The 5-Decision Framework
How customer-first acquisition, segmented registration, on-site engineering, and post-conference reporting compound into renewal and expansion impact.
Five marketing decisions that determine whether your annual user conference moves renewal, expansion, and advocacy - or just produces good photos. Plus the 16-week pre-conference marketing calendar to deploy for the next cycle.
Every decision exists because its absence produces a specific, measurable failure in NRR lift.
How customer-first acquisition, segmented registration, on-site engineering, and post-conference reporting compound into renewal and expansion impact.
Week-by-week touchpoint plan synced with CSM outreach windows so customers don't get the same message from two senders.
CSM-led registration sequencing, the "must-attend" list logic, and the prospect cap that protects customer experience.
Strategic, expansion-ready, at-risk, and advocate customer tracks plus ABM and inbound prospect tracks. What changes per segment across emails, on-site, and follow-up.
Per-account engineered moments for top-twenty strategic accounts, briefed two days before doors.
Day 7 / 30 / 90 / 180 cadence, attendee-versus-control cohort comparison methodology, and the CMO-to-board one-slide summary.
Marketing leaders running annual B2B SaaS user conferences - where customer acquisition, segmented on-site experience, and NRR reporting all need to live in one workflow tied to renewal and expansion.
User conferences are not trade shows in larger ballrooms. The audience is different, the goals are different, and the post-event metrics that matter are different.
This is the operating principle the playbook follows. Every framework, calendar, and segmentation map inside is built on it. Download the full playbook to get the five-decision framework, the 16-week marketing calendar, the segmentation map, and the NRR reporting skeleton.
The full thinking behind this playbook, expanded across the blog.