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Outreach To Connect At An Event Playbook

Updated: Apr 12, 2021

Send an email sequence to prospects that you found out will be attending an event and maybe potentially interested in using your product or service due to the event's nature. First, let them know you will be attending the same event and ask them if they would be interested in meeting. Introduce yourself and your service. Follow-up emails will remind them about your invite, suggest times, share best practices, success stories, and content to educate the prospect on your offering and help accelerate their buying decisions.

Email Sequence

  1. Introductory Email: Introduce yourself and let them know how you found out they were attending a specific event and that you would like to meet. Introduce your relevant offering and how it applies to the topic of the event. Share case studies to help them see the value of your offering. Ask to meet up at the event.

  2. Reminder Email: Let them know the event is coming up and you would like to meet them. Provide additional case studies that may help out. Ask to meet up at the event.

  3. Referral Email: Ask them for a referral if they are not the right person. Provide a company overview that they could share with others introducing your offering. Ask if they know others from their company who may be coming to the event that you can meet.

  4. Final Invite Broad Email: Give them an overview of all your services if they may be looking to solve additional problems they may have that you did not discuss. Let them know you will be at the event, and you hope to meet there. Let them know they can reach out anytime.

Personalize <<personalize_tag>>: Contact First Name, Contact Company, Event They May Be Attending.

Add content [[insert_content]]: Case Studies, Company Overview, and Overview Of All Services.

Email Best Practice

  • The subject line between 28 and 50 characters. Three to four words.

  • Email body between 50 to 125 words of text.

  • Remove extra words from the email body.

  • Make your email closing lines powerful and intriguing.

  • Personalize your email content and keep it conversational.

  • Answering three key questions—what are you offering? How will it help the reader? What should they do next?

  • Send out 2 to 5 emails per month.

  • Use 1 to 3 images.

  • Emails should be at a third-grade reading level.


Best Practices

  • Assign someone on your team to monitor who will be attending certain events your company is attending. Create a list of attendees who are most likely to buy your product or service based on topics they are talking about, roles, industry, interest, and other factors you can gather.

  • You can use LinkedIn or the company website to identify the right team of people that will make a buying decision. Target multiple people in a company. Once you identify the people in a company, use a service to find their email address and contact information.

  • Create a list of companies and assign those companies to a particular salesperson or virtual sales assistant.

  • First, contact the person attending the event and then contact their team members.

  • Create a tailored offering for each segment and content to get them interested.

  • Modify the following email sequence and tailor it to your offer and content.

  • Launch multiple campaigns for each segment identified.


Get Started

Click the link below to view this template and use it in your next campaign.

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