B2B Event Campaign Brief

Library | Aitken Partners

THE LIBRARY

Useful things
should be used.

Observations, evidence, working systems and practical knowledge — collected through the work.

EXPLORE THE LIBRARY →

Find what you need

01 MARKET INTELLIGENCE

What we're seeing.
Patterns, observations and evidence from the market.

→

02 WORKING SYSTEMS

What we've built.
Structures, trackers and resources developed through actual work.

→

03 PRACTICAL KNOWLEDGE

What we've learned how to explain.
Practical answers drawn from experience.

→

04 EXPLORE THE ARCHIVE

What we've seen before — worth looking at again.
Historical evidence, research and commercial patterns revisited.

→

Explore the library.

Find what you need.

WORKING SYSTEMS

EXPLORE THE ARCHIVE

MARKET INTELLIGENCE

PRACTICAL KNOWLEDGE

A practical working system for aligning your team, audience, messaging and outreach before launching a B2B event campaign.Originally developed through real B2B campaign work, this framework brings the information needed for event outreach into one working document — so the people involved know who you're targeting, what you're saying, why it matters, and what needs to happen before launch.It brings together company and product context, target audiences, persona-specific messaging, attendee value, campaign assets, account considerations and outreach details.Use it to:Align teams on company, product and event contextDefine target audiences and account considerationsAdapt messaging and talking points by personaClarify why different audiences would attendOrganise campaign links, assets, scripts and points of contactPrepare outreach templatesReview campaign readiness before launchBuilt through real commercial work and adapted into a reusable working system for teams planning B2B event campaigns.MAKE A COPY IN GOOGLE SHEETS →Create your own copy and adapt the framework to your campaign.DOWNLOAD THE TEMPLATE →Download an editable copy to use and adapt.

Commercial Operations
Starter Kit

WORKING SYSTEMS / COLLECTION

Things I wish someone taught me before my first job.

Practical systems for organising information, managing work, communicating progress and making ownership visible.

MAKE WORK VISIBLE

Start with what you need.

Take what's useful. Adapt it to the way you work.

Commercial Operations Starter Kit

A simple work system I built so the people working with me always had somewhere to come back to.What needs to happen? What matters today? What's already in progress? What's stuck? What have I finished? What happens next?I originally built this board for my interns and part-timers because we were often juggling multiple projects, clients, deadlines and lots of small things that were easy to lose track of.The board gave us one place to make the work visible.Years later, someone I'd worked with came back and asked if I could teach her how to set up the same kind of system for her current job.That made me realise that what had stayed with her wasn't Trello.It was having a system she could rely on.So I'm sharing mine here.Use it as a reference. Borrow the parts that help. Ignore the ones that don't. Change it as your work changes.I've also left some of the structures and resources I used with the people working with me inside the board — including daily check-ins, task breakdowns and end-of-day reporting — so you can see how the system worked in practice.The goal isn't to manage the board perfectly. It's to have somewhere you can always go to figure out what happens next.See how I set mine upEXPLORE MY GET-THINGS-DONE BOARD →Open the cards, read the instructions, explore the resources I've left inside, and borrow whatever helps.Want to build your own?START WITH TRELLO'S TEAM ACTION ITEMS TEMPLATE →This is where I started. Mine evolved from there as I figured out what we actually needed.

A simple working system for keeping calls, emails, follow-ups and ongoing lead activity visible.When you're speaking to multiple clients and prospects, the difficult part isn't always knowing what to do. It's remembering who you spoke to, what happened, what you promised, and what needs to happen next.I built this tracker to keep that day-to-day activity in one place instead of relying on memory, scattered notes or an overflowing inbox.It brings together conversations, follow-ups, pending actions and deadlines, with simple status and calendar views to make it easier to see what needs attention.Use it to:Track calls and emailsKeep client and prospect communication records togetherSee outstanding follow-upsTrack pending actions and deadlinesSee activity status at a glanceKeep upcoming actions visible in a calendarHighlight things that still need attentionBuilt to be adapted around the way you work.GET THE LEAD ACTIVITY TRACKER →Make a copy in Google Sheets and customise it for your own workflow.DOWNLOAD THE SETUP GUIDE →Step-by-step guidance for setting up, customising and using the tracker.

A more complete working system for managing clients, opportunities, follow-ups and ongoing commercial activity in one place.If the Lead Activity Tracker helps you keep track of day-to-day conversations and follow-ups, this is the next step up.I built this for situations where you need to see not only what happened, but also where each client or opportunity stands, what needs attention, who you're working with, and what should happen next.It brings client and prospect information, activity tracking, pipeline visibility, tasks and deadlines together in one adaptable workspace.Use it to:Keep client and prospect information in one placeTrack calls, emails and ongoing activitySee where clients and opportunities currently standManage follow-ups, tasks and deadlinesPrioritise what needs attentionView commercial activity through dashboardsSee upcoming actions in a calendarAdapt statuses, priorities, client types and labels to your workflowBuilt to give you one place to see what's happening — and what needs to happen next.GET THE CLIENT & PIPELINE TRACKER →Make a copy in Google Sheets and customise it for your own workflow.DOWNLOAD THE SETUP GUIDE →Step-by-step guidance for setting up, customising and using the tracker.

Old evidence.
New questions.

Research, observations and commercial evidence from earlier work — revisited to see what still matters, what changed, and what deserves another look.

Historical evidence tells you what happened. Current validation tells you whether it's still true.

EXPLORE THE ARCHIVE →

START HERE

What are you trying to figure out?

START A CONVERSATION

Aitken Partners