Conference prep for B2B SaaS founders.
Most teams treat conferences as the event. The actual game is the four weeks before. Pre-event outreach is where the pipeline gets built — at 2-3x the reply rate of cold prospecting.
78% of conference attendees never get touched by exhibitors pre-event. The median booth-only team books 11 qualified meetings across three days. The teams that run a pre-event motion book 40-60. The four-week ICP-filter and multi-touch sequence is the single highest-leverage GTM move in B2B SaaS — and the one most teams skip because the team running outbound is also running the event.
What changes for this use case.
- ·Attendee lists go stale fast. The 4-week window before the event is when ICP filtering still produces fresh enrichment.
- ·VIP dinners convert at 5-10x per attendee vs booth conversations. Inviting math and venue selection is its own discipline.
- ·Post-event follow-up at the 24-hour window converts at 25-40% (bespoke) vs 0-3% (templated). The follow-up architecture is half the value.
From the knowledge base.
The chapters that map to this use case, in suggested reading order.
Conference strategy — the complete reference
Eight chapters covering all three phases. Start here.
Pre-event outreach math
Meeting-density ceiling, the 4-6 week runway, sequencing cadence, the deliverability handoff.
VIP dinners and hosted events
Highest-leverage format. Invite math, venue selection, the 30→12→8 attendance funnel.
Follow-up cadences — the 24-hour window
Why bespoke follow-up converts at 25-40% and templated converts at 0-3%.
The conference outreach calculator
Plug in attendees, days, ICP %, and team size. Get the staffing plan and timeline.
We run the full conference motion as a service.
Pre-event prospect list, ICP scoring, multi-touch sequence, on-the-floor scheduling, post-event follow-up. Same playbook we've run at SaaStr, AWS re:Invent, HubSpot INBOUND.