Summary

Events are still one of the highest-intent moments in B2B — but most teams squeeze 10% of the available pipeline out of them. The Events Lifecycle play splits the work into three phases (pre-event, during-event, post-event) and runs Alta campaigns at each stage to capture brand awareness, warm leads, and follow-up — including a "ghost attendance" motion for events you don't physically attend.

Who this is for

Field marketers, demand gen, and outbound teams running conferences, webinars, sponsorships, or industry meetups — and anyone who wants to extract value from events their buyers are at without paying for a booth.

Before you start

An Alta workspace with at least one connected LinkedIn account and one connected mailbox.
The event's official LinkedIn page, official hashtag, list of sponsors, and (if available) a roster of speakers and attendees.
If you're running a during-event lead magnet, an AI-calling assistant set up in Alta and a public lead-magnet page (or QR code) ready to go.
Ideally 2–3 weeks of runway before the event for pre-event outreach to land.

Phase 1: Pre-event (2–3 weeks out)

Pre-event outreach generates replies, brand awareness, and pipeline before the event itself — and is often where the best meetings get booked.

Local happy-hour invite campaign. Build a campaign of prospects (outbound + existing) within X miles of the event city. Invite them to a small dinner, breakfast, or happy hour you're hosting. Keep the audience tight — quality of conversation matters more than volume.
Reach out to fellow sponsors. Pull the event's sponsor list and run a campaign to RevOps/marketing/sales leaders at those companies. They're your peers and your easiest co-marketing partnerships of the year.
Engage neighboring-event sponsors and attendees. Use Alta's Social signals audience source on the event's LinkedIn page or hashtag to find people posting about the event. Run a low-pressure outbound campaign with the event as the opener.
Reignite current client and prospect relationships. Pull anyone in your CRM who's based near the event or whose status is "in conversation" and send a personal "are you going?" check-in.

Why pre-event works: you generate intent and brand awareness before competitors even arrive on-site, and you strengthen the relationships you already have.

Phase 2: During-event (the AI-calling lead magnet)

The hardest moment at any event is converting a hallway conversation into a captured lead. The during-event play makes that low-friction and memorable.

Stand up an AI calling assistant. Configure an Alta voice assistant (Alex or similar) with a tight, event-specific script — a 60-to-120-second qualification call that gives the prospect immediate value (a quick demo of your AI, a personalized recommendation, etc.).
Publish a public lead-magnet page for that assistant (something like inbound.altahq.com or a sub-page you control). Put the URL on a tablet at the booth, in a QR code on your signage, and in your slide deck if you're speaking.
Auto-enroll every captured lead into a post-event follow-up campaign (configured in the next phase) so nothing slips while your team is on the floor.

Why during-event works: the AI call is unique, memorable, and instant. You capture warm leads while attention is high and avoid the post-show "where did I put that business card" chaos.

Phase 3: Post-event (segmented follow-up)

The first 72 hours after the event are gold. Cadences should be ready to fire the moment the event ends — not after a week of internal triage.

Segment by status. Don't send the same follow-up to everyone. At minimum, split into three audiences: booth scans / AI-call captures, demo attendees, and fellow sponsors. Each gets a different opener and CTA.
Multi-channel follow-up. Each segment runs an omni-channel cadence — LinkedIn message → email → call. Lead with whatever happened at the event ("Loved the conversation at the booth on Tuesday") rather than generic "thanks for attending".
Use custom variables to reference the event. Plug in {event_name}, {event_session}, or {conversation_note} as prompt variables so every message references the real moment, not boilerplate. See the Campaign Builder docs on prompt variables for the exact syntax.
Time-box the campaign. Run the post-event cadence for ~2 weeks, then merge unconverted prospects into your standard outbound flow. Events are a spike, not a permanent state.

Creative play: Ghost event attendance

You don't have to be at the event to win from it. Pick events your buyers care about and run outbound that uses the event as context.

Identify the event and its LinkedIn page / hashtag.
Build a Social Signals audience targeting sponsors, speakers, and attendees posting about it.
Run a campaign with an opener like: "Hey {first_name}, saw your team is attending {event_name} in {city}. Would love to connect. Curious how your team's planning to handle all the post-event follow-ups — it's usually where the real work starts."

This works because you're showing up with relevant context, not interrupting a stranger.

Creative play: LinkedIn Ads → Outbound

Run LinkedIn ads against your ICP in the lead-up to the event.
Export the list of companies that engaged with the ads.
Run an Alta outbound campaign to the decision-makers at those companies, using the ad's themes as the opener.

The ad does the awareness work; Alta does the conversion work.

Tips and common pitfalls

Start 2–3 weeks early. Pre-event cadences need runway. Same-week outreach gets buried.
Keep the lead magnet ridiculously low-friction. One tap, one URL, one QR code. If the booth interaction requires a form, you've already lost half the leads.
Segment ruthlessly post-event. "Demo attendee" and "scanned a badge" are not the same prospect — don't message them the same way.
Ghost attendance works year-round. Even for events that already happened — sponsors and speakers are still warm targets for months afterward.
Loop in CRM. Push event status (scanned / demo'd / talked to AI) into Salesforce/HubSpot/Pipedrive so future campaigns can filter on it.
Don't burn the audience. If you ran a pre-event campaign to fellow sponsors, suppress them from the post-event one — or pivot the message to "great to share the floor with you".