Objective: Build the system before the event begins — so your booth isn’t just ready, it’s built to drive pipeline.
Events don’t start on Day 1 of the show. They start the day you decide you’re going. The most successful field marketers treat the 30 days before the event as the most important part of the pipeline-building process.
This chapter helps you set the foundation. You’ll plan your goals, set up the content strategy, build internal alignment, and prepare your team to capture high-quality leads, not just badges.
Set a clear goal for this event
Before you plan anything, answer this:
“Why are we doing this event?”
Not all events are the same. And if your goal isn’t clear, your booth experience, messaging, content, and follow-up will be off-target.
3 Event intent types:
| Intent type | What it means | Success Metric |
| Pipeline capture | Meet prospects, capture leads, qualify on-site | # of qualified leads, meetings booked |
| Acceleration/Nurture | Reconnect with mid-funnel leads, influence deals | # of influenced opps, time-to-close reduced |
| Brand & Awareness | Get noticed, start conversations, gather signals | # of scans, visits, content views, social mentions |
Choose one primary intent (You shouldn’t have more than one intent):
- Build awareness (top-of-funnel)
- Generate marketing-qualified leads (MQLs)
- Accelerate current pipeline (deal support)
- Close business (decision-stage meetings)
Once the main intent is set, break it down into:
- Lead quantity target (how many people should you scan, qualify, and follow up with?)
- Lead quality markers (which personas matter most?)
- Conversion goal (what should happen after the event for it to count as a success?)
Set up your content stack inside momencio
Once intent is locked, you need the right assets ready to go — not in a folder, but in your system.
Your microsite is your follow-up weapon
This is where your post-booth interactions begin. It’s what makes momencio different. Don’t wing this.
You’ll need content ready inside momencio to share instantly on the floor.
Asset types to upload in advance:
| Content type | Use case | Examples |
| Discovery | Early-stage visitors | Product overview, short demo video |
| Consideration | Mid-funnel interest | Case studies, comparison charts |
| Decision | Hot leads | ROI calculator, pricing one-pager, client proof |
Upload and organize these into digital assets library, from where you can pull all formats of content quickly to be added to a customized landing page.
Build your pre-event outreach flow
Field marketing doesn’t start on Day 1 of the event. It starts 2–3 weeks before.
Your best leads will not always walk in, you have to pull them in.
Simple 3-step outreach sequence:
| Day | Channel | Message purpose |
| 21 to 14 (before the D-day) | “Let’s meet at [Event]” with a calendar link or booking form | |
| 10 (before the D-day) | LinkedIn DM | Soft nudge, value-led: “We’re sharing X” |
| -3 (before the D-day) | Email or call | Confirm interest + include a teaser content asset (e.g., whitepaper, calculator) |
Segment your outreach by:
- VIP accounts
- Open pipeline deals
- Top target personas by job title or company type
Confirm event tracking inside momencio
Before the first lead walks up, your platform must be:
- Synced with your CRM
- Scanning properly
- Testing microsite flows
- Scoring enabled
- Tracking views, clicks, and engagement per asset
Use a dry run the day before. Scan a test badge. Walk through an entire lead-to-follow-up scenario internally.
If it doesn’t work now, it won’t work at the event.
Before you go to chapter 3: ✅ Quick checklist
You’re ready to walk into the event only when all of the below are ✅:
| Task | Status |
| Your event intent is clear and documented (pipeline, acceleration, or awareness) | ☐ |
| You’ve defined lead quantity goals, target personas, and success KPIs | ☐ |
| Your content stack is uploaded and mapped inside momencio | ☐ |
| You’ve used the landing page content mapping template to plan what each lead will see post-convo | ☐ |
| You’ve finalized your pre-event outreach and sequences are scheduled | ☐ |
| VIP accounts, pipeline deals, and key personas are segmented and targeted | ☐ |
| Your team is briefed using the Event intent alignment canvas | ☐ |
| You’ve done a dry run in momencio: test scans, follow-ups, microsite preview, engagement scoring | ☐ |
If even one of these is missing, your booth is going in blind. Check every box. Then move to Phase 2.
