Event: Bsides KC (Oct 7)

[Drew-P-drawers]

This issue contains confidential information.

Goal

Drive MQL_GOAL_FOR_THIS_EVENT warm, qualified leads with less than $WORST_CASE_SCENARIO_COST cost at EVENT_NAME in CITY on BEGIN_DATE - END_DATE.

How?

• Propose event
• Start planning event logistics
• 30 days before event checklist
• Event time
• Post event

Propose event

• [x] Verify EVENT_NAME is actually happening this year.
  • [x] Verify the name of the event is correct above in "Goal".
  • [x] Verify the city where the event will take place is correct above in "Goal".
  • [x] Verify the dates of the event are correct above in "Goal".
• [x] Figure out what kind of engagement we want with this event and fill it in below.
  • Engagement type: just sponsor
  • [x] Look at the website and determine the audience of the conference. Decide whether to proceed or close this issue.
  • [x] Look for "Call for proposals" on website.
  • TODO: work out the process for CFPs here later (involve mikermcneil in writing this part up)
  • [x] After ruling out a speaking gig, request a sponsorship prospectus and wait until we get it.
• [x] Determine who will staff this event from Fleet.
  • [x] Determine the number of Fleeties required to staff the event based on the length of the event and Field Marketer's intuition. Enter that number below.
  • Number of fleeties required: 1
  • Here are Fleet's default picks for each role at events:
    • Booth picks: Drew Baker, JD Strong, Alex Mitchell, Kathy Satterlee, Tom Ostertag, Ringo
    • Backup picks: JD Strong, Zach Wasserman, Dave Herder, a sales rep
  • [x] Research local Fleeties located in the city.
  • [x] Decide who will attend and include it below.
  • Who will attend?
    • Booth: Alex Mitchell
    • Backup: Robert Fairburn
  • [x] Check the calendars of each attendee and confirm that they are available during the event dates, including required travel and booth setup/teardown on either end of it.
  • [x] Post a comment on this issue, at-mentioning each attendee in @g-marketing: Hey @DrewBakerfdm @spokanemac, we're looking into this event. Would you be able to make it? (See above for dates and details.)
  • [x] Confirm every single attendee can make it, or replace them with confirmed attendees who can.
• [x] Determine travel and lodging costs
  • [x] Estimate travel costs based on Employee location and fill in the data below:
  • [x] Estimate lodging cost and fill in the data below (reminder to try and save money where you can):
  • [x] Estimate total "per diem" cost here:
• [x] Determine materials required for booth setup
  • [x] Does the event require the booth kit (Illuminated backdrop, power cables, Fleet tablecloth, etc.)
  • [x] If no, describe booth recommendations based on Field Marketer's intuition.
• [x] Evaluate sponsorship possibility
  • [ ] Based on data available from the previous year, fill in data for:
    • [ ] Previous year attendance:
    • [ ] Event industry focus: (IT, Security, open-source, etc.)
    • [ ] Demographic data: (How many are students, engineers, management, director level, etc)
  • [ ] Review the event prospectus and decide whether to move forward with sponsorship (Is this event the right fit?)
    • [ ] If yes, price out sponsorship with the lowest cost option that enables a table/booth presence.
    • [ ] If no, close this issue. Leave a comment as to why it's not a good fit. (Out of budget, not the right audience, etc.)\
• [x] Evaluate swag needed for the event
  • [ ] Estimate one t-shirt for 5% of event attendees. ($18 per t-shirt). Fill in below:
  • [x] Estimate one sticker sheet for 10% of event attendees (1.50 per sticker sheet). Fill in below:
• [ ] Investigate expected return
  • [ ] Add total travel cost (hotel, travel, per diem) here:
  • [ ] Add total swag cost here:
  • [ ] Add total sponsorship cost here:
  • [ ] Add expected MQL number here:
  • [ ] Divide total cost by expected MQL number for expected cost per MQL here:
• [x] Get approval
  • [x] Review event cost, audience, and expected return with department lead (Mike McNeil)
  • [x] Event approved by head of marketing
  • [ ] If not approved, close this issue. Leave a comment as to why it isn't approved.

