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Event-based marketing (EBM) is a powerful tool for many businesses, offering a unique opportunity to connect with potential customers face-to-face.
However, did you know that the majority of leads (often cited as between 60% to 80%) are not followed up by company representatives after an event?
This lack of follow-up often results in the loss of valuable opportunities to convert prospects into customers.
EBM allows for a more personalised approach to marketing, helping you engage with new prospects and form meaningful connections. However, without a well-structured follow-up plan, all your hard-earned efforts could be wasted. Many businesses claim they follow up with leads after an event, but do they do so efficiently? The key to success lies in effective post-event planning. To help you make the most of your event leads, we’ve put together some tips:
Don’t wait until after your event to plan your follow-up strategy—by then, it’s already too late. Most leads gathered at events are “hot” and need to be contacted within 3-4 days to maintain their interest. Therefore, it’s crucial to have your follow-up plan ready before the event begins.
For the especially organised, consider setting up an automated email system that sends a thank-you message immediately after capturing new data. This email should thank attendees for visiting your stand or booth and inform them that a dedicated sales representative will reach out within a specified timeframe.
Prompt follow-up is essential for turning prospects into paying customers. The longer you wait to contact your leads, the more likely they are to be captured by a competitor, especially since attendees are likely to have joined multiple mailing lists during the event.
A quick response not only prevents competitors from swooping in but also leaves a positive impression, showcasing your professionalism and efficiency. To achieve this, you need a well-thought-out follow-up plan that includes:
• Clear Objectives: Know what you want to achieve with each interaction.
• Appropriate Formats: Decide how you’ll communicate (e.g. email, phone, social media).
• Compelling Content: Craft content that resonates with your audience.
• A Thoughtful Sequence: Plan the order in which you’ll send your follow-up communications.
There is no “one size fits all” when it comes to follow-up strategies. While a blanket email may save time, it’s not the most effective way to engage your leads. Each prospect is unique, so your follow-up campaign should be designed to qualify leads by offering them options for further engagement.
Follow-up emails are a great way to remind prospects of the details you shared at the event. However, avoid overloading them with reused or outdated content. Instead, focus on driving action with fresh, relevant materials like white papers, case studies, infographics, demos, or videos.
You can further personalise your approach by including the name of the assigned sales representative in each email, along with their direct contact information. This adds a personal touch and makes it easier for prospects to reach out.
Every follow-up email should include a clear and specific call to action (CTA). Whether it’s “Download our free white paper,” “Request a demo,” or “Watch our 3-minute video,” your CTA should align with the content of your email and encourage the prospect to take the next step. The responses you receive will help you prioritise which leads to contact first.
Mapping out your follow-up approach can help clarify your strategy. Start by outlining the basic steps and then fine-tune the sequence of your follow-up communications. A marketing automation platform can be invaluable for managing this process.
The goals of your follow-up sequence will vary depending on your business model, but your primary aim should be to deliver value, educate your prospects, and differentiate your brand from the competition.
Don’t assume that a lack of response after your first follow-up means the prospect isn’t interested. Busy schedules or a flooded inbox can easily cause a message to be missed. Plan for multiple follow-ups—spaced out appropriately—before moving on. Vary your messaging to keep it fresh and engaging.
Once your event-based marketing strategy is in place, it’s crucial to continually analyse its effectiveness and make adjustments as needed. By interpreting the data related to your follow-up efforts, you can eliminate guesswork and develop more effective strategies for reaching your prospects in the future.
If a lead goes cold, don’t write them off completely. Schedule periodic check-ins to see if their circumstances or needs have changed. Sometimes, a prospect might not be ready immediately after the event but could become a valuable customer later on. Regular, non-intrusive follow-ups keep you on their radar.
The Importance of an Effective Follow-Up Strategy
Event-based marketing is a powerful tool for improving brand recognition and driving ROI. However, the impact of your efforts before, during, and after the event can be amplified with a well-executed follow-up strategy. Don’t let your event leads go cold—start planning your follow-up strategy today to maximise the value of your event marketing efforts.
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