Mar 20, 2025
TL;DR
Stop paying for badges. Start capturing pipeline.
Most event budgets get burned chasing badge scans. But scanning badges doesn’t build pipeline—conversations with buyers do. This playbook helps marketing and event leaders build a real plan focused on pipeline, not vanity metrics.
You'll learn how to pre-book meetings, qualify fast, run a "deal desk" onsite, and follow up in 48 hours. Done right, your next event fuels revenue, not regrets.
You spent $120K on that booth and got 2 deals. Sound familiar?
You paid for the booth, the travel, the dinners. The team came back with 200 badge scans. Fast forward 3 months—only 2 deals closed. Everything else? Stuck in CRM purgatory.
It’s not just you. Most teams treat events like a gamble. “Let’s show up, scan badges, and hope for the best.”
The best marketing teams don’t leave events to chance. They walk in with a plan to connect with the right people—decision-makers who can move deals.
What actually makes a high-intent lead at events
Badge scans aren’t leads. High-intent leads check these boxes:
VP+, Director-level or above, or economic influencers
Fits your ICP by size, industry, tech stack
Actively working on the problem you solve
Shows intent—asks pricing, discusses next steps, pre-books a meeting
Has a deal timeline (this quarter or next)
“Anyone can swing by for a free pen. My team’s trained to hunt for the ones asking real buying questions,” says a Senior Director of Field Marketing.
Pre-event is where 80% of your success happens
Define your high-intent profile
Know who you're hunting:
Which titles do you need in the room?
What’s the ideal company size, revenue, and industry fit?
Are they hiring? Did they raise a round?
Why: Without clarity, your team wastes time pitching everyone. Get surgical upfront.
Build your target list 4–6 weeks out
Use every resource:
Attendee lists (if available)
Past CRM data and open opps
LinkedIn Sales Navigator
Job postings, funding news
Outcome: A clear list of accounts and contacts your team aligns on.
Pre-book meetings - ditch the "hope and pray" model
No more "let’s see who walks up."
Personalized LinkedIn and email outreach starts 3-4 weeks out
Offer VIP dinners, executive roundtables, or real value
Sales team warms intros wherever possible
Example: "We’re hosting a private dinner on ‘AI’s impact on RevOps’ for 8 marketing leaders. Want in?"
Why: Pre-booked meetings = guaranteed pipeline conversations.
Advertise a reason to meet - not just your booth number
Stop shouting "Visit us at booth #123."
Instead: "Struggling to track event ROI? Come see our post-event playbook at booth #123."
Prep sales intel before you fly
Pull company news, pain points, open opps
Write 2-3 hooks or opening lines
Assign owners for each target
Outcome: No AE walks in cold.
During the event: prioritize pipeline, not foot traffic
Staff your booth for two tracks
Senior AEs handle pre-booked and hot prospects
Junior staff screens and qualifies general traffic
Why: Time is money. Decision-makers shouldn’t wait behind tire-kickers.
Fast-qualify every visitor (under 2 mins)
Ask:
Are they from a target account?
Can they influence or own budget?
Do they have an active project?
If not? Politely disengage.
Run a "deal desk" onsite
Pull high-intent prospects immediately for deep dives
Custom demos, pricing talks, buying committee intros—right there
"I closed two deals onsite last year just by having a backroom ready," shares a VP of Sales.
Capture context, not just contact info
Log pain points, buying stage, budget
Sync to CRM same day, not next week
Why: Notes are fresh. You won’t remember by Monday.
Create FOMO with invite-only experiences
Executive dinners, offsite meetups, or roundtables
Skip the cheap swag. Invest where deals happen
Post-event: you’ve got 48 hours to capitalize
Day 0-1: Clean and tag leads
Upload to CRM
HOT / WARM / COLD tags
Attach context
Day 1-2: Personalized follow-up
HOT: AE emails or calls with next steps
WARM: SDR runs a tailored sequence
Day 3-7: Multi-channel follow-up
LinkedIn, email, retargeting ads
Share playbooks, case studies, or schedule demos
Week 2-4: Nurture sequences
Keep warm leads alive with valuable content. Keep monitoring intent signals.
Why: The money’s made in the follow-up. Not the booth.
5 common traps that kill event ROI
❌ Counting badge scans as success: pipeline and meetings matter more.
❌ No pre-booked meetings: random foot traffic kills ROI. Pre-book 60% of your meetings.
❌ Weak qualification: if they’re not ICP, walk away.
❌ Generic follow-up: "Great meeting you" emails don’t convert. Personalize and address their pain.
❌ CRM black hole: all notes and context must hit the CRM in 24 hours.
Tip: Integrate this checklist into your post-event debrief. It saves jobs and budgets.
High-intent event checklist
✅ Target list of ICP prospects built 4–6 weeks out
✅ 50–60% of meetings pre-booked
✅ Real-time lead scoring at the booth
✅ Private "deal desk" or executive roundtables
✅ Personal follow-up within 48 hours
✅ CRM updated with full context and next steps
✅ Pipeline review 2 weeks post-event
Wrapping up: Events are about pipeline, not just presence
Events are expensive. But they don’t have to be a sunk cost.
Show up with a plan, run fast quals, prioritize deals, and follow up hard.
"Our biggest mistake was thinking the event ended when the booth packed up. The real work starts when the plane lands," admits a VP of Demand Gen.
If your events aren’t turning into pipeline, it’s fixable.
Let’s talk if you want help tightening this up.