Pre Conference Outreach

Pre-conference outreach

Template placeholders

Replace every {{...}} before enabling. See the setup checklist reference for the full setup list.

• {{EVENT_NAME}} - The conference as people say it in a DM (e.g. "GTM2026", "SaaStr")
• {{EVENT_CITY}} - Host city, used to pick "hitting the conf?" vs "Making the trip?"
• {{EVENT_DATES}} - Date range, used to pick "this week" vs "next week" at send time
• {{EXEC_SIDE_EVENT}} - Your executive side-door offer, as it reads in a sentence (e.g. "an exec dinner on Tuesday night")
• {{PRACTITIONER_SIDE_EVENT}} - Your hands-on side-door offer (e.g. "a skills hackathon during the conference", "a build session")
• {{EXEC_SENDER}} - Teammate with the authority lens: talks to whoever owns the problem and its budget
• {{SALES_LEADER_SENDER}} - Teammate with the seller-management lens: talks to people who manage sellers
• {{PRACTITIONER_SENDER}} - Teammate with the practitioner lens: talks to hands-on operators of the GTM stack
• {{EXEC_SENDER_MIN_ORG_SIZE}} - Employee count above which {{EXEC_SENDER}} may send (default: 100)
• {{CRM}} - Your CRM (e.g. HubSpot, Attio, Salesforce)
• {{SIGNAL_LIBRARY}} - Optional: your list of verified third-party angles and how to verify each (funding, hiring, product launches, stack changes)
• {{ATTENDEE_TAG}} - The tag or memory line you use to record "this person attended {{EVENT_NAME}}"
• {{M1_CHAR_CAP}} - Hard character cap on the first email body (default: 250)
• {{VOICE_GUIDE}} - Optional: a sender's voice guide to load when they are the sender

When to use this page

An attendee list for {{EVENT_NAME}} (or an explicit "run pre-conference outreach on these people") needs sequences that drive a meeting before or during the conference, plus a side-door CTA: {{EXEC_SIDE_EVENT}} for the exec and sales-leader senders, {{PRACTITIONER_SIDE_EVENT}} for the practitioner sender.

This is a reusable play. Swap the event fill-ins when the next conference is the instance. Sequence everyone on the file. Score or scoring tier does not route or skip anyone.

Do not use this play when:

• They registered for or attended an event and the ask is generic warm-up or post-event follow-up with no side-door CTA. That is a generic event-registrant play (a separate play, not included here).
• The list is booth or badge scans after the conference. That is post-conference outreach.
• You already sat with them at an in-person dinner. That is a dinner follow-up (a separate play, not included here).
• {{CRM}} shows the account is a current customer or closed-won (including alias or sibling domains). Existing-customer hard stop. Do not sequence.

Approval is always queued for a human. There is no auto-send carve-out on this play.

Event fill-ins

Phrasing that depends on timing and location is decided at send time, not hardcoded: "this week" vs "next week"; "hitting the conf?" if they are based in {{EVENT_CITY}} vs "Making the trip?" if they are traveling in.

HARD STOP - research every account on the upload, without exception

This is not optional and it is not only a first-party signal scan. Do not draft M1, assign a sender, or stage a sequence for a row until research has run on that domain.

Skipping research because "they're probably cold", "no CRM match", or "it's a list upload" is a failure.

For every row, read both:

1. Account memory for the company (the contact's domain, plus any alias or sibling domain already on the account).
2. {{CRM}} activity at the company level, not just this contact. Pull the company's engagements, notes, meetings, emails, and open or closed deals. Scan every associated contact, not only the person on the list.

If a prior deal exists (open, closed-won, or closed-lost), research the deal context the way your closed-lost re-engagement procedure does. Run it. Do not fork the procedure here. At minimum:

• {{CRM}} activity feed on the company and every associated contact (emails, meetings, notes, close reason, blockers named)
• Call transcripts if meetings appear
• Whether they ever trialed, how far it got, and any obvious setup gaps
• Capture churn or loss reasons verbatim. The close-reason field is usually a one-line summary that hides the full list.

