case study] that addresses exactly that: [link]

[Your Company] helps [type of company] solve [problem] by [solution]. We've helped companies like [similar company] achieve [specific result].

Would you be open to a 15-minute call next week? [calendar link] ```

60-Second Pitch Structure

| Section | Time | Content | |---------|------|---------| | Hook | 5 sec | Intriguing fact or bold statement | | Problem | 10 sec | Pain point from customer perspective | | Solution | 15 sec | What you built (no jargon) | | Traction | 15 sec | Evidence it works (customers, revenue) | | Ask | 15 sec | Clear next step ("Can we continue this conversation?") |

Lead Scoring System

| Tier | Signals | Follow-up | |------|---------|-----------| | HOT | Expressed buying intent, asked pricing, requested demo | Personal email + call + LinkedIn within 24h | | WARM | Showed interest, relevant ICP, detailed conversation | Personal email + LinkedIn within 24-48h | | COLD | Brief exchange, collected card, general interest | Template email + LinkedIn within 48-72h |

Energy Management (Multi-Day Events)

• Walk 15,000+ steps/day — wear broken-in shoes, bring backup pair
• Hydration: 2-4 liters minimum (coffee/alcohol dehydrate)
• Voice care: 10-min breaks after 60 min talking, warm tea with honey
• Never retreat to hotel between day and evening sessions

ROI Calculation

``` ROI = (Revenue from Event Leads - Total Event Cost) / Total Event Cost × 100

Total Cost = Registration + Travel + Hotel + Meals + Materials + Booth + (Salary × Days) + Prep Time + Follow-up Time ```

Track Leading Indicators: Leads collected, meetings held, cards scanned, social engagement Track Lagging Indicators: Leads → Opportunities → Customers → Revenue

Detailed Resources

• For comprehensive playbook including:
• Conference-specific logistics and strategies
• Platform-specific content strategies (Twitter, LinkedIn)
• Case studies (Dropbox TC50, Carbonhound Web Summit)
• Common mistakes to avoid
• 6-week action timeline

See: references/playbook.md

---

Input/Output Examples

Example 1: Pre-Event Outreach Email

User Input: > "Help me write a pre-event investor email for CES"

Expected Output: ``` Subject: CES 2026 - [Your Company]: [Your Key Metric]

Hi [First Name],

I'm [Your Name], founder of [Your Company] — [one-sentence value prop].

I noticed your investment in [portfolio company] and thesis around [relevant area]. We're solving a similar problem for [your space].

Quick traction: • [Key revenue/growth metric] • Clients: [Notable customer 1], [Notable customer 2] • [Recent award or milestone]

I'll be at CES [dates] and would love 15 minutes. Would [specific date/time] work?

[Calendly link]

Best, [Your Name]

--- Character count: ~500 ✓ Key elements: One-liner, thesis fit, 3 traction bullets, specific time ask ```

Example 2: Post-Event Follow-up

User Input: > "I met a VC at CES yesterday, help me write a follow-up"

1. Response Pattern:
2. Ask: "What specific topics did you discuss? What was their focus area? Was there a discussed next step?"
3. Generate personalized follow-up based on answers

Example 3: Meeting Scheduling Strategy

User Input: > "CES is 3 weeks away, help me plan my meeting strategy"

Expected Output: ``` ## CES Meeting Strategy (3 Weeks Out)

Week 1: Target Building | Tier | Targets | Action | |------|---------|--------| | Tier 1 | 5 high-fit VCs | LinkedIn research + warm intro requests | | Tier 2 | 10 strategic customers | Cold email via Brella | | Tier 3 | 15 peer founders | DM on Twitter |

Week 2: Outreach Execution - Day 1-2: Send all Tier 1 warm intro requests - Day 3-4: Cold emails to Tier 2 (use Brella in-app messaging) - Day 5-7: Follow up on non-responses

Week 3: Confirmation & Prep - Confirm all meetings in calendar - Prepare offline demo (3 versions: 60s, 3min, 10min) - Print 50 one-pagers with QR code - RSVP to 3-5 unofficial evening events

Target Outcome - 8-12 confirmed meetings before landing - 3-5 evening event RSVPs - All materials ready offline

--- Remember: 90% of Brella meetings are booked before the event. The work is NOW. ```