Field events generate 15 to 42 percent of mid-market B2B pipeline. The CRM usually treats them as a dumping ground for badge scans. Strkr ships an event-shaped surface with pre-event targeting, on-site capture, and post-event followup that preserves attribution to the deal.
Event marketing lives at the intersection of marketing automation, sales engagement, and CRM pipeline. Most CRMs treat the event as a lead-source field on the contact record and stop. The actual pain for an event marketing team is bigger. They need to target the right accounts pre-event, run the on-site operation across 11 to 42 reps on a booth, capture conversations without a four-tool badge-scan tangle, and run post-event followup that preserves the attribution chain into the deal that closes six months later. The pain points below are what Strkr onboarding hears on every intake call with a field marketing team.
The event marketer builds a target account list for the event (300 accounts for a trade show, 50 for an executive dinner), tracks the invited roster, confirms RSVPs, and books 1:1 meetings. The work usually lives in a spreadsheet because the CRM has no event object. Strkr models the event as a first-class object with target lists, invited status, RSVP tracking, and meeting-slot management for the booth or the dinner.
At the booth the rep uses a badge scanner app, an iPad with a Marketo form, a business card photographer, and sometimes a napkin. The data lands in three different inboxes. Strkr Mobile ships the booth capture surface with badge scan, free-form note, meeting booking, and swag inventory in one view. The capture lands on the account record in near real time with the rep attributed.
Industry data suggests 65 percent of event-captured leads never receive a followup. The 400-lead list from the trade show sits in a drive folder. Strkr runs post-event followup as a sequenced motion with Strkr AI drafting the followup email per lead from the conversation note the rep captured. The marketer approves the batch and the sequence runs with throttling to avoid spam filters.
The event-sourced lead converts to a deal that closes six months later through five touchpoints. The attribution model picks the last touch (a product demo request). The event gets zero credit and the field marketing budget gets cut. Strkr runs multi-touch attribution on every deal with the event flagged as first-touch, assisted-touch, or last-touch per model. The field marketing budget conversation runs on data instead of memory.
The sales team books an executive dinner for 24 seats at a conference. The RSVPs come in through five channels (email, Slack, LinkedIn, phone, in person). The dinner coordinator rebuilds the roster three times. Strkr runs the dinner RSVP flow with hosted RSVP page, meeting-slot booking, dietary tracking, and dinner-partner matching. The coordinator sees the live roster without rebuilding the spreadsheet.
The team spends 480,000 on a trade show (booth, travel, staff, lead-nurture spend) and reports pipeline-generated as a round number six months later. The CFO asks for the detail and nobody can produce it. Strkr runs event ROI with sourced pipeline, assisted pipeline, closed-won revenue, and cost-per-opportunity on a continuously updated report. The CFO sees the actual math per event in a quarterly meeting.
The default CRM schema does not model events. Strkr ships an event schema with Event, Target List, Invite, RSVP, Meeting Slot, Booth Capture, and Followup Sequence as first-class objects. The marketer can rename or extend anything through the admin console.
An event in Strkr carries type (conference, trade show, roadshow stop, executive dinner, webinar, user group), date range, venue, budget allocation, and assigned staff. The event drives the target-list build, the invite workflow, and the post-event followup. Multi-city roadshows chain as a parent-event with city-level child events.
The target list for an event includes accounts and contacts the team wants in the room. The list builds from segments (industry, role, prior relationship, intent signal). Invited status tracks per contact (invited, RSVP yes, RSVP no, maybe, no response). The marketer sees coverage against the target by role and account tier.
The RSVP flow runs through a hosted page per event with branded tenant surface. The invitee RSVPs yes or no, picks a meeting slot if applicable, provides dietary and session preferences. The RSVP writes to the contact record and updates the event roster. For executive dinners the dinner coordinator uses the roster to seat the room.
The meeting-slot calendar tracks 1:1 bookings at the booth, roundtables at the dinner, and bar-side conversations post-session. Each slot carries the rep, the invitee, the agenda note, and the pre-meeting brief from Strkr AI. Reps walk into the meeting with context.
The booth capture surface runs on Strkr Mobile. The rep scans the badge or takes a photo of the business card. The capture creates or updates the contact and account record with the rep attributed as the conversation owner. A free-form note field captures the conversation detail. Swag inventory tracks per interaction.
