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
Guides, templates and tools

Free guides and tools to plan an event and defend its budget

Research

The 2027 B2B event calendar in numbers

12,221 B2B events with 2027 dates: when and where they run, what tickets cost, how early speaker calls close, and who sponsors most.

For
Event and field marketers planning the 2027 calendar
Format
Charts and tables on the page
Open
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 4 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

A fill-in template for an event budget request: all-in cost, break-even opportunities, the metrics table and a one-slide summary.

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, annotated real outreach copy 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
Template

Run of show template for B2B conferences

An hour-by-hour plan for a sponsored conference: setup, meeting blocks, booth coverage, the customer dinner and the follow-up, each with an owner.

For
The event lead and everyone on site
Format
Read it here or download the spreadsheet
Open
Template

Event budget template for trade shows

Plan what a trade show or conference will cost you, track what you spent, and see cost per meeting and cost per opportunity, in cash and fully loaded.

For
Event marketers and whoever approves the spend
Format
Read it here or download the spreadsheet
Open
Template

Event planning checklist for exhibitors

A week-by-week plan for sponsoring or exhibiting at a B2B event, built around who you need to meet and when your outreach goes live.

For
Field and event marketers planning the next sponsorship
Format
Read it here or download the spreadsheet
Open
Template

Post-event survey questions for B2B events

8 questions for the people you met and 8 for your team, each with an answer type and the CRM field it fills.

For
Reps who ran meetings, and the event lead
Format
Read it here or download the spreadsheet
Open
Template

Event debrief template

One workbook for the meeting 5 days after the event: results against target, every target account and its next step, and the decision on next year.

For
The event lead, sales lead and RevOps
Format
Read it here or download the spreadsheet
Open
Free tool

Event ROI calculator

Model expected closed-won revenue, ROI multiple, cost per expected win and the revenue left on the table. Everything runs in the browser, the scenario lives in the URL, and the one-pager downloads as a PDF.

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 for the persona you are targeting.

For
AEs, SDRs and the person writing the copy
Format
No signup
Open

Build the budget case in this order

  1. 01Model the eventEvent ROI calculator
  2. 02Write the caseThe Event ROI Business Case
  3. 03Price the toolingPricing
Also free, also ungated

A directory of 40,000+ events, open CFPs and a daily job board

Event directory: 40,000+ 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

Every resource is free to read; the download asks for a work email

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 which company asked. 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, each with 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. The full text stays on the page either way.
Can I share these with my team?
Yes. Forward the PDF, send the page, or paste the tables into your document. Attribution is appreciated and not required.

Free PDF

All 3 guides as PDFs, in one email

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
Prasad Subrahmanya
I take every walkthrough myself. Bring the next event on your calendar.
Prasad Subrahmanya, founder