---
name: event-marketing-orchestration
description: Plan, promote, execute, and analyze marketing for events including trade shows, webinars, conferences, product launches, and virtual events. Use when planning event marketing campaigns, promoting webinars, managing trade show marketing, orchestrating product launches, or measuring event ROI. Triggers on phrases like "event marketing", "webinar promotion", "trade show marketing", "event promotion", "product launch event", "virtual event", "conference marketing", "event ROI", "event campaign", "event automation".
---

# Event Marketing Orchestrator

Plan, promote, execute, and analyze marketing for events of all types and scales.

## Workflow

1. Define event objectives: Lead generation, brand awareness, product launch, customer retention.
2. Develop event marketing plan: Timeline, budget, channels, messaging, KPIs.
3. Build registration and landing pages: Event details, speaker bios, agenda, CTA.
4. Execute multi-channel promotion campaign: Email, social, paid ads, partner marketing.
5. Manage attendee journey: Pre-event communication, on-site/virtual experience, post-event follow-up.
6. Capture and qualify leads: Registration data, engagement tracking, lead scoring.
7. Measure event ROI: Attendance, leads generated, cost per lead, pipeline generated, revenue attribution.
8. Post-event analysis and optimization: Survey results, performance report, lessons learned.

## Event Campaign Planning

```
EVENT MARKETING TIMELINE
==========================

T-90 DAYS (STRATEGY AND SETUP):
  → Define event objectives and KPIs
  → Set budget and allocate by channel
  → Design event brand (logo, color scheme, templates)
  → Build registration page (event platform setup)
  → Create email template library
  → Identify speakers and confirm participation
  → Begin speaker-led promotion (amplification plan)

T-60 DAYS (CONTENT AND OUTREACH):
  → Finalize event agenda and publish
  → Create promotional content (blog posts, social assets, ad creative)
  → Announce event publicly (social media, blog, newsletter)
  → Begin email campaign: Save the date + early bird registration
  → Partner/co-sponsor outreach for cross-promotion
  → Set up social media event pages
  → Launch paid promotion (if applicable)

T-30 DAYS (ACCELERATION):
  → Speaker announcement campaign (each speaker promotes to audience)
  → Email sequence: Agenda reveal, speaker spotlights, agenda deep-dive
  → Social media: Daily posts, speaker takeovers, countdown graphics
  → Paid ads: Retargeting website visitors, lookalike audiences
  → PR outreach: Press releases, media invitations, podcast appearances
  → Community engagement: Forum posts, LinkedIn groups, Slack/Discord

T-14 DAYS (FINAL PUSH):
  → Email: "2 weeks to go" with agenda and registration reminder
  → Social media: Behind-the-scenes content, FAQ posts, countdown
  → SMS reminder (for registered attendees): "Don't forget — 2 weeks!"
  → Partner amplification: Cross-promotion in partner channels
  → Paid ads: Intensify frequency, lower CPM window

T-7 DAYS (IMMINENT):
  → Email: "1 week away" + what to expect + technical info
  → Social media: Daily countdown posts, final speaker spotlight
  → Confirm email to all registered attendees
  → Send pre-event survey: "What do you hope to get from this event?"
  → Prepare on-site/virtual experience materials

T-3 DAYS AND T-1 DAY:
  → Email: "3 days to go" + logistics reminder (time, link, location)
  → Email (T-1): "Tomorrow!" + final preparation tips
  → Social media: Final countdown, excitement-building content
  → SMS: "Event starts tomorrow!" (registered attendees only)
  → Team briefing: Roles, responsibilities, contingency plans

DAY OF EVENT:
  → Live social media coverage (Twitter/X, Instagram Stories, LinkedIn Live)
  → Real-time engagement: Live polls, Q&A, behind-the-scenes
  → Speaker social media amplification
  → Lead capture: Badge scans, session attendance tracking
  → Email to registered no-shows: "We missed you — recording coming soon"

POST-EVENT (T+1 to T+30):
  → T+1: Thank you email with recording link and slide deck
  → T+3: Event recap blog post and social media highlights
  → T+7: Follow-up survey: "How was your experience?"
  → T+7: Lead distribution to sales (prioritized by engagement)
  → T+14: Nurture campaign for attendees who didn't convert
  → T+30: Full event ROI report
```

