Free resources

Guides, templates and tools for event teams

Written for the person who owns the next event and the person who has to defend its budget. Full text on every page, nothing held back for a form.

Read the playbookBook a 20-min walkthrough
Guide

The Event GTM Playbook

The operating manual for a sponsored event: the 28-day pre-event sprint, ICP tiering, the in-event daily flow, post-event triage with SLAs, and the four conversion rates worth reviewing.

For
Event marketing managers and field marketers
Format
Full text on the page, plus a printable PDF
Open
Template

The Event ROI Business Case

The internal document that wins event budget: the real all-in cost, the break-even count, the fill-in metrics table, the one slide a CFO reads, and a worked outcomes example.

For
VPs of Marketing, CMOs, anyone defending a budget line
Format
Full text on the page, plus a printable PDF
Open
Guide

The Event Outreach Framework

One standard for every event: the T-4 launch date, the 30-day multi-touch sequence, real outreach copy annotated line by line with the short replacements, the mailboxes it sends from, and the one report per event.

For
Whoever writes the pre-event sequences, and whoever approves them
Format
Full text on the page, plus a printable PDF
Open
Free tool

Event ROI calculator

Model sourced pipeline, ROI multiple, cost per opportunity and the pipeline left on the table. Everything runs in the browser, the scenario lives in the URL, and the one-pager prints straight from the page.

For
Anyone building the numbers before the meeting
Format
No signup, nothing leaves the page
Open
Free tool

Outbound sequence generator

Generate a pre-event and post-event outreach sequence for a specific conference, written against the persona you are targeting rather than a generic invitation.

For
AEs, SDRs and the person writing the copy
Format
No signup
Open
Also free, also ungated

The rest of what we publish

Event directory: around 38,000 B2B conferences and trade showsOpen calls for speakers, with verified deadlinesEvent and field marketing job board, updated dailyCustomer programs, with the numbersGlossary: 46 terms in operator languageLong-form writing on event pipeline

How these work

Are the guides gated?
No. Every word of every guide is on its page in full, readable without an email address. The PDF is the same content formatted to print and to forward, and that version asks for a work email so we know who to follow up with. If you never want to give us an address, you still get the whole thing.
What happens after I ask for a PDF?
You get one email with the download link. You are not added to a mailing list and no sequence starts. If you want to come off our records entirely, reply to that email and it is done. The weekly job board and speaking radar are separate lists with their own double opt-in.
Why do you ask for a work email?
These guides are written for a named buying team, and a company domain is what makes any follow-up useful rather than noise. It is a courtesy check rather than a gate: the full content is one scroll away on the same page either way.
Can I share these with my team?
Yes. Forward the PDF, send the page, or paste the tables into your own document. Attribution is appreciated and not required.

Free PDF

Want all three as PDFs?

One email, three guides: the playbook, the business case, and the outreach framework. Work email, nothing else.

One email with the download link. You are not added to a mailing list. Read the privacy policy.

Or skip the reading and bring us an event

Pick the next event on your calendar. We walk the sourcing, the ICP cut, the sequences and the writeback to Salesforce or HubSpot on that specific event.

Book a 20-min walkthrough