This is not just a book, but operationalized intelligence for the field.
Most event playbooks sound good on paper. But when you’re actually on the show floor, they don’t help much.
They say things like “drive engagement,” “maximize ROI,” or “nurture leads post-event.” But they don’t tell you what to say when someone walks past your booth and won’t stop. They don’t show you how to send a quick follow-up that actually gets a reply. And they definitely don’t help when sales ignores your leads.
This playbook is different.
It was made for field marketers, the people who plan, execute, and follow through. The ones who carry the weight of making events work.
Why this playbook exists
Events are one of the most powerful tools in B2B marketing. But most companies don’t treat them like systems. They treat them like checklists. Book the booth. Print the swag. Scan some badges. Hope for the best.
That’s not a strategy. It’s a gamble.
This playbook exists to change that. It gives you a way to run every event with a system in place — from setup to lead follow-up. A system that actually drives pipeline. A system that works even when things go wrong.
Everything here is based on how real events work. Not in theory. In reality. With short timelines, last-minute changes, unprepared reps, and budget pressures.
Who this playbook is for
This playbook is for you if:
- You run field events, trade shows, or booths, and are expected to bring in leads
- You’re tired of events being seen as “just marketing”
- You want to show clear value, not just lead counts, but movement in the pipeline
- You work with sales, and you need them to follow up properly
- You’re building a repeatable system, not just surviving each event one at a time
Whether you’re a one-person team or part of a larger org, if you’re responsible for field execution, this playbook is written with you in mind.
What this playbook will help you do
You’ll get a full system for running events that actually move deals forward. No fluff. No buzzwords. Just simple, repeatable steps and ready-to-use tools.
Here’s what you’ll walk away with:
- A clear plan for each phase of your event: before, during, and after
- Templates for messaging, follow-ups, internal handoffs, and debriefs
- Simple ways to score and prioritize leads based on real activity
- A faster way to help sales do their job, without more meetings
- A strategy that works across different events, not just one type
What’s inside each chapter
This playbook is broken into short, focused chapters. Each one covers one phase of your event journey. Each one includes assets you can copy, download, and use right away.
- Phase 1: Setting up for pipeline – Plan the right strategy, content, and setup before the event even begins
- Phase 2: Capture and qualify smarter – Make the most of booth time with real conversations, not just scans
- Phase 3: Accelerate and convert – Send better follow-ups, faster, with data that helps sales take action
- Bonus: Event debrief framework – Learn what worked and what didn’t so the next event is even better
You’ll also get templates for emails, talk tracks, scoring sheets, handoff docs, and more. All built for field teams.
How momencio fits in
This isn’t just a list of best practices. Everything in this playbook is designed to work with momencio, for field marketers.
From real-time microsites to lead scoring and content tracking, momencio helps you run events smarter. It turns your event leads into a live intelligence system. You’ll see that in every chapter, where we show how momencio fits into the process.
What makes this different
- It’s made for people who actually work events
- Every section includes simple tools, examples, and workflows
- No locked PDFs, no form fills, just open, useful content
- It’s meant to be used. Not read once and forgotten.
