You might be seeing
- Events that feel successful on the day but produce little pipeline afterwards
- Badge scans and business cards that reach sales weeks later, or never
- Registrations tracked in a spreadsheet, with no link to the CRM
- Vendors, speakers and assets managed through scattered emails
- No agreed way to compare one event's results with another's
What's usually happening
Events are often planned as logistics projects rather than go-to-market programmes. The venue and catering get attention, but the goal, the target audience, lead capture, sales follow-up and reporting are left until the end, when it is too late to fix them.
How we do it
- Plan: write the brief (goal, audience, target pipeline, budget), choose the format and city, shortlist venues and partners, collect vendor quotes and start purchase orders and contracts
- Prepare: lock vendors, finalise the agenda and speakers, build the registration page with UTM and CRM campaign tags, run brand and compliance reviews of every asset, and send partners a co-promotion kit
- Promote: run email, social, partner and paid promotion, track registrations weekly against target, set up the reminder sequence, write the run-of-show, test the lead capture tool and brief sales on who is attending
- Run the event: check in vendors and test AV, capture leads by badge scanning or QR code, keep a live issue log, and capture content such as photos and quotes
- Follow up: clean and upload leads, route them to sales within 48 hours, and send thank-you or recording emails
- Report: cost per lead, attendance rate, qualified leads and pipeline, plus a vendor scorecard, lessons learned and closed invoices
What you get
- Event brief and budget
- Venue, partner and vendor shortlist
- Event project plan and owner tracker
- Registration page with UTM and CRM tracking
- Promotion plan and reminder sequence
- Partner co-promotion kit
- Run-of-show
- Sales briefing pack
- Lead capture and routing setup
- Follow-up emails
- Event performance report and vendor scorecard
Timeline
Planned backwards from your event date, from brief to final report (one-time) · a full event calendar across the year (retainer)
Success looks like
Registrations hit target, every lead reaches sales quickly with context, and you can show the pipeline each event created and what it cost.
Ways to engage
One-time project
Plan, run and report on one event
Monthly retainer
Manage a series of events, webinars and trade-show appearances
Annual contract
Own your event programme end to end, as part of a wider demand plan
Key takeaways
- Start every event with a brief that states the goal, the audience and the target pipeline.
- Tag registrations in the CRM from day one, so every lead can be traced back to the event.
- Route leads to sales within 48 hours, while the conversation is still fresh.
- Report on qualified leads and pipeline, not just attendance.
Pairs well with
Frequently asked questions
What does event marketing include for B2B SaaS?
It covers planning, promotion, on-site execution and follow-up for events such as conferences, customer days, executive roundtables, product launches and trade shows, with the goal of creating qualified pipeline.
Do you manage vendors and venues?
Yes. We shortlist venues and partners, compare quotes, manage purchase orders and contracts, and check vendors in on the day.
How do you connect events to pipeline?
Registrations are tagged with UTM parameters and CRM campaign codes, leads are captured digitally on the day and routed to sales fast, and the final report tracks qualified leads and pipeline against cost.
Can you support events outside India?
Yes. We work remotely with teams worldwide and can travel to support events on site when needed.
Do you also run webinars and virtual events?
Yes. The same approach applies, with platform setup and recording follow-up in place of venue and on-site logistics.
Written by Manika Gupta · Last updated 2026-10-21