# Field Event Plan > Plan a field event, dinner, or conference presence that actually produces pipeline, not just badges scanned. It builds the right guest list, designs a draw worth showing up for, plans the on-site motion so conversations happen, and writes the follow-up that converts, because the pipeline is made after the event, not at it. Built for B2B field marketing and sales teams, customizable to your CRM and your event motion. Trigger on "plan a field event", "customer dinner plan", "conference presence", "how do I get pipeline from this event", "event guest list", "event follow-up plan", or any field-event or in-person pipeline request. - Skill: `heath-gtm/field-event-plan` (Agent Skill, multi-file: 2 files) - Install (CLI): `npx skillmds add heath-gtm/field-event-plan` - Raw SKILL.md: https://api.skillmd.com/api/skills/heath-gtm/field-event-plan/raw - Safety review: pending (external: skill-scanner PASS, skillspector PASS) - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: heath-gtm (https://skillmd.com/u/heath-gtm) - Updated: 2026-08-19 - Page: https://skillmd.com/skills/heath-gtm/field-event-plan --- # Field Event Plan ## What this does Takes an event, a dinner, a conference booth, or a roadshow stop, and builds the plan that turns it into pipeline instead of a photo and an expense report. It picks the guest list worth the room, designs a draw people actually clear their calendar for, plans the on-site motion so the right conversations happen, and writes the follow-up that converts. Events do not create pipeline in the room; they create it in the two weeks after. This plans both halves. ## What you'll need You do not need to connect anything to get value today. Bring the event and the skill runs now. Connect the tools below and it pulls the context automatically and adds signals you cannot paste by hand. - Works today with: what you paste about the event. What it is, who you want there, what you are selling, and where it sits in the deal cycle. A short brief is enough to start. - More powerful connected to a CRM: it reads your open pipeline and target accounts automatically, so the guest list is built from real deals and real targets, not a generic invite blast. - Sharper with a meeting or email tool: tracks who actually replied, showed, and re-engaged, so the follow-up is aimed at real interest. - Sharper with an enrichment source: fills in titles and roles so the invite reaches the person who can actually move a deal. ## How this runs at your connection level This skill is never reliant on a connector. It runs on what you tell it today and gets more powerful as you connect tools. It never invents an attendee or a result it cannot see. A gap is a question it asks you, not a number it makes up. - **Bring your data**: paste the event brief and the accounts you want there. The skill builds the full plan today. No connection required. - **Connect your tools**: the same skill pulls the pipeline, the target accounts, and the engagement automatically. Same plan, less effort, built from real deals. - **Just exploring**: no event booked? Get the framework, the fields it reads, and a worked example on a sample event, so you can see the shape before you plan a real one. Every run ends with the one thing that would sharpen the next: an account to add, a title to confirm, a tool to connect. ## Customize this for yourself This was built for a B2B SaaS org running field dinners and conference presence against open pipeline. Set these to your stack: | Set this | What it is | Default / Example | |---|---|---| | CRM | your CRM connector | Salesforce, HubSpot, Pipedrive | | EVENT type | the format | dinner, booth, roadshow, hosted session | | GUEST source | where the invite list comes from | open pipeline, target accounts, customers | | CAPACITY | seats you are filling | 14 for a dinner, re-tune per format | | OWNER map | who owns each guest on-site | the rep who owns the account | | FOLLOWUP window | days to first post-event touch | 2 (re-tune, sooner is better) | | GOAL | what the event is for | pipeline created, deals advanced, retention | Your event motion is yours. The skill builds the list and the follow-up against the goal you set, not a generic attendance target. ## The method ### Build the guest list (the room is the strategy) The single biggest lever on event pipeline is who is in the room. Build the list from real targets: open deals that need a push, target accounts you cannot get a meeting with any other way, customers who expand or advocate. For each seat, name why they are worth it and which rep owns them. A full room of the wrong people is a cost, not a pipeline event. ### Design the draw (worth clearing a calendar for) People do not leave the office for a sales pitch. Give them a reason: a peer group they want to be in, a speaker or topic they cannot get elsewhere, a genuinely good experience. The draw is what fills the