# Events — Marketing Skill for AI Agents

> Maintained by Corey Haines · v1.0.0 · Updated 2026-08-23

Install: `npx skills add coreyhaines31/marketingskills`
Source: https://github.com/coreyhaines31/marketingskills/tree/main/skills/events

## What's inside

**The playbook covers:** Before Starting, Pick Your Role, Which Events to Invest In (Portfolio First), The Universal Arc: 20% Event, 80% Before-and-After, Hosting: Choose the Format for the Job, Attending (No Booth, No Stage), The Content Arc: Every Event Is a Content Engine, Measurement: Pipeline, Not Applause, Common Mistakes

### Reference library

- [Event Portfolio Strategy — Which Events, Why, and the Economics](https://github.com/coreyhaines31/marketingskills/blob/main/skills/events/references/event-portfolio-strategy.md) — The layer that sits *above* role and tactics. Events are the most expensive, riskiest, hardest-to-measure channel you can run — so the leverage is in selection and portfolio design, not execution. The single most common failure is treating "events" as one channel: attend two bad conferences, get few leads, and write the whole channel off — the same mistake as running Google Ads once, seeing poor results, and concluding all paid media is broken. Each event is its own ecosystem. Judge them individually.
- [Speaking — Get Booked, Design the Talk, Compound the Recording](https://github.com/coreyhaines31/marketingskills/blob/main/skills/events/references/speaking.md) — Speaking is the highest-leverage event role per dollar: stage time confers borrowed authority no booth can buy, and the recording compounds for years — including in AI answers. Treat it as three separate jobs: getting booked, designing a talk that lands, and harvesting the asset.
- [Sponsorship & Exhibiting — Evaluate, Negotiate, Work the Floor, Follow Up](https://github.com/coreyhaines31/marketingskills/blob/main/skills/events/references/sponsorship-roi.md) — Sponsorships are the most expensive way to do event marketing and the easiest to waste. The discipline: treat every sponsorship as a paid-acquisition channel with a cost-per-qualified-meeting, and make it beat your alternatives or don't buy it.
- [The Webinar Funnel — Registration → Show-Up → Live-to-Close → Nurture](https://github.com/coreyhaines31/marketingskills/blob/main/skills/events/references/webinar-funnel.md) — The webinar is the flagship hosted format because it's the whole event arc in miniature, repeatable monthly, and every stage is measurable. Work the four stages in order — each stage's conversion rate is a separate lever with separate fixes.

## Key data

- Less control, less risk — you rent instant access to an audience but work inside their format. Success is 120 days of prep, not the 4 days on the floor.
- Pass 1 — the outline.** Before slides, lock four things (write them down; mush here becomes mush on stage):
- 24–48 hour SLA**, tiered:
- Email list — 3 sends: announcement, value-add reminder (share a preview insight), last-call day-of (→ emails**)

## Example

**Prompt:** We're a B2B SaaS with a $30k opportunity to sponsor our industry's biggest annual conference (5,000 attendees). Marketing wants to do it for brand awareness. Should we?

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Canonical: https://marketing-skills.com/skills/events