Event follow-up play
Turn booth visits, dinners and webinar attendance into meetings while the event is still fresh.
Last reviewed
Run it when
An attendee is scanned, attends a session or a dinner, or registers but doesn't show.
Who owns it
Field or event marketing, with SDRs following up
Best suited: Sendoso
Speed and logging decide this play. Sendoso offers eGifts, which need no shipping, as well as physical gifts and notes, and connects to Marketo and Salesforce so the send sits on the event campaign.
Also works: Swag marketplaces, for pre-event attendee kits where branded merch is the point.
What to send
- An eGift or a small gift with a note that refers to what the person saw or said at the event.
- For no-shows, the content they missed with a short note.
- Branded kits only where brand presence is the goal, such as a virtual event's attendee box.
Steps
- Agree before the event which attendees get which send.
- Sync attendees to the CRM within a day, with the event as a campaign.
- Send within days, not weeks; an eGift can go out by email where the address isn't known.
- SDRs follow up on delivery with a reference to the event.
How to measure it
- Meetings booked from attendees who got a send, against attendees who didn't.
- Pipeline created from the event's campaign in the CRM.
The method behind these numbers is in how to measure direct mail ROI.
Pitfalls
- Sending two weeks after the event.
- One generic thank-you gift to every badge scan.