We all know that following up with leads after exhibiting at a live event is crucial to converting potential customers into actual customers – while you are at the forefront of their minds.
For those of you who are new to follow ups or if this was your first time exhibiting at a live event, I’ve put together a number of tips and techniques, plus some email examples, to help set you and your company up with a successful follow-up strategy.
Clare’s 5 Top Tips
1. Act promptly
Time is of the essence when it comes to following up with leads post-event. Of course, there’s lots to follow up on once you get back to the office and work is piling up. However, it is recommended that exhibitors should aim to reach out to captured leads 3-5 days after an event while your brand and interactions are fresh in their memory – Attendees are often still on a high from a live event and are therefore more engaged.
According to Forbes, statistics show that the average response time for a lead is almost 47 hours, which they maintain is too long. It is well known that a lead requires 7-10 touches to convert. Consider diversifying your follow-up approach by using different channels of communication.
2. Personalise your communication
Personalised messaging resonates more effectively than that of a generic sale approach. Personalisation plays a key role in building stronger relationships with current and prospective leads. Refer to relevant discussions you had onsite at the live event to build rapport. This will help jog their memory and establish a connection. Adapt your communication approach based on the lead’s preferred communication method. Below is a simple and effective follow-up email example.
Subject: Connecting After EuroSTAR Conference – Let’s Keep the Conversation Going
Dear [First Name],
I hope this email finds you well. It was a pleasure meeting you at the EuroSTAR Conference last week. The event was truly inspiring, and it was great to connect with so many people who share a passion for quality assurance and software testing.
Our conversation about [specific topic or interest discussed] was particularly engaging, and I believe there’s a lot of potential for us to collaborate or share insights in the future. As we discussed, [briefly mention any action items or ideas from your conversation].
I’d love to schedule a brief call to delve deeper into our ideas and identify potential avenues for collaboration. Please let me know a few convenient dates and times, and I’ll accommodate your schedule.
Thank you once again for your insightful contribution and interest and I look forward to the opportunity of further engaging with you. Feel free to reach out via email or phone.
Wishing you a productive and successful month ahead.
Sign off with your full name, title, company, and contact information.
3. Express appreciation & gratitude
Start you follow up with light messaging to express gratitude for the lead’s time and interest during the event. This lets them know you value the opportunity to meet and talk with them and re-establish the connection that you had onsite. Below are 3 ways in which you can begin your follow up, expressing your gratitude to your newly sourced leads:
Hello [Lead’s Name],
I hope you’re settling back into your routine after the EuroSTAR Conference. I wanted to extend my gratitude for the engaging discussion we shared. Your insights were refreshing, and I’m thankful for the opportunity to connect with professionals like you in the industry.
Hello [Lead’s Name],
I trust you’re doing well since we crossed paths at the EuroSTAR Conference. I wanted to reach out and express my appreciation for the engaging conversation we had. Your perspectives were thought-provoking, and I’m excited about the potential for collaboration that we explored.
Hello [Lead’s Name],
I hope you’re settling back into your routine after the EuroSTAR Conference. I wanted to extend my gratitude for the engaging discussion we shared at the [company name] booth. Your insights were refreshing, and I’m thankful for the opportunity to connect with professionals like you in the industry.
4. Offer additional information
Where relevant, offer them additional information or resources. There may be whitepapers, product brochures, or case studies that may inform your offering relevant to the lead’s inquiry with you.
It was great to have the opportunity to discuss [insert reference to conversation you had] with you at EuroSTAR. From our conversation, I thought it might be helpful to send along some digital resources that may be of use to you and help answer any further questions [link to any relevant resources on your company’s website]
5. Measure & Optimise:
“You can’t measure what you don’t track” is a quote attributed to Peter Drucker, one of the most influential thinkers on management.
By tracking the success of your follow-up efforts and approach, you can later analyze the data and identify patterns across response rates, conversions and overall lead quality. This will help inform your future strategy and optimize your follow-up process, setting you and your team up for greater success!
Successful follow-up post event is about building meaningful relationships, providing value, and nurturing the leads you’ve gathered. By being timely with your follow-up, personalizing your communications and offering relevant and valuable information, you can increase your chances of converting your leads into loyal customers!
EXPO Team, EuroSTAR Conferences
With years of experience and a passion for all things EuroSTAR, Clare has been a driving force behind the success of our EXPO. She’s the wizard behind the EXPO scenes, connecting with exhibitors, soaking up the latest trends, and forging relationships that make the EuroSTAR EXPO a vibrant hub of knowledge and innovation.
t: +353 91 416 001
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