Decide whether the programme supports new account access, active opportunity progression, expansion or customer engagement. Agree target accounts and personas with sales before choosing venues.
Choose a relevant topic and a manageable audience. A dinner, roundtable, workshop or customer gathering should have a clear reason for guests to attend beyond hearing about your product.
Research who matters inside target accounts and where appropriate invitation paths exist. Use customers, colleagues or partners when they genuinely know the guest and are comfortable inviting them. Combine this with targeted direct outreach where necessary.
Assign responsibility for recruitment, registration, guest communication, event delivery and follow-up. Keep a shared view of invitations and responses to avoid duplicate outreach. Account owners should know their role before the event.
Record target-account attendance, relevant conversations, agreed next steps and opportunity changes. Include full programme cost and internal time. Retain qualitative guest feedback so a commercially promising format does not become an unpleasant sales experience.
Orbb's Events Agent can support relationship-led invitation work. Treat that as one part of the programme; a successful field marketing operation also needs a useful experience and accountable post-event action.