post-event follow-up plan
TRANSCRIPT
YOUR POST-EVENT FOLLOW-UP PLAN
STAYING CONNECTED AFTER THE EVENT
One of the great advantages of both virtual
and in-person events is the myriad of ways to
collect and track the valuable insights that
attendees offer throughout your event. From
the moment they register, to each time they
check-in to a session, download a video, or fill
out a survey, you have all the intelligence to
engage in a truly informed and personal way –
long after your event has ended – that
highlights just how invested you are in their
needs and goals.
That’s why it’s important to plan in advance for
how to not only keep in contact with
attendees, but to stay connected through
personal, relevant follow-up.
One of the least effective things you can do is follow up with
an attendee by promoting content or assets that have no
relevance to the sessions they attended, the content they
viewed/downloaded, or the feedback they gave through
polling and surveys. Through these insights, you’ve now
captured enough data on attendee engagement to create
highly personalized follow-up.
Prior to the event, design multi-channel follow-up campaigns
that are segmented based on the sessions your attendees
viewed. Doing so enables you to then send them relevant
content or offers immediately post-event (or even during the
event).
RELEVANT AND TIMELY FOLLOW-UP
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During registration, an attendee has
indicated an interest in sales and
marketing alignment. Once your event has
ended, go one step further than a “thanks
for attending” email with a personal note
from an account manager or sales rep
offering an ebook your team, partner or
trusted source recently put out on “Why
ABM is Key to Sales and Marketing
Alignment.”
Offer to jump on a call to discuss other
possible strategies, pain points or interests.
FOR EXAMPLE:
FOLLOW-UP GOALS
The goals of post-event follow up can vary depending on the initial event
goals, as well as the event type, theme and audience.
Follow-up goals can include:
For those attendees who’ve shown greater intent (perhaps they’ve
attended more than one of your events or have visited your company’s
website and attended your event), you’ll want to follow up with more than
just an email. To further the discussion and turn prospects into
opportunities, arm your sales and SDR teams with customizable follow-up
templates to personally reach out to the highest priority prospects within
48 hours after the event.
Here's an example of a lead follow-up plan that you can use after your
event has ended:
Nurturing leads
Turning leads into opportunities through a CTA like ‘View a Demo’
Keeping the discussion going (stay in touch)
Gathering feedback on the event
Promoting sessions or content that may have been missed
3
Days following event 1
Channel
Message
Offer
CTA
Phone directly from sales
Thank you for attending
message with specific
reference to engagement
with prospect
Schedule a time to connect
1-on-1 meeting for more
detailed discussion
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Email directly from sales
Additional resources
available from your
company (webinars,
whitepapers, etc.)
Email / Phone directly
from Sales
Post-event perspective
via emailor reference
blog post
1-on-1 meeting for more
detailed discussion
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Hot Lead Attendee Follow UpPost-Event Touch Plan:
Schedule a time to connect Schedule a time to connect
1-on-1 meeting for more
detailed discussion
4
Days following event 1
Channel
Message
Offer
CTA
Thank you for attending
message with specific
reference to engagement
with prospect
Join us at event
Invitation for next live
webinar/digital event
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Additional resources
available from your
company (webinars,
whitepapers, etc.)
Newsletter
Post-event perspective
via emailor reference
blog post
Related asset or
blog articleRead More
Learn more: Download our
content/visit our blogStay connected with us
1Touch 32
General Attendee Follow Up (Not Hot Lead)Post-Event Touch Plan:
5
Days following event 2
Channel
Message
Offer
CTA
Sorry we missed you at the <event name>.
Related Asset
Key points covered. Include 2-3 key take-aways made during the presentation/discussion
1Touch
No-Show Follow UpPost-Event Touch Plan:
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The key is to ensure you are following up while the
momentum is still going. This means before your
attendees can tweet “Thanks for another awesome
event!”, you already have an email headed their way.
The easiest way to streamline this process is to pre-build
and replicate dynamic campaigns that trigger
personalized follow-up based on how your attendee
engaged with you.
Build out follow-up templates in advance so that once
you’re ready to hit send on your post-event email, most
of the work has already been done for you.
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Looking for new ways to drive demand to your events and personalize engagement with your attendees? Contact one of our
event experts today to learn more about how Certain can help!
CONTACT US
Certain provides the leading end-to-end event experience platform for data-driven marketers and event professionals. Our software empowers marketers to deliver truly engaging digital and in-person attendee experiences, capturing rich insights and buying signals that lead to greater sales and marketing results.
www.certain.com