CSM Event Programs Playbook

As a CSM, you are the bridge between the sale and the successful delivery of our Event Programs. While Sales closes the deal, you ensure the client gets value, renews, and becomes an advocate.

This overview is designed to help you understand the Event Programs from a post-sale execution perspective: what happens after the contract is signed, how we deliver, and how you manage the client relationship.

1. The Core Value Proposition

 The primary goal of the events program is to capture authentic customer feedback and generate high-impact content quickly. With the introduction of PeerAnalyst (AI), we now use an AI-driven voice agent to maximize review volume and global reach (multilingual support).

Access to Vendor's Best Customers: customer events are attended by the vendor's most engaged customers, and it's a perfect opportunity to capture their stories.

Vibe: This is a time when customers are excited about the product, discussing the new features and the roadmap, so it’s a great chance to build on that excitement

Speed & Scale: We turn events into a "content machine," generating reviews in days that would normally take months. Our AI agent delivers 20 reviews per staff member per day - double the capacity of human-led collection for the same cost.

Quality: In-person interviews are conversational, leading to deeper, longer, and more detailed reviews compared to online submissions. Whereas PeerAnalyst (AI) ensures 100% consistency in questioning and data capture. 

Authenticity: We verify the identity of every reviewer face-to-face, ensuring zero fake or AI-generated reviews, which is critical for FTC compliance.

2. Our Event Product Offerings

We have shifted to an AI-First model. Human collection is now reserved as a secondary option for specific logistical constraints.

A. PeerSpot Interviews (AI) at Events — PRIMARY OFFERING

This is our flagship review collection offering. 

• The Method: We deploy an AI-driven voice agent at a fixed station. Each PeerSpot staff member manages two AI agents simultaneously. 

• Multilingual Support: Fully supports English, French, German, Spanish, and Russian. This is the required choice for all international events. 

• Requirement: Requires a fixed location (tabletop or booth space) provided by the client. 

• Traffic: The client is responsible for driving traffic to the AI station via event apps, signage, and booth staff.

• The Incentive: We provide a $50 gift card to every participant.

• Target: We aim for up to 20 interviews per specialist, per day.
  Reference Pool Generation: We ask every interviewee if they want to be a reference and share that list with the vendor.

• Strategic Insights: We can add custom questions to the interview to gather specific intelligence (e.g., feedback on new features).

B. PeerSpot Interviews (Human) at Events (Written Output) - SECONDARY / FALLBACK OFFERING

• The Method (Audio Capture): Our review specialists (the walking team) conduct face-to-face, audio-recorded conversations with attendees using microphones and tablets.

• The Deliverable (Written Review, examples here and here ): We transcribe and edit the audio conversation to produce a high-quality text-based review published on PeerSpot.com and AWS Marketplace.

• Language Restriction: This method is now restricted to English-only interviews.

• The Incentive: We provide a $50 gift card to every participant.

• Target: We aim for up to 10 interviews per specialist, per day.
  Reference Pool Generation: We ask every interviewee if they want to be a reference and share that list with the vendor.

• Strategic Insights: We can add custom questions to the interview to gather specific intelligence (e.g., feedback on new features).

C. PeerVideos (Video Production) is our in-house production program, providing a cost-effective alternative to hiring an external film crew.

• The Method: A professional recording environment set up at the event to capture customer stories on video.

• The Incentive: We provide a $100 gift card to interviewees.

• The Deliverable: High-impact video assets ( x1 short-form video + x1 written review per interview, x2 compilation videos per event), see examples here and here. We will deliver finished videos electronically in web-ready format (mp4, mov, or wmv files, minimum 1080p resolution) and upload them to a PeerSpot-created portal.

• Requirement: Unlike the walking team, this requires a static location/setup.

• Reference Pool Generation: We ask every interviewee if they want to be a reference and share that list with the vendor.

• Strategic Insights: We can add custom questions to the interview to gather specific intelligence (e.g., feedback on new features).

 Discontinuation Notice: Effective immediately, human-led interviews in non-English languages have been discontinued. Any client requiring non-English reviews must purchase the PeerAnalyst (AI) program.

3. Important Contractual Terms (click on the link for more details): 

This section is your shield. It prevents scope creep, protects our margins, and ensures the client understands that "time is money". 

3.1 General Financial Logistics (applies to all event programs)

A. Event Passes

Our pricing includes travel and staff, but it doesn't include admission fees or event badges - it is the client's responsibility. If the client can't get us passes, we can buy them, but we will add that cost to their order.

If the program requires 3 or more interview specialists, we send a Project Manager. The client must provide a pass for this PM as well.

B. Rush Fees
Operations need time to book flights and hotels. If the client drags their feet on signing the PO, it costs them extra.

< 21 Days Before the Event: 5% fee of the program cost.

< 14 Days Before the Event: 10% fee of the program cost.

< 7 Days Before the Event: 25% fee of the program cost.

C. Cancellation & Rescheduling Policy

Events are expensive to staff. Once we book the resources, we cannot easily recoup costs.

Immediate Liability: The moment the Order Form is signed, a 25% fee applies if they cancel or reschedule the event, even if the event is months away.

< 21 Days Before the Event: 50% fee of the program cost.

< 7 Days Before the Event: 90% fee of the program cost.

3.2 PeerVideos Specific Terms

Video production has stricter logistics than the walking team (i.e., Interviews at Events program). If you are selling PeerVideos, you must enforce these operational boundaries.

A. Venue Access

Approvals: The client must secure permission from the venue/organizer for us to shoot video.

Deadlines: We need site access cleared 48 hours before the shoot and the final schedule locked in 24 hours before the shoot.

