Best for
- Sales teams attending trade shows and industry conferences
- Field marketers who need meeting targets before an event
- BDRs building pre-event outreach lists
Scrape exhibitors, sponsors, speakers, and agenda pages, then build a prioritized meeting target list with buyer roles, CRM ownership, and invite angles.
A trade show prospecting list with target accounts, contacts, fit scores, rep owners, QA status, meeting invite copy, and post-event follow-up segments.
Quick view
Check the audience, core tools, and access before you start the detailed steps.
Best for
Core tools
8 tools used across the workflow.
Access
The complete workflow is available from the first step through the final result.
Why this works
Event prospecting works when sales teams act before calendars fill up, not when they copy exhibitor lists the week of the show. Public event pages reveal sponsors, speakers, sessions, booth themes, and partner relationships that can be converted into meeting reasons. This workflow turns those signals into a qualified list, checks CRM ownership, and creates invite copy that references the event context without sounding generic.
Expected results
List build time saved
6-12 hours per event
Firecrawl extraction, Clay enrichment, and structured deduping replace manual event page review, copy-paste list building, and spreadsheet cleanup.
Priority accounts identified
30-100 per event
The range depends on event size and ICP specificity, but the workflow filters raw event logos into accounts with fit, event relevance, and CRM ownership.
Meeting invite readiness
1-2 days after scrape
Once the event pages are collected, enrichment, contact sourcing, and message generation can run from the same Airtable/Clay structure.
Meeting quality control
QA before full send
The first 20 invites are reviewed for account fit, event relevance, CRM ownership, and message quality before reps scale outreach.
Step-by-step workflow
This workflow is fully available. Follow the steps below to build the system from start to finish.
20-30 min
20-30 min
Start in Airtable with a short event prospecting brief before scraping anything. Work in claude and airtable and capture the concrete operating details: campaign name, audience, channel, offer, message angle, asset URL, performance baseline, owner, and approval status. When you use the prompt template attached to this step, paste the real source material, name the expected output sections, and ask the model to flag uncertainty instead of filling gaps. Before moving on, check that the output is specific enough for the next person to use without guessing what happened; the expected handoff is A focused event prospecting brief with meeting goals, ICP rules, disqualifiers, and owner alignment.
A focused event prospecting brief with meeting goals, ICP rules, disqualifiers, and owner alignment.
A smaller list with clear fit rules books more useful meetings than a giant spreadsheet that reps do not trust.
Create an event prospecting brief for {{event_name}}.
Event URL:
{{event_url}}
Our ICP:
{{icp}}
Target personas:
{{target_personas}}
Territories or regions:
{{territories}}
Offer or conversation topic:
{{offer_or_topic}}
Output:
1. Meeting goal
2. ICP fit criteria
3. Disqualifiers
4. Priority event signals
5. Suggested account tiers
6. Buyer roles to source
7. Meeting invite angles to look for
8. QA rules before outreach
Keep this practical for field marketing and SDRs.45-60 min
45-60 min
Use Firecrawl to collect the pages that usually contain meeting targets: exhibitors, sponsors, speakers, agenda, session pages, partner pages, and event app previews if they are public. Work in firecrawl and airtable and capture the concrete operating details: campaign name, audience, channel, offer, message angle, asset URL, performance baseline, owner, and approval status. Keep the work narrow: complete step 2, record the decision or asset created, and avoid changing unrelated parts of the workflow. Before moving on, check that the output is specific enough for the next person to use without guessing what happened; the expected handoff is A raw event data export with companies, speakers, sessions, sponsor tiers, booth details, page types, and source URLs.
A raw event data export with companies, speakers, sessions, sponsor tiers, booth details, page types, and source URLs.
Agenda and speaker pages often reveal better prospects than exhibitor lists because they show which companies are actively investing in the topic.
45-60 min
45-60 min
Clean the Firecrawl export into one Airtable table with one company per row. Work in claude and airtable and capture the concrete operating details: campaign name, audience, channel, offer, message angle, asset URL, performance baseline, owner, and approval status. When you use the prompt template attached to this step, paste the real source material, name the expected output sections, and ask the model to flag uncertainty instead of filling gaps. Before moving on, check that the output is specific enough for the next person to use without guessing what happened; the expected handoff is A deduped event account table ready for enrichment and scoring.
A deduped event account table ready for enrichment and scoring.
Sponsor tier is useful context, but it is not the same as fit. A top sponsor may be a partner, competitor, or vendor rather than a buyer.
