Workflow · Conference prep

We fill your calendar before the floor opens.

Pre-event ICP filtering. Multi-touch outbound. Onsite coordination. Post-event follow-up. Owned by us, in your Slack.

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The bottleneck

Most teams treat a conference as the event. The actual game is the four weeks before.

78%
Of conference attendees never get touched by exhibitors pre-event
$42K
Median cost of a booth + travel for a Series A team
11
Median qualified meetings booked by teams without a pre-event motion

Sponsorship dollars pay for the floor. The pipeline gets built in the four weeks before — when the attendee list is fresh, the ICP filter still matters, and the calendar is still open. Most teams skip that work because the team running outbound is also running the event. We take both sides of that off your plate, so by the time your founder walks the floor, the schedule is full and the right people already know your name.

How we work

Four weeks. Calendar built.

  1. Week 01

    Attendee list lands.

    We pull the complete attendee, sponsor, and exhibitor list. ICP filter applied against your closed-won data. Top 3–5% surfaced with intent signals — recent funding, hiring, product launches, leadership moves.

  2. Week 02

    Outbound opens.

    Personalized email sequences ship from your team's domain. LinkedIn connection requests and warm-intro paths run in parallel. Every reply routes to your shared Slack — positive ones escalated to your founder within minutes.

  3. Week 03

    Calendar fills.

    Meetings booked, briefs prepared, locations coordinated across booth, hotel bar, and offsite dinners. Your founder arrives with a printable schedule and a one-pager on every account.

  4. Week 04

    Floor converts.

    Onsite engineer handles scheduling drift, walk-ups, and no-shows in real time. Post-event sequences ship within 24 hours to every contact you actually met — never just the badge-scan dump.

In production

How it looks in production.

Case 01 · AI infrastructure company entering the US market

Closed 9 deals at SaaStr in 12 weeks.

Problem.

Eight weeks out from SaaStr 2026. 1,481 attendees, no US presence, no CRM hygiene, founding team still based overseas. Sponsorship was already paid for; the calendar was empty.

What we did.

Pre-event ICP scoring on 1,481 attendees. 45-person shortlist surfaced with intent signals. Two Allston Labs engineers on the SaaStr floor for three days running in-Slack triage with the founder. Nightly debriefs. Post-event sequencing for 90 days off the badge-scan list.

112
Qualified demos
9
Closed-won · 90 days
“Our US revenue went from zero to seven figures in a quarter. They were the team that made it happen.”— Founder & CEO
Case 02 · Series B healthcare platform at HLTH

Booked the booth solid four weeks out.

Problem.

HLTH was eight weeks away. Last year they had walked the floor with no plan and left with 14 badge scans, none of which converted. Marketing wanted to skip the year; founder said no.

What we did.

Attendee list pulled and segmented by buying committee. 320-person ICP shortlist scored against their closed-won data. LinkedIn-led sequence with a SaaStr-style "meet at booth 412" CTA. Calendar invites went out on the third touch. Onsite engineer ran the schedule from Slack.

47
Booked meetings
$2.1M
Pipeline · 60 days
“We walked into HLTH with our calendar full. Last year we walked in cold. Same conference, completely different week.”— Head of Growth
Case 03 · Dev tools startup at AWS re:Invent

From walk-up booth to scheduled enterprise pipeline.

Problem.

re:Invent. 65,000 attendees, an impossibly broad ICP, and a tiny booth in the back of the expo hall. Without a plan, the team would have gotten lost in the noise.

What we did.

Filtered re:Invent's attendee list down to 280 ICP targets. Personalized cold sequence three weeks pre-event, layered on a LinkedIn warm-intro path through their advisors. Booked 38 conversations across the four days. Post-event nurture for accounts that didn't convert to demos that week.

38
Onsite meetings
11
Active enterprise pipeline
“We stopped trying to win re:Invent by being loud. We won by being scheduled.”— Founder
Free calculator

Plan it — do the math.

Calculator

Conference outreach calculator

Pre-event outreach, on-the-floor capacity, post-event follow-up — dated timeline anchors. Tells you the staffing plan to convert N attendees into N closed-won.

Open the calculator
Knowledge base · 8 guides

Read the conference playbook.

Start here5 min

Complete conference strategy reference

All 8 guides — when conferences beat cold outbound, ICP velocity testing, pre-event outreach, VIP dinners, conversation engineering, note-taking, follow-up, lead magnets.

Read the guide
Highest leverage12 min

VIP dinners and hosted events

5-10x higher conversion per attendee than booth conversations. Invite math, venue selection, co-host strategy, the 30→12→8 attendance funnel.

Read the guide
Don't miss11 min

The 24-hour follow-up window

Bespoke follow-up converts at 25-40%. Templated 'thanks for chatting' converts at 0-3%. The 24h/7d/30d/90d cadence architecture.

Read the guide
Browse all 74 guides in the knowledge base →
Frequently asked

Common questions.

How fast can you start?
Forty-eight hours from Slack invite to first work in flight. The attendee list arrives within a week. First sequence ships within two.
What if my conference is in three weeks, not four?
We can compress to two weeks if needed — list pull and sequence build run in parallel instead of sequentially. Quality on the ICP filter takes a hit at one week of runway; we'll tell you that upfront.
Do I keep the infrastructure if we stop working together?
Yes. All domains, inboxes, sequences, and the attendee CRM stay with you. The engineer leaves your Slack — the system they built stays in your CRM and your sending stack.
What CRMs do you support?
Salesforce, HubSpot, Pipedrive, Attio, Close, and anything with an API. If your CRM is a Google Sheet, we'll work in the Sheet and migrate when you're ready.
Are you an agency?
No. We're an engineering team. We ship code, not decks. The person in your Slack is a senior engineer, not a project manager or an SDR.
Do you actually show up at the conference?
Yes — for the events that matter. SaaStr, ULI, YC AI Startup School, RSA, HLTH — an engineer is on the floor running your schedule from Slack. For smaller events we run it remotely and brief your founder nightly.
Let's talk

Got a conference coming up?

We can be in your Slack within 48 hours and running outreach by the end of the week. Most engagements close in four weeks of total runway.

Talk to us today →
Or email phillip@allstonlabs.com