B. Overtime

Standard Day: A shoot day is 8 hours (including setup, breakdown, and a 1-hour lunch).

Overtime: If the client keeps the crew working past 8 hours, it costs $500 per hour.

Hard Stop: We do not work past 10 hours in a single day without a prior written agreement.

C. Post-Production Constraints

Revisions: The client gets two (2) rounds of feedback per video. They must provide this feedback within 3 business days.

Music: We use stock music licensed for digital distribution. The client cannot strip the music out and use it for other projects.

Video Enhancements: Each final video will receive sound leveling, color balancing, non-animated title cards, and lower thirds.

(A client may provide additional animated assets, musical selections, fonts, or other branding materials (e.g., logos and color palettes) to be incorporated into the videos.

PeerSpot will not create or source these assets unless otherwise agreed upon in a separate written agreement.)

3.3 Overages

If a client asks for "just one more small thing" that isn't in the contract, it is billable.

Small Changes (Up to 8 hours): $1,000.

Medium Changes (9-16 hours): $2,000.

Major Changes (3-5 days): $4,500

4. Program Kick-Off

The kickoff call is the most critical touchpoint. You must lead this meeting to ensure the vendor understands their responsibilities.

Meeting Agenda

• Introduce Skateholders: Vendor POC, their role, yourself (CSM), and the Events Delivery Manager (DM).

• Define Objectives: Discuss the specific goals the vendor hopes to achieve through the program (e.g., specific product feedback, number of reviews, etc).

• Confirm Campaign Details: Exact event dates, which specific products are we collecting reviews for?

• On-Site POC: Who is the primary vendor contact for the PeerSpot event team, and their contact information?

Critical Program Launch Tasks:

• Strategic Themes

• Event Access for the PeerSpot Event Team

• PeerVideo-Specific Requirements:

• Pre-Scheduling Interviews: Emphasize that all video interviews must be scheduled at least 48 hours in advance of the event, and the final interview list must be shared with the PeerSpot event team at least 24 hours before the event.

• Shoot Approvals: Remind the vendor that they are responsible for securing approvals from event organizers, venue management, and labor unions for us to film.

• The filming location must be confirmed at least 48 hours before the shoot.

• Branding Kit (deadline: 1-week post-event): Ensure the vendor knows they must provide a branding kit for video production.

Delivery Timeline and Data Breakdown:

• Reviewer Data: Explain that PeerSpot provides a breakdown of reviewer data (name, company, title, product reviewed, and product rating)
  Note: For anonymous reviewers, identifiable information is removed, but job title and product data remain.

• Publication Schedule:

• Written Interviews: Full publication is typically expected one month after the event.

• Video Interviews: Final delivery and publication are expected two months after the event.

5. Strategies for Successful Event Program

As a CSM, you can use this guide to overcome the objection: "How do we know people will actually show up to get interviewed?" The answer is in this playbook. It shifts the conversation from 'hoping for traffic' to 'driving traffic.'

5.1. Pre-Event, Incentives, & On-Site
Explain to the client that while we provide the interview specialists and needed equipment to capture interviews, they hold the keys to their user base. This guide outlines their responsibilities to ensure ROI.

For the PeerVideos program: 

A. Pre-Event Engagement

The Strategy: Our "video studio" has a fixed capacity (limited slots per day). Clients must identify their most articulate "star" customers and book them into specific time slots.

The Timing: Scheduling is critical. We require finalizing the interview schedule at least 48 hours before the event.

The Pitch: "We are setting up a 'filming studio' on-site. If we don't pre-book these slots, we risk leaving the studio empty. Let's lock in your VIPs now to ensure you get the full 6-8 videos per day you paid for."

B. The Incentives

What We Provide: PeerSpot provides a $100 gift card to every participant.

We offer a higher incentive for video to acknowledge the greater effort required from the customer (being on camera vs. a casual chat).

What They Can Add: We encourage clients to offer exclusive VIP swag (e.g., high-quality jackets) to make the video experience feel like an exclusive club.

FTC Compliance: The $100 gift card is for the time spent, not the sentiment of the review. Negative or neutral feedback is still rewarded.

For Interviews at Events and PeerVideos programs purchased together:

A. Pre-Event Engagement

The Strategy: Clients should segment their outreach list.

Tier 1 (VIPs/Advocates): Invite them specifically to the Video Studio for a scheduled slot.

Tier 2 (General Users): Direct them to look for our team on the Show Floor for a quick chat.

The Timing: Video invitations should go out 3-4 weeks before the event to lock in schedules. General announcements can go out 1-2 weeks prior.

The Pitch: "We use the 'walking team' to capture volume and scale, while we use the 'video studio' to capture deep, high-production stories from your best advocates."

B. The Incentives

What We Provide:

Video Interviews: $100 gift card.

Written Interviews: $50 gift card.

What They Can Add: We encourage clients to offer exclusive swag or entry into a high-value raffle (e.g., "Win an iPad") to make their booth a "must-visit" destination.

FTC Compliance: You must reassure clients that our incentives are compliant. The gift cards are not conditioned on the review being positive - honesty is the only requirement.

C. On-Site Visibility

Slide Integration: We recommend that clients put a "Review Us" slide in their product session decks.

Booth Staff Collaboration: "Your booth staff are our key partners on the ground. Please brief them to identify current users during their conversations and personally introduce them to our PeerSpot team for an interview."

5.2 Multi-Channel Engagement

We advise clients not to limit promotion to just pre-event outreach campaigns, but also to partner with their event team to get PeerSpot mentioned in the official event app or social media.

Collaborate with other teams (like Analyst Relations) who might be running surveys with G2 or TrustRadius; product users are often willing to do multiple surveys for multiple rewards.

See here for customer-facing best practices.