Event Go™ · for field marketers who own a pipeline number
You built the event. We fill the room — and work it after.
In-person events drive more closed-won revenue than any other B2B channel — and field marketing runs them without a sales team. Event Go is the SDR engine your event calendar never had: our data tells you who to invite and why, real Playmakers fill the room, and every attendee is worked into qualified meetings while the conversation is still warm.
The Ultimate Event Assist™
The hottest channel in B2B, staffed by nobody.
The channel itself works: events compress months of buyer research into hours, and 72% of marketers say prospects close faster after attending one (HockeyStack, 2025). What fails is the structure around it. Field marketing owns the strategy and the calendar — but the outreach belongs to SDRs carrying a full pipeline of other priorities, so invitation sequences start late or never send, and the team shows up to a half-empty room (Vendelux, Pre-Event Outreach Playbook, 2026). The waste isn’t the event. It’s the sales engine nobody staffed.
The attendee ledger · what happens after the event
You paid for every one of these conversations.
Follow-up that lands within 48 hours converts 3–5× more event conversations into pipeline (SyncGTM, 2026) — yet 64% of teams cite limited post-event sales visibility as their top measurement obstacle, and only 22% say event impact is fully visible to revenue leaders (Vendelux 2026 B2B Events Survey, 120+ leaders).
Figures reflect published industry research as of mid-2026; sources named per stat.
One program, two halves of the event.
First half · before doors open
Fill the room with the right people.
Starting eight weeks out, AUDIENCE data builds the invite list — ICP fit, buying signals, past engagement — so every name has a reason to be in the room. Then Playmakers run the invitations like sellers, not senders: phone-first for tier-one accounts, confirmed and reminded so registrations become attendance.
Dinners, roadshows, hosted conferences — and if you’re exhibiting with a booth, the Trade Show Play is this program pointed at the show floor. Either way, the room stops betting on the blast email.
Book the pre-event sprint →Second half · the 48 hours after
Every attendee, worked warm.
The moment the event ends, the attendee list becomes a calling list with context — and dedicated Playmakers work every conversation by phone inside 48 hours, while your team is still packing up. Qualified against your standard, booked onto your closers’ calendars, logged and attributed to the event that paid for it.
This is the half nobody staffs — and the one where the conversion multiple lives. It also works as a standalone rescue for an event that already happened.
Run a follow-up sprint →No booth? No problem. The Adobe proof.
Case study · Adobe Sign at Dreamforce — three weeks, no sponsorship, no booth
Promoting its new Salesforce integration, Adobe Sign wanted Dreamforce impact without Dreamforce sponsorship costs — the satellite-event play: celebrity dinners the nights around the show, plus an executive meeting suite during it. With a three-week timeline and no registrant list to work from, Alleyoop sourced director-and-above contacts at enterprise accounts most likely to attend (suppressing accounts Adobe was already engaged with), built the event landing page, invitation and reminder sequences, and ran a call-heavy SDR push to convert engaged prospects into registrations — then confirmations day-before and day-of to protect attendance.
| Satellite event | Result |
|---|---|
| Executive Suite · in-person meetings | 84 meetings with C-level & directors |
| Tyler Florence celebrity chef dinner | 352 guests — closed early at venue capacity |
| Scott Baird celebrity mixologist event | 243 guests |
| Melissa Perello celebrity chef dinner | 48 guests |
727 total interactions with C-level-or-above prospects, 84 face-to-face meetings — at Dreamforce, without being a sponsor. One honest note Adobe and Alleyoop both learned: first-night-of-conference events are hard to fill; the next two blew past goal. That candor is the report your CFO keeps asking for.
“Whether it’s Dreamforce or Workday events, I’ve relied on Alleyoop to maximize the impact of our event, drive more attendance and build sales pipelines.”
The anchor proof · 727 interactions · 84 C-level meetings · 3 weeks · no booth
“They are firing on every best practice for running a sales development team.”
The scale proof · 10,000+ qualified meetings booked as ZoomInfo’s outbound arm
The program runs on the event clock.
