Events

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3. Specific event context

Ask the user:

• Do they have an upcoming event in mind, or are they identifying which events to attend?
• If attending: event name, date, expected ICP presence?
• If evaluating: what do they know about where their ICP actually goes?

If they do not know which events their ICP attends, prompt them: "Ask your three best current clients: what conferences, associations, or communities do they stay active in?"

4. Your archetype

Before running this playbook, confirm the business type.

The conversation approach, qualifying signals, and follow-up sequences differ by archetype. Read before building templates.

DO

Run these three phases in order. Phase 1 must be done before the event. Phase 2 is a briefing, not a live exercise. Phase 3 triggers within 48 hours of the event ending.

Phase 1: Before the event

Step 1: Identify target contacts

Build a list of 10-20 specific people to meet at the event. Use LinkedIn to identify likely attendees:

• Search by company + job title
• Filter by location (event city) + activity (posted in last 30 days = higher engagement)
• Cross-reference speaker lists and sponsor booths

If EVENT_SCOUT_KEY is set: the Event Scout add-on can pull attendee intelligence before committing. Run it now.

Step 2: Send pre-event outreach

Use playbooks/warm/events/templates/pre-event.md.

Timing: send 5-7 days before the event.

Message goal: not a pitch. A warm introduction + a specific reason to connect at the event. Reference:

• The event name
• A shared interest or mutual connection if one exists
• One specific thing you want to discuss (not "would love to connect")

Step 3: Prepare conversation setup

Before walking in, have these three ready:

• One-sentence company description (not a pitch -- what you do in their terms)
• One qualifying question to identify if they match the ICP
• One agreed next step to offer when the conversation goes well (not "let's stay in touch" -- a specific proposal: "I'll send you a one-pager" / "Can I show you what we did for [similar company]?")

Phase 2: During the event

Brief the user on the conversation framework:

1. Open by asking about them -- their role, their current focus, what brought them to this event
2. Listen for ICP signals -- the buying trigger, the pain you solve, the company characteristics
3. When the signal appears, name it back -- "That's exactly what we work on with [company type]"
4. Offer the specific next step before ending the conversation
5. Capture notes on your phone immediately after each conversation -- what they said, what was agreed, the follow-up action

What not to do:

• Do not lead with a pitch
• Do not hand the card before the conversation
• Do not say "let's stay in touch" without a defined next action
• Do not sell in the first conversation -- set the next meeting

Phase 3: After the event

Timing: Follow-ups must go within 48 hours. After that, the conversation cools and the reply rate drops sharply.

Use playbooks/warm/events/templates/post-event.md as the starting point.

Each follow-up must include:

• Reference to the specific conversation (what they said, not a generic "great meeting you")
• Something useful if applicable (resource, intro, observation relevant to what they mentioned)
• Confirmation of the next step agreed in the conversation

For contacts who did not confirm a next step in the conversation: offer one specific, low-friction action (read this, reply yes, 15 minutes next week).

VERIFY

Before this session ends:

1. Target contact list built?

Confirm 10-20 specific people are identified with names, titles, companies, and the qualifying signal to listen for with each.

2. Pre-event outreach sent or scheduled?

If the event is more than 5 days out: confirm outreach is written and scheduled. If the event is under 5 days: send today.

3. Conversation opening prepared?

Confirm they can state:

• What they do (one sentence, no jargon)
• The qualifying question they will ask
• The next step they will offer when the conversation qualifies

4. Follow-up plan set?

Confirm they know exactly what happens within 48 hours of the event. Who sends? What template? What tracking?

5. Metrics tracking set?

For every event, record:

• Event name, date, cost to attend
• Target conversations planned
• Conversations had
• Follow-ups sent within 48 hours
• Meetings booked from the event
• Deals opened (tracked at 90 days post-event)

Review after each event to decide whether to return.

Reference files

• Full playbook: playbooks/warm/events/README.md
• Pre-event template: playbooks/warm/events/templates/pre-event.md
• Post-event template: playbooks/warm/events/templates/post-event.md
• Event Scout add-on: addons/event-scout/README.md