How to follow up with conference leads

image

How to Follow-up With Conference Leads Using Direct Mail

  1. Segment and Personalize. The first thing you need to do is plan how you are going to segment and personalize leads…
  2. Put Aside Some Follow-up Time. One of the most important considerations is that you cannot just send out random…
  3. Write General but Editable Copy. Before the event, you’ll also want to…

Here are some factors to keep in mind:
  1. The Right Timing for Conference Follow-Ups. …
  2. Remind Prospects Who You Are. …
  3. Tailor Your Approach for Cold Contacts. …
  4. Offer Something of Value. …
  5. Make a Clear Call to Action. …
  6. Apply This Advice to Phone Calls Too.
Apr 10, 2019

Full
Answer

Why do you follow up with conference attendees?

A specific reason to follow up. For other conference attendees, my mission is clearer: they mentioned specific business opportunities (an invitation to speak at a university, give a talk for a large company, etc.).

What is it like to attend a conference?

Summary. Attending a conference is a whir of activity — flying to a destination, engaging in several days of nonstop networking, and coming home to an inbox that has spiraled out of control in your absence. Back at work, most of us immediately go into catch-up mode;…

What happens to your inbox after attending a conference?

Attending a conference is a whir of activity — flying to a destination, engaging in several days of nonstop networking, and coming home to an inbox that has spiraled out of control in your absence. Back at work, most of us immediately go into catch-up mode; the last thing on your mind is following up with the people you just met.

image


How do you follow up with leads after a conference?

How to Follow Up With Conference Leads (The Right Way)Don’t send a blast email. You know what a blast email is, because you’ve gotten blast emails in your inbox. … Don’t hand your leads off to sales right away. I’ve written about why handing off leads to sales right away is a baaad idea. … Qualify for fit and interest.


How do you follow up with your leads?

6 Ways to Effectively Follow Up with Your LeadsCategorize your leads. Categorizing your leads makes a follow-up strategy easier to coordinate across your team. … Offer multiple follow-up channels. … Schedule your conversations with leads. … Avoid sales pitches. … Share your content. … Review your call analytics.


When should you follow up after a conference?

It’s best to follow up as soon as possible after the meeting. You can do so by sending an email or LinkedIn message, or even by making a phone call. Express your appreciation for their time and include details pertaining to the conversation you had.


How quickly should you follow up with a lead?

A good marketing goal: call every lead within four days … Reaching a business lead within four business days significantly increases the likelihood that this lead will become a sales prospect. After seven business days, lead responsiveness dropped twenty percent.”


How do you follow up on warm leads?

Here are some simple rules for following up with warm leads:Send an email RIGHT AFTER the phone call mentioning some specifics of the call and detailing next steps. … Follow up again 3-5 days after that first email if there is no response.After that, follow up weekly until you get a response.More items…•


How often should I follow up with leads?

In most circumstances, every day will be far too often, and once a month is not often enough. I find that once per week or so is appropriate in most circumstances. The best thing you can do in terms of spacing out your follow-ups is to understand your prospect’s timeframe.


How do you politely follow up a meeting?

Forward the original email (see reasons above why this isn’t a great idea) Provide the initial email (as an attachment, or pasted below your follow-up email) Provide a reminder of the crucial points (meeting details, for example) Give an external link to the essential information (an event website or invite)


How do you follow up with someone professionally?

Here are some key things to keep in mind when you reach out to someone for the second (or third, or fourth) time.Have a compelling subject line. … Be mindful of your tone. … Keep it short and use simple language. … Make a clear ask. … Give them an out. … Be judiciously persistent.


How do you write a follow up event?

How to Write an Event Follow Up Email After a MeetingClearly define why you are following up.Understand your lead’s mindset.Timing is Everything… and Relative.Be personable.Be personal.Show people that you actually care.Keep it simple.Keep it direct.More items…•


How do you follow up without being annoying?

6 tips for following up on email pitches without being annoyingWait 2-3 days before following up. … Acknowledge the reporter’s time. … Pitch a different approach. … Keep it concise. … Make it skimmable. … Ask open-ended questions.


How do you follow up leads in an email?

