What happens after the event is often more important than the event itself. Attendees are buzzing with enthusiasm from your event, but marketers often miss the prime opportunity for targeted follow-up.
Read on to find out how to captivate your audience after your live event…
Post-Event Vision Vs Reality
It's assumed when the event ends and you’re thanking attendees, you’re subscribing them to the newsletter and scheduling demos etc.
So, what ACTUALLY happens?
80% of tradeshow leads are not followed up on
62% of leads, in general, are not followed up on
How Do We Bridge This Gap? When Do You Start Planning Event Follow-Up?
Improving the overall experience and interaction makes it more likely those attending to recommend you and come to future events. So how do you follow up on leads?
A framework that can be used is:
Clear alignment on goals, targets and purpose
Define all aspects of the audience
Identify actions each attendee should take during and after the event
Confirm everyone's role to drive the audience
Assets to drive engagement and education before the event starts
Emails cadence leading up to the event
Ads and social
Sales enablement – call scripts and email templates
Measurement and refinement
Define target registration by channel
Set quote for each team
Ensure tracking for every channel (UTM)
Measure every touch and adjust messaging or audience
Communicate stats often
Personal landing page
Email from executive
1:few & 1:Many
Alignment model: DUCK model
Driver: project manager, the person who gets everyone on check
Ultimate approver: who’s signing off the plan and measuring risks?
Contributor: Actually doing the work and active in kick-off meetings
Key stakeholders: informed of the plan and scope and provide input
Pre-Event Best Practices
Make sure you’re planning and preparing for your event. Here’s a suggested timeline prior to the event:
3-4 months prior - define your audience and identify the action attendee should take.
2-3 months prior - determine assets, creatives and content. Define targets and set up tracking UTM’s for every channel.
6-8 weeks prior - activate promotion channels and measure every touch and adjust messaging or audience. Communicate stats often.
Go Live – execute sessions, engage the audience with polls, Q&As and traceable reactions. Gather feedback.
Post-Event Best Practices And Common Mistakes
Common mistakes lie with poor segmentation (i.e not separating leads who attended the event and those that did not).
Ensure findings are discussed with the broader team to share key insights and takeaways. This ensures all teams are aligned and can learn from the event too. It also means that sales and marketing will be aligned.
It’s now your time to repackage the experience and turn it into an eBook/webinar or a podcast.
Here’s a post-event timeline:
1-week post event –
Apply lead scoring to route follow up
Personalise outreach and offer a mix based on data
2-weeks post event –
Launch strategy to surround represented accounts
Enrol attendees in appropriate nurture
Keep track of leads and opportunities
1-month post event
Activate promotional channels
Even when your event is over, your attendees should continue to benefit from post-event interaction.
This will help you maintain a connection with your attendees and keeps the conversation centred on the educational aspects of your event.
Whether you’re aiming to gain new clients or build your contact list, event marketing may be the solution for you — and most fun for your customers.