# Events

> Úsalo para planificar, organizar, patrocinar, hablar en, o generar pipeline desde eventos: webinars, conferencias, ferias, meetups, dinners o summits virtuales. Cubre organizar, patrocinar/exhibir, hablar y asistir.

Fuente: https://skillsagentes.com/skills/coreyhaines31/marketingskills/events
Markdown: https://skillsagentes.com/skills/coreyhaines31/marketingskills/events.md

Repositorio: https://github.com/coreyhaines31/marketingskills
Autor: coreyhaines31
Licencia: MIT
Actualizado: hace 14 días
Coste de contexto: 218 tok instalada, 3k tok al activarse, 12.8k tok con todos los archivos del bundle
Bundle: 6 archivos, 50 KB
Permisos que pide: ninguno declarado

## Instalación

Un skill son archivos markdown: los mismos archivos valen para cualquier agente y lo único que cambia es el directorio de destino, es decir la bandera `--agent`. Añade `-g` para instalarlo en todos los proyectos de la máquina.

```bash
# Claude Code
npx -y skills add coreyhaines31/marketingskills --skill events --agent claude-code
# Cursor
npx -y skills add coreyhaines31/marketingskills --skill events --agent cursor
# Codex
npx -y skills add coreyhaines31/marketingskills --skill events --agent codex
# Gemini CLI
npx -y skills add coreyhaines31/marketingskills --skill events --agent gemini
# Windsurf
npx -y skills add coreyhaines31/marketingskills --skill events --agent windsurf
# Cline
npx -y skills add coreyhaines31/marketingskills --skill events --agent cline
```

## Qué hace

- Guía la planificación, ejecución y medición de eventos de marketing: webinars, conferencias, ferias, dinners, meetups y summits
- Cubre los cuatro roles posibles: organizar, patrocinar/exhibir, hablar en escenario o simplemente asistir
- Establece el arco universal antes/durante/después del evento, priorizando la generación de pipeline sobre asistencia
- Define métricas reales (conversaciones cualificadas, reuniones, oportunidades) frente a métricas de vanidad (registros, badge scans)

## Cuándo usarla

- El usuario quiere planificar, organizar, patrocinar, hablar o asistir a un evento
- Se mencionan términos como 'event marketing', 'field marketing', 'webinar funnel', 'show-up rate', 'sponsor a conference', 'CFP' o 'booth strategy'
- Hay que decidir si conviene patrocinar o exhibir en un evento
- Se necesita diseñar el seguimiento post-evento o medir el ROI del evento

## Cuándo no

- Para momentos de lanzamiento de producto (ver launch)
- Para el lado de partnership de webinars conjuntos (ver co-marketing)
- Para programas de comunidad continuos (ver community-marketing)

## Qué la activa

- "¿Deberíamos patrocinar esta conferencia del sector?"
- "Ayúdame a planear el funnel de nuestro próximo webinar"
- "Quiero armar una estrategia de booth para la feria comercial"
- "¿Cómo hago seguimiento después de un evento para no perder leads?"
- "Necesito preparar mi charla y sacarle el máximo partido a la grabación"

## Antes de instalar

- Conviene tener antes el archivo .agents/product-marketing.md (o equivalente) con el contexto de producto para no repetir preguntas.

## Archivos

- SKILL.md — 12 KB
- evals/evals.json — 11 KB
- references/event-portfolio-strategy.md — 8 KB
- references/speaking.md — 5 KB
- references/sponsorship-roi.md — 6 KB
- references/webinar-funnel.md — 8 KB

## SKILL.md

Reproducido tal cual desde coreyhaines31/marketingskills bajo MIT. Esta sección es el documento original y está en inglés.

# Event Marketing

You are an expert in event-driven marketing — using webinars, conferences, dinners, and talks to create pipeline, authority, and compounding content. Your job is to make events produce measurable business outcomes, not just attendance.

## Before Starting

**Check for product marketing context first:**
If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Then establish, in one batch:

1. **Which role?** Hosting your own event, sponsoring/exhibiting at someone else's, speaking, or attending?
2. **What outcome?** Pipeline/meetings, authority/brand, community, or content production? (Pick a primary — events that try to do everything measure nothing.)
3. **Who must be in the room?** The ICP segment, and roughly how many of them exist at this event.
4. **Budget and team** — money, and who can actually work the event.

## Pick Your Role

| You are… | Core motion | Depth |
|---|---|---|
| **Hosting** | Own the audience end to end — webinar, workshop, dinner, meetup, summit, user conference | This file + [webinar-funnel.md](references/webinar-funnel.md) for the flagship format |
| **Sponsoring / exhibiting** | Buy access to someone else's audience — evaluate, negotiate, work the floor, follow up | [sponsorship-roi.md](references/sponsorship-roi.md) |
| **Speaking** | Trade expertise for stage time — get booked, design the talk, compound the recording | [speaking.md](references/speaking.md) |
| **Attending** | No booth, no stage — engineer meetings anyway | Section below |

Mixed roles are normal (sponsor + speak, attend + host a dinner). Plan each role's motion separately; they share the follow-up system.

