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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

80% of conference ROI is pre-event. The floor is the easy part.

80%
Of conference ROI comes from outreach in the 3-4 weeks before the floor opens
$5K dinner
Beats a $50K booth — 10 decision-makers around a table for 3 hours
11
Median qualified meetings booked by teams without a pre-event motion

Booths buy badge scans. Pipeline gets built in the four weeks before — when the attendee list is fresh, your ICP filter still matters, and the calendar is still open. The teams winning conferences pull the list, run personalized outreach to the top 5%, and walk in with the schedule already full. Most teams skip that work because the people running outbound are also running the event. We take both sides off your plate so your founder lands with a printed schedule, not a stack of business cards.

How we work

Four weeks. Calendar built.

  1. Week 01

    Attendee list lands.

    We get the attendee lists nobody else can — directly from organizers, by reverse-engineering vendor conference apps, scraping LinkedIn check-ins, or running custom agents against sponsor pages. Then your ICP filter runs 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, three to four weeks out (where 80% of conference ROI lives). LinkedIn connect + warm-intro paths run in parallel. Every reply routes to your shared Slack — positive ones go to your founder in minutes.

  3. Week 03

    Calendar fills.

    Meetings booked back-to-back on Cal.com. Briefs prepared, locations coordinated across booth, hotel bar, and a hosted dinner (a $1.5K private-room dinner with 8 prospects typically generates 6 figures in pipeline). Your founder arrives with a printed 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 inside the 24-hour window — referencing the actual conversation, not a generic badge-scan blast.

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 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. Attendee list pulled within a week. First sequence ships within two.
What if my conference is in three weeks, not four?
We can compress to two weeks — list pull and sequence build run in parallel. At one week of runway, the ICP filter takes a hit and 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. Engineer leaves your Slack — the system they built stays in your stack.
What CRMs do you support?
Salesforce, HubSpot, Pipedrive, Attio, Close, and anything with an API. If your CRM is a Google Sheet, we 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.
Should we sponsor a booth or skip it?
Default: skip the booth, buy expo passes, and put the $50K into a hosted dinner + pre-event outreach instead. A $5K sponsored dinner with 10 decision-makers consistently beats a $50K booth on pipeline. See VIP dinners + side events for the dedicated end-to-end service. We'll size this with you per event.
How do you actually get the attendee lists?
Whatever it takes. Directly from organizers when they share it. Reverse-engineering the conference app's API when they don't (most apps leak the full list to authenticated users). Scraping LinkedIn check-ins as the event approaches. Custom agents against sponsor pages. We've gotten lists for SaaStr, ULI, YC events, RSA, HLTH, and most industry verticals. If you have a specific event in mind, ask us.
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