seats you chose. If the invite reads like a demo request, the accounts you most want will decline. ### Plan the on-site motion (conversations, not badge scans) Decide before the doors open what a good on-site outcome is per guest, and who makes it happen. Assign each priority guest to the rep who owns them. Set the one conversation each guest should leave having had, and the specific next step to tee up in person. Scanning a badge is not a conversation; plan the conversation. ### Write the follow-up that converts (the pipeline is made here) The event is the setup; the follow-up is the deal. Draft the post-event touch before the event, personalized to what each guest actually did and said, out within a couple of days while it is warm. Tie it to the next step you teed up on-site. A message can carry the account and persona context so the follow-up references the real conversation, not a form thank-you. Slow, generic follow-up is where event pipeline goes to die. ### Measure against the goal (pipeline, not attendance) Judge the event by the goal you set, not the headcount. Count the meetings booked, the deals advanced, the pipeline created or influenced, tied back to the guests who were there. Attendance is an input; pipeline is the result. Report the result, and it tells you which events to run again. ## Quality gates - Every seat on the guest list has a named reason and an owning rep, never a generic invite blast. - The draw is a reason the guest benefits, never a disguised sales pitch. - Each priority guest has one intended conversation and a next step, planned before the doors open. - The follow-up is drafted before the event and goes out inside the window, personalized to what the guest did. - Results are counted as pipeline and meetings tied to real attendees, never as badge counts. Sample figures are illustrative only. ## Output (example) ``` FIELD EVENT PLAN ยท Customer dinner, 14 seats (illustrative) Guest list (built from real pipeline) Guest / account Why the seat Owner Acme (VP) stuck deal, needs econ buyer Rep A Vertex (Dir) target acct, no meeting yet Rep B Blend (Champion) expansion candidate CSM ... ... ... Draw Peer roundtable on a shared problem + private dinner On-site motion Acme seat next to Rep A; tee up the CFO intro Vertex Rep B opens the first real discovery live Follow-up (drafted now, out within 2 days) Per guest, tied to the on-site next step, personalized Measure against goal: pipeline created + deals advanced Not badges scanned. Tie every result to a named attendee. Next moves: 1. Send invites to the 14 chosen seats; reps own their guests. 2. Pre-write the follow-up per guest before the night. 3. Book the teed-up next steps within 48 hours. ``` ## Where the inputs come from CAPACITY (14), the FOLLOWUP window (2 days), and the goal are defaults, not laws. They suited a field-dinner motion against open pipeline. The guests, accounts, and results above are examples, illustrative only, not real people or a real event. The method does not change when your event does. Set the format, the guest source, and the goal to your motion and the plan shapes itself around it. ## Example chat **You:** We're doing a customer dinner in 3 weeks, 14 seats, help me build the plan. **Claude:** Built the list off your open pipeline and target accounts, not a generic invite blast. ``` Guest / account Why the seat Owner Acme (VP) stuck deal, needs econ buyer Rep A Vertex (Dir) target acct, no meeting yet Rep B Blend (Champion) expansion candidate CSM ``` Draw is a peer roundtable, not a pitch. Follow-up is drafted now for all 14 guests, ready to personalize with whatever actually gets said at the table, so it can go out within 2 days instead of a week later. One sharpener: connect your CRM so I can confirm which of these deals actually need this push versus ones that already have a next step scheduled. ## Go further The plan works from a pasted brief. Here is where the follow-up stops depending on someone remembering to write it the next morning. - **Draft follow-up live, on-site.** Have a rep type a one-line note per guest into a shared doc during the dinner, and a scheduled Claude task turns it into the personalized follow-up that same night. - **Track pipeline back to the seat.** Tag every guest in Salesforce so pipeline created or advanced in the following 60 days ties back to who was actually in the room. - **Build the next list from this one's results.** Feed the meetings-booked outcome into Clay or your CRM so the next event's guest list is built from what actually converted, not a fresh guess. The dinner ends. The plan for the next one starts building itself. ## Make it yours Fork it. Change the format, the capacity, the follow-up window. The point is not to run someone else's event checklist. It is to make the event produce pipeline instead of badges and a bar tab. Built by an operator. Customize it, break it, make it better.