B2B Sales, Lead Generation and Marketing Blog

The 4 Stages to Successful Event Marketing: Follow-Up after the Event

Posted by Vendere Team on Wed, Feb 2, 2011 @ 11:02 AM

This article appears as part of the four-part series: The 4 Stages to Successful Event Marketing: Mini-Seminar. Previous posts:

  1. Planning
  2. Promoting
  3. Sales Presentation

event marketing continuum

So you've lured all of these prospects to your lunch and learn, or mini-seminar.  How best to follow up with them now? 

Vendere Partners has tailored plans for our clients aimed at increasing event attendance, but not only that, our hybrid lead generation reps are also very adept at following through on event attendees.  All things considered though, it is much the same as a normal follow-up funnel. This is obviously an importrant part of the continuum, and sadly one of the most neglected aspects.

These are some things you might pay particular attention to:

1. Engage them at the event, if possible, and fill out some sort of lead qualification form to capture necessary information. 

You certainly want to ascertain some key pieces of information at the event through chatting with prospects: Are they decision-makers?  Where exactly do their needs lie as it relates to your solution?  What is the next step in the process?  Have a form ready to fill out immediately after speaking to prospects where you can log this data.  Some call it a lead qualification form; others call it an opportunity assessment.  Whatever you call it, fill it out accurately.  It pays dividends in the end.

2. Drop them into a call flow. 

Have your lead generation reps drop them into their normal call flow as a warm lead.  Make sure to include all of the information you've gleaned at the event so that reps have a point of reference.

3. Source your leads. 

Let me say this again, because it is self-evident to marketers but oft missed: in your CRM, assign a unique source to these leads.  Source them by event, location, and date of the event.  This will help you in the long-run with A/B tests.

4. Send a "thank you note" and include a powerful call-to-action. 

You can send an email or a snail mail "thank you note."  Either way, the important piece here is to have a powerful call-to-action: a time-sensitive discount creates an artificial compelling event, or if you're not in to discounting, you can press for a free trial.  Make sure that you include the most powerful call-to-action available to you.  If possible, tell attendees AT THE EVENT to expect a thank you note which has instructions on what to do next to get involved with your product or service.

5. Give yourself a deadline for follow-up activities. 

Don't get lazy here.  If you are doing the follow-up yourself, set a deadline of when you will have all "first calls" to prospect-attendees finished.  If you have hired an outside firm or an inside lead gen agent to do your follow-up/nurture track, set a deadline for them.  Too often, viable leads fall out of the funnel or get stale.

6. Evaluate your performance. 

As with any marketing campaign, you are always evaluating success based on cost-per-lead (CPL) or cost-per-opportunity (CPO), whichever flavor you like.  Look for key conversion metrics from the beginning of the campaign until the end:

event marketing metrics

We hope that you have enjoyed the series. We encourage you to consider event campaigns in the future for the tangible benefits they offer your company!

Topics: sales and marketing alignment, events

Free Downloadable Whitepaper: The 4 Stages to Successful Event Marketing