Closed-won or customer (including alias domains) still hits the existing-customer hard stop: do not sequence.

If research surfaces material history (open deal, booked meeting, live thread, closed-lost with a stated "not now", prior trial, another owner working it), do not pretend the account is cold. Use that history as first-party context in M1 when it is still appropriate to sequence, or stop and flag when a standard pre-send gate trips (live unanswered inbound thread, account already engaged, booked meeting, active owner).

Empty memory plus a quiet {{CRM}} feed is still a completed research pass. Then fall through the M1 ladder below. Record what was read in the reasoning log:

research: [memory + CRM records actually read]; prior deal: none | [deal stage + one-line context]

If that line is missing, the research did not happen. Do not build.

This is in addition to your standard live-thread and account-engagement gates, not a substitute for them.

Sender and outcome (persona lens, not account tier)

This play overrides tier-based sender routing. Sender is the persona owner for the contact's actual role: judgment on the real job, not a fixed title list. Titles vary wildly company to company ("VP GTM Programs", "Global Head of Revenue Strategy, Ops & Enablement", "GTM Systems & Operations" appear on no list and are exactly the right people). One contact, one sender.

Use a verified employee count when available (a LinkedIn-verified count is the preferred source); otherwise the count already on the account record. State the count and the resulting sender in the reasoning log.

Exec size gate (hard): if employee count is {{EXEC_SENDER_MIN_ORG_SIZE}} or below, do not assign {{EXEC_SENDER}} even when the title is CRO, CMO, CEO, or VP RevOps. Route that contact to {{SALES_LEADER_SENDER}} and keep the exec side-door CTA (Scenario 1). If the count is unknown after a reasonable lookup, do not default to {{EXEC_SENDER}}. Use {{SALES_LEADER_SENDER}} and note the unknown count.

Hard exclusions:

• {{PRACTITIONER_SENDER}} never connects with salespeople or sales managers. AE, SDR/BDR, Account Executive, Sales Manager, Sales Director, Head of Sales, VP Sales, or any equivalent quota-carrying or seller-management title goes to {{SALES_LEADER_SENDER}} (Scenario 1).
• Prefer director-level operators over manager-level RevOps for {{PRACTITIONER_SENDER}}.
• Prefer VP or Head over Director of Sales for {{SALES_LEADER_SENDER}}.

If the upload already names a sender, still verify the mandate and the exec size gate; reassign if either fails.

If a row has no resolvable LinkedIn URL, skip the LinkedIn steps and flag the row. Do not invent a URL. If there is no work email after enrichment, fall back to LinkedIn-only rather than emailing a personal inbox.

Load {{VOICE_GUIDE}} when it exists for the chosen sender.

Two scenarios, same 4-step shape

Scenario 1 - Meetings + exec side event ({{EXEC_SENDER}} when over the size gate, otherwise {{SALES_LEADER_SENDER}})

Scenario 2 - Meetings + practitioner side event ({{PRACTITIONER_SENDER}}). M1 can still ask for a meeting. M2 is the only structural change.

Scenario 1 - Meetings + exec side event

Who: {{EXEC_SENDER}} (over the size gate + authority-lens contact) or {{SALES_LEADER_SENDER}} (seller-management lens, or exec-mandate at or under the gate).

M1: researched email per the ladder below. Meeting ask.

Step 2: blank connection request.

M2 - email, Day 3, verbatim (no name):

We're also hosting {{EXEC_SIDE_EVENT}} if that's preferable - can shoot over the reg link if interested. Lmk!

Do not paste the registration link in the email. Offer to send it.

M3 - LinkedIn DM, verbatim (no name):

tried you on email - in town for {{EVENT_NAME}} this week?

Adjust "this week" / "next week" to the actual timing of the send vs the conference. Do not add a name.