Marketing Event Planning Checklist: Before, During, and After

Every event marketer has lived through the panic of realizing something was missed — the email that never went out, the social campaign that started too late, the post-event follow-up that fell through the cracks.

The cure is a checklist. Not a vague timeline, but a specific, phase-by-phase list of every marketing task that needs to happen before, during, and after your event.

This checklist has been refined across hundreds of B2B events. Customize it for your event size and type, but don't skip phases — each step builds on the one before it.

Phase 1: Foundation (12-8 Weeks Before)

This phase establishes everything your promotion will build on.

Event Positioning and Messaging

• Define your target audience in one specific sentence
• Write the event value proposition (what attendees gain that they can't get elsewhere)
• Create the event tagline and key messaging themes
• Draft the event description (500-800 words for the landing page)
• Identify 3-5 objections your audience might have and prepare responses

Infrastructure Setup

• Build the event registration page with tracking (UTM parameters ready)
• Set up Google Analytics 4 event tracking on the registration page
• Create the event hashtag and verify it's not already in use
• Set up an email list segment for this event
• Configure your CRM to track event leads and attribution
• Choose your event marketing software stack

Content Planning

• Draft a content calendar covering all promotion phases
• Plan 2-3 pre-event blog posts targeting event-related keywords
• Create social media templates for each platform (LinkedIn carousel, Instagram Reel, etc.)
• Design event branding assets (logo, colors, image templates)
• Prepare a press release or media advisory if the event is newsworthy

Speaker and Sponsor Activation

• Confirm all speakers and collect their bios, headshots, and social handles
• Create speaker announcement assets (individual graphics for each speaker)
• Brief speakers on your promotion plan and how they can help amplify
• Set up speaker campaigns with personalized share pages
• Provide sponsors with co-branded promotion materials

Phase 2: Launch (8-6 Weeks Before)

This is when you go public and start driving registrations.

Registration Launch

• Send "registration is open" email to your full list
• Publish the event page publicly
• Set up early-bird pricing with clear deadline
• Launch organic social posts announcing the event (all platforms)
• Post the first speaker announcement

Email Marketing

• Set up the invitation email sequence (initial + 2-3 follow-ups)
• Create segmented invitations for different audience groups
• Write confirmation and logistics emails for registrants
• Set up automated reminders for early-bird deadlines

Social Media

• Schedule 2-3 social posts per week across all platforms
• Start speaker spotlight series (one per week)
• Create platform-specific content (LinkedIn long-form, Instagram Stories, X threads)
• Begin monitoring the event hashtag

Paid Promotion

• Launch LinkedIn Sponsored Content targeting your audience
• Set up Google Search ads for event-related keywords
• Create retargeting campaigns for website visitors
• Allocate budget: 60% on LinkedIn (B2B), 20% retargeting, 20% search

Phase 3: Amplification (6-4 Weeks Before)

This is where organic promotion through your community kicks in.

Attendee Advocacy

• Activate attendee advocacy for all registered attendees
• Set up personalized share pages with tracked links via Attendir or similar
• Send attendees a "help us spread the word" email with one-click sharing tools
• Launch sharing leaderboard or incentive (VIP upgrade, recognition, etc.)

Content Push

• Publish pre-event blog posts (session previews, speaker interviews, industry insights)
• Share registration milestones as social proof ("300 registered — 100 spots left!")
• Post attendee testimonials from previous editions (if applicable)
• Create a "reasons to attend" content series

Partnerships and Outreach

• Contact relevant media outlets and event listing sites
• Reach out to industry associations and community groups
• Coordinate cross-promotion with sponsors and partners
• Pitch speakers for pre-event podcast or webinar appearances

Phase 4: Urgency (4-2 Weeks Before)

Registration velocity typically accelerates in this window. Lean into urgency.

Deadline Campaigns

• Send early-bird deadline reminder emails (3 days before, 1 day before, day-of)
• Create "last chance" social posts with countdown
• Update event page with social proof (attendee logos, registration count)
• Run a flash discount or group pricing promotion if needed

Final Speaker and Agenda Push

• Publish the complete agenda
• Run a "session preview" email highlighting must-attend talks
• Share behind-the-scenes content (venue prep, speaker rehearsals)
• Post daily social content focused on specific sessions

Sales Activation

• Share the attendee list (companies, not individuals) with your sales team
• Identify target accounts registered and brief AEs
• Set up pre-event meetings for high-value prospects
• Create a VIP track or exclusive sessions for target accounts

Phase 5: Final Week

Registration Close-Out

• Send final "last chance to register" emails
• Increase social posting frequency to 1-2x daily
• Activate personal outreach from team members to their networks
• Offer on-site registration if capacity allows

Logistics Communications

• Send logistics email to all registrants (venue, parking, agenda, what to bring)
• Share the event app or networking platform details
• Confirm all A/V, catering, and venue arrangements
• Prepare on-site registration and badge printing

Content Preparation

• Brief your social media team on live coverage plan
• Prepare real-time social templates (speaker quotes, session highlights)
• Set up a photo/video capture plan
• Create a post-event content calendar

Phase 6: During the Event

Live Social Coverage

• Post real-time updates using the event hashtag
• Share speaker quotes, key takeaways, and audience reactions
• Encourage attendees to post and share (display hashtag prominently)
• Respond to all social mentions within 30 minutes

Lead Capture

• Scan badges and capture contact info at all touchpoints
• Distribute session-specific lead magnets (templates, checklists)
• Track session attendance for lead scoring
• Record notes from booth conversations and demos

Content Capture

• Photograph key moments (keynotes, networking, booth activity)
• Record sessions for post-event content
• Collect attendee testimonials (video and text)
• Document notable quotes and statistics shared

Phase 7: Post-Event (Days 1-30)

Immediate Follow-Up (48 Hours)

• Send "thank you for attending" email with key takeaways
• Share session recordings or slides with attendees
• Send personalized follow-up to hot leads (within 24 hours)
• Post event highlights and recap on social media
• Update your CRM with all captured leads and engagement data

Content Repurposing (Weeks 1-2)

• Publish event recap blog post
• Create social media content from event photos and quotes
• Edit and publish session recordings
• Compile key statistics and insights into a report
• Write case studies from notable attendee stories

Lead Nurture (Weeks 2-4)

• Launch post-event email nurture sequence (4-6 emails over 4 weeks)
• Score and segment leads by engagement level
• Hand off qualified leads to sales with full context
• Track lead-to-opportunity conversion rates

ROI Reporting

• Calculate total event cost (venue, marketing, team time)
• Count registrations and attendees by acquisition channel
• Calculate cost per lead and cost per acquisition
• Track pipeline generated within 30, 60, and 90 days
• Create an event ROI report for stakeholders

Adapting the Checklist by Event Type

Not every item applies to every event. Here's how to prioritize by format:

Download this checklist, customize it for your next event, and share it with your team. The events that fill seats and generate pipeline aren't run by bigger teams — they're run by teams that don't miss steps.