How to Use AI for Event Outreach

To maximize attendance at your booth or presentation at a large conference (and therefore, the event's return on investment), you'd want to promote the event to your target buyers and customers as much as possible. But generic marketing emails aren't enough to cut through the noise.

This playbook will show you how to use AI (specifically, Gem-E from UserGems) to personalize these marketing emails at scale, using signals. You'll get higher reply rates and show rates for your event.

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Event outreach strategy:

This playbook is one of our 5 Pre-event Outreach plays:

1. from Marketing to prospects
2. SDRs to promote the event in their on-going outreach (e.g., adding a "P.S." in their sequences)
3. from AEs to their open opportunities
4. from CSMs to their customers
5. (optional extra touch) from an executive to the open opportunities and customers

Without further ado, here's the step-by-step on how to use AI to personalize your event outreach.

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How to use AI to personalize your event outreach:

Step 1: Get the registration list from your conference organizer

If you only have a list of companies (not people), use UserGems to find persona-matching prospects at those companies. (step #2)

Upload the list to your CRM and tag them.

• Create an Event Detail field at both Account and Contact objects. Doesn't matter if you have a list of accounts or people, tag them like this: Event Detail = "2026-SaaStr-registrations"

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Step 2: Find persona-matching prospects at registered companies

Open UserGems' Signals page:

• create a Custom Signal (Account)
• input the Salesforce Report ID
• check the box to tell UserGems to Find Prospects and select your Persona from the drop-down
• give it a name and save

Open UserGems' Audience page, filter for:

• Company Signal = [Name of your custom signal from above]
• Has email = Yes
• name this audience and save

Give UserGems 24 hours to build your buying groups and capture their signals.

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Step 3: Build a workflow

Open UserGems' Campaigns,

• Click Create a new workflow
• Audience: filter contacts at companies attending your event
• select 'Generate AI email' action

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Step 4: Prompt Gem-E to tailor its emails to this event & campaign

Note that Gem-E is already optimized for replies, so all you need to do is tell it how many emails you want it to write and provide information about this event. This prompt will not be sufficient if you're using a generic Chat PT or Claude.

Sample prompt:

This audience is prospects and customers that we want to invite to our booth at Human[X] conference.

• Create a 3-email sequence inviting them to stop by our booth
• In each email, highlight the highest-scoring person signal you can find at that company (if any).
• Our booth is #147
• Our CEO, Christian Kletzl, will be there. He'd love to meet 1:1
• I want to have this copy (below) in every first email, and only add the signal personalization as a "P.S".

  • Stop by our booth #147 at Human[X] to hear about how your peers use AI to automate outbound and ABM. Join our raffles to win a trip to Hawaii.

Review new Gem-E emails and tell Gem-E of any changes you want it to make.

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Step 5: Add to Outreach/Salesloft/Hubspot sequence

Build a new sequence in Outreach/Salesloft/Hubspot

• For an event outreach, we usually opt for 3-4 emails, but it's up to you
• Insert Gem-E custom variable in each email, e.g. {{custom 1}}
• Name the sequence and save

Back in UserGems' workflow, select "Add to sequence"

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Step 6: Review the Schedule & Limits to protect your email domain

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Step 7: Save and activate workflow

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