The banner stands are down, the swag is tucked away, and your wheelie bag is packed for the return journey. Your feet might never forgive you for breaking in those pristine leather shoes on the trade show floor, but the excitement of connecting with prospects and potential partners makes it all worthwhile. You're riding high, and for good reason—events can achieve up to an 11% conversion rate, far surpassing the 0.8-3% from other lead generation methods. However, this post-event enthusiasm often fades as teams dive back into their daily routines. Without structured follow-up, many companies fail to fully capitalize on their event ROI.
Why do companies fall down at post-event follow-up? Here are our three top reasons:
Lack of ownership
Poor coordination
Limited process
Ownership
Assigning someone to look after show ‘logistics’ is underselling the importance of the role. We advocate viewing the event through the lens of a campaign and there needs to be a clear owner. This professional should have a grasp of the end-to-end campaign journey, from setting objectives to determining how success will be measured, articulating the messaging, and ensuring consistent communications. Having a dedicated owner brings strategic perspective and accountability. It’s a big job deserving recognition and oodles of respect.
Coordination
The owner needs to work in lock-step with the rest of the team to ensure everyone is focused on hitting the show objectives. That means adequate booth coverage, answering customer queries, and ensuring meetings happen. Coordination extends to post-show activity, too.
We recommend the owner sit down with the team before everyone heads for the airport (or set up a call for folks when they return home) to review each team member's interactions. The team can then agree on who will follow up with whom, how, and when. We suggest the owner records each interaction, preferably in the CRM, for tracking and measurement.
Process
During the meeting, the owner and team can segment leads based on who they are (ICP/sweet-spot customer, partner, and industry contact) and further qualification criteria. Keep it simple. For example, high-, medium-, and low-interest. The next steps depend on many factors, but may look something like:
ICP + High Interest = Schedule a follow-on meeting and send a “one-pager” so they can socialize your offering internally
ICP + Medium Interest = Send a piece of high-value content targeted to their needs to further interest and schedule a follow-up call in a couple of weeks
ICP + Low Interest = Send an email that shows you appreciate the connection and make a note in the CRM to forward relevant content regularly
A personalized approach increases the chances of converting show interactions into leads, and opportunities.
So, as you pack up your wheelie bag and bid farewell to another trade show, remember: the follow-up is where the real work begins. With ownership, coordination, and process in place, your post-event efforts can lead to better results. Don’t let the buzz fizzle out — turn it into a success story.
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