Event Driven Outreach

---
name: event-driven-outreach
description: >-
  Builds outbound sequences around conference and event attendance: pre-event
  research and meeting booking, on-site plays, and post-event follow-up. Use
  when the user is prospecting around a specific conference or trade show, or
  needs an event follow-up sequence. Triggers on: "event outreach", "conference
  prospecting", "trade show follow-up", "event outbound".
license: MIT
compatibility: Claude Code, Codex, GitHub Copilot, Cursor, Gemini CLI, OpenCode, Goose, Hermes, Windsurf, Zed
metadata:
  version: "1.0.0"
  author: LeadMagic
  category: events
  tags: [events, conferences, outbound, trade-shows, prospecting]
  frameworks:
    - "Josh Braun — Relevance-first outreach"
    - "Winning by Design — SPICED"
    - "Forrester (SiriusDecisions) — Demand Waterfall"
  related_skills:
    [
      cold-email-strategy,
      cold-email-copywriting,
      multi-channel-outreach,
      social-selling,
      pipeline-management,
    ]
---

# Event-Driven Outreach

## Overview

Conferences and events are concentrated buying intent — attendees have budget,
are actively evaluating, and are reachable in a compressed time window. This
skill covers the pre-event, on-site, and post-event outbound motion.

## Authoritative Foundations
- **Josh Braun — Relevance-first outreach** — Lead with the specific event context and a low-pressure question; skip the generic 'will you be at the booth?' pitch.
- **Winning by Design — SPICED** — Discovery framework — Situation, Pain, Impact, Critical Event, Decision; use it to qualify event conversations before handoff.
- **Forrester (SiriusDecisions) — Demand Waterfall** — Tag event-sourced and event-influenced leads so follow-up conversion is measured by stage.

## When to Use

- "Outreach around [conference]"
- "Conference prospecting"
- "Event follow-up sequence"
- "Trade show outbound play"

## Step-by-Step Process

### Phase 1: Pre-Event (2-3 weeks before)

- **Attendee list sourcing:** Scrape attendee lists, speaker lists, sponsor lists,
  LinkedIn event RSVPs, hashtag engagers
- **Account research:** For each target, determine: are they speaking? sponsoring?
  attending? Which sessions are relevant?
- **Pre-event outreach:** "Saw you're attending [Event]. I'll be there too —
  would love to grab 15 minutes to share what we're seeing in [their domain]."
  This books meetings before you arrive.
- **Speaker outreach:** "Your talk on [topic] at [Event] — quick question."
  Speakers are flattered by pre-event engagement.

### Phase 2: On-Site (During the event)

- **Real-time engagement:** Monitor event hashtag. Engage with prospect posts.
- **Session targeting:** Attend sessions your prospects attend. Sit near them.
  Ask good questions during Q&A (with your name + company intro).
- **Expo hall:** If exhibiting, qualify booth visitors fast. Badge scan + 1-question
  qualifier + "I'll follow up with [specific thing]."
- **Evening events:** Happy hours, dinners, after-parties. Best networking happens
  outside the conference center.

### Phase 3: Post-Event (1-7 days after)

Day 1: "Great meeting you at [Event]" — personalized, reference your conversation.
Day 2-3: LinkedIn connection + "Enjoyed [specific conversation topic] at [Event]"
Day 5-7: Value-add follow-up: "Following up on our conversation about [topic],
here's [specific resource/data]"

### Phase 4: Non-Attendee Outreach

"I wasn't at [Event] but I noticed [topic] was big. Teams I work with are
seeing [related trend]." You can reference conference themes without having
attended.

### Phase 5: ROI Measurement

Track: meetings booked from event outreach, pipeline created, deals closed.
Cost per meeting = (event cost + outreach time) / meetings booked.
This lets you compare events objectively — kill the ones that don't convert.

## Output Format

Event outreach playbook with: attendee sourcing method, pre-event sequence,
on-site playbook, post-event templates, and ROI measurement framework.

## Quality Check

Before delivering, verify:

- [ ] All required sections are complete
- [ ] Output matches the user's stated need
- [ ] Named frameworks are cited for key recommendations
- [ ] No vague claims — every recommendation has a specific action
- [ ] Deliverable is ready for operational use, not just conceptual

## Common Pitfalls

1. **No pre-event outreach.** Showing up to a conference without booked meetings wastes the investment. Fix: scrape attendee lists, research targets, and book meetings 2-3 weeks before.
2. **Booth staff without training.** Untrained staff give generic demos and fail to qualify. Fix: train on qualification questions, demo flow, and data entry before the event.
3. **No post-event follow-up system.** Leads go cold within 48 hours. Fix: Day 1 personalized follow-up, Day 3 value-add, Day 7 soft CTA.

## Execution Artifacts

- `references/framework-notes.md` — named frameworks, citation anchors, and operating assumptions
- `templates/output-template.md` — copy-paste deliverable structure for the user
- `scripts/check-output.py` — local checklist validator for required sections
  This skill includes lightweight artifacts the agent can load on demand:
  Use the artifacts when the user asks for an implementation-ready deliverable, a repeatable workflow, or a quality check rather than generic advice.

## Implementation Depth

Use this section when the user asks for a finished asset, not a high-level explanation.

### Diagnostic Questions

1. What is the primary motion: founder-led, sales-led, product-led, partner-led, or lifecycle-led?
2. Which ICP tier is the output for: small business, mid-market, enterprise, or mixed?
3. What proof is available today: customer stories, usage data, third-party validation, screenshots, or none?
4. What system will execute the work: CRM, sequencer, warehouse, support desk, product analytics, or manual workflow?
5. What decision will the user make from this output: launch, prioritize, route, rewrite, score, coach, or measure?

### Framework Application

Map the recommendation explicitly to the named frameworks in this skill:

- Event-Led Growth: apply only the part that directly improves the requested deliverable.
- B2B Event Marketing Framework: apply only the part that directly improves the requested deliverable.
- Bizzabo — Event Experience Framework: apply only the part that directly improves the requested deliverable.

### Deliverable Standard

A strong output from this skill includes:

- A crisp diagnosis of the current situation
- A recommended path with tradeoffs, not a generic list
- A concrete artifact the user can use immediately: table, script, checklist, scorecard, sequence, dashboard spec, or implementation plan
- A measurement plan with leading and lagging indicators
- Risks and edge cases called out before execution

### Adaptation Rules

- For small business: reduce complexity, shorten time-to-value, and prioritize owner/operator clarity.
- For mid-market: include workflow ownership, handoffs, integrations, and enablement assets.
- For enterprise: include governance, risk, procurement, stakeholder mapping, and proof requirements.

## Related Skills

- cold-email-strategy, cold-email-copywriting, multi-channel-outreach, social-selling, pipeline-management