Outreach around a webinar, conference, or hosted event — registrants, attendees, no-shows, booth conversations. Distinct from company signals: the event is shared context both sides know about, so it's mentionable.
The angle
Attendance is interest in the topic, not in the product. Lead with the content — extend it, answer what was asked, share what didn't fit in the session — and let the product ride along. The follow-up that wins reads like a continuation of the event, not a pivot away from it.
Do
- Segment before writing, and match depth to tier: met in person → 1–2 highly personal touches anchored on the actual conversation and per-contact notes; engaged (asked a question, visited the booth) → 2–3 touches referencing the session content; attended quietly or registered-only → up to 3 touches, honestly framed, closer to cold; non-ICP → a connection request at most, no sequence unless they engage.
- Route attendees who also carry a hand-raise signal (demo request, pricing visit, prior CRM touch) to the inbound hand-raiser page — the event is their context, but the hand-raise sets the tone.
- The sender is whoever actually attended; if several teammates went, rotate by who met whom. An event follow-up from a name they never saw is cold email in costume.
- Move within 48 hours while the context is warm. Pre-event works too: a blank connection request ~5–7 days out, a short no-pitch note a couple of days before ("looking forward to it — say hi if you get a chance"), and that's it — warm-up, not outreach.
- Reference something specific: the question they asked, the moment that got the strongest reaction, what was actually discussed in person. Subjects can name the event — it's shared context.
- Give no-shows the recording plus the one takeaway that makes it worth their time — no guilt about missing it.
Don't
- Don't send the identical "thanks for attending" blast to all tiers — engagement level is the whole signal.
- Don't pitch cold in the first touch to someone who only registered — they gave curiosity, not a hand-raise.
- Don't fake presence ("loved chatting at the booth") when there was no conversation, and don't say "great meeting you" to someone never met — "saw you were at [event]" is the honest frame. Attendees compare notes.
- Don't frame the registration list as the data source — reference the shared event naturally, never "I got your info from the attendee list."
- Don't sit on the list until next week; event context has the shortest shelf life of any hook in this skill.
Sequence shape
Placeholder until this org sets its own:
| Step | Day | Channel |
|---|---|---|
| 1 | 0–2 after event | email — specific content anchor + tier-appropriate offer |
| 2 | 4 | email or LinkedIn — extend the topic with an asset or answer |
| 3 | 10 | soft close, door open |
This org's rules
Nothing recorded yet. When the user gives feedback on event follow-up in conversation, write it here: tiering rules, which event types convert, pre-event vs post-event preferences. Rules only — approved copy accumulates automatically as message examples.