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The piece

Castling. The one move two pieces make together.

The move

Book the meetings before the doors open.

The outcome

Conversations on site, followed up until they become next steps.
01 / ChapterThe case

Everyone is at the conference. Nobody has time.

The decision makers are surrounded from the moment they arrive. The stand gets passing traffic. The follow-up slips the week everyone is back.

Conferences put you in the same building as the people you most want to meet. They also put you there with every competitor, and with a sales team that rarely has the bandwidth to plan the event properly.

So the return becomes impossible to prove. Badge scans are not conversations. Conversations that are not followed up within days are not pipeline.

We run the event as a campaign: the right events chosen on evidence, meetings booked with named buyers before the doors open, your team represented on site, and every conversation followed up until it becomes a next step or a clear no.

02 / ChapterHow it works

Before, during and after.

01 · Before

Event selection and planning

Which conferences your buyers actually attend, what you should do there, and what a good outcome looks like in numbers you agree beforehand.

8 weeks out · calendar + targets

03 / ChapterWhat lands on your desk

A schedule, a log and a verdict.

Event calendar and plan

The events worth attending this year, why, what we will do at each, and the targets agreed for them.

6–8 weeks before

Pre-booked meeting schedule

Named buyers, times, rooms and a brief for each, in your team's calendars before they travel.

1 week before

On-site log

Every conversation captured the same day: who, what was discussed, what was promised.

Daily, during

Follow-up tracker

Each conversation followed up, with the next step booked or the reason it closed.

Within 5 business days

Return report

Meetings, opportunities and pipeline attributed to the event, against the targets set beforehand.

2 weeks after
Walk into the hall with the meetings already booked.
Events Marketing
04 / ChapterHow it runs

Eight weeks around one event.

I.

8–6 weeks before

Opening

Event selected, targets agreed, attending accounts and buyers identified and researched.

II.

6–1 weeks before

Development

Outreach to attendees, meetings booked weekly, dinners and roundtables organised if planned.

III.

Event week

Middlegame

Meetings held to schedule, the room worked, every conversation logged the same day.

IV.

2 weeks after

Endgame

Follow-up complete, next steps booked, return report delivered and the next event decided.

Weekly, before

A bookings count against target, so you know what the week will look like before you travel.

Daily, during

The on-site log shared with your team each evening.

Within 5 days, after

Every conversation followed up by a person, with the next step in your CRM.

05 / ChapterStandards

What we hold ourselves to.

Named buyers, not badge scansA meeting is a scheduled conversation with a named decision maker. Foot traffic is not counted as one.
Every conversation loggedThe same day, in your CRM, with what was promised, so nothing depends on memory after a long week.
Follow-up within five business daysBy a person, with a next step booked or a clear reason why not.
Your team's time protectedThey travel with a schedule. We take the floor work so they take the meetings.
An honest return reportAgainst the targets set beforehand. If an event did not pay, the report says so and we say what to do differently.
A single point of contactBefore, during and after the event.
06 / ChapterQuestions

Before you move.

Do you run our own events as well as conferences?

Yes. Executive dinners, roundtables and customer events, from the invitation list to the follow-up, usually in partnership with your marketing team.

How far in advance do you need to start?

Six to eight weeks before a major conference is ideal for pre-booked meetings. Shorter is possible; the meeting count will be lower, and we will say so.

Can you attend on our behalf?

Yes. Our Feet on the Ground professionals can represent you at events in markets where you have no local team.

What if an event turns out not to be worth it?

We say so before you book where we can, and we measure afterwards regardless. The return report is written against the targets we agreed, not around them.

701 / ChapterInsights

From the practice.

All insights
Perspective6 min read

Events are a pipeline channel, not a party

Most event budgets buy presence. Treated as a channel, with a target list, a before and an after, an event is one of the few places where the first conversation and the second can happen in the same week.

Read the piece
Field notes6 min read

Selling to both sides of a platform

Marketplaces and platforms have two customers, and the pipeline for each behaves differently. Field notes on sequencing supply and demand, and on the partnership deals that sit between them.

Read the piece
Perspective6 min read

A short history of the cold open

From the switchboard to the sequence tool, every generation of sales technology has made the first message cheaper and the first reply rarer. What the chess opening teaches about making the first move count.

Read the piece

Your move.

Tell us the market you want opened and what is in the way. A senior member of the team will come back to you with a point of view on the first three moves.

Schedule a meeting +1 (415) 800 2109

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Plays well with

♟ Pawn

Feet on the Ground

Local professionals to hold the meetings and keep the relationships afterwards.
♛ Queen

Strategy & Advisory

Decide which events fit the plan before committing the budget.