Mastering Event Follow-Up: Strategies for Maximizing ROI

Alright, folks, let’s dive deep into the wonderful, albeit complex, world of event follow-up—the phase that can either make your event ROI soar or crash and burn like an undercooked soufflé. We’ve all been there, standing amidst the post-event chaos, wondering how to turn those promising leads into actual sales. So let’s talk about what really happens after you dismantle that booth and head back to the office. Here's where the rubber meets the road in terms of converting interest into income.

The Art and Timing of Follow-Up: Avoiding the Overzealous Sales Tactic

So, you’ve just wrapped up an amazing event. You made connections, collected leads, and possibly indulged in a bit too much networking ‘refreshment’. But when should you actually kick-start your follow-up?

The consensus leans towards initiating contact pretty promptly—but not too promptly. Imagine you just walked out of an event, and you’re already getting bombarded with calls. Instant turn-off, right? A light, friendly touch within 24 hours is a good start. Maybe a "great to meet you" note sprinkled in with a tidbit from your chat to make it genuine. You want to remind them that you’re a person, not just a sales robot.

Remember, your contacts probably have a life—a concept I sometimes envy. They're traveling, catching up on missed work, and figuring out why their inbox looks like a war zone. So give them a bit of breathing room before the ‘buy my stuff’ email lands. Maybe let a couple of business days slip by. It’s a delicate balance because you don’t want to wait so long that they forget who the heck you are..

▶️REPLAY: Check out our latest webinar on Maximizing Event ROI. Replay it here.

Identifying the True Potential: Are They Ready to Buy?

Now, about deciding who actually wants to buy what you’re selling. Not everyone is sales-ready; some are just there for the free beer and swag, much like my attendance at webinars. You can often gauge readiness with a few well-placed questions. What sessions did they attend? Which booths captured their interest? If someone’s just gathering info, they’re likely not ready to whip out the company credit card.

It’s much like sizing up friends at the bar—does this person want to chat, or are they just eyeing the TV above your head? Use those clues to tailor your follow-up. If they say they're just researching, well, maybe give them a bit of time since a decision might not be right around the corner.

Automation and Personalization: The Dynamic Duo

Automation is your best friend here, like a helpful bartender who knows exactly when to bring the next drink. Set up your systems before the event even kicks off. This ensures no lead gets left behind while you’re decompressing after a whirlwind few days.

But where does personalization come into play? Well, it's pretty much everywhere. Automation can handle the basics—like sending an immediate thank you for visiting message or a reminder about what you offer. But genuine engagement comes when you tailor follow-ups based on the unique conversations you've had. Think of it as the difference between a crafted cocktail and a Rum and Coke.

Metrics That Matter: Success Beyond Dollars

The money question—how do we measure success? Pipeline generation is the North Star, but there’s more. Look at pipeline influence—did your presence help push existing prospects down the funnel? Maybe even adjust your metrics to track unique website traffic spikes post-event and measure brand awareness.

Also, consider conversion rates from lead to conversation. How many of those people you met actually wanted to chat later? Open rates can be deceiving, a lot like that elusive perfect pickle recipe, because they don't always correlate with sales.

Crafting the Culture: Sales Meets Strategy

Your sales team won’t follow up on leads just because you said so. You need to embed lead follow-up in your culture, like the way pizza is embedded in mine. Celebrate actions taken within your CRM system. If it didn’t get logged there, it didn’t happen.

Setting clear targets pre-, during, and post-event is essential. Incentives work wonders too. Maybe gamify your follow-up process. If you don’t want to end up shaming non-performers, create a wall of fame for those leading the charge. Who doesn't want to be at the top of a leaderboard? Especially when there might be a prize at the end—people tend to work a little harder when there’s a carrot to chase.

Tools and Tech: Automation and AI in Action

When it comes to tools like event•hapily and your CRM, you have to think of them as your behind-the-scenes crew, the unsung heroes of event follow-up. They’re the ones making sure those leads don’t end up as just another name on a list. From automating emails to figure out which deals to chase—using these tools effectively can turn data chaos into organized pipelines.

AI plays a role, too, kind of like that friend who remembers the name of everyone at the party. It's capturing notes and helping you craft follow-ups that don’t feel generic. Imagine recording a quick voice memo post-conversation, and having that note shape the follow-ups—automated, yet personal.

Avoiding Common Pitfalls: Keep It Human

The first mistake? Not keeping it authentic. Tell people you met them when you didn’t, or overwhelm them with noise instead of signals of value, and you’re alienating them quicker than you can say unsubscribe. Consistency is golden. Even if someone doesn't respond right away, it doesn't mean they won't later.

Another common trip-up is not using the data effectively. Often, there's no plan for capturing leads at the event itself, and when they come back, they're faced with a mess of data points rather than a clear strategy.

The Way Forward: Innovation in Follow-Up Strategy

For a truly innovative approach, weave experiences with personal engagement. You know the drill—small, thoughtful gestures like a handwritten note or targeted swag can cut through the clutter. Tailoring experiences for repeat attendees adds a layer of exclusivity and personal connection.

Think about pre-event planning that involves your CRM, tailored strategies based on previous interactions, or even creating special experiences at the next event for those familiar faces. It's about leveraging creativity, data, and technology to build relationships, not just sales.

In conclusion, the event might end, but the journey of transforming leads into fruitful customer relationships is just beginning. Handling it right means being human, authentic, and genuine in every interaction. It means knowing when to let tech take the reigns and when to let that personal touch shine through. And above all, it means continually redefining what success looks like in this dynamic dance of connection and conversion.