Events Engine

Teqfocus Events Engine Skill

This skill governs all event campaign design and asset production for Teqfocus. Teqfocus runs and participates in high-value, executive-level events — CXO dinners, Dreamforce meetups, Snowflake Summit presence, and webinars. Every event campaign must reflect this: we invite senior people to conversations worth having, not to vendor pitches.

How to Use This Skill

1. Read this SKILL.md fully before producing any event asset
2. Identify the event type → load the relevant reference file
3. Confirm the intake (Section 2) — ask if anything is missing
4. Produce the full campaign arc — pre, during, and post
5. Flag any assets that need to be built by abm-microsite skill

Reference Files

Section 1: Teqfocus Event Philosophy

Teqfocus events are not trade show booths. They are not vendor pitches. They are executive peer-to-peer conversations hosted by Teqfocus.

The 3 things that make a Teqfocus event work:

1. The room: The right people — CIOs, CDOs, VP Sales from target accounts
2. The conversation: A theme sharp enough that people remember the discussion, not the sponsor
3. The follow-up: A reason to continue the conversation that started in the room

What Teqfocus events are NOT:

• Product demos or platform showcases
• "Teqfocus presents" talking-head presentations
• Generic networking happy hours with a Teqfocus banner
• Vendor booth presence at a conference

What every event campaign asset must do:

• Make the invite feel exclusive and earned — not mass-distributed
• Lead with the theme/conversation — not Teqfocus's name
• Give the recipient a reason to RSVP that is about THEM, not about Teqfocus

Section 2: Event Campaign Intake

Section 3: Event Types — Quick Reference

CXO Executive Dinner

Format:     Invite-only, 15–25 guests, sit-down dinner
Audience:   CIOs, CDOs, VPs at Tier 1 target accounts
Theme:      A single sharp question or business challenge
Teqfocus role: Host and convener — not presenter
Campaign:   Personal invite-led (AE + Exec) with event microsite as anchor
Follow-up:  Highly personalized, 1:1 for all attendees

Dreamforce 2025 (San Francisco)

Format:     Multiple Teqfocus-hosted side events during Dreamforce week
Types:      Happy Hour / Lunch & Learn / Executive Dinner / CXO Roundtable
Audience:   Salesforce ecosystem: customers, prospects, Salesforce AEs, partners
Theme:      AI operationalisation in enterprise — Teqfocus as the "how" answer
Campaign:   Multi-channel: Email + LinkedIn + Salesforce AE co-invite
Partner:    Coordinate with Salesforce AE team on shared account invites
Follow-up:  Segmented — by event type + engagement level

Snowflake Summit 2026

Format:     Teqfocus presence at Snowflake's annual conference
Types:      Hosted dinner / Partner session / Booth presence
Audience:   Data leaders, CDOs, data engineering teams at target accounts
Theme:      From data platform to AI-ready architecture — the Teqfocus bridge
Campaign:   Email + LinkedIn + Snowflake partner co-marketing
Partner:    Coordinate with Snowflake partner team for co-hosted assets
Follow-up:  Data/AI-focused — CDO and data engineering personas

Third-Party Conference Presence

Format:     Teqfocus sponsorship, speaking slot, or booth at industry conference
Types:      Varies by conference (healthcare, telecom, finserv, SaaS conferences)
Audience:   Conference attendees in target industry vertical
Campaign:   Pre-conference LinkedIn posts + targeted email to registered attendees
            (if list available) + post-conference follow-up
Follow-up:  Badge-scan follow-up + specific session reference

Webinar / Virtual Event

Format:     Online, typically 45–60 minutes
Types:      Teqfocus-only / Co-hosted with Salesforce or Snowflake / Guest speaker
Audience:   Persona-specific (CDO webinar vs. CIO webinar)
Campaign:   Email invite sequence + LinkedIn organic + paid LinkedIn (optional)
Follow-up:  Attendee vs. no-show segmented sequences + recording link

Section 4: Full Campaign Arc Template

Every event gets all three phases — pre, during, post.

PRE-EVENT CAMPAIGN

Phase 1: Awareness (6–8 weeks out)

Asset 1:  Event microsite (→ hand to abm-microsite skill)
          URL: teqfocus.com/abm/[event-slug]

Asset 2:  Email Invite 1 — Save the Date
          Sender: AE or named senior person
          Hook: Theme/question, not event logistics
          CTA: "Reserve your seat" → microsite RSVP
          Subject formula: "An evening on [theme] — [City, Date]"

Asset 3:  LinkedIn Post (company page)
          Thought leadership angle on the event theme
          NOT "Join us for our event"
          CTA: "We're hosting a conversation on this — details →"

Asset 4:  LinkedIn Post (personal profile — AE or Exec)
          Why this conversation matters right now
          First-person observation on the theme

Phase 2: Momentum (3–4 weeks out)

Asset 5:  Email Invite 2 — Depth + Social Proof
          Sender: Same as Invite 1
          Add: Speaker/topic detail, who else is attending (if appropriate)
          CTA: RSVP link — create urgency (limited seats)
          Subject formula: "Who's coming to [event name] — [detail]"

Asset 6:  SDR/AE Personal LinkedIn DM
          To named target accounts not yet responded
          References the theme, not Teqfocus
          Max 3 sentences + RSVP link

Asset 7:  Partner Co-Invite (if Dreamforce or Snowflake Summit)
          Email template for Salesforce AE or Snowflake SE to forward
          to their joint accounts — positions Teqfocus as the convener

Phase 3: Close (1–2 weeks out)

Asset 8:  Email Invite 3 — Last Chance
          Sender: AE or Exec
          Capacity/exclusivity angle — not pressure
          Subject formula: "Last few seats — [event name]"