The list & the why
AUDIENCE builds the invite list from your ICP, buying signals, and past attendees — every invitation carries a reason this person belongs in this room.
Invitations, human
Playmakers work the list by phone, email, and LinkedIn — personal invitations for tier-one accounts, confirmations and reminders that turn registrations into attendance.
Your team hosts
The room is full and briefed; tier-one meetings are pre-booked. Your people host the event instead of chasing RSVPs from the door.
Every seat, worked
The attendee list is worked warm by phone inside 48 hours — qualified, booked, logged, and attributed to the event that paid for it.
Run the math on your event calendar.
A typical field marketing program runs $400K–$1.8M a year at growth-stage companies (MarketerHire, 2026) — and the variable isn’t the venue, it’s who’s in the seats and whether anyone works them after. Done right, the format produces: one published 20-dinner series turned roughly $280K of spend into $3.2M of event-sourced pipeline in its first year (Vendelux, 2026). Event Go runs $5,250–$14,750/mo flat, published — pointable at your entire event calendar. Your numbers, in minutes: the Pipeline Gap Report and the CFO Cost Model.
When this isn’t the play.
If your whole event program is one webinar a quarter, start smaller — a target-account sprint may be all you need. If your deal size is thin or nobody has capacity to run the meetings the program books, fix that first: the same four readiness gates in our buyer’s guide apply. And consumer activations aren’t our floor — Event Go is built for B2B field and event marketing.
The questions field marketers actually ask.
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What is Event Go?
Event Go is Alleyoop's field and event marketing program: the SDR engine most field marketing teams never get. Our data tells you who to invite and why - ICP fit, buying signals, past engagement - dedicated Playmakers fill the registrations by phone, email, and LinkedIn, and after the event every attendee is worked into qualified meetings within 48 hours. You own the event; we own the pipeline around it.
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Why do field marketing events underperform on pipeline?
Structure, not strategy. Field marketing owns the event and the calendar, but the outreach depends on SDRs carrying a full pipeline of other priorities - so invitation sequences start late or never send. Industry research shows 55% of teams start event outreach less than four weeks out while the best programs run an 8-12 week cadence, and 86% of teams can't accurately attribute pipeline back to their events (Vendelux 2026 B2B Events Survey). The event isn't the problem; the missing sales engine around it is.
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Can you fill registrations for hosted events like dinners and roadshows?
Yes - that's the program's home turf. Small hosted formats live or die on who's in the room: a 20-seat executive dinner has no margin for no-shows or wrong titles. We build the invite list from your ICP and our buying-signal data, run personal invitations by phone rather than blast email, confirm and remind to protect attendance, and hand your hosts a briefing on every seat.
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Do you work third-party conferences and sponsored events too?
Yes. It's the harder version of the job - filling your pipeline at someone else's event, against every other sponsor competing for the same attendees - and it's where Alleyoop's event work is proven: with no booth and a three-week timeline, we drove 727 interactions with C-level-or-above prospects and 84 in-person meetings for Adobe Sign at Dreamforce, through satellite celebrity dinners and an executive meeting suite.
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What does Event Go cost?
The same published prices as every Alleyoop program: $5,250, $10,000, or $14,750 per month, flat - pointed at your event calendar instead of cold territory. Against a typical field marketing program of $400K to $1.8M a year at growth-stage companies (MarketerHire, 2026), the program is the part that determines whether the rest of the spend produces attributed pipeline.
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How is this different from an event marketing agency?
An event agency produces the event: venue, production, experience. Event Go is the revenue engine around it: the invite list, the human outreach that fills the seats, the pre-booked meetings, and the post-event conversion sprint - logged in your CRM and attributed to the event that paid for it. Most teams have the first and lack the second; they aren't competitors, they're halves.
Twenty minutes, your event calendar, a straight answer.
Bring the events you’re committed to this year. We’ll tell you which ones a program pays for — and which it doesn’t, if that’s true.
The assist is ours. The win is yours.