Event Strategy Planner

Conference strategy

by LeadMagic · MIT license · ★ 62 on GitHub

Plans a conference program: event selection, sponsorship ROI, speaking (CFP) submissions, booth strategy, and team preparation. Use when the user is choosing which events to attend or sponsor, submitting a CFP, or analyzing conference ROI.

---
name: conference-strategy
description: >-
  Plans a conference program: event selection, sponsorship ROI, speaking (CFP)
  submissions, booth strategy, and team preparation. Use when the user is
  choosing which events to attend or sponsor, submitting a CFP, or analyzing
  conference ROI. Triggers on: "conference strategy", "event planning", "trade
  show strategy", "sponsorship ROI", "CFP submissions".
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, event-strategy, sponsorship, speaking]
  frameworks:
    - "Forrester (SiriusDecisions) — Demand Waterfall"
    - "ITSMA — Account-Based Marketing"

Overview

Conferences are the single biggest line item in many B2B marketing budgets — and the least measured. This skill covers event selection, sponsorship evaluation, speaking submission strategy, booth design, and team preparation to maximize ROI.

Manual install (npx, ZIP)

Claude Codenpx skills add LeadMagic/gtm-skills --skill conference-strategy -g -a claude-code

Claude Code (degit)npx degit LeadMagic/gtm-skills/skills/events/conference-strategy#main ~/.claude/skills/conference-strategy

Claude.ai / desktopZip the folder and upload it under Settings → Capabilities → Skills.

Codex, Cursor, other agentsPoint them at SKILL.md. The other files are plain text.

Connects with Agent Alley MCP · agentalley.io/mcp

Files included

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Conference Strategy

Overview

Authoritative Foundations

Forrester (SiriusDecisions) — Demand Waterfall — Measure events by the pipeline stages they create and accelerate, not by badge scans.
ITSMA — Account-Based Marketing — Choose and staff events by target-account attendance, and pre-book meetings with named accounts.
Chris Walker — Self-reported attribution — Add a 'How did you hear about us?' field so event influence that never appears in last-touch reporting is still captured.

When to Use

"Plan our conference strategy"
"Which events should we sponsor?"
"Submit a CFP"
"Conference ROI analysis"

Step-by-Step Process

Phase 1: Event Selection Matrix

Score events on 5 dimensions (1-10 each):

ICP concentration (×2): % of attendees matching your ICP. Check past attendee lists, ask peers who attended.
Decision-maker presence (×1.5): Are buyers there or just practitioners? Practitioner conferences build brand; buyer conferences build pipeline.
Competitor presence: If 3+ competitors sponsor/speak, you should too. If none, you might pioneer a category — or there's no market.
Cost per qualified conversation: Total cost / expected qualified meetings. Target: <$500 per qualified meeting for $10K+ ACV products.
Content/PR value: Speaking slot? Press coverage? Industry credibility?

Score >35: Sponsor/speak. Score 25-35: Attend only. Score <25: Skip.

Phase 2: Sponsorship Evaluation

Booth: Only worth it if you have 2+ dedicated staff and a lead capture process. Badge-scanning without qualification = waste of money.
Speaking slot: Highest ROI of any sponsorship. Negotiate it into your package. A 30-min talk is worth more than a 10x10 booth.
Sponsored happy hour / dinner: High cost, high reward for relationship building. Invite specific target accounts, not open bar for randoms.
Branding only: Logo on lanyard/tote bag. Low ROI unless you're a household name in the industry. Skip.

Phase 3: Speaking Submissions (CFP)

Submit to 3-5 events: One talk abstract, customized per event theme
Talk structure: Problem story → counterintuitive insight → framework → results data → specific takeaways. No product pitch.
Co-speak with a customer: 3x acceptance rate vs solo. Event organizers love practitioner stories.
Submit early: CFP deadlines are real. Late submissions are ignored.
Rehearse: Do a dry run with internal team. Record it. Watch it. Fix it.

Phase 4: Booth Strategy

Lead capture: Badge scan + 1 qualifier question ("What brings you to [Event]?" → scoring). No generic "tell me about your role."
Booth staff: Train on qualification questions, demo flow, and data entry. No phones. No sitting. No eating. 2-hour shifts max (it's exhausting).
Giveaway strategy: Something useful (charging brick > stress ball). Require badge scan to get it.
Demo station: 1-2 dedicated demo stations with good chairs. 5-minute targeted demo, not a full product tour.

