Satellite event

A satellite event is a company-hosted event held alongside a major trade show, such as a nearby dinner, reception, or workshop, that meets target accounts in a smaller room while the show brings them to town.

Teams also call it a sidecar or appended event. It’s a hosted event that draws its audience from someone else’s show, like an executive dinner the night before the show opens.

Why run a satellite event?

Operators at 3 different companies described satellite events as worth more than booth-only attendance. One marketing leader runs a satellite event at about half of the shows their company attends.

If you run a lot of satellite events, your invite list is the most valuable thing you build before the show. Every seat decides which account gets an evening with your team.

How do you tie a satellite event to its parent show?

Treat the satellite as a child of the parent trade show, with its own invite list, owners, capture, and follow-up. Report its results on their own, and roll them up into the show’s.

Mark each opportunity it produces as sourced or influenced. For a satellite event, a coverage gap is a target account your team hasn’t invited.

Where do you find it in FieldXM?

Start your satellite’s invite list from the parent show’s accounts in FieldXM’s account planning.

There, FieldXM labels and tiers the accounts at the show, assigns owners, and finds your coverage gaps. It drafts outreach for your owners to review, then hands the contacts they approve to your HubSpot sequences or Salesforce cadences.