Your numbers
What the two outcomes mean for your quarter.
Change the numbers to match your team. Targets are relative to your own last quarter, not an industry benchmark.
How the agents get there
Your team approves. The agents do the writing and chasing.
Invite the right accounts, personally
- Only target accounts near the event, split by tier
- Tier 1: a note from their AE with a brief; Tier 2: a version for their industry; Tier 3: the email wave
- Each invite carries a short event note and a landing-page link tagged to the AE
- Moves ranked by extra registrations: past attendees, a second guest, the next wave
Every attendee hears from a person
- Attendees sorted Hot, Warm, Nurture, No-show the morning after
- Hot held from the general Marketo or HubSpot email until their AE writes
- A brief and a draft for every person, in each AE’s and SDR’s inbox
- Reminder at 24 hours, sales lead at 48, then the SDR takes over
A few clicks a day
- One “Do this now” per workspace
- Approve by replying YES to one daily email
- Every event seen by region, month and event manager
- A report for the CMO and CRO after each event
How we measure
Your baseline, your exports, the same definitions every time.
| Outcome | Definition | Baseline | Target |
|---|---|---|---|
| Registration rate | Target accounts with at least one registrant, divided by target accounts invited. Held-out accounts are excluded. | Your events from the previous quarter, same formats | +20% relative |
| AE follow-up rate | Attendees who received a personal email or call from their AE or SDR within 24 hours, divided by all attendees from target accounts. | Your events from the previous quarter, or the first two events if it wasn’t tracked | +30% relative |
| Also reported | Show rate, reply rate, meetings in 7 days, pipeline per US$1 against held-out accounts. | Same | Reported, not guaranteed |
Measured from your Cvent, Marketo or HubSpot and CRM exports. Every number links back to the events behind it, by region, month and event manager.
The quarter
Thirteen weeks, start to readout.
Set up and measure where you are
- Last quarter’s exports in; both baselines agreed in writing
- Accounts, tiers, AEs and SDRs matched from your CRM
- Held-out accounts set before the first invite
Every event through the agents
- Invites, show rate and follow-up for each event
- A 30-minute weekly review with your events lead
- Both numbers tracked live, per event
Results against the baseline
- Both outcomes, by region, month and event manager
- The CMO and CRO report
- Fee due only if both targets are met
Who it’s for
A good fit, and what we need from you.
A good fit
- B2B technology company
- Ten or more field events, roundtables, dinners or webinars a quarter
- Marketo or HubSpot, and a CRM with account owners
- AEs or SDRs who own the accounts invited
What we need
- Last quarter’s registration and attendance exports
- A CRM export with account names, owners and tiers only. No personal or confidential data: no contact names, emails, phone numbers or deal values
- One events lead for a weekly 30 minutes
- Invites and follow-ups run through the agents’ drafts
What counts
- Events with at least 50 invited target accounts
- Both outcomes measured across the quarter, not event by event
- Your team sends the messages; the agents write, route and chase
- It runs on your exports today, with no IT project. Live sync with Marketo, HubSpot and Salesforce is on the way.
- Nothing is sent without a person: AEs send from their own mailbox, and guest emails stay in Marketo or HubSpot.
- Pricing is agreed on the first call and depends on the number of events.
When it may not pay off
What holds the numbers back.
The agents can’t make up for these. We check for them in week 1 and raise them in the weekly review as soon as we see one.
No event brief
The audience, agenda and speakers aren’t set four weeks out. Invites have nothing specific to say, and the right accounts don’t register.
Accounts arrive late
The target account list and owners come in less than four weeks before the event. AEs don’t have time to invite, and the registration rate can’t move.
Too few target accounts nearby
Fewer than 50 target accounts within reach of the venue. The rate swings on a handful of people.
AEs don’t send
Drafts sit unsent. The agents remind and hand off to SDRs, but someone in sales still has to write to each attendee.
Exports come in late
Attendance isn’t marked within a day of the event. The 24-hour follow-up window passes before the agents can sort and route.
Events change late
Dates, venues or formats change in the last two weeks, or events are cancelled. Invites and reminders have to start again.
Next step
A 30-minute baseline review.
Send last quarter’s registration and attendance exports. We’ll come back with your two baselines and the targets they become, before you commit to anything.