Ground Game 101: Cutting Through the Noise with IRL Events for GTM
Hearts, Minds & Market Share
A masterclass in event design & community building for GTM.
Everyone is trying to break through the noise.
More content. More ads. More outbound. More sponsorships.
But when you're entering a new market, trying to reach a new audience or build awareness from scratch, there is one thing the internet still can't replicate:
Getting the right people in a room.
The problem? Most companies have no idea how to do it well.
They throw a launch party. Sponsor a panel. Put their logo on something. Invite a few people for free drinks.
And wonder why nothing happens afterwards.
Ground Game 101 is about doing it differently.
Why listen to us?
Since February 2024, we've run 100+ events in London tech,
We've built dinners, hackathons, experiences, workshops, parties, programmes and rooms for some of the world's most ambitious companies and communities.
We've worked with everyone from 2-person startups to the big dogs like:
Stripe
Notion
HSBC
Fiverr
Solana
And we've learned what makes people:
Show up.
Stay.
Talk about it afterwards.
And come back for the next one.
Now we're putting the playbook on the table.
What you'll learn
This isn't a talk about choosing a venue or picking canapés.
It's about using events and communities as part of your go-to-market strategy.
We'll cover:
01 — Cut through the noise
Why most events are instantly forgettable — and what gives people an actual reason to show up.
02 — Start with the mission
How to turn a commercial or GTM objective into an experience people actually want to attend.
03 — Choose your format
When to throw a dinner. Build a hackathon. Create an experience. Run a series. Or do something nobody's expecting.
04 — Build the room
How to think about audience, communities and partnerships — and why the people in the room matter more than how many.
05 — Make it travel
How to design something that creates momentum beyond the event itself.
06 — Build your ground game
How IRL experiences can help you enter a market, build awareness and become part of the conversation.
Who's it for?
People responsible for growth, go-to-market, partnerships, community and expansion.
Particularly if you're:
Entering a new market
Trying to build awareness with a specific audience
Looking for customers, developers, founders or partners
Planning an event but don't want to throw another generic networking night
Wondering how to turn an IRL experience into something commercially useful
One night. 100+ events worth of lessons.
Come and learn what works.
What doesn't.
And how to give people a reason to get off the internet and into the room.
Welcome to Ground Game 101.