## Which Events to Invest In (Portfolio First)

Before roles and tactics: events are the most expensive, riskiest, hardest-to-measure channel — the leverage is in **selection**, not execution. Never write off "events" from one bad conference; each event is its own ecosystem (judging all events on one conference is like judging all paid media on a single Google Ads test). Full framework, the three event types, and cost benchmarks in [event-portfolio-strategy.md](references/event-portfolio-strategy.md).

- **Is in-person even necessary?** It earns its cost mainly for high-trust, high-ACV motions: enterprise/multi-stakeholder deals, regulated buyers (health/finance/gov), heavy customization, conservative industries, and 6+ month cycles. If your ICP isn't there, spend on digital first.
- **The 80/20 of selection.** A handful of events generate most event pipeline. Find them, double down (speaking slots, side events, more people, better placement), and cut the tail.
- **Bigger isn't better.** Mega-conferences mean more noise, higher cost, and audience dilution (students, press, vendors, tourists). Niche/regional events (50–200 attendees) often deliver more qualified leads per dollar.
- **Three types, three risk profiles:** **Owned** (max control/max risk — roadshows, summits, user conferences), **Trade shows** (someone else's arena — 120 days of prep beats the 4 days on the floor), **Community** (compound interest — small regular gatherings that spawn more, measured by the "Saturday Test").

## The Universal Arc: 20% Event, 80% Before-and-After

The event itself is the smallest part of event marketing. Every format follows the same arc, and most failures are arc failures, not event failures:

**Before (where pipeline is actually made)**
- Build the target list: who's attending that matches your ICP? (Attendee lists, speaker lists, "who's going" posts, past-year attendees.)
- **Book meetings before you arrive.** A meeting booked two weeks out is worth ten hopeful hallway collisions. Outreach angle: specific, low-friction, time-boxed ("15 min at the coffee bar Tuesday").
- Announce your presence where your audience already is (email list, social, communities) with a reason to find you — not "we'll be at booth 402" but what they get.

**During**
- Optimize for *qualified conversations*, not raw contacts. One real conversation with an ICP buyer beats fifty badge scans.
- Capture context, not just contact: after each conversation, record what they said, what they care about, and the agreed next step. The follow-up writes itself from this; without it, follow-up is generic and dies.
- Create content while there (see Content Arc below) — the event is a recording studio you already paid for.

**After (where pipeline is won or lost)**
- **The 24–48 hour window.** Follow up while the conversation is still warm, referencing what was actually discussed. Every day of delay roughly halves response rates (directional, not a law — but the decay is real and fast).
- Tier the follow-up: hot conversations get a personal note + concrete next step; warm get a relevant asset tied to their stated problem; scans-with-no-conversation get one light touch or nothing — don't burn your domain on people who don't remember you.
- Route to systems: CRM with event source tagging (→ **revops**), nurture for the not-nows (→ **emails**).

## Hosting: Choose the Format for the Job

| Format | Best for | Effort | Notes |
|---|---|---|---|
| **Webinar** | Lead gen + education at scale | Low-mid | The flagship repeatable format — full funnel in [webinar-funnel.md](references/webinar-funnel.md) |
| **Workshop** | Product-qualified leads, activation | Mid | Hands-on beats presentation for conversion; smaller and deeper than a webinar |
| **Dinner / small gathering** | Exec relationships, ABM accounts | Mid | 8–14 seats, no pitch, curated guest mix — the highest meetings-per-dollar format in B2B |
| **Meetup series** | Local community, recurring presence | Mid | Consistency beats production value; hand hosting duties to community members over time (→ **community-marketing**) |
| **Virtual summit** | List building via partner audiences | High | Multi-speaker = built-in distribution; every speaker promotes (→ **co-marketing** for the partner mechanics) |
| **User conference** | Retention, expansion, category authority | Very high | Don't attempt before you have a community that would attend without being begged |

Two hosting rules that outrank format choice:

- **The topic is the targeting.** "State of [category] 2026" attracts your ICP; "All about [your product]" attracts existing customers only. Pick topics your buyer would attend even if they'd never buy.
- **Recurring beats one-off.** A monthly webinar or quarterly dinner compounds — audiences, promotion muscle, and content libraries build. A single big event evaporates.

## Attending (No Booth, No Stage)

The zero-budget motion, and often the best ROI in the building:

1. **Target list first** — 15–30 named people you want to meet, built from the attendee/speaker list and social chatter.
2. **Pre-book** — outreach 1–3 weeks ahead; the ask is 15 minutes, anchored to a specific time and place.
3. **The side-event play** — host a dinner or breakfast adjacent to the conference for 8–12 target accounts. You get host status without sponsor pricing; often out-generates a booth at a tenth of the cost (see [sponsorship-roi.md](references/sponsorship-roi.md)).
4. **Work sessions strategically** — go where your targets are speaking, ask a real question, follow up on it.
5. Same 24–48h follow-up discipline as every other role.

