What's up, it's Zayd.

Sometimes the most effective strategies are hiding in plain sight.

While everyone's obsessing over automated sequences and cookie-cutter templates, some of our enterprise customers are using outbound in a completely different way—to fill high-value dinners, secure booth meetings at conferences, and book face time with C-level executives, and they're seeing insane results.

One $15B+ company used Valley to book seven director+ meetings in a single week, including conversations with decision-makers at Netflix, Adobe, Oracle, and Salesforce.

It's a high-touch, high-value outbound approach that's perfectly suited for enterprise sales and executive engagement.

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Why Events Are The Perfect Enterprise Outbound Hook

Senior executives don't want to take your demo call.

Sorry, but it’s just the truth.

They're bombarded with meeting requests, and yours is just another calendar invite they'll probably decline, but there's something they do value—exclusive networking opportunities with their peers.

This creates the perfect opening for event-based outbound:

The Power of Peer-to-Peer Connection

Prospects are far more likely to accept an invitation to meet peers in their industry than they are to take a sales call. They're constantly looking to expand their network and learn from others facing similar challenges.

The Value Exchange Shift

Traditional outbound is a one-sided ask—"Give me 30 minutes of your time so I can try to sell you something."

Event-based outbound flips the script—"We're hosting an exclusive dinner with leaders from companies like X, Y, and Z. Would you be interested in joining the conversation about [relevant topic]?"

This fundamentally changes the value equation, making your outreach feel like an opportunity rather than an imposition.

The Event Outbound Playbook

Here's what the playbook looks like for our most successful enterprise customers:

1. Create Value-First Events

Start by designing events that executives actually want to attend:

• Small, exclusive dinners (8-12 people max)

• Roundtable discussions on relevant topics

• VIP experiences at conferences

• Custom executive briefings

The key is exclusivity and relevance. The event must feel special and directly tied to the prospect's current challenges or interests.

2. Leverage Social Proof

Name-drop other attending companies that the prospect would want to meet. This creates FOMO and validates the event's value.

Example: "We're hosting a private dinner with VPs of Marketing from Salesforce, HubSpot, and Adobe to discuss first-party data strategies. Given your recent focus on this area, I thought you might be interested in joining."

3. Personalize The Invitation

Use the same deep research approach we discussed in previous newsletters, but tailor it specifically to why this event would be valuable to them:

"I saw your recent LinkedIn post about the challenges of building ABM programs at scale. Interestingly, that's the exact topic our guest speaker from [Respected Company] will be addressing at our dinner next month. They've achieved a 40% reduction in CAC using some innovative approaches I think you'd find valuable."

4. Create Scarcity

Be explicit about the limited nature of the invitation:

• "We only have 2 spots remaining"

• "We're finalizing the guest list this week"

• "We've reserved a spot for you until Friday"

This creates urgency without being pushy.

5. Make The Next Step Frictionless

Don't ask for a 30-minute call to discuss the event. Simply offer to send calendar details and an official invitation. Make it as easy as possible for them to say yes.

Real-World Examples That Are Working

Here are some actual event-based outreach templates that have produced outstanding results for our customers:

Executive Dinner Invitation

"Hi [Name], I'm hosting a private dinner for 10 CMOs in New York next month, focusing specifically on [relevant topic]. I saw your recent work on [specific initiative] and thought you'd bring a valuable perspective. [Company X, Y, and Z] have already confirmed. We have 2 spots remaining—would you be interested in joining us?"

Conference Meeting Invitation

"[Name], I noticed you're attending [Conference] next month. My CTO is doing private demos of our unreleased [Product Feature] for select companies. We've already booked sessions with [Company X and Y], and have a 30-minute slot available on [specific date/time]. Would you be interested in seeing this before we announce it publicly?"

