Events Planning

Overview

Events are the highest-trust channel in B2B. A 60-minute dinner with 10 prospects builds more pipeline than 1,000 cold emails. But events without a system produce expensive parties, not revenue.

This skill covers B2B event planning: format selection, budget, promotion, execution, and the attendee-to-pipeline conversion that makes events pay for themselves.

Authoritative Foundations

• Priya Parker — The Art of Gathering — Start from a specific purpose and a curated guest list; the format follows the purpose, not the venue.
• Paul Graham — Do Things That Don't Scale — Early on, small hand-run events (dinners, meetups) create deeper relationships than large sponsorships.
• Forrester (SiriusDecisions) — Demand Waterfall — Measure events by the pipeline stages they create and accelerate, not by attendance.

When to Use