How to run event campaigns
Drive registrations, follow up the whole attendee list within 24 hours, and give no-shows a different angle. The follow-up kills more event ROI than the event.
Event campaigns have three phases: drive registrations, follow up attendees, and re-engage no-shows. The one that decides your return is the second - as 11x puts it, "the follow-up kills more event ROI than the event itself." Alice covers the entire attendee list within 24 hours, not just the people your reps happened to speak to.
The structural problem this fixes: a rep has maybe 20 real conversations at a conference, and the other 400 registrants get nothing, or get a generic blast a week later once the intent has gone. Full coverage within 24 hours is the whole play.
Phase 1 - Drive registrations
Run this as a targeted campaign, not a mass invite.
Target the segment most likely to attend
Geography matters for in-person events. Role matters for both.
Position this event specifically
What is on the agenda that this persona cares about, not that the event exists.
Load the agenda into the knowledge base
Sessions, speakers, and topics. Event plays research the event itself, so give Alice the material.
Phase 2 - Follow up attendees within 24 hours
Timing and coverage are the two variables.
| Principle | Why |
|---|---|
| Within 24 hours | Intent is still fresh |
| Entire attendee list | Not just the people reps personally engaged |
| Context-specific | Someone who attended a product demo gets a different follow-up from someone who sat in a panel |
Avoid the generic "Great connecting at [Event Name]" opener. It signals a blast, and it is transparently untrue for the majority of the list who never spoke to anyone. Build continuity from what they actually attended.
Phase 3 - Re-engage no-shows
No-shows need a different angle, because they still raised their hand - they registered intentionally, then something got in the way.
The angle that works: a recap of what they missed, plus a reason to continue the conversation. Not a reprimand, and not the same email the attendees got.
| Segment | Angle |
|---|---|
| Attended, engaged with a demo | Continue the specific conversation |
| Attended a session or panel | Go deeper on that topic |
| Registered, did not attend | Recap of the content, plus a reason to talk |
Configuring
Load the attendee and registrant lists
Keep attended and no-show as separate segments - they get different treatment.
Segment attendees by what they attended
Demo, session, booth, or registration only.
Apply standard exclusions
Customers, open opportunities, owned accounts.
Schedule follow-up for within 24 hours
Not the following week.
Review a draft from each segment
If the demo-attendee and no-show drafts read the same, the segmentation is not reaching the messaging.
Troubleshooting
Next steps
Playbooks and ABM plays
Event plays research the event itself.
Sequences
Timing and exit conditions.
Lead nurture
For attendees who are interested but not ready.
All plays
The full play library.
Need help?
Email support@11x.ai, or book time with the team.