Events

In-person or live channels: conferences, dinners, workshops, office hours. Expensive per contact, unmatched per conversation.

Twenty people in a room for two hours produce more trust than twenty thousand emails. Events are how ABM accounts get met, how partners get made, and how a community stops being a Slack.

The mistake is treating the event as the outcome. The outcome is the follow-up: who you met, what they said they were stuck on, and the message they get the next morning that proves you listened.