The followup sequence runs for 7, 14, 21, and 30 days post-event with Strkr AI drafting the per-lead email from the conversation note the rep captured. The marketer approves the batch and the sequence runs with send throttling to avoid spam filters. Replies route to the sales rep for the next step.
Event marketing runs on three motions in sequence. Pre-event targeting and invitation. On-site capture and conversation. Post-event followup and attribution. Strkr ships all three as native capability with the handoff preserved across stages.
Four weeks before the event the marketer builds the target list from segments and the sales team adds priority accounts. Strkr AI drafts the invite email per contact with the event context. The marketer approves the batch and the sends go out. 2:1 meeting books trail the RSVPs by one week, with Strkr AI drafting the meeting-request per account from the deal context.
The night before the event the booth staff gets a prep brief with the top 42 target attendees, their role, their account context, their open opportunity, and their talking point. Strkr AI drafts the brief per rep. The rep walks the booth knowing which badges to look for.
During the event the reps capture conversations through Strkr Mobile. Badge scan or business card photo creates or updates the record. A free-form note captures the conversation detail (what they are solving, who else is involved, next step promised). The capture flows to the account record in near real time.
For executive dinners the coordinator runs the live roster through Strkr with real-time RSVP changes, dietary tracking, seating chart management, and dinner-partner matching based on account alignment. The last-minute walkups and no-shows reconcile cleanly instead of becoming a Monday-morning cleanup.
Within 72 hours post-event the followup sequence launches. Strkr AI drafts the per-lead email from the conversation note. The marketer approves the batch. The sequence runs for 7, 14, 21, and 30 days with escalating specificity. Reply rates typically run 22 to 32 percent on Strkr-run events versus 8 to 14 percent on generic batch-blast followups.
The attribution report runs continuously on sourced pipeline, assisted pipeline, and closed-won revenue per event. The field marketing team sees which event is paying back and which event is not. The CFO conversation runs on the actual math per event instead of a round number.
Event marketing AI is high-volume high-personalization. The followup email per lead needs to reference the conversation the rep had at the booth. Strkr AI reads the booth capture note, the account context, and the firm voice to draft at scale.
For a 300-contact target list Strkr AI drafts the invite email per contact with the event context, the recipient role, and the account relevance. The marketer reviews the drafts in a batch view, tunes outliers, and approves.
For priority target attendees Strkr AI drafts a 1:1 meeting request with pre-meeting agenda, deal context, and proposed slots. The AE approves and sends. Booking conversion typically runs 32 to 48 percent on these drafts versus 11 to 18 percent on generic requests.
For the booth staff Strkr AI drafts a prep brief per rep with the top 42 target attendees, their role, their account context, their open opportunity, and their talking point. Each rep walks the booth with a tailored card.
For every booth-captured lead Strkr AI drafts a followup email that references the conversation note (not a generic template). The marketer reviews the batch and approves. The sequence launches within 72 hours.
For an executive dinner Strkr AI drafts a next-day recap per attendee with the discussion topic, the recommended followup, and the proposed next conversation. The sales rep approves and sends.
For the quarterly budget review Strkr AI drafts the ROI narrative per event with sourced pipeline, assisted pipeline, closed-won revenue, cost per opportunity, and recommended future investment. The field marketing lead reviews and presents to the CFO.
Most CRMs treat the event as a lead-source field. The comparison below is Strkr event marketing posture versus a generic sales CRM applied to the same event motion.
| Feature | Strkr | Generic CRM for event marketing |
|---|---|---|
| Event as first-class object | With type, date, team, budget. | Lead-source field only. |
| Target list build and tracking | Native with coverage against role and tier. | External spreadsheet. |
| Hosted RSVP flow | Branded tenant page with meeting booking. | Third-party RSVP tool. |
| Booth capture on mobile | Badge scan plus free-form note in one view. | Separate badge-scanner app. |
| Post-event followup sequence | AI-drafted per-lead from conversation note. | Batch blast template. |
| Multi-touch attribution | First, assisted, last-touch per model. | Last-touch default. |
| Executive dinner coordination | Live roster, seating, dietary. | Spreadsheet rebuild. |
| Event ROI reporting | Continuously updated per event. | Quarterly round-number report. |
| Flat per-seat pricing | Starter 29, Pro 59, Scale 119. | Per rep plus event module. |
The playbooks below are patterns Strkr onboarding sees across event marketing teams.