Start planning event logistics

• [x] Reach out to the event organizer (Typically the same person who emailed the prospectus) and indicate interest in sponsorship
• [x] Ask for an agreement between the event and Fleet Device Management
• [x] Verify agreement details are correct and follow DocuSign process to send to mike@fleetdm.com for signature.
• [x] Once the signature has been received, forward the signature to event organizers.
• [x] Receive Invoice and forward to billing@fleetdm.com
• [x] Create an issue for business operations to finalize payment for the forwarded invoice.
  • [x] Fill in Request: EVENT_NAME invoice - ENGAGEMENT_TYPE
  • [x] Fill in Goal: Marketing would like to sponsor EVENT_NAME and needs the invoice paid for INVOICE_AMOUNT
  • [x] Fill in How: - [ ] Pay invoice
  • [x] Upload the invoice to this issue as well.
  • [x] Close this issue once the invoice has been paid.
• [ ] Request exhibitor guide for the event from event organizers once the invoice is paid
  • [ ] Review each step of the exhibitor guide
  • [x] What is the date and time of setup? 07-Oct-2023 07:00 CDT
  • [x] What is the date and time of teardown? 07-Oct-2023 17:30 CDT
  • [ ] What is the pre-show receiving address?
  • [ ] Add important deadlines and dates to this issue to be completed along with this checklist here:
• [x] Order t-shirts: Check Postal first and see if the warehouse has enough shirts
  • [ ] If Yes, navigate to the approved items page
    • [ ] Hover over the shirt design and click on the airplane
    • [ ] Click bulk send and choose one shirt size and the expected quantity of that particular shirt size.
    • [ ] Make sure the address matches that of the event pre-show receiving address with ATTN: Fleet Device Management (And booth# if applicable)
  • [ ] If no (or we're in a hurry), navigate to [https://www.rushordertees.com/my-account/login/)
    • [ ] Login with drew@fleetdm.com
    • [ ] Choose Fleet logo design t-shirt under my designs
    • [ ] Order shirts based on the pre-determined number (~5% of total event attendees)
    • [ ] Submit the order to pre-show receiving address with ATTN: Fleet Device Management (And booth# if applicable)
  • [ ] Order stickers:
    • [ ] Go to StickerMule and login with drew@fleetdm.com (Saved in 1Password)
    • [ ] Find the reorder page after logging in.
    • [ ] Look for "Fleet sticker sheet" and set the quantity (~10% of total event attendees)
    • [ ] Complete the checkout process. Make sure the address matches that of the event pre-show receiving address with ATTN: Fleet Device Management (And booth# if applicable).
• [ ] Prepare lead collection. (Event attendees should have their badge scanned or information collected after qualified conversation >1m, demo, or for a t-shirt.)
  • [ ] Event has a badge scanner
  • [ ] If no badge scanner, create a typeform (we can use this form to collect leads for t-shirts and conversations longer than 1m.)
    • [ ] Login to TypeForm using the account in 1Password
    • [ ] Within the TypeForm workspace, duplicate the "Event form template" and rename to " EVENT_NAME - EVENT_YEAR
    • [ ] Distribute TypeForm link to all attendees
• [x] Create a slack thread in #ooooh-events with the EVENT_NAME and tag confirmed attendees.
  • [ ] Let confirmed attendees know to book their travel as soon as possible to avoid increased pricing
  • [ ] Provide recommended hotels that are close to the venue (Look for predetermined hotel blocks from the event first)
  • [x] Link to this issue in the Slack thread.
  • [x] Include link to Slack thread here: BSides KC 🧵

30 days before event checklist

• [ ] Double check deadlines from exhibitor guide are being or have been fulfilled
• [x] Swag ordered?
• [x] Travel booked?
• [x] Hotels booked?
• [x] Travel itinerary organized?
• [ ] Booth kit scheduled for arrival?
• [ ] Promote event on social media following social media guidelines
• [ ] Event speaker knows their talk, presentation time, and what's required? (If Applicable)
• [ ] Lead collection prepared
• [ ] Check surrounding areas for prospects, customers, and general Fleet dogooders and see if they'd like to say hello. Offer any discount tickets or free tickets that might come with the event.
  • [ ] Check LinkedIn, SalesForce, and Snitcher.

