How to use the Event Marketing Planner agent skill (events)

What an agent skill is and what the events skill does

An agent skill is a folder containing a SKILL.md file and supporting reference files. When a request matches the skill's description, the agent reads these instructions and follows them for that task.

The events skill makes the agent approach event planning the way a marketer would. It helps decide which events are worth the money, whether to host, sponsor, speak or attend, and it plans the work before and after the event, where most pipeline is made. The source says it asks a short batch of questions about role, goal, target audience and budget before building a plan.

• Choosing which events to invest in, judged one event at a time
• Planning the before-and-after work: target lists, pre-booked meetings, and follow-up within 24 to 48 hours
• Format guidance for hosting webinars, workshops, dinners, meetup series, virtual summits and user conferences
• Sponsorship evaluation and speaking pitches, with supporting reference guides for each

Install the events skill from the ZIP

Download the ZIP for the events skill from this page and unzip it. You can install it in one of two places depending on how you use your agent.

For a personal setup, unzip the folder into ~/.claude/skills/. To limit it to one project, unzip it into that project's .claude/skills/ folder. In both cases the folder should contain SKILL.md and the references directory.

If you use the Claude apps instead, upload the skill under Settings → Capabilities → Skills.

• Personal: ~/.claude/skills/
• Single project: .claude/skills/ inside the project folder
• Claude apps: Settings → Capabilities → Skills, then upload

Trigger the skill with natural requests

You do not need a special command. The skill is triggered by what you ask. The description covers requests about planning, running, sponsoring, speaking at or getting pipeline from events, and it also lists specific phrases such as 'event marketing', 'run a webinar', 'should we sponsor', 'booth strategy', 'event ROI', 'badge scans', 'speaking slot', 'CFP' and 'host a dinner'.

Give the agent your role and your goal in the same message. The skill will still ask for anything missing, so a short, plain request is enough to start.

• Should we sponsor the regional logistics conference, or spend the money on digital?
• Help me plan a webinar funnel for mid-market finance buyers.
• We have a trade show booth next month. Build a plan for meetings before and after.
• I've been invited to speak. Help me write a CFP abstract that gets accepted.

What the agent will ask you first

Before building a plan, the skill asks one batch of questions. It wants to know which role you are playing, what the primary outcome is (pipeline and meetings, authority and brand, community, or content), who must be in the room, and your budget and team. The source says to pick one primary outcome, because events that try to do everything measure nothing.

If your project has a product marketing context file at .agents/product-marketing.md, .claude/product-marketing.md or the older product-marketing-context.md, the skill reads that first and only asks about what is missing.

Safety notes: scripts, network and requirements

According to the skill's listing, the events skill requires nothing listed, runs no scripts and uses no network. It is a set of written instructions and reference documents. It does not book venues, sell tickets or send emails on its own.

Because the skill is strategic guidance, it is not a tool for hands-on logistics. Review any plan before acting on it, especially budget figures, which should come from your own organizers and quotes.

• Runs scripts: no
• Uses network: no
• Requires: nothing listed
• Does not handle venue booking, ticketing or catering

Tips for getting better plans

Give real numbers when you have them. The source's sponsorship method works by comparing cost per qualified meeting, so an accurate attendee breakdown from the organizer makes the evaluation far more useful.

Use the skill for the whole arc, not just the event day. The source says the follow-up window matters most and that conversation notes should be captured during the event so follow-up is specific.

For a single format, ask for depth. The skill points to supporting guides for webinars, sponsorship ROI and speaking, and will use them when the request matches.

• Name the ICP segment and roughly how many of them attend
• Ask for a tiered follow-up plan: hot, warm, and scans without conversation
• Ask for a before-event meeting list of 15 to 30 named people for attending