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Evergrowth Documentation

Event (pre & post)

Every conference, webinar, and trade show hands you a list of names. The hard part was never getting the list - it is knowing which of those names are worth your time, and reaching them before the moment passes. The Event playbook turns a raw attendee or registrant export into a qualified, researched, ready-to-contact shortlist, both before the event (so you know who to meet) and after it (so you follow up while you are still memorable).

What it is

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Event is a playbook built for the one moment when you already have the contacts but none of the context: you walked away from an event with a list. It takes that list and, in one pass, decides which companies actually fit your ICP, researches the ones that do, confirms the contacts are real buyers, and drafts outreach grounded in what it found.

You run it once per event. It is not a standing monitor - there is no signal to watch for and no list arriving over time. The list is finite, the window is short, and the goal is to work through it cleanly and fast.

Why it exists

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Event lists are deceptively expensive. A few hundred badge scans look like a goldmine, but most of them are not in your market, plenty have left the company since they registered, and the handful that genuinely matter get buried. Reps either blast everyone with “great meeting you” and burn the list, or they triage by hand and only ever reach the first twenty names before the energy fades.

The cost of getting it wrong is steep because events are time-bound. The reason to reach out - “we met”, “you attended our session”, “I saw you were at the booth” - decays by the day. A week after the event the warmth is gone. Event compresses the qualify-research-write work that would otherwise take a rep hours per company into minutes, so the whole list gets worked while it is still warm.

Pre-event use is just as important as post-event. Pointed at the registrant or attendee list before the event, the same playbook tells a rep which companies are worth a booth conversation and which people to seek out, and arms them with research so the in-person conversation starts with context instead of small talk. “Event playbook” covers both the pre-event prep pass and the post-event follow-up pass - same chain, different timing.

How it works

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Event runs your contacts through a chain of AI colleagues, each handing its findings to the next:

  1. Account Qualification - checks each company on the list against your ICP and returns a clear yes/no fit verdict with the evidence behind it. This is also the first GDPR gate: a company has to qualify before any personal data is touched.
  2. Account Research - for the companies that fit, it digs into financials, hiring, news, leadership changes, technology, and buying signals, so every conversation can reference something real.
  3. Contact Qualification - confirms the people on the list are still at the company and genuinely match your buyer personas, so you do not chase someone who moved on months ago or was never a buyer.
  4. Email & phone waterfall (optional) - if the list is missing verified emails or direct dials, this cascades through contact-data vendors until it finds one, and you only pay when it succeeds. Skip this step when the event already gave you good contact details.
  5. Play Copywriting - writes the actual outreach, drawing on the research so each message refers to the specific reason this company and this person matter, not a “great to connect” template.

The one agent you will notice is missing is Contact Finder. You do not need it. Contact Finder exists to discover the right people at an account when you do not know them yet - but an event list already names the contacts. That is the defining difference between Event and a cold-list playbook like Newbiz Gap, which starts from companies and has to find the people. Here the people are given; the work is qualifying and contextualising them.

How a sales team gets value from it

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  • Triage replaces guesswork. Instead of working the list top-to-bottom, you work the qualified, signal-rich companies first. The names that do not fit your ICP are filtered out before anyone spends a minute on them.
  • Follow-up that sounds like you were paying attention. Because outreach is written from real research - a recent funding round, a leadership change, a hiring spike - it reads as context-driven, not data-driven. That is the difference between “great meeting you at the booth” and a message that references why their company is in motion right now.
  • The whole list, not the first page. The agents do the slow part, so a rep can follow up with every qualified attendee while the event is still fresh, not just the few they had time for.
  • Marketing and sales share one motion. Marketing brings the event list and triggers the run; sales receives a prioritised, researched, ready-to-send set of contacts. See Roles for how that hand-off works.

In practice

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You get back from a conference with 300 badge scans. You run Event once. Account Qualification flags that 190 of those companies are not in your market and they drop out. The 110 that fit get researched, their contacts confirmed as current and persona-matched, missing emails filled in where needed, and a first-touch message drafted for each - referencing the specific reason that company is worth a conversation. By the time the conference afterglow has worn off for everyone else, your reps are already in qualified, personalised conversations.

Event is a top-of-funnel playbook: its job is to fill the pipeline from a finite, time-sensitive list. Compare it with Signal-Based Outreach, which runs continuously off live buying signals rather than a one-time list, and with Newbiz Gap, which also handles cold lists but must find the contacts because they are not provided. Synonyms a reader might use: conference follow-up, webinar follow-up, trade-show leads, registrant list, attendee list, badge scans, post-event outreach, pre-event prep.

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