The biggest mistakes that companies make when it comes to post-event follow-up are not doing it at all or not preparing to do it prior to the actual event.
To prepare to implement a successful post-event follow-up campaign, you should do two things: 1., score and qualify leads prior to your event, and 2., create your post-event campaigns ahead of time.
Why is scoring and qualifying leads prior to your event so important?
Hopefully, your event will generate new leads. If, prior to your event, you have a solid list of registered leads that are qualified and scored according to specific criteria, it should be relatively easy for you to incorporate new leads generated at your event into your list. Having a solid list prior to your event will also make it easier for you to make changes to the profiles of existing registrants based on additional data gathered at your event. The more accurate and prioritized your list is at the onset, the easier it will be for you to follow up appropriately once your event is over.
What are the advantages of creating your post-event campaigns ahead of time?
In Vendere Partners’ experience, well-executed post-event follow-up campaigns can convert 40% or more of the leads on a company’s event leads list into sales. Most leads are converted right after an event. Having your post-event follow-up campaigns planned out prior to your event can significantly speed up your ramp-up time and help you get the most returns out of your investment in post-event follow-up.
What types of post-event follow-up campaigns should you launch?
If your event marketing and event registration campaigns were successful as a result of e-marketing, using an e-mail marketing campaign in conjunction with a telemarketing campaign may be all it takes for you to push leads through to the next phase of your company’s sales cycle.
If, at your event, you discover that people are interested in interacting with a specific product and solution rather than just learning about it, you may decide to host an interactive, post-event webinar or provide a free video demonstration. Prepare for this probability and save time by drawing from your existing content, i.e., blog posts, case studies, and white papers, etc., and creating a basic presentation in your preferred format that you will be able to edit easily and produce rapidly post-event.
After your event and post-event follow-up campaigns are complete, analyze your results to determine what worked and didn’t work and what you can do better next time. Did you accomplish your goals? Did your event meet or exceed your expectations, or did it fall short? Why or why not? What did you learn from your competitors? What was your lead-to-sale conversion rate?
Companies have a tendency to focus more on event audience acquisition and less on post-event follow-up even though they are probably equally important. Start with a great leads list and prepare for post-event follow-up prior to your event, and you’ll improve your chances of turning your event into a real success story.