Phase 5: Post-Event Debrief

Within 48 hours of event end: what worked, what didn't, revenue influenced, cost per meeting. Update event scores for next year's selection.

Output Format

Conference strategy document with: event selection scores, sponsorship package negotiation points, speaking submission abstracts, booth plan, and post-event debrief template.

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

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.
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.
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.

Implementation Depth

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

Diagnostic Questions

What is the primary motion: founder-led, sales-led, product-led, partner-led, or lifecycle-led?
Which ICP tier is the output for: small business, mid-market, enterprise, or mixed?
What proof is available today: customer stories, usage data, third-party validation, screenshots, or none?
What system will execute the work: CRM, sequencer, warehouse, support desk, product analytics, or manual workflow?
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:

B2B Event ROI Framework: apply only the part that directly improves the requested deliverable.
Conference Strategy Playbook: 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.

Execution Artifacts

references/framework-notes.md — Named frameworks and reference tables
templates/output-template.md — Deliverable shell for agent output
scripts/check-output.py — Lightweight deliverable validator

event-driven-outreach, field-marketing, pipeline-management, sales-enablement, partnership-strategy

1	---
2	name: conference-strategy
3	description: >-
4	Plans a conference program: event selection, sponsorship ROI, speaking (CFP)
5	submissions, booth strategy, and team preparation. Use when the user is
6	choosing which events to attend or sponsor, submitting a CFP, or analyzing
7	conference ROI. Triggers on: "conference strategy", "event planning", "trade
8	show strategy", "sponsorship ROI", "CFP submissions".
9	license: MIT
10	compatibility: Claude Code, Codex, GitHub Copilot, Cursor, Gemini CLI, OpenCode, Goose, Hermes, Windsurf, Zed
11	metadata:
12	version: "1.0.0"
13	author: LeadMagic
14	category: events
15	tags: [events, conferences, event-strategy, sponsorship, speaking]
16	frameworks:
17	- "Forrester (SiriusDecisions) — Demand Waterfall"
18	- "ITSMA — Account-Based Marketing"
19	- "Chris Walker — Self-reported attribution"
20	related_skills:
21	[
22	event-driven-outreach,
23	field-marketing,
24	pipeline-management,
25	sales-enablement,
26	partnership-strategy,
27	]
28	---
29
30	# Conference Strategy
31
32	## Overview
33
34	Conferences are the single biggest line item in many B2B marketing budgets —
35	and the least measured. This skill covers event selection, sponsorship evaluation,
36	speaking submission strategy, booth design, and team preparation to maximize ROI.
37
38	## Authoritative Foundations
39	- Forrester (SiriusDecisions) — Demand Waterfall — Measure events by the pipeline stages they create and accelerate, not by badge scans.
40	- ITSMA — Account-Based Marketing — Choose and staff events by target-account attendance, and pre-book meetings with named accounts.
41	- Chris Walker — Self-reported attribution — Add a 'How did you hear about us?' field so event influence that never appears in last-touch reporting is still captured.
42
43	## When to Use
44
45	- "Plan our conference strategy"
46	- "Which events should we sponsor?"
47	- "Submit a CFP"
48	- "Conference ROI analysis"
49
50	## Step-by-Step Process
51
52	### Phase 1: Event Selection Matrix
53
54	Score events on 5 dimensions (1-10 each):
55
56	1. ICP concentration (×2): % of attendees matching your ICP.
57	Check past attendee lists, ask peers who attended.
58	2. Decision-maker presence (×1.5): Are buyers there or just practitioners?
59	Practitioner conferences build brand; buyer conferences build pipeline.
60	3. Competitor presence: If 3+ competitors sponsor/speak, you should too.
61	If none, you might pioneer a category — or there's no market.
62	4. Cost per qualified conversation: Total cost / expected qualified meetings.
63	Target: <$500 per qualified meeting for $10K+ ACV products.
64	5. Content/PR value: Speaking slot? Press coverage? Industry credibility?
65
66	Score >35: Sponsor/speak. Score 25-35: Attend only. Score <25: Skip.
67
68	### Phase 2: Sponsorship Evaluation
69
70	- Booth: Only worth it if you have 2+ dedicated staff and a lead capture
71	process. Badge-scanning without qualification = waste of money.
72	- Speaking slot: Highest ROI of any sponsorship. Negotiate it into your
