Wysera playbook · wysera.ai/for/events
Event ops teams: where the revenue leaks, and what to fix first
A typical B2B booth generates 800 leads per conference. Two AEs follow up on the top 200 within a week. The other 600 cool in a CSV, costing $300k to $1.2M in unworked pipeline. Wysera ships event ops surfaces that convert every tap into a CRM contact with a Wyse-drafted follow-up ready before you leave the venue.
1. The four leaks
- 01Booth taps land in vCards on AE phones or a Popl export CSV. By Monday, half the leads have cooled and the AE team is triaging by gut feel.
- 02Post-event follow-up is templated and generic because nobody has time to write 600 personalized emails. Open rates and reply rates plummet.
- 03Attendee scoring lives in a spreadsheet the SDR manager updates manually. Routing decisions get made on rep capacity, not lead intent.
- 04ROI attribution is anecdotal because the booth tool, the CRM, and the marketing tool don't share data. The CMO budgets for next year on vibes.
2. What to fix, in order
Step 1. Event ops module (OpsWyse)
Booth check-ins, attendee scoring, session-track tagging, and pipeline routing all in one surface. Built-in templates for B2B events (conferences, partner events, executive dinners).
Step 2. Popl handoff (tap-to-CRM)
Every Popl tap creates a CRM contact in OpsWyse instantly, tagged with event context (booth, session, hour). The AE walks back from the booth and the lead is already classified, scored, and queued for follow-up.
Step 3. Wyse-drafted personalized follow-ups
Overnight, Wyse drafts personalized follow-up emails for every booth lead using event context, booth conversation notes (if entered), company data, and the brand brief. The AE wakes Monday to a queue of drafts to approve, not 600 blank slates.
Step 4. Attendee scoring + routing
Score each lead by source (registration intent, booth engagement, session attendance, demo request) and route to the right AE based on territory, ICP fit, and capacity. Wyse Stalled flags leads not contacted within 5 days.
3. Your ROI worksheet
Fill these in with the people who know the numbers. The live version at wysera.ai/for/events#roi does the arithmetic.
| Input | Your number |
|---|---|
| Events a year | |
| Conversations captured per event | |
| Share that actually get followed up | |
| Same, with drafts waiting on the flight home(your estimate) | |
| Followed-up leads that take a meeting | |
| Meetings that close | |
| Average deal size | |
| Hours spent transcribing per event | |
| Loaded cost of a staff hour |
4. Questions to ask any vendor
- Does Wysera replace Cvent or Bizzabo?
- How does the Popl handoff work in Wysera?
- Can Wyse draft personalized follow-ups for 600 booth leads in one night?
- What about leads who never tapped a Popl?
- What does Wysera cost for a 12-person event-led sales team?
- Does Wysera measure ROI on events?
Wysera answers all six at wysera.ai/for/events. Ask every vendor on your list the same ones and compare the answers side by side.
5. The honest fit test
Good fit: B2B event-led companies running 4+ trade shows or executive events per year. Especially SaaS, professional services, and industry-vertical companies (med-tech, fintech, edtech) where booth conversion is a primary growth channel.
Poor fit: Pure consumer events (festivals, sports), one-off launches, and companies whose event motion is purely brand awareness rather than pipeline.
Wysera · wysera.ai · Every number in the worksheet is yours to supply. Nothing in this playbook is a promise about results.