Phy Event Gtm

SKILL.md

---
name: event-gtm
description: Conference and trade show GTM playbook for founders. Use when planning CES, Web Summit, TechCrunch Disrupt, or any major conference attendance. Triggers on "conference strategy", "CES planning", "Web Summit prep", "trade show GTM", "event marketing", "conference networking", "investor meetings at conference", "pre-event outreach", "post-event follow-up", or any conference/event preparation task.
homepage: https://canlah.ai
metadata: {"openclaw": {"emoji": "🎪", "os": ["darwin", "linux"]}}
---

# Event GTM Playbook

Conference ROI is 80% determined by pre-event preparation. This skill provides the complete framework for maximizing conference attendance as a solo founder.

## Core Framework: BDA (Before-During-After)

### BEFORE (6-4 weeks out) — Where 80% of value is created

**Week 6-5: Target Building**
- Build tiered target lists: Tier 1 (high-fit investors, key customers, press), Tier 2 (secondary VCs, partners), Tier 3 (peer founders)
- Use LinkedIn Sales Navigator + Crunchbase for investor thesis matching
- Register in event app immediately, complete profile, mark all interests

**Week 4-3: Outreach Execution**
- Cold investor emails (under 200 words, lead with traction)
- Press outreach with embargoed materials (3-4 weeks before event)
- Book meetings through conference app (90% are booked pre-event)

**Week 2-1: Materials & Logistics**
- Three pitch versions: 60-second, 3-minute, 10-minute
- Deck in mobile/offline format (WiFi always fails)
- One-pager with QR code to calendar
- RSVP to unofficial parties (where real deals happen)

### DURING — Execution & Capture

**Daily Structure for Solo Founders**
- Morning (9-11am): High-priority investor meetings (peak cognitive energy)
- Midday (12-2pm): Strategic networking lunches
- Afternoon (2-4pm): Press, customer meetings, booth time
- Evening (5pm+): Unofficial events, dinners (NEVER skip these)

**Max 4-6 quality meetings per day** — account for 20-30 min gaps between meetings.

**Real-Time Capture System**
1. Photo business card immediately
2. Voice memo: who, what discussed, next step
3. Mark hot leads with specific system (separate pocket, star)
4. Send yourself text/email with quick notes

**Content Capture**
- 2-3 Stories per day, 1 feed post per day
- Booth setup, demos in action, selfies with speakers
- Use event hashtags on all posts

### AFTER (24-72 hours) — Where value is converted

**Follow-up Timing (response drops 50% after 72 hours)**
- HOT leads: Same day or within 24 hours
- WARM leads: 24-48 hours
- COLD leads: 48-72 hours

**Critical Rule**: Reference specific conversation points in every follow-up.

## Quick Reference: Email Templates

### Pre-Event Investor Outreach
```
Subject: [Conference] - [Your One-Line Hook]

Hi [First Name],

I'm [Your Name], founder of [Your Company] – [one-sentence value prop with key metric].

I noticed [personal connection: portfolio company, recent tweet, thesis fit].

We're [traction bullet: "$X revenue growing Y% MoM" or "Z customers"].

I'll be at [Conference] [dates] and would love 15 minutes. Would [specific time] work?

[Calendly link]
```

### Post-Event Investor Follow-up
```
Subject: Following up from [Event] - [Company] Update

Hi [First Name],

Great connecting at [Event] on [day]. I appreciated our conversation about [specific topic discussed].

As reminder, [Company] is [one-sentence pitch].

Since we spoke, we've [1-2 recent milestones].

Would you have any objection to receiving our monthly investor update? No ask beyond that—just want to stay on your radar.
```

### Post-Event Customer Follow-up
```
Subject: Great meeting you at [Event] + [Resource]

Hi [First Name],

Fantastic meeting you at [Event]. I enjoyed our conversation about [specific pain point they mentioned].

You mentioned [specific challenge]. Here's a [resource/case study] that addresses exactly that: [link]

[Your Company] helps [type of company] solve [problem] by [solution]. We've helped companies like [similar company] achieve [specific result].

Would you be open to a 15-minute call next week? [calendar link]
```