73	package. A 30-min talk is worth more than a 10x10 booth.
74	- Sponsored happy hour / dinner: High cost, high reward for relationship
75	building. Invite specific target accounts, not open bar for randoms.
76	- Branding only: Logo on lanyard/tote bag. Low ROI unless you're a
77	household name in the industry. Skip.
78
79	### Phase 3: Speaking Submissions (CFP)
80
81	- Submit to 3-5 events: One talk abstract, customized per event theme
82	- Talk structure: Problem story → counterintuitive insight → framework →
83	results data → specific takeaways. No product pitch.
84	- Co-speak with a customer: 3x acceptance rate vs solo. Event organizers
85	love practitioner stories.
86	- Submit early: CFP deadlines are real. Late submissions are ignored.
87	- Rehearse: Do a dry run with internal team. Record it. Watch it. Fix it.
88
89	### Phase 4: Booth Strategy
90
91	- Lead capture: Badge scan + 1 qualifier question ("What brings you to
92	[Event]?" → scoring). No generic "tell me about your role."
93	- Booth staff: Train on qualification questions, demo flow, and data entry.
94	No phones. No sitting. No eating. 2-hour shifts max (it's exhausting).
95	- Giveaway strategy: Something useful (charging brick > stress ball).
96	Require badge scan to get it.
97	- Demo station: 1-2 dedicated demo stations with good chairs. 5-minute
98	targeted demo, not a full product tour.
99
100	### Phase 5: Post-Event Debrief
101
102	Within 48 hours of event end: what worked, what didn't, revenue influenced,
103	cost per meeting. Update event scores for next year's selection.
104
105	## Output Format
106
107	Conference strategy document with: event selection scores, sponsorship package
108	negotiation points, speaking submission abstracts, booth plan, and post-event
109	debrief template.
110
111	## Quality Check
112
113	Before delivering, verify:
114
115	- [ ] All required sections are complete
116	- [ ] Output matches the user's stated need
117	- [ ] Named frameworks are cited for key recommendations
118	- [ ] No vague claims — every recommendation has a specific action
119	- [ ] Deliverable is ready for operational use, not just conceptual
120
121	## Common Pitfalls
122
123	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.
124	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.
125	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.
126
127	## Implementation Depth
128
129	Use this section when the user asks for a finished asset, not a high-level explanation.
130
131	### Diagnostic Questions
132
133	1. What is the primary motion: founder-led, sales-led, product-led, partner-led, or lifecycle-led?
134	2. Which ICP tier is the output for: small business, mid-market, enterprise, or mixed?
135	3. What proof is available today: customer stories, usage data, third-party validation, screenshots, or none?
136	4. What system will execute the work: CRM, sequencer, warehouse, support desk, product analytics, or manual workflow?
137	5. What decision will the user make from this output: launch, prioritize, route, rewrite, score, coach, or measure?
138
139	### Framework Application
140
141	Map the recommendation explicitly to the named frameworks in this skill:
142
143	- B2B Event ROI Framework: apply only the part that directly improves the requested deliverable.
144	- Conference Strategy Playbook: apply only the part that directly improves the requested deliverable.
145	- Bizzabo — Event Experience Framework: apply only the part that directly improves the requested deliverable.
146
147	### Deliverable Standard
148
149	A strong output from this skill includes:
150
151	- A crisp diagnosis of the current situation
152	- A recommended path with tradeoffs, not a generic list
153	- A concrete artifact the user can use immediately: table, script, checklist, scorecard, sequence, dashboard spec, or implementation plan
154	- A measurement plan with leading and lagging indicators
155	- Risks and edge cases called out before execution
156
157	### Adaptation Rules
158
159	- For small business: reduce complexity, shorten time-to-value, and prioritize owner/operator clarity.
160	- For mid-market: include workflow ownership, handoffs, integrations, and enablement assets.
161	- For enterprise: include governance, risk, procurement, stakeholder mapping, and proof requirements.
162
163	## Execution Artifacts
164
165	- `references/framework-notes.md` — Named frameworks and reference tables
166	- `templates/output-template.md` — Deliverable shell for agent output
167	- `scripts/check-output.py` — Lightweight deliverable validator
168
169	## Related Skills
170
171	- event-driven-outreach, field-marketing, pipeline-management, sales-enablement, partnership-strategy
172