Asset 9:  Personal Phone/Email from Exec to VIP targets
          Not a template — a genuine personal note (Claude writes a
          personalized version per VIP, to be reviewed by exec)

Event Week

Asset 10: Day-before reminder email
          Subject: "Tomorrow — [event name] — [time + location]"
          Body: Logistics only (2 sentences) + what to expect

Asset 11: Day-of LinkedIn post (company page)
          Behind-the-scenes / "Tonight we're hosting..." angle
          Builds FOMO for those who aren't coming

POST-EVENT CAMPAIGN

Segment A — Attended (within 24 hours)

Email 1 (Day 1): Personalized thank you
  Sender: AE who managed the relationship
  Reference: One specific thing from the conversation in the room
  CTA: Continue the conversation — meeting ask or resource

Email 2 (Day 5): Follow-up value
  A resource, case study, or insight that extends the event theme
  Connects to what was discussed — not generic content

Email 3 (Day 10): Meeting ask
  Specific CTA tied to their role and what came up in conversation
  Named meeting type: architecture review, data readiness session, etc.

Segment B — Registered, Did Not Attend (within 48 hours)

Email 1 (Day 2): "You missed it" — key insight summary
  2–3 sentences on what the conversation covered
  What attendees are taking away
  CTA: Book a 1:1 to cover the same ground

Email 2 (Day 8): Recording or recap resource (if available)
  Link to recap content
  Soft meeting ask

Segment C — VIP / Tier 1 Account (personalized, not templated)

Note from Exec or AE within 24 hours
  References the conversation specifically — 3–4 sentences
  Proposes a specific next step
  This is never templated — Claude writes a draft per VIP for review

Section 5: Partner Event Assets

Dreamforce — Salesforce AE Co-Invite Template

A short email for a Salesforce AE to send to a shared customer or prospect,
inviting them to a Teqfocus-hosted event at Dreamforce.

Tone: From the Salesforce AE, positioning Teqfocus as a trusted partner host
Length: 4 sentences max
Key message: "My colleagues at Teqfocus are hosting [event type] — given
what we've been discussing about [relevant topic], I thought you'd find it valuable."

Snowflake Summit — Partner Co-Marketing Assets

LinkedIn post for joint Teqfocus + Snowflake presence
Email to shared prospects in Snowflake's network
Co-branded event page copy (→ abm-microsite skill with partner branding flag)

Section 6: Event Campaign Naming Conventions

Section 7: East Bay CXO Newsletter

The East Bay CXO Newsletter is a short community newsletter for CXO dinner attendees and invitees. Two purposes only: recap one moment from the last dinner, announce the next one.

Not a thought leadership newsletter. Not a GTM campaign email. A host keeping a community warm between conversations.

Audience: CIOs, CTOs, CDOs, VPs who have attended or been invited to East Bay CXO dinners.

Format: 2 sections only — "From the Last Dinner" + "Coming Up: [Event]"

Length: 150–250 words total. Intentionally brief.

Trigger: Use references/east-bay-cxo-newsletter.md when asked to write this newsletter.

Intake:

EAST BAY CXO NEWSLETTER

MONTH:       [Month + Year]
LAST DINNER: [One key moment or insight — or "No prior event yet"]
NEXT EVENT:  [Name + theme + date + format + city]
CAPACITY:    [Seats / invite-only note]
RSVP:        [Link or "reply to email"]

Section 8: VIP Invitation Sequence Timing

For Tier 1 CXO dinner invitations, the sequence below converts best:

Week 3 before event: Touch 1 — AE personal LinkedIn DM (warm accounts only) "[Name] — we're hosting a small CXO dinner in [city] on [date]. The topic is [specific theme]. Given [specific thing about their role/company], I thought you'd be a great fit. Would you be open to joining?"

Week 2 before event: Touch 2 — Follow-up email from Andy Singh (if no response to DM) Warmer tone, peer-to-peer: "I'll be there along with [N] other [CIOs/CDOs] from [relevant companies/industries]. The conversations are always off-the-record and honest."

Week 1 before event: Touch 3 — Final confirmation or last-minute invitation for waitlist fills Keep short: "Still 2 seats available for [date]. Worth an evening?"

After RSVP: Confirmation email within 24 hours: date, time, location, what to expect, other attendees (if approved to share), who to contact with questions.

Section 9: Event ROI Measurement

Track these metrics for every East Bay CXO dinner and major event:

Immediate (within 1 week of event):

• Total attendees vs target
• Tier 1 target accounts represented
• Salesforce/Snowflake partner contacts present
• Follow-up meetings booked (target: 1 per 5 attendees)

Pipeline (within 90 days):

• New opportunities created with event attendees
• Pipeline value influenced [VERIFY attribution in HubSpot]
• Deals closed where event was a recorded touch

Community health (ongoing):

• Return attendees from prior events
• Referrals from existing members to new attendees
• Newsletter open rate from community members

Section 10: Post-Event Hot Lead Routing

Within 24 hours of every event, route attendees by engagement level:

Tier A (direct AE conversation — same day):

• Attendee who specifically asked for a follow-up meeting
• Attendee who shared a specific problem Teqfocus directly solves
• Attendee from a named Tier 1 target account

Tier B (AE-personalized follow-up within 48 hours):

• Attendee who engaged in conversation about Teqfocus's work
• Attendee from Tier 2 target account
• Attendee referred by a Salesforce/Snowflake AE

Tier C (events-engine follow-up sequence within 72 hours):

• All other attendees
• Standard post-event nurture: thank you + recap + upcoming event mention + CTA