1-2 hours
1-2 hours
Send the normalized account table into Clay and enrich each company with domain, employee count, industry, headquarters, LinkedIn company page, funding or growth signals where available, and CRM-matching fields if you use them. Work in clay, claude, and airtable and capture the concrete operating details: campaign name, audience, channel, offer, message angle, asset URL, performance baseline, owner, and approval status. When you use the prompt template attached to this step, paste the real source material, name the expected output sections, and ask the model to flag uncertainty instead of filling gaps. Before moving on, check that the handoff is tied to the right account or record and the owner knows the next action; the expected handoff is A prioritized event account list with enrichment, fit score, event signal, and routing status.
A prioritized event account list with enrichment, fit score, event signal, and routing status.
Some of the best accounts are not sponsors; they are companies speaking on panels because the session topic exposes a current business priority.
1-2 hours
1-2 hours
Use Apollo, Clay, and Sales Navigator to find 2-4 contacts at each high-priority account. Work in apollo, clay, and linkedin sales navigator and capture the concrete operating details: campaign name, audience, channel, offer, message angle, asset URL, performance baseline, owner, and approval status. Keep the work narrow: complete step 5, record the decision or asset created, and avoid changing unrelated parts of the workflow. Before moving on, check that the handoff is tied to the right account or record and the owner knows the next action; the expected handoff is A contact list mapped to priority accounts, buying roles, event signals, and confidence levels.
A contact list mapped to priority accounts, buying roles, event signals, and confidence levels.
For events, the person attending or speaking may be easier to convert into a meeting than the most senior executive on the account.
30-45 min
30-45 min
Before outreach, match target companies and contacts against HubSpot. Work in hubspot and airtable and capture the concrete operating details: campaign name, audience, channel, offer, message angle, asset URL, performance baseline, owner, and approval status. Keep the work narrow: complete step 6, record the decision or asset created, and avoid changing unrelated parts of the workflow. Before moving on, check that the handoff is tied to the right account or record and the owner knows the next action; the expected handoff is A deduped meeting list with CRM ownership, suppression rules, and routing status.
A deduped meeting list with CRM ownership, suppression rules, and routing status.
Event campaigns create internal conflict fast when two reps contact the same account. Ownership checks are not admin work; they protect the relationship.
45 min
45 min
Use Claude to create one meeting angle per priority contact based on the account fit score, event role, session topic, company signal, buyer role, and your value proposition. Work in claude and airtable and capture the concrete operating details: campaign name, audience, channel, offer, message angle, asset URL, performance baseline, owner, and approval status. When you use the prompt template attached to this step, paste the real source material, name the expected output sections, and ask the model to flag uncertainty instead of filling gaps. Before moving on, check that the output is specific enough for the next person to use without guessing what happened; the expected handoff is A meeting-angle matrix with one relevant reason to contact each priority buyer.
A meeting-angle matrix with one relevant reason to contact each priority buyer.
The event is a context hook, not the value proposition. The value comes from connecting the event topic to the buyer's likely business priority.
45-60 min
45-60 min
Turn the approved meeting angles into one short email and one LinkedIn note per contact. Work in claude, gmail, and airtable and capture the concrete operating details: campaign name, audience, channel, offer, message angle, asset URL, performance baseline, owner, and approval status. When you use the prompt template attached to this step, paste the real source material, name the expected output sections, and ask the model to flag uncertainty instead of filling gaps. Before moving on, check that the prompt includes the actual inputs, the requested output format, and clear rules against invented facts; the expected handoff is Reviewed meeting invite copy for email and LinkedIn, tied to each target contact.
Reviewed meeting invite copy for email and LinkedIn, tied to each target contact.
Before events, 'worth comparing notes at the show?' often performs better than 'book a demo' because it matches how people think about conferences.
30-45 min
30-45 min
Before sending the full list, audit the first 20 invites across different account tiers and reps. Work in claude and airtable and capture the concrete operating details: campaign name, audience, channel, offer, message angle, asset URL, performance baseline, owner, and approval status. When you use the prompt template attached to this step, paste the real source material, name the expected output sections, and ask the model to flag uncertainty instead of filling gaps. Before moving on, check that the numbers reconcile to source systems and the team can see what changed, why it changed, and what to do next; the expected handoff is A QA-approved first outreach batch and a corrected prompt or scoring model if needed.
A QA-approved first outreach batch and a corrected prompt or scoring model if needed.
A bad event sequence is extra visible because everyone is already receiving similar 'see you at the show' messages.
30-45 min
30-45 min
Assign every approved contact to a rep in Airtable or HubSpot and create outreach waves for 3-4 weeks before the event, one week before, during the event, and post-event. Work in airtable and hubspot and capture the concrete operating details: campaign name, audience, channel, offer, message angle, asset URL, performance baseline, owner, and approval status. Keep the work narrow: complete step 10, record the decision or asset created, and avoid changing unrelated parts of the workflow. Before moving on, check that the output is specific enough for the next person to use without guessing what happened; the expected handoff is A rep-owned event outreach calendar with waves, due dates, statuses, and meeting windows.