## 60-Second Pitch Structure

| Section | Time | Content |
|---------|------|---------|
| Hook | 5 sec | Intriguing fact or bold statement |
| Problem | 10 sec | Pain point from customer perspective |
| Solution | 15 sec | What you built (no jargon) |
| Traction | 15 sec | Evidence it works (customers, revenue) |
| Ask | 15 sec | Clear next step ("Can we continue this conversation?") |

## Lead Scoring System

| Tier | Signals | Follow-up |
|------|---------|-----------|
| HOT | Expressed buying intent, asked pricing, requested demo | Personal email + call + LinkedIn within 24h |
| WARM | Showed interest, relevant ICP, detailed conversation | Personal email + LinkedIn within 24-48h |
| COLD | Brief exchange, collected card, general interest | Template email + LinkedIn within 48-72h |

## Energy Management (Multi-Day Events)

- **Walk 15,000+ steps/day** — wear broken-in shoes, bring backup pair
- **Hydration**: 2-4 liters minimum (coffee/alcohol dehydrate)
- **Voice care**: 10-min breaks after 60 min talking, warm tea with honey
- **Never retreat to hotel** between day and evening sessions

## ROI Calculation

```
ROI = (Revenue from Event Leads - Total Event Cost) / Total Event Cost × 100

Total Cost = Registration + Travel + Hotel + Meals + Materials + Booth +
             (Salary × Days) + Prep Time + Follow-up Time
```

**Track Leading Indicators**: Leads collected, meetings held, cards scanned, social engagement
**Track Lagging Indicators**: Leads → Opportunities → Customers → Revenue

## Detailed Resources

For comprehensive playbook including:
- Conference-specific logistics and strategies
- Platform-specific content strategies (Twitter, LinkedIn)
- Case studies (Dropbox TC50, Carbonhound Web Summit)
- Common mistakes to avoid
- 6-week action timeline

**See**: [references/playbook.md](references/playbook.md)

---

## Input/Output Examples

### Example 1: Pre-Event Outreach Email

**User Input:**
> "Help me write a pre-event investor email for CES"

**Expected Output:**
```
Subject: CES 2026 - [Your Company]: [Your Key Metric]

Hi [First Name],

I'm [Your Name], founder of [Your Company] — [one-sentence value prop].

I noticed your investment in [portfolio company] and thesis around [relevant area]. We're solving a similar problem for [your space].

Quick traction:
• [Key revenue/growth metric]
• Clients: [Notable customer 1], [Notable customer 2]
• [Recent award or milestone]

I'll be at CES [dates] and would love 15 minutes. Would [specific date/time] work?

[Calendly link]

Best,
[Your Name]

---
Character count: ~500 ✓
Key elements: One-liner, thesis fit, 3 traction bullets, specific time ask
```

### Example 2: Post-Event Follow-up

**User Input:**
> "I met a VC at CES yesterday, help me write a follow-up"

**Response Pattern:**
1. Ask: "What specific topics did you discuss? What was their focus area? Was there a discussed next step?"
2. Generate personalized follow-up based on answers

### Example 3: Meeting Scheduling Strategy

**User Input:**
> "CES is 3 weeks away, help me plan my meeting strategy"

**Expected Output:**
```
## CES Meeting Strategy (3 Weeks Out)

### Week 1: Target Building
| Tier | Targets | Action |
|------|---------|--------|
| Tier 1 | 5 high-fit VCs | LinkedIn research + warm intro requests |
| Tier 2 | 10 strategic customers | Cold email via Brella |
| Tier 3 | 15 peer founders | DM on Twitter |

### Week 2: Outreach Execution
- Day 1-2: Send all Tier 1 warm intro requests
- Day 3-4: Cold emails to Tier 2 (use Brella in-app messaging)
- Day 5-7: Follow up on non-responses

### Week 3: Confirmation & Prep
- Confirm all meetings in calendar
- Prepare offline demo (3 versions: 60s, 3min, 10min)
- Print 50 one-pagers with QR code
- RSVP to 3-5 unofficial evening events

### Target Outcome
- 8-12 confirmed meetings before landing
- 3-5 evening event RSVPs
- All materials ready offline

---
Remember: 90% of Brella meetings are booked before the event. The work is NOW.
```

---

## Author

**[Canlah AI](https://canlah.ai)** — Run performance marketing without breaking your brand.

- GitHub: [github.com/PHY041](https://github.com/PHY041)
- All Skills: [clawhub.ai/PHY041](https://clawhub.ai/PHY041)