Keep it short and sweet. All sales emails should be short, but follow ups should be even shorter. … Make replying a one-stroke task for recipients. … Be brutally honest. … Acknowledge their interest. … Show absolute belief in your product’s fit for the prospect. … Follow up from a sales call. … Add value. … Walk away gracefully.


How do you follow up leads in an email?

Keep it short and sweet. All sales emails should be short, but follow ups should be even shorter. … Make replying a one-stroke task for recipients. … Be brutally honest. … Acknowledge their interest. … Show absolute belief in your product’s fit for the prospect. … Follow up from a sales call. … Add value. … Walk away gracefully.


How are your leads followed up meaning?

Lead follow up is reaching out to a lead who has previously interacted with your brand. Even though sales reps don’t dread these sales calls as much as they might dread cold calling, sales people still generally regard them as difficult.


How do you follow up properly?

Here are some key things to keep in mind when you reach out to someone for the second (or third, or fourth) time.Have a compelling subject line. … Be mindful of your tone. … Keep it short and use simple language. … Make a clear ask. … Give them an out. … Be judiciously persistent.


How do you do a follow up?

Here are five simple steps to effectively follow-up after a sale.Send a note to say thank you. Some companies send emails. … Check in. It’s a good strategy to call clients a week or two after the sale and find out how everything is going. … Keep the lines of communication open. … Think second sale. … Ask for referrals.


1. Categorize Your Leads

Your first goal when a conference or trade show ends is to determine who you connected with and which leads have the potential to turn into a sale.


2. Qualify Your Sales Prospect Leads

With your list of sales prospect leads in hand, it’s time to gauge each prospect’s interest in your product or services so you can identify where they are in your sales pipeline. In other words, further categorize your sales leads as cold, warm, or hot depending on how ready they are to buy a solution to a problem they’re having.


3. Match Leads to the Best Follow-up Strategy

When you know which stage of the buyer journey sales prospects are in, you can connect with them in the best way to move them to the next stage. Every lead doesn’t need a phone call, but some leads absolutely need a phone call sooner rather than later.


4. Send Post-Event Email Marketing Follow-up Messages

Within a week of a trade show or conference, it’s important to send a series of messages to warm and cold sales prospects to start building on the relationship you started at the event (note that hot leads should be contacted one-to-one, not in bulk email marketing follow-up campaigns).


Key Takeaways to Follow up with Leads After a Trade Show

The key to following up with leads after a trade show is to take the time to understand who each lead is and where they are in the buying cycle (if they’re a sales prospect). With that information, you can plan a follow-up strategy with phone calls and email marketing that enables you to close more sales now and in the future.


The Right Timing for Conference Follow-Ups

When it comes to getting in touch with people after a conference, timing is everything. Which often means waiting longer than you’d like to.


Remind Prospects Who You Are

We all think we’re memorable. (I mean, you’re opening sales joke one-liners gets them every. single. time.) But the truth is that it’s hard to remember people from a conference. You might meet a dozen people over the course of a few days, and they all start to blend together.


Tailor Your Approach for Cold Contacts

If you spent time talking with someone, they probably don’t need much context for your email. If they remember you, they’ll probably know why you’re emailing.


Offer Something of Value

It feels like everyone you meet at a conference wants something from you. The same is true of post-conference follow-ups.


Follow Up Multiple Times

People are busy. Especially when they’re getting back from a conference.


Apply This Advice to Phone Calls Too

While you’re likely to follow up with a conference lead via email, you might prefer to get in touch with a phone call.


1. Segment and Personalize

The first thing you need to do is plan how you are going to segment and personalize leads you acquire. Segmentation can be done on their readiness to buy, what services they need, or on particular demographics that are interested in your business.


2. Put Aside Some Follow-up Time

One of the most important considerations is that you cannot just send out random messages throughout your regular daily schedule. It takes a lot of time to organize your follow-ups. Put aside at least half a day, if not a whole day to concentrate your efforts on writing and sending out your direct mail follow-ups.


3. Write General but Editable Copy

Before the event, you’ll also want to have editable, direct mail copy ready that you can send out. You won’t use it unedited, but by having key points listed and by knowing what you are going to say to each segment, you can speed up sending out the campaign once you’ve returned from the conference or trade show.


