Events & Field Marketing
RGM° · Training
Executive Dinners and Curated Events
Intimate format, relationship-driven. Format, invitation, execution, follow-up.
Why it matters
Executive dinners and curated small events drive tier-1 account engagement that no other channel matches. Intimate format, relationship-driven, high-leverage.
- 8–15 attendees.
- Private venue.
- Roundtable discussion format.
- Executive host (CEO, CMO, customer).
- Topic-driven, not sales pitch.
- 3-hour evening format.
- High-quality food and venue.
Invitation strategy
- Tier-1 named accounts.
- Sales rep partnership for personalized invite.
- Executive co-invitation lifts attendance.
- 4–6 weeks advance notice.
- RSVP tracking with reminders.
- Backup invitations for cancellations.
Execution
- Briefing for executive host.
- Discussion topics prepared.
- Customer attendee as discussion lead (powerful).
- Sales reps as networking facilitators.
- Photo / video for content (with permission).
- Logistics flawless.
Follow-up
- Personalized thank-you within 48h.
- Photo distribution where appropriate.
- Sales rep follow-up coordinated.
- Pipeline tracking.
- Customer marketing case opportunity.
- Repeat invitation strategy.
Advanced playbook
- Annual executive dinner program.
- Tier-1 account targeting.
- Executive host commitment.
- Customer co-host strategy.
- Pre-briefing for hosts.
- 48h follow-up SLA.
- Pipeline acceleration tracking.
- Annual ROI review.
- Cross-functional coordination.
- Industry benchmarking.
Common mistakes
- Executive dinners ad-hoc.
- Tier-1 targeting weak.
- Executive host preparation absent.
- Customer co-host strategy missing.
- Pre-briefing skipped.
- 48h follow-up SLA broken.
- Pipeline acceleration unmeasured.
- Annual ROI not calculated.
- Cross-functional coordination weak.
- Sales pitch format kills intimacy.
Checklist
- Annual executive dinner program
- Tier-1 account targeting
- Executive host commitment
- Customer co-host strategy
- Pre-briefing for hosts
- 48h follow-up SLA
- Pipeline acceleration tracking
- Annual ROI review
- Cross-functional coordination
- Industry benchmarking
Sources and further reading
- Sangram Vajre B2B events
- RGM ABM Mastery field marketing
- Refine Labs executive dinners
- Lenny Rachitsky executive event cases
- Drift executive events
- Field Marketing Association
- Forrester executive events
- SiriusDecisions executive engagement
- Marketing Brew executive event coverage
- Sales Hacker
- RGM B2B SaaS series
- First Round Review
Part of the Events & Field Marketing series.