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How to Prioritise AI Agent Projects in Event Marketing

Writer: Caylee Donaldson
Caylee Donaldson
6 hours ago
2 min read

You cannot deploy nine use cases at once. You shouldn' t try. The challenge for most marketing leaders isn't a lack of ideas — it' s a lack of disciplined prioritisation. Below is the framework I use with every client team to sequence their first wave of agentic deployments.

 

Plot every potential AI agent use case against two axes: strategic impact (low to high) and effort to deploy (low to high). The four quadrants tell you exactly what to do next


Four-quadrant strategy chart on navy background: Quick Wins, Strategic Bets, Fill-Ins, and Reconsider, with example AI projects.


Quick Wins (Top-Left)


High Impact · Low Effort.


Deploy these in the next 30 days. They build internal momentum and prove the model.

 

  • WhatsApp registration FAQ agent

  • Post-event personalised recap emails

  • Social caption generators using past keynote transcripts

Strategic Bets (Top-Right)


High Impact · High Effort.


These are your 6-12 month transformation projects with the largest pipeline returns.

 

  • Full agentic personalisation engine (session + networking)

  • Sponsor matchmaking with intent-based ROI attribution

  • Salesforce/HubSpot lead qualification agents


Fill-Ins (Bottom-Left)


Low Impact · Low Effort.


Useful side quests for junior team members and stretch projects. Don' t make these your priority.

 

  • Internal Slack assistants for the marketing teamll-Ins (Bottom-Left)

  • Speaker bio polish prompts

  • Auto-generated event landing page copy variants


Reconsider (Bottom-Right)


Low Impact · High Effort.


Beware vendor hype. These look exciting but rarely move the needle for B2B marketing teams today.


  • Custom voice agents for venues

  • Bespoke LLM training on proprietary content

  • AR/VR-integrated AI experiences for B2B audiences


🎯 THE 60- MINUTE WORKSHOP

 

Take this matrix into your next marketing leadership meeting. Spend 15 minutes brainstorming every possible AI agent use case on sticky notes. Spend 30 minutes plotting them on the matrix together. Spend the final 15 minutes ruthlessly committing to the top 3 Quick Wins for the next quarter and 1 Strategic Bet for the year. Walk out with a sequenced backlog, not a wish list.

The discipline


Don't start in Strategic Bets. Start in Quick Wins, prove the m

uscle, then earn the right to take on the big ones. Most teams that fail on AI agents fail because they tried to start in the top-right quadrant.

Need help plotting your own use cases on the matrix? Get in touch and we'll run the exercise with you.

Sources & further reading


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