How to boost post-event engagement and nurture customers into leads

Just because the event is over doesn’t mean your work is. Post-event engagement is one of the most important steps in the sales process.

corporate-eventWhat is post-event engagement?

The importance of engaging leads after events

Picture the scene: you’ve made a big splash at the last event you and your business attended. You’ve gathered a fantastic set of new B2B leads. Your products and services wowed the crowd thanks to solid event planning, setting clear goals, and making your business undeniable to visitors.

But now it’s time to really nurture those leads and turn them from simple contacts into paying customers. This is where post-event engagement kicks in.

Post-event engagement is all about contacting and nurturing your new leads and pushing them further down the funnel towards conversion. It’s about keeping your brand and products and services in the minds of your show-won contacts.

Engaging with your event guests is one of the most important ways to get them to convert.

Plotting your post-event lead nurturing strategy

Every after event strategy will differ from company to company. After all, every business’ experience at a trade show or digital event will be different. There is not a one-size-fits-all approach that can be applied to your engagement strategies.

However, there are some elements that can be applied that may result in success for you and your business. These can be mixed and matched in a single package and other activities you may be undertaking anyway.

One thing is clear: laying out a solid event engagement strategy should be able to help you from turning any leads you’ve picked up into paying customers. Let’s take a look at how you can reach your contacts and up your after-show engagement with a few simple strategies.

Post-event engagement strategies

Send a thank you email

Your contacts took the time to reach out to you at the event, whether that’s contacting you digitally via an online show, or coming to meet you face-to-face at a trade show. The least you can do is drop them a quick message.

This is more than simply being polite. It’s all about keeping your business at the forefront of their mind. Dropping them a quick note to say thank you, plus an invite to keep the conversation going, can act as a gentle reminder that the contact spoke to you. Now you can start offering more product or service info to boost customer satisfaction or even to overcome your potential new customer’s pain points.

Personalise your post-show communications

Personal engagement is what drives business. If you are going to send a thank you email, try and personalise it as much as you can. The human touch, even if that comes digitally either via a mobile app or social media accounts, is still very important. You want to treat your customers like a person, rather than a number.

Hit them with tailored content

If you’ve done your event data gathering properly, i.e. grabbing your contacts’ business areas, requirements, problems, and contact details, you can start to tailor content towards them. Keep reminding them what your business can do for them and help them overcome any challenges they’re facing. Good content is about solving problems after all.

Whether that’s white papers, tailored blogs, sponsored videos, use your new contacts details to tailor your message. Also, if you shared any relevant slides, decks, polls and presentations at the event, or any brochures or product details, reshare them. Your leads may appreciate having that information again.

Remember: post-event engagement is partially a brand awareness exercise. Send your audience a post event survey. Keep your contacts alert. Keep them engaged. Keep them wanting to know more.

Engaging with your audience long-term

All companies will have different lead nurturing cycles. However, there are some other ways you can reach leads and steer them towards converting over the longer term.

Here are some quick tips on how to do just that.

    • Segmentation is king – Organising your show leads is very important. It’s vital you get a good handle on your leads, who they are, what they want, their job roles, challenges, seniority, buying authority, and so on. Segment your data to make targeting an easier prospect.
    • Remember the funnel – Engaging with your leads after a show means you’re trying to move them down the buying funnel. Consider the different stages, and try to understand where your leads are down the funnel. That will help you tailor marketing and sales operations to their specific needs and lead status.
    • Automation technology can help – Segmenting and targeting can be improved with data and marketing automation software. You want to be careful not to over-engage with leads. You don’t want to put them off. Automation will aid mass marketing campaigns – but crucially mean you don’t double up your outreach.
    • Make sure your marketing and sales teams are on the same page – It’s common sense, but your marketing team is there to generate leads for your sales team. However, your sales team may have specific business areas or client types they want to target. Link up your marketing and sales teams for the best results.
    • Test, test ,test – Monitoring, measuring, and testing is integral to successful post-show marketing. Keep a close eye on how your nurturing strategy is performing. That way you can identify what is and what isn’t working, what content you can swap in and out, and really optimise your post-event engagement.

Hopefully, you’ve found all the above useful. We’d like to reiterate that there is no hard and fast after-show engagement and marketing rule. Whatever works for you will likely be whatever you can adapt that meets your specific goals.

These principles can be applied whether you showcased or attended a virtual event, an in-person trade show, or hybrid events. The lesson remains the same: cleverly collate your data; segment it; engage with it; capitalise on it.

Crowdsol: a new way to connect

Here at Crowdsol, we utilize all of our world-class event management experience, to design smart, flawless engagements across all kinds of gatherings.

Contact us today to see how we can help take your B2B lead generation to the next level.