Event time

• [ ] At least one Fleet team member arrives during set up time to prepare booth
  • [ ] Locate booth services or your main point of contact. They will help answer any event related questions (WiFi password, trash services, scissors, etc)
  • [ ] Booth kit is unpacked and backdrop is set up
  • [ ] Dark blue tablecloth is ironed/steamed and presentable for the event
  • [ ] Stickers are spread across the table
  • [ ] Lighting is set up to illuminate the backdrop (Choose colors easy on the eyes and brand relative. Think white, blue, colors in the logo, etc.)
  • [ ] At least one lead collection device is available (Badgescanner, or TypeForm on iPad, MacBook Pro, etc) at the table
    • [ ] If using TypeForm, include the link to the form in the slack thread, and this issue.

Post event

• [x] Pack up booth kit
• [x] Ship booth kit back to JD or towards the next event
• [x] Thank everyone on the team for all their hard work 😄
• [x] Prepare event execution report
  • [x] Make a copy of the event execution report template
  • [x] Rename the copy " EVENT_DATE and EVENT_NAME execution report "
  • [ ] Fill out details required on the report (What worked, what didn't work, asks for next time?)
• [ ] Prepare captured leads (Booth scans) to be uploaded to SalesForce within 48 hours of the event
  • [ ] Lead retrieval device: Fleet event contact/organizer will check email for .csv of leads within 48 hours of event
  • [ ] Typeform leads: Login to Typeform, find the event in the workspace - > results - > responses - >download as .csv
  • [ ] Create a campaign name in SalesForce with EVENT_NAME and EVENT_YEAR
  • [ ] Upload captured leads to SalesForce
    • [ ] Login to SalesForce
    • [ ] Click leads tab - > import
    • [ ] Under "Import your Data into Salesforce" click leads - > Add new and update existing records
      • [ ] Match lead by email
      • [ ] Assign New Leads to this Source: Event
      • [ ] Assign All Leads Using this Assignment Rule: Sandbox Round Robin
      • [ ] Assign All Leads to Campaigns
      • [ ] Which Campaign field in your file do you want to match against to set the Primary Campaign lookup field? --None--
      • [ ] Which Account field in your file do you want to match against to set the Champify Past Account lookup field? --None--
      • [ ] Which Contact field in your file do you want to match against to set the Champify Past Contact lookup field? --None--
      • [ ] Which Account field in your file do you want to match against to set the Account lookup field? --None--
• [ ] Enrich leads within 7 days of campaign creation
  • [ ] Tag SDRs to enrich these leads
  • [ ] Spot-check leads after enrichment (Either through ZoomInfo, and manual) to make sure leads are being worked and have accurate data

---

Name of event

BSides Kansas City

Date(s) of event

October 7th, 2023

Type of event

Community - Attend and sponsor

Location

Kansas City, Missouri

General reasoning

BSidesKC is a non-profit educational organization designed to advance the body of Information Security knowledge, by providing an annual, open forum for discussion and debate for security engineers and their affiliates. We produce a conference that is a source of education, collaboration, and continued conversation for information technologists and those associated with this field.

Number of attendees

500+ in person Private Zenhub Image

Prospectus

BSides KC

Expected cost

• Sponsorship $4500 for silver, $500 for hacking village
• Attendance - 2 passes included
• Travel costs - Estimated $200
• Swag -$500

Total estimated (worst case scenario) cost: $5,700

Recommended team & travel breakdown

• Alex Mitchell
• Robert Fairburn

Total assumption: Estimated $200 for daily per diem

Conference open/close

To be announced before October 7th

Expected return

• Community engagement is the main focus
• Typeform to capture leads for each t-shirt given out (~50 tshirts for the event)
• Expected 10 MQL's

Review by/ eyes on

• [x] Marketing - Mike McNeil

How?

• [x] Propose event
• [ ] Send for signature
• [ ] Approve and pay invoice
• [ ] Coordinate travel and schedule for Alex and Robert

Why?

