EVENT DEMAND GENERATION
Pre-Event Campaigns & Audience Engagement
Appointment Setting and Engagement Tools
Secure high-value meetings before the event starts by using tools and tactics that make it easy for attendees to engage with your team.
Why it's Important
Increases qualified engagement during the event
Reduces reliance on random booth walk-ins
Prioritizes time with decision-makers
Helps sales teams prepare in advance
Increases event pipeline and ROI
How to Implement
Identify priority accounts and decision-makers
Use Calendly or Chili Piper to automate meeting scheduling
Launch personalized outreach campaigns (email, LinkedIn)
Provide incentives (gift cards, fast-lane demos, exclusive content)
Use chatbots and lead forms on event pages to capture interest
Embed meeting booking CTAs in all pre-event content
Assign SDRs to follow up with no-shows or page views
Track appointment fills daily and reallocate as needed
Available Workshops
Appointment CTA Brainstorm
Meeting Funnel Setup Sprint
SDR + Marketing Outreach Jam
Incentive Planning Session
Calendar Routing & Capacity Mapping
No-Show Recovery Workflow Design
Deliverables
Meeting Booking Links (branded)
SDR Pre-Event Email Templates
Incentive Landing Pages
Lead Routing Rules and Playbooks
Appointment Calendar Capacity Tracker
How to Measure
Total meetings booked vs. goal
No-show rate and recovery follow-up
Average deal size from scheduled meetings
Qualified meetings as % of total meetings
Channel attribution for booked meetings
Conversion rate of meeting attendees to pipeline
Average prep time per scheduled call
Real-World Examples
Demandbase
Used personalized LinkedIn messages with Calendly links to drive over 100 meetings pre-show.
Zoominfo
Gated a high-value eBook with a “book a meeting to unlock” flow.
Marketo
Partnered with SDRs to run a 1:1 outreach blitz in the two weeks before an event.
Get It Right
Book meetings with intent—not just volume
Automate but personalize outreach
Offer value or incentive to attend
Share calendars early and often
Route meetings based on role, region, or product fit
Don't Make These Mistakes
Waiting too long to start outreach
Booking unqualified leads just to “fill slots”
Offering no incentive or reason to meet
Not confirming meetings the day before
Failing to plan for calendar overlaps and walk-ins
Provided courtesy of Dawn Mallyon, Exhibitor Growth Strategies