One system · Events
Invite the right people to something worth attending.
Hosted event assistance for consulting and professional service firms, online or in person. The warmest people are invited first, and the follow-up gives everyone a real reason to keep talking.
The channel · 11 of 11
- What it builds Time in the same room
- How fast it works One day, then the follow-up
- Best for Turning warm people into a real conversation
01One of eleven
Events start the relationship.
Seven channels get you known. Four start the relationship. Events is one of the four.
- 08
Engagement
- What it is
- Partners taking part in the conversations around their market, not just posting into it.
- 09
Outbound
- What it is
- Reaching out to the right people by message, with a reason to.
- 10
Email
- What it is
- Follow-up sent because something happened, not because a sequence says it is day four.
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Events
- What it is
- Inviting the right people to something worth attending, online or in person.
- On its own
- The follow-up is where most of the value is lost.
02How it fits the system
The warmest people in the room, and a reason to talk after it.
An event works best as the middle of a conversation, not the start of one. So the invitations go to the people who already know your name: the ones reading your partners' posts, replying and commenting.
And because the follow-up is where most of the value is lost, it is part of the event, not an afterthought. The follow-up is a real reason to talk.
- 01
Before: invite the warmest people.
Something worth attending, online or in person, for the people already closest to a conversation.
- 02
The day: time in the same room.
The thing no post or message gives you.
- 03
After: a real reason to talk.
Everyone who came now shares something with you. The first line names it.
03Host or speak
Host your own, or speak at someone else's.
Events want a point of view. Whichever you do, bring three things.
- 01
One opinion worth disagreeing with.
- 02
One story that proves it.
- 03
One thing people can do next week.
Hosting lets you choose who is in the room, so you can invite the warmest people. Speaking at someone else's event puts you in front of a room someone else filled.
Either way, post consistently beforehand so the right people know your name when you walk in. Afterwards, every talk goes back into posts: the question someone asked, what the room pushed back on. The people who react to those posts are the warm signals.
If you're going to drop budget on a flight and a hotel to attend a conference, you might as well make sure people already know your name when you walk in the room.
04The follow-up
One day, then the follow-up.
An event on its own
The follow-up is where most of the value is lost.
In the system, the follow-up is:
- The talk, turned into posts.
- A message to the people who engage.
- The reason, named in the first line.
- Judged by who comes closer to a conversation, not by headcount.
The follow-up is a real reason to talk.
05Questions
What partners ask about events.
Short answers.
How can consulting and professional service firms use events to win clients?
Treat the event as the middle of a conversation, not the start of one. Post consistently beforehand so the right people know your name when you walk in. If you speak, bring one strong opinion, one story that proves it and one practical takeaway. Afterwards, turn the talk into posts and follow up with the people who engage, because the follow-up is where most of an event's value is lost.
Roundtable or webinar?
Choose by who you want in the room and what should happen next. A roundtable in person gives a small group of warm people time together and a real conversation. A webinar reaches people who cannot be there in person, and the recording gives you a reason to follow up. Either way, invite the warmest people first and plan the follow-up before the day.
What happens after the event?
The follow-up, which is where most of an event's value is lost. Everyone who came now has a real reason to hear from you: the conversation in the room, a question they asked, the point you made. Turn the talk into posts, follow up with the people who engage, and name that reason in the first line. Judge the event by whether the right people come closer to a conversation, not by headcount.
Should we host our own event or speak at someone else's?
Both work, and they do different jobs. Hosting lets you choose who is in the room, so you can invite the warmest people. Speaking at someone else's event puts you in front of a room someone else filled. Either way, bring one opinion worth disagreeing with, one story that proves it and one thing people can do next week, and make sure people already know your name when you walk in.
Next step
Turn warm people into a real conversation.
Thirty minutes on your firm and the clients you want to win, to see if you qualify.