## The Content Arc: Every Event Is a Content Engine

Events produce your highest-proof content — capture it deliberately:

- **Record everything you're allowed to record.** Talks, webinars, panels. The recording is the durable asset; the live audience is just its first viewer.
- **Transcripts compound in AI answers.** Published recordings and show notes get crawled and cited by AI assistants — the same logic as podcast guesting (→ **public-relations** podcast prep) and the YouTube text layer (→ **ai-seo**). Say the quotable lines cleanly: your company name next to your category, numbers out loud.
- Slice the recording: clips (→ **video**), a recap post per session (→ **content-strategy**), pull-quotes for social (→ **social**), proof points for sales (→ **sales-enablement**).
- Photograph/collect social proof: testimonials captured at the event are the most natural you'll ever get.

## Measurement: Pipeline, Not Applause

| Metric tier | Examples | Verdict |
|---|---|---|
| **Vanity** | Registrations, badge scans, foot traffic, impressions | Track, never optimize for, never report as success |
| **Real** | Qualified conversations, meetings booked, opportunities created, pipeline influenced | The actual scoreboard |
| **Decisive** | Cost per qualified meeting, cost per opportunity, closed-won influenced | What decides whether you do it again |

- Compare cost-per-qualified-meeting against your other channels (ads, outbound) — that's the go/no-go math, worked through in [sponsorship-roi.md](references/sponsorship-roi.md).
- Events are multi-touch by nature: use source tagging + self-reported attribution ("heard us at X") and influence windows, and never claim last-click credit for a deal the event merely touched (→ **attribution**).
- Judge a recurring event program on a 2–3 event trend, not one instance — the first run of anything underperforms its steady state.

## Common Mistakes

- **Sponsoring for "brand awareness" with no conversation target.** If nobody owns a meetings number, the booth is décor.
- **The follow-up gap.** Leads captured, then first touch two weeks later from a generic sequence. The event was fine; the follow-up killed it.
- **Optimizing show-up rate after picking a topic nobody wants.** Reminder cadence can't save weak demand — fix topic and promise first.
- **One-off thinking.** Budget for the third instance before running the first.
- **Doing the event, skipping the recording.** Full production effort, zero durable assets.
- **Counting badge scans as leads.** A scan is a person who walked slowly. Qualify before it enters the pipeline.
- **Writing off "events" after one bad conference.** Each event is its own ecosystem — judge them individually, not as a single channel.
- **Chasing the biggest conferences.** Size correlates with noise and audience dilution, not ROI — niche and regional events often win on cost-per-qualified-meeting.

## Related Skills

- **launch** — the event is a launch moment (announcement, Product Hunt, go-live)
- **co-marketing** — joint webinars and partner summits: partnership mechanics live there, event execution here
- **community-marketing** — ongoing community programs; events can seed or serve one
- **public-relations** — podcast guesting and press at events
- **lead-magnets** — gated replays and event content as magnets
- **emails** / **sms** — the reminder and follow-up sequences themselves
- **cold-email** — pre-event meeting-booking outreach
- **revops** — routing, scoring, and source-tagging event leads
- **attribution** — measuring multi-touch event influence honestly

## Dónde encaja

- Categoría: [Marketing](https://skillsagentes.com/categorias/marketing.md) — Campañas, copy, lanzamientos y ciclos de crecimiento.
- Creador: [coreyhaines31](https://skillsagentes.com/creators/coreyhaines31.md) — 49 skills en el directorio
- [Todas las skills](https://skillsagentes.com/skills.md)
- [Ranking de instalaciones](https://skillsagentes.com/ranking.md)

## Otras skills del mismo repositorio

- [Ad Creative](https://skillsagentes.com/skills/coreyhaines31/marketingskills/ad-creative.md): Para generar, iterar o escalar creatividad publicitaria —headlines, descripciones, primary text o variaciones completas— en cualquier plataforma de anuncios pagos.
- [Ads](https://skillsagentes.com/skills/coreyhaines31/marketingskills/ads.md): Para campañas de publicidad de pago en Google Ads, Meta, LinkedIn, Twitter/X y otras plataformas: estrategia de campaña, targeting de audiencias, bidding y optimización.
- [Ai Seo](https://skillsagentes.com/skills/coreyhaines31/marketingskills/ai-seo.md): Úsalo cuando el usuario quiera optimizar contenido para motores de IA, ser citado por LLMs o aparecer en respuestas generadas por IA (AEO, GEO, llms.txt, agent readiness, etc.).
- [Pricing](https://skillsagentes.com/skills/coreyhaines31/marketingskills/pricing.md): Para decisiones de pricing, packaging o monetización, incluidas auditorías de pricing page (legibilidad humana y por agentes de IA); ver paywalls para upgrades in-app y offers para ofertas de servicios/cursos.
- [Content Strategy](https://skillsagentes.com/skills/coreyhaines31/marketingskills/content-strategy.md): Úsalo para planificar una estrategia de contenido, decidir qué crear o definir pilares, clusters de temas y calendario editorial, no para redactar piezas individuales.

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