A 60-rep SaaS team ran a Dreamforce booth with 11 reps. Previous years the team captured 420 badges and converted 11 to sourced pipeline. Strkr onboarding ran a 14-business-day setup with pre-event targeting, booth capture, and post-event sequence. The year on Strkr the team captured 480 badges and converted 68 to sourced pipeline. 42 million of attributed pipeline closed in the following 11 months.
A 25-rep startup ran an 8-city roadshow with executive dinners in each market. Previous years the dinner coordinator rebuilt the roster three times per city. Strkr onboarding ran a 10-business-day setup with chained parent-event and city-level child events. Coordinator time per city dropped from 11 hours to 2. 24 roundtable meetings booked across the 8 cities.
A 120-rep agency ran three annual trade shows at a combined 1.4 million spend. The CFO wanted event ROI by show. Strkr onboarding ran a 18-business-day setup with multi-touch attribution and event ROI reporting. The quarterly CFO brief ran on data instead of narrative. One of the three shows got cut after the first full year.
A 40-rep health tech sales team ran a HIMSS booth with HIPAA-sensitive conversations about health system data flow. Strkr HIPAA posture with BAA on request let the team capture conversation detail with PHI without a compliance red flag. The post-event sequence ran within the HIPAA perimeter. 11 health system opportunities sourced from the show.
An 11-rep professional services firm ran one annual user group with 180 attendees. Previous years the followup went out two weeks post-event and reply rates ran 11 percent. Strkr onboarding shipped the within-72-hour sequence with AI drafting per attendee. Reply rate hit 38 percent. Six paid engagements sourced from the user group.
Book a 30 minute call. We will walk through the pre-event targeting, the booth capture flow, and the post-event followup with your actual event calendar and target volume.
Strkr integrates with Cvent, Bizzabo, Hopin, Hubilo, and the common badge-scanning hardware (Lead Capture apps from Cvent, Expo Logic, Zuant) through the standard webhook spec with HMAC signing. The badge scan captures the attendee data into the Strkr event roster with the rep attributed. For teams on custom event platforms the OpenAPI spec supports direct integration via REST. The integration usually lands in a sprint of one to two weeks.
Strkr runs multi-touch attribution across every deal with configurable models (first-touch, last-touch, linear, time-decay, position-based). An event-sourced deal flags the event as the first-touch and tracks every subsequent touch (demo request, content download, direct outreach, product trial) through to close. The attribution report runs continuously on sourced pipeline, assisted pipeline, and closed-won revenue per event. The field marketing budget conversation runs on data per event rather than a round quarterly number.
Yes. For executive dinners the dinner coordinator uses the Strkr event roster for live RSVP changes, dietary tracking (allergen, preference), seating chart management, and dinner-partner matching based on account alignment. The hosted RSVP page captures dietary at RSVP time. Last-minute walkups and no-shows reconcile cleanly through the live roster view. The dinner-partner matching uses the account relationship, open opportunity, and shared industry signal to recommend seating.
The post-event followup references the conversation each rep had at the booth, which Strkr AI drafts from the free-form note the rep captured during the capture. A generic sequence sends the same email to every lead and reply rates run 8 to 14 percent. The Strkr personalized sequence runs reply rates of 22 to 32 percent. The sequence throttles sends to avoid spam filters and routes replies to the rep who had the booth conversation for continuity.
Strkr prices flat per seat at 29 on Starter, 59 on Pro, and 119 on Scale per user per month, with a 14-day trial. The event marketing capability is included at every tier. A dedicated event platform (Cvent, Bizzabo, Splash) runs 15,000 to 100,000 per year depending on event volume and features. For a team running 3 to 8 annual events the combined cost of a dedicated platform plus a general CRM runs 60,000 to 180,000 per year. Strkr for a 40-rep team on Pro at 28,320 per year handles the event marketing motion as native capability.
Strkr is GDPR and CCPA compliant today, which matters for event marketing because event attendees cross jurisdictions and the data processing needs the right consent capture. The hosted RSVP page carries the configurable consent language per event. HIPAA is available with a BAA on request (relevant for health tech events). SOC 2 Type II is in progress with a target of 2026-Q4. The audit log captures every contact and lead touch with 90-day default retention tunable per tenant.
No sales call, no migration consultant, no four-month implementation. Enter your card, get 14 days of the full Pro tier, cancel any time before day 14 with zero charge. Spin up a workspace, import your CSV, and have something useful before lunch.
