Most companies treat events as a logo parade or a chance to walk the floor, relying on hope, dreams, and prayers to scan badges and make money later. Mason Cosby argues that if your event is not ROI positive before your plane takes off, you are doing events wrong. Events should be viewed as a relationship accelerator for existing connections rather than a place to blindly hope for new ones.
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Mason breaks down a tactical plan to ensure every event generates a return. He outlines four core sections: pre-event preparation, event execution, follow-up, and speaking sessions. He explains how to identify exactly who is attending, how to book meetings before you arrive, and why you must leave the event with next steps already scheduled.
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What We Cover
- The four core sections of an event strategy: A breakdown of pre-event, during the event, follow-up, and speaking sessions.
- Identifying attendees early: Using past event lists, event apps, social media hashtags, and location filters on LinkedIn to find people before the conference starts.
- Strategic meeting scheduling: How to book meetings around relevant agenda sessions and find people actively seeking solutions to specific problems.
- The BAMFAM rule: Why you must "Book A Meeting From A Meeting" to ensure sales cycles continue moving after the event ends.
- Leveraging speaking sessions: Creating a specific content offer for the room and using the session to segment the audience into hand-raisers and future prospects.
- The "Free Consultant" approach: How Mason uses speaking opportunities to offer help without selling, while directing immediate buyers to the sales team.
- Hosting private side events: Using dinners or cocktail hours to target top accounts and ensure the trip is ROI positive through a few key opportunities.
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Resources Mentioned
- Scrappy ABM Newsletter: Get actionable tactical playbooks delivered to your inbox.
- Scrappy ABM: Visit for more ABM tips and strategies.
- Connect with Mason on LinkedIn: Start a conversation about ABM.
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