Event marketing Agency work that starts before the show
Tracie Crites founded Events Authority after more than fifteen years in the IT channel, buying sponsorships as a Chief Channel Officer and owning a festival's sponsor relationships. CRN 2025 Channel Chief and Woman of the Channel.
For B2B teams in any industry with events on the calendar, we run the campaign around each one, so the right people show up and every good conversation gets a follow-up.
What you get
- Scope. The campaign around your event, in three parts: pre-show promotion, at-show activation and post-show nurture.
- Outcome. The people you want to meet know you’re there before the doors open, and every good conversation gets a follow-up with a named owner.
- Timeline. We start about 12 weeks out, so at least three touches can land before the show.
- Who it’s for. B2B marketing teams in any industry with trade shows, conferences or hosted events already on the calendar.
- Who it’s not for. Teams whose job is the booth itself and the people working it. That’s trade show consulting.
How does the campaign run?
A booth doesn’t fill itself, and a badge scan isn’t a lead. So the work runs in three parts: before, at and after.
- Before: agree on the goal. One line everyone signs off on: what should be true 30 days after the event.
- Before: reach the right people. A named list, and at least three touches for each person before the show. Each touch gives them a reason to care: a session worth attending, a moment at the booth built for them, the hashtag to follow. Invitations and guest emails go out as one event email sequence, and meetings get booked before anyone travels.
- At: give them a reason to stop. Something to do at the booth that isn’t a pitch. We brief your team on every touch that went out, so the story at the booth matches what guests were promised.
- After: hand off every conversation. We set up the handoff to sales before the show and draft the first follow-up before you travel. Every lead gets an owner and a follow-up cadence.
- After: check at 30 days. We check the event against the goal from step one. That answer shapes the plan for the next one.
What did one campaign look like?
Disclosure
Breach Secure Now engaged Tracie Crites, through SALT Strategies, for this program.
At IT Nation Connect 2025, the campaign started in the attendee bag. Every attendee swag bag held a branded toy car, and the car was the invitation: bring it to the booth and race. The booth was a handcrafted racetrack city built around Breach Secure Now’s message, awareness first, then acceleration. The team went in briefed, so every voice told the same story. The booth stayed full.
Read the IT Nation Connect 2025 case study
In the channel, momentum doesn’t come from volume. It comes from alignment.
Volume can fill a spreadsheet. Quality builds pipeline.
Tracie Crites · Founder, Events Authority
Events Authority is led by Tracie Crites. She leads every engagement.
Common questions
What does event marketing work cover? Pre-show promotion, at-show activation and post-show nurture for your event. It ends with a check 30 days after the event, not on the last day of the show.
When should this start? About 12 weeks before the event, which leaves room for at least three touches before the doors open.
Do you work in our industry? Every industry has events, and the campaign has the same three parts in all of them. The example on this page ran at a technology conference, and the record behind the method is in technology events too.
We already handle some of this. Can you do the rest? Yes. The work fits around whatever is already in place.
Deciding which events get the budget in the first place is event strategy.
Where do you start?
Send us the next event on your calendar and what you want from it. You get a written read on who should hear from you before the show, what gives them a reason to stop, and who follows up after.