Service
Twelve senior people in a private room, and all of them turn up
Executive roundtables are the hardest event format to fill and the most valuable when they work. Senior Australian buyers do not respond to cold roundtable emails. They respond to being personally invited. That is a phone job, and it takes six weeks.
ACV of $5,000 plus is ideal.
The arithmetic
What it takes to fill fifteen seats
Most people underestimate this by a factor of five. Here is the funnel for a premium Australian roundtable targeting CXO-level personas.
| Stage | Typical figure |
|---|---|
| Named contacts targeted | 80 to 120 |
| Phone connect rate with senior executives | 10 to 15% |
| Real conversations | 10 to 15 per 100 names |
| Soft commitments secured | 25 to 35% of connections |
| Show rate after hardening calls | 75 to 85% |
| Confirmed attendees | 12 to 15 |
Roughly two to three attendees per 100 named contacts. That is the honest number and it is why email alone does not fill these rooms. To get 12 CFOs to register from cold email at typical open and conversion rates, you would need to mail five to six thousand contacts, and four or five of the twelve would no-show anyway.
What a roundtable actually costs
| Line item | Typical range |
|---|---|
| Venue and catering, Sydney or Melbourne CBD | $8,000 to $15,000 |
| External speaker, if used | $2,000 to $5,000 |
| Invitation calling campaign | $5,000 to $8,000 |
| Logistics and follow-up | $1,000 to $2,000 |
| Total | $15,000 to $30,000 |
At those numbers, every empty chair is expensive, which is why the calling budget is the last line anyone should cut.
Timeline
The six week playbook
Results
What this delivers
Our approach
What we run end to end
Every engagement follows a structured operating model across targeting, execution, qualification, and reporting.
Targeting and event setup
1Targeting and setup
- Target account list review
2Execution
- ICP alignment and invite criteria
3Qualification and handoff
- Event messaging and positioning
Outreach execution
- Email outreach
- Calling where useful
- LinkedIn touches where relevant
Deliverables
What you get
A named guest list you approved
- You see and sign off every name before we dial. No filling seats with whoever answers.
Hardening calls in the final week
Attendee briefing pack
Approach
How we make the call
The most common mistake in roundtable calling is running it as a cold sales pitch. It is not one. You are offering access to something closed, and the framing has to reflect that from the first sentence.
We open by naming the event, the format, the number of seats, and the specific reason this person is being invited. No discovery questions. No attempt to close attendance on the call. The yes we are after is 'send me the details', not 'I'll be there'. Pushing for the second one on a cold call loses both.
What does not work
- Opening with "do you have 30 seconds"
- Calling it a thought leadership event
- Mentioning that industry experts will be presenting
- Anything that makes it sound like a webinar in disguise
Onshore matters more here than anywhere else in outbound. Offshore callers can fill a webinar. They do not fill a private table of Australian CXOs.
Fit check
Is this for you?
Best for
- You have a defined target account list
- You want senior decision makers in the room
- You are running a focused B2B event, dinner, or roundtable
- You want support with outreach, follow up, and confirmations
Not for
- You want open registration volume over attendee quality
- You do not know who you want to invite
- Your event positioning changes every week
- You are looking for broad consumer event promotion
Why it works
Why roundtables work
Executive roundtables work because they create a smaller, higher quality environment for commercial conversation than broad event marketing. Instead of attracting mixed attendance, they bring together a defined group of senior decision makers around a relevant topic, challenge, or industry theme. That makes the event more valuable for both the host and the attendees. For B2B companies selling complex or high value services, roundtables are often one of the best ways to build trust early, create peer level discussion, and open conversations that would be harder to start through standard outbound alone. The key is not just running the event itself but making sure the right people are in the room. Structured outreach, follow up, and confirmation management improve attendance quality by moving beyond generic invites and focusing on real fit, timing, and relevance. This gives sales and marketing teams a stronger pipeline asset and a much more strategic way to engage priority accounts.
57
Invitations sent
14
Positive replies
6
Attendance confirmations
3
Executive referrals added
FAQ
Questions & answers
Common questions about our executive roundtable booking service.
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How roundtable campaigns are priced
Roundtable campaigns are scoped as six week projects against a named list, not monthly retainers. Typical invitation calling budget is $5,000 to $8,000 depending on list size and persona seniority.
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