• [x] Research and decide whether Fleet will invest in further qualifying this event opportunity. Look up and consider:
• [x] Review the city where the event will take place
• [x] Jump to the fleeties sheet and consider in the located in the city (at a glance)'
• [x] Consider usual lodging costs of the city
• [x] Consider the dates of the event
• [x] Check JD's calendar and Drew's calendar to see if they're available the dates of the event
• [x] Decide how Fleet will interact with the event:
• [x] Make decision of interaction type: TODO
• [x] Request prospectus for sponsorship

[mikermcneil]

Hey @alexmitchelliii @rfairburn, we're looking into this event. Would you be able to make it? (See above for dates and details.)

[rfairburn]

I could definitely make Oct 7 work. It would be the first event I would be at on behalf of Fleet.

[mikermcneil]

Signed! FYI process I'll use for any event sponsorship signature, and any signatures related to secondary spending tied to an event (e.g. a venue for a side dinner):

1. I looked up the event in the "Planned events" column of the #g-marketing board
2. I checked out the issue and made sure the expected price matches the docusign from them: https://github.com/fleetdm/fleet/issues/13603
3. Signed the doc

[mikermcneil]

@rfairburn Nice!

[alexmitchelliii]

Thanks @mikermcneil! @rfairburn I'm working out the details for that weekend, but most likely will be there with you!

[spokanemac]

@rfairburn You're registered for BSides.702190349237-7912196019-ticket.pdf

[alexmitchelliii]

@spokanemac Not sure I closed the loop, but I can go. I don't think I'm registered yet? Are you able to do that for me or point me in the right direction?

[spokanemac]

@alexmitchelliii You're registered. 702190349237-7912738439-ticket.pdf

[Drew-P-drawers]

Setup will be available at 7am on the day of the event.

[spokanemac]

Hello!

You're receiving this because you are registered for BSidesKC 2022 and it's right around the corner! We have a few items to cover with you to make sure you get the most out of BSidesKC.

Saturday, October 7, 2023

This year you can experience keynotes, talks, villages, giveaways, and much more! You will need to bring a laptop if you wish to take part in one of our free CTFs -- Badge CTF, Zeek CTF, OSINT CTF. A laptop is not required for any other Saturday activities like scavenger hunt. For more information on any of these items, please visit our website -- https://bsideskc.org.

The doors will open at 8:00am. We get the formalities out of the way starting at 8:45am and the opening keynote will kick off immediately following that (around 9:00am).

You are on your own for breakfast Saturday morning, however, we will have coffee and water available. Lunch is not included with the badge this year, but there will be taco trucks on site.

The talk schedule is up on the website - https://bsideskc.org/schedule/. You do not need to select one talk track, i.e. your schedule that day is entirely up to you! You can go back and forth between talk tracks, visit villages, go to one of the CTFs, chill out, network with new or old friends, etc. The only real requirements are that you have fun, don't be a jerk to others, and learn something! ;-)

We will have a cotton candy social, and happy "hour" from 2-4 if you need a mental break from the talks, villages, and other conference awesomeness.

For those of you who purchased an electronic badge, we will have your badge for you at registration. Don't forget to thank a Badge Pirate for their fantastic work because they are awesome! If you didn't purchase an electronic badge and we have any leftovers, they will be available for purchase toward the end of the day on Saturday.

Safety

If you have a safety-related issue at any point during the event, please report it immediately to a volunteer in an orange vest. You may also send an email to safety@bsideskc.org.

Parking

As you already know, this year's event will again be held at the PlexPod Westport location. On Saturday, you can use the parking garage, any of the parking lots, or street parking.

Connect with us

Last but not least, don't forget to connect with us on LinkedIn, Twitter, and Facebook for future announcements!

Twitter: @_BSidesKC

LinkedIn: www.linkedin.com/in/bsideskc

Facebook: https://www.facebook.com/bsideskc

Fediverse: https://infosec.exchange/@bsideskc

If you have any questions, we're here to help! Otherwise, we look forward to seeing you at the conference!

Sincerely,

Your BSidesKC 2023 Organizing Committee

[fleet-release]

In the city's heart, Fleet booth shines, connection starts, Security imparts.