4. Create a Call-to-Action

The best direct mail pieces need a call-to-action that is straight-forward and not too intrusive to the reader. For instance, asking them to make a purchase immediately might be too aggressive. Instead, consider asking them to subscribe to your mailing list, follow you on social media, or schedule a time that you could speak to them.


Conclusion

Direct mail is still very effective as a sales nurturing tactic; especially after a conference or trade show since most companies just send an email. The challenge is that it still has to be designed well, so your prospect takes action and moves further down your sales funnel.


Swift follow up

You want to reach out to your trade show and conference leads while your initial conversation is still relevant. New research from Cvent on 2,000 business executives found that “nearly half (47%) wanted to be contacted within a few days” while nearly a fifth said “they like to connect with a contact…within 24 hours after the event has ended ”.


Use an email touch point

With such a quick turnaround needed for following up with conference leads, the fastest and most effective way to reach back out is via email. Prepare ahead of time with your email messaging sequence and value propositions so these can be quickly sent out post-trade show/conference.


Personalize

With a tight timeline on the turnaround for reaching back out personalization will be key to making sure your message stands out from the rest. Adding that personal touch to your email communication communicates to your prospect that you listened to them during your conversation.


Nurture through the funnel

So, you’ve followed up quickly with a personalized email, now what? All too often, trade show and conference leads are thrown to the wayside as we want to purse hotter leads. What is missing from this equation is a marketing plan to nurture these leads through the funnel.


Download Our Step-By-Step Guide for Ideal Inbound Lead Follow-Up Strategy Now

Using our expertise in lead generation and sales, we’ve tested several strategies in our own business and on behalf of our clients. Across the board, we found that the ideal inbound lead follow-up strategy requires 2 things:


Improve Productivity By Creating an Action Plan

The complaint that business meetings are unproductive is an extremely common one. In fact, according to the Harvard Business Review, this is the view of 71 percent of senior managers, and it should come as little surprise that plenty of their employees agree with this assessment too, finding many meetings to be a waste of their valuable time.


Be Clear on Who is Responsible for the Follow-Up

For your follow-up process to work, you need to be clear about who is responsible for it. In many cases, this will be simple, as the follow up will be the responsibility of the person who organized and called the meeting, but this is not always the case, especially when the follow-up work is going to be extensive.


Carry Out Multiple Different Follow-Up Activities

It is important to understand that following up after a meeting should not consist of a single activity – at least in most cases. The majority of productive and useful meetings will require several different follow-up activities, and while these will depend on the nature of the meeting, they may include the following actions:


Do Not Be Afraid to Follow Up More Than Once

Within sales-based organizations, there is a common statistic, which is that 80 percent of non-routine sales occur only after the business has followed up with a prospect at least five times. The reason this is so widely shared is that studies also indicate that most sales follow-up attempts end after only one or two follow-ups.


Final Thoughts

A focus on better meetings can form a key part of most attempts to improve productivity in the workplace. One of the most effective ways to do this and avoid common complaints about time-wasting is to enhance your follow-up.

image


Segment and Personalize


Put Aside Some Follow-Up Time

  • One of the most important considerations is that you cannot just send out random messages throughout your regular daily schedule. It takes a lot of time to organize your follow-ups. Put aside at least half a day, if not a whole day to concentrate your efforts on writing and sending out your direct mail follow-ups. You should make sure you do this a…

See more on mann-co.com


Write General But Editable Copy

  • Before the event, you’ll also want to have editable, direct mail copy ready that you can send out. You won’t use it unedited, but by having key points listed and by knowing what you are going to say to each segment, you can speed up sending out the campaign once you’ve returned from the conference or trade show. Also, ensure that you mention the following: 1. The conference/trade …

See more on mann-co.com


Create A Call-To-Action

  • The best direct mail pieces need a call-to-action that is straight-forward and not too intrusive to the reader. For instance, asking them to make a purchase immediately might be too aggressive. Instead, consider asking them to subscribe to your mailing list, follow you on social media, or schedule a time that you could speak to them.

See more on mann-co.com


Conclusion

  • Direct mail is still very effective as a sales nurturing tactic; especially after a conference or trade show since most companies just send an email. The challenge is that it still has to be designed well, so your prospect takes action and moves further down your sales funnel. Give us your feedback: Do you use direct mail for lead follow up? What kind of success have you had?

See more on mann-co.com

Leave a Comment