A rep-owned event outreach calendar with waves, due dates, statuses, and meeting windows.
The best event campaigns start before the event app opens. Waiting until the week of the conference usually means calendars are already full.
Ongoing during event cycle
Ongoing during event cycle
Send the approved invites through the rep's normal email or LinkedIn workflow rather than a blind bulk blast. Work in hubspot, airtable, and gmail and capture the concrete operating details: campaign name, audience, channel, offer, message angle, asset URL, performance baseline, owner, and approval status. Keep the work narrow: complete step 11, record the decision or asset created, and avoid changing unrelated parts of the workflow. Before moving on, check that the output is specific enough for the next person to use without guessing what happened; the expected handoff is A live event meeting pipeline with status, owner, reply quality, and booked-meeting tracking.
A live event meeting pipeline with status, owner, reply quality, and booked-meeting tracking.
Five high-fit meetings with the right accounts beat twenty random booth conversations. Track quality, not just count.
45-60 min
45-60 min
After the event, segment contacts into met live, booked but no-show, replied but not met, no response, new contact added at booth, and disqualified. Work in claude, hubspot, and airtable and capture the concrete operating details: campaign name, audience, channel, offer, message angle, asset URL, performance baseline, owner, and approval status. When you use the prompt template attached to this step, paste the real source material, name the expected output sections, and ask the model to flag uncertainty instead of filling gaps. Before moving on, check that the output is specific enough for the next person to use without guessing what happened; the expected handoff is Post-event follow-up segments, message drafts, CRM updates, and signal-performance notes.
Post-event follow-up segments, message drafts, CRM updates, and signal-performance notes.
Post-event follow-up is where event ROI often dies. Segmenting by actual interaction keeps the message relevant instead of sending one generic recap.
Clean and normalize this event data.
Raw event rows:
{{raw_event_rows}}
Our ICP:
{{icp}}
For each company, return:
1. Clean company name
2. Likely domain if available
3. Event role: sponsor, exhibitor, speaker company, partner, attendee target, competitor, or vendor
4. Sponsor tier or booth info
5. Session topic or speaker context
6. Source URL
7. Data confidence: high, medium, or low
8. Manual review reason if needed
Deduplicate obvious company name variants and keep source evidence.Score these event accounts against our ICP.
ICP:
{{icp}}
Event context:
{{event_context}}
Enriched account rows:
{{enriched_event_accounts}}
For each account, return:
1. Fit score from 1-5
2. Event relevance score from 1-5
3. Meeting likelihood score from 1-5
4. Priority classification: high priority, nurture, partner, competitor, skip, or manual review
5. Best reason to meet
6. Disqualification reason if applicable
7. Evidence from the event data
Be conservative. Do not mark accounts high priority without a clear fit reason.Create event-specific meeting angles for these contacts.
Event context:
{{event_context}}
Account and contact rows:
{{priority_contacts}}
Our value proposition:
{{value_proposition}}
For each contact, return:
1. Meeting angle under 50 words
2. Why this angle fits
3. Event evidence used
4. Buyer role relevance
5. Suggested CTA
6. Confidence level
7. What the rep should verify before sending
Avoid generic 'are you attending?' language.Draft an event meeting invite email and LinkedIn note for each contact.
Contacts and angles:
{{contact_angle_table}}
Event name:
{{event_name}}
Meeting windows:
{{meeting_windows}}
Rules:
- Email under 120 words
- LinkedIn note under 500 characters
- Mention one specific event or session context
- Include one conversation topic
- Use a soft CTA
- Do not overclaim, flatter, or pretend we know private information
Return email subject, email body, LinkedIn note, and QA warning if any.Audit these event meeting invites before launch.
Invite sample:
{{invite_sample}}
ICP and event brief:
{{event_prospecting_brief}}
Check for:
1. Bad fit
2. Unsupported personalization
3. Weak event relevance
4. Wrong persona assumption
5. Vague CTA
6. Duplicate CRM ownership risk
7. Copy that sounds automated
Return pass, revise, or reject for each invite, plus the specific fix.Segment these event prospects and draft post-event follow-up messages.
Prospect status table:
{{prospect_status_table}}
Event recap:
{{event_recap}}
Offer or next step:
{{offer_or_next_step}}
Create segments for:
- Met live
- Booked but no-show
- Replied but not met
- No response
- New contact added at booth
- Disqualified
For each segment, write a short follow-up message, CRM update note, and recommended next action.Related workflows
Continue with workflows that share a similar GTM motion, category, or tool stack.
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