Prioritize event attendees
Four hundred badges is not a list. Rank them by fit, what their company is doing and what they have already done on your site, and work the top of it.
The conversation
Sample accounts and numbers, for illustrationYouRank the attendees on the event list I uploaded by ICP fit, visits to our website in the last 30 days, funding and hiring at their company, and our CRM history with them, and give me the top 25 with the reason each one ranks where it does.
event-registrations.csv
Unify4 checks · your upload, Unify Intent, funding and hiring data, and CRM
- Resolved each attendee to a company and scored ICP fit from company and title.
- Matched attendee companies to website visits in the last 30 days and the pages read.
- Added funding rounds from Harmonic and open roles from TheirStack for each company.
- Added owner, last touch and open opportunities from Salesforce.
Three hundred and eighty attendees. Ninety-six fit the ICP, and the top 25 are below with the signal that put each one there.
- 96
- fit the ICP of 380 badges
- 31
- visited your site in 30 days
- 18
- raised or hiring this quarter
- 12
- have CRM history shown to owners, ranked separately
- 1Dana Holt · Northwind Labs94
- 2Nils Berg · Merridian Systems88
- 3Tara Quinn · Brightpath81
- 4Elena Marsh · Lumen Freight77
The score is a ranking aid, not a buying signal. The reason on each row is what the rep should read.
YouShow me the top accounts as a group, not just people, and who else from each company is attending.
UnifyFourteen companies account for the top 25 people. Four of them sent more than one person, which changes who you should meet first.
- Delegations
- Northwind sent three people. Meet Dana, and know that Priya runs the tooling she would buy. One conversation, not three.
- History first
- Elena met an AE in March and nobody followed up. That conversation starts with an apology and the March notes, not a pitch.
YouWhich attendees are at companies that visited our site in the last 30 days, and which pages did they read?
UnifyThe 31 attendees with a visit come from 19 companies. Eight of those companies read pricing, and eleven stayed on product pages.
Pricing twice this month. Dana Holt, Priya Nair and Tom Ekwe are attending.
Pricing and the plan comparison, once each. Sam Oduya is attending.
Integrations page last week. Nils Berg and Lena Roth are attending.
Docs and the security page. Ines Varga is attending.
Visits are matched to the company, not to the badge. The pages tell the stand what to demo, and nobody mentions the visit.
YouWhich attendees fit the ICP exactly but have no history with us at all, so a first conversation at the event is worth the most?
UnifyTwenty-two of the 96 score full marks on fit and have no visit, no contact and no owner. For them the event is the only way in.
- 1Tara Quinn · Brightpath81
- 2Marta Lind · Oakridge Health79
- 3Jon Park · Arden Supply76
These people rank below the ones with signals, but nothing else will start the conversation, so they get a named slot on the stand rota.
YouWrite the brief for the top 25 and hand the ones with CRM history to their owners.
UnifyTwenty-five one-line briefs are ready, and the 12 with history are with their owners.
ToWhoever is on the stand
SubjectDana Holt, VP Operations
Read pricing twice this month and has two RevOps roles open. Open on the routing-rules session on Thursday, not on the pricing visit. Priya Nair, also attending, runs the tooling; include her if she is there.
Set up
- Top 25 briefs saved to the event list One line per person: the reason they rank, what to open with, and who else from the company is there.
- Twelve people with history routed to owners Each owner gets the March notes or the last touch alongside the badge.
- Ranking rerun the morning of the event New website visits and any funding news between now and then move people up before the doors open.
The website visit and the funding round are facts. The idea that they mean the person is ready to buy is the reading, and the brief keeps them apart.
Attendee prioritisation, with and without Unify
The list is alphabetical. The people worth meeting are not.
| Without Unify | With Unify |
|---|---|
| The team splits the list by letter and everyone meets whoever they happen to reach | Every attendee is ranked, with the reason shown, so the team works the top 25 first |
| A company that read your pricing page last week gets the same attention as one that has never visited | Website visits from the last 30 days are on each row, with the pages read |
| Funding and hiring at the attendee's company are looked up by hand for the few names someone recognises | Funding rounds and open roles at each company come from Harmonic and TheirStack for the whole list at once |
| Prior conversations sit in the CRM, and the rep learns about them from the prospect | CRM history is on the row: owner, last touch, open opportunity, so nobody walks into a conversation blind |
Start from this prompt
Make it your own in Unify, then review the results.
Rank the attendees on the event list I uploaded by ICP fit, visits to our website in the last 30 days, funding and hiring at their company, and our CRM history with them, and give me the top 25 with the reason each one ranks where it does.
What else you can ask for
The walkthrough is one path through this workflow. These are the turns people take most often.
- Website visitors onlyWhich attendees are at companies that visited our site in the last 30 days, and which pages did they read?Try in Unify
- Funded this yearWhich attendees are at companies that raised a round this year, and who is the most senior person from each?Try in Unify
- Cold but perfect fitWhich attendees fit the ICP exactly but have no history with us at all, so a first conversation at the event is worth the most?Try in Unify
How it changes by who you sell to
- Software
- At a software conference, a company that visited your pricing page last month and is hiring sales outranks a bigger logo that has never heard of you. Ask for the ranking with the website visit and the open roles shown, and work it from the top.
- Financial services
- Bank and insurer attendees rarely visit vendor sites, so website activity is sparse. Ask Unify to weight hiring and the CRM history more heavily for institutions, and to surface the most senior attendee from each one.
- Healthcare
- Health systems send several people, and the buying signal sits at the system, not the badge. Ask for attendees grouped by system with the system's funding and hiring, and rank the systems before the people.
- Retail and e-commerce
- Retail attendees cluster before peak season, and a brand hiring for e-commerce or opening stores is in a buying window. Ask for the ranking with store openings and e-commerce hires shown, and for the head of e-commerce at each brand.
- Manufacturing
- Manufacturers on an attendee list rarely raise money, so funding is a weak signal there. Ask Unify to rank on plant openings, operations hiring and any prior contact in the CRM, and to ignore the funding column for them.
Next in events and inbound activation
First-party audiencesBuild audiences from first-party engagementWebsite visits, content reads and campaign clicks are already yours. Combine them with the ICP into an audience that refreshes itself, and split it by who should work it.
+2Unworked engagementFind engaged accounts sales has not workedAccounts that read your content, opened your campaigns and visited your site, with no sales touch in two months. Marketing did its job. Hand them over with the evidence.
+4Post-event follow-upFollow up after an event with the right peopleThe badge you scanned is rarely the buyer. Drop customers and open deals, rank the rest, and add the decision makers who stayed home.
Connect what this workflow uses
Each guide covers the connection, what Unify reads and writes, and what to check before the first run.
Questions about this workflow
What goes into the ranking?
ICP fit from company and title, website visits in the last 30 days from Unify Intent, funding from Harmonic, open roles from TheirStack, and CRM history: owner, last touch and open opportunities. The reason shown on each row names which of these put the person where they are.
Can I change the weighting?
Yes. Say what matters for this event, for example website visits count double or ignore funding for manufacturers, and the ranking is recomputed with the new rule shown at the top.
Does it need the website client installed?
Only for the website-visit part. Without Unify Intent the ranking still runs on fit, funding, hiring and CRM history, and the website column is left blank rather than guessed.
What do I do with the ranked list?
Meet the top 25 at the event, or feed the list into the pre-conference campaign page to book them before it starts. Attendees at customer accounts are flagged for their owners rather than ranked for cold outreach.