## Lead Capture and Follow-up

```
EVENT LEAD CAPTURE SYSTEM
============================

LEAD QUALIFICATION FRAMEWORK:

  ENGAGEMENT SCORING:
    Registered but didn't attend: 10 points
    Attended virtual event (any session): 20 points
    Attended 3+ sessions: 35 points
    Asked question during Q&A: +15 points
    Participated in live poll: +5 points
    Downloaded presentation slides: +10 points
    Visited sponsor booth: +10 points
    Scheduled meeting during event: +25 points
    Completed post-event survey: +5 points

  LEAD TIERING:
    Hot leads (60+ points): Attend + engaged deeply
      → Action: Sales outreach within 24 hours
      → Include: Engagement summary, key interests, conversation starters

    Warm leads (30-59 points): Attended with moderate engagement
      → Action: Nurture sequence starting Day 3
      → Include: Relevant content, case studies, follow-up offer

    Cold leads (< 30 points): Registered but low/no engagement
      → Action: Long-term nurture, content drip
      → Include: Event recording, resource library, future event invites

FOLLOW-UP EMAIL SEQUENCE:

  EMAIL 1 (T+1 Day) — Thank You:
    Subject: "Thanks for attending [Event]! Here's what you asked for"
    Content: Thank you, recording link, slide deck, key takeaways
    CTA: "Book a 1:1 session with our team"

  EMAIL 2 (T+3 Days) — Value Delivery:
    Subject: "3 key insights from [Event] (and how to apply them)"
    Content: Summary of top 3 insights, actionable next steps
    CTA: "Download the full [related resource]"

  EMAIL 3 (T+7 Days) — Personalized Follow-up:
    Subject: "How's your [goal] going?"
    Content: Reference specific session attended, personalized content recommendation
    CTA: "Schedule a demo" / "Talk to an expert"

  EMAIL 4 (T+14 Days) — Social Proof:
    Subject: "See what other attendees are saying about [result]"
    Content: Testimonial from similar company, case study
    CTA: "Get similar results — let's talk"
```

## Integration Points

- **Eventbrite / Cvent / Bizzabo**: Event registration, attendee management, ticketing, badge scanning
- **Zoom / Hopin / Demio / ON24**: Virtual event platforms, session tracking, recording management
- **HubSpot / Salesforce**: Event lead capture, CRM integration, automated follow-up workflows
- **Mailchimp / Klaviyo**: Event email campaigns, registration confirmations, nurture sequences
- **Hootsuite / Buffer**: Social media event promotion scheduling
- **Canva / Adobe Creative Cloud**: Event creative design, templates, social assets
- **SurveyMonkey / Typeform**: Post-event surveys, pre-event registration forms
- **Google Analytics 4**: Event landing page tracking, registration funnel analysis

## Edge Cases

- **Hybrid event management**: Combining in-person and virtual experiences
  - Technical: Ensure virtual attendees get equal content access and engagement
  - Lead capture: Badge scanning for in-person + session tracking for virtual
  - Engagement: Cross-audience interaction (virtual Q&A feeds to in-person stage)
  - Follow-up: Separate but coordinated nurture workflows for each audience

- **Low registration and attendance rates**: Event doesn't attract expected audience
  - Detection: Registration rate < 10% of target by T-14 days
  - Emergency actions: Paid ad boost, speaker amplification push, partner cross-promotion
  - Contingency: Pivot to "evergreen" format (record and distribute as content)
  - Post-mortem: Analyze promotion gaps, audience targeting, messaging misalignment