Roundtable Discussion

"[Name], based on your recent comments about [specific industry challenge], I wanted to extend an invitation to our exclusive roundtable on [topic] with leaders from [Companies X, Y, Z]. We'll be discussing [specific topics] and sharing unpublished research on [relevant area]. Given your experience with [specific initiative], your insights would be invaluable to the discussion."

These approaches consistently achieve 30-40% positive response rates from director+ prospects—5-10x higher than traditional outbound.

The Ideal Event Types For Different Target Personas

Different executive personas respond to different event formats. Here's what we've seen work best:

For C-Suite

• Intimate dinners (8-10 people) with peers at similar companies

• 1:1 executive briefings with your CEO/CTO

• Exclusive research preview sessions

For VPs/Directors

• Roundtable discussions focused on tactical challenges

• Peer networking events with specific agenda topics

• Expert panels with Q&A opportunities

For Senior Managers

• Hands-on workshops with practical takeaways

• Case study sessions with existing customers

• Product preview events with direct access to product teams

The key is matching the event format to the value that persona is seeking—whether it's peer connections, strategic insights, or tactical knowledge.

Building Your Event Outbound Calendar

To implement this strategy effectively, you need a structured approach:

1. Create a Quarterly Event Plan

Develop a calendar of events targeting different personas and regions. This creates a steady drumbeat of engagement opportunities throughout the year.

2. Build Target Lists by Event

For each event, identify 20-30 ideal attendees (for a 10-person event). This allows for natural attrition while still filling your event.

3. Develop a Multi-Touch Outreach Campaign

Create a sequence of touchpoints:

• Initial personalized invitation

• Social proof follow-up ("Just confirmed Company X")

• Deadline reminder ("Finalizing the guest list")

• Post-event recap for those who couldn't attend

4. Create a Seamless Handoff Process

Once a prospect accepts, have a clear process for:

• Sending official invitations

• Collecting dietary preferences/restrictions

• Providing logistical details

• Pre-event preparation materials

5. Develop a Post-Event Nurture Strategy

The real selling happens after the event. Have a plan for:

• Personalized follow-ups referencing specific conversations

• Sharing additional resources discussed

• Scheduling next steps for interested attendees

Virtual vs. In-Person: What's Working Now

While in-person events typically drive stronger engagement and relationship-building, virtual events can be effective when designed correctly:

Virtual Event Best Practices

• Keep sessions shorter (60-90 minutes max)

• Limit attendance to 5-7 participants for roundtables

• Use interactive formats (polling, breakout rooms)

• Send physical materials in advance (wine, coffee, books)

• Leverage top-tier speakers or exclusive content

Hybrid Approaches

Some companies are finding success with hybrid models:

• Initial virtual roundtable followed by in-person dinner for engaged participants

• Regional in-person events supplemented by global virtual sessions

• Executive briefings conducted virtually, followed by in-person meetings at conferences

Measuring Success Beyond Attendees

The true measure of event outbound success is pipeline impact:

Key Metrics to Track

• Initial response rate (% who respond positively)

• Confirmation rate (% who actually confirm attendance)

• Show rate (% who attend after confirming)

• Meeting rate (% who take a follow-up meeting)

• Pipeline created ($ value of opportunities generated)

• Acceleration impact (reduction in sales cycle for attendees)

Our most successful customers track the full funnel and typically see:

• 30-40% positive response rates

• 60-70% confirmation rates

• 80-90% show rates

• 30-40% meeting conversion post-event

• 2-3x faster sales cycles for event attendees vs. traditional outbound

The Future of High-Touch Enterprise Outbound

As digital channels become increasingly saturated, the value of meaningful in-person connections will only grow. The companies that master the art of bringing the right people together will have a significant advantage in enterprise sales.

The future of enterprise outbound isn't about more automation—it's about creating valuable human connections at scale. AI and technology should support this goal, not replace it.

How I Can Help?

Let me book sales calls for you while you’re planning a dinner party. Seriously.

I built Valley to be your automated SDR and empower AEs. Get started today and watch your calendar fill up with qualified leads.