Maximizing Lead Value Post-Trade Show: Standing Out in the Email Influx

You invested thousands of dollars into your trade show booth, tickets, giveaways, and travel. You spent hours on the trade show floor networking and handing out business cards. And now you’re home. But what are you doing to capitalize on your trade show experience? Here’s our go-to strategy for how to follow up after a trade show:

Organize Your Contact Info

Your notes from the event are still fresh in your mind, so be sure to transcribe not only all those email addresses and phone numbers, but also add any additional notes to your CRM. When you speak with that lead next, you can remember pertinent information, making every conversation that much more successful. Even minor details, like what that particular contact was eating at the after-hours event, might prove helpful in future business meetings.

Connect with Every Lead, on Every Platform

Every single contact you made at the event is meaningful. Make that known by connecting with folks through a quick email or a LinkedIn invitation. Build social media connections both with your personal contacts and the brands. If your marketing team controls your social media accounts, ensure they’re using those channels to connect with your prospects and leads.

Segment and Prioritize Leads

Not all leads are created equal. Use the insights gathered during the trade show to segment your leads based on their potential value and readiness to buy. Prioritize high-value leads for more personalized and intensive follow-up, while nurturing lower-priority leads with automated workflows.

Build a Strategy to Continue the Conversation

Ensure your brand takes advantage of other touchpoints to connect with your new leads. Not sure how to do this? Connect with us and we’ll talk about how to utilize automated marketing to build brand awareness. The first couple of weeks after a trade show are the most important, as your name, face, and brand are still fresh in your new contacts’ minds. So take advantage of this and be sure to nurture those leads and continue those conversations.

Timely Communication

Speed matters. The sooner you follow up after the trade show, the better. Leads are most engaged when the event is still fresh in their minds. Aim to send your initial follow-up email within 24-48 hours. This not only shows your promptness but also capitalizes on their heightened interest.

Pro Tip: Set up an automated but personalized email sequence that triggers immediately after the trade show ends.

Value-Driven Content

Provide immediate value in your follow-up emails. Offer resources that can help them right away, such as whitepapers, case studies, or exclusive webinar invites. Make sure these resources are relevant to the discussions you had during the trade show.

Example: “In line with our conversation about [topic], I’ve attached a case study that outlines how we helped [similar company] achieve [specific result].”

Leverage SMS for B2B

Text messaging is an underutilized channel in B2B marketing, but it holds significant potential. With high open rates and the ability to deliver timely, personalized messages directly to a recipient’s phone, SMS can be a powerful tool for engaging leads.

Example:

“Hi [Lead’s Name], it was great meeting you at [Trade Show]. I’d love to discuss how our [specific solution] can help [their company]. Can we schedule a call this week?”

Benefits of SMS in B2B:

• High Engagement Rates: SMS boasts open rates of around 98%.
• Personalization and Relevance: Texts can be highly personalized.
• Convenience: Many professionals prefer the convenience of receiving updates and reminders via text.

Consistent and Strategic Follow-Up

Plan a series of follow-up communications that maintain momentum without overwhelming the lead. Start with a thank-you email, followed by a value-driven message, and then a phone call or meeting request. Space these interactions to keep your brand top-of-mind while respecting their time.

Example Follow-Up Sequence:

• Day 1: Thank you email with a summary of your conversation.
• Day 3: Value-driven email with a relevant resource.
• Day 7: Phone call to discuss the shared resource and next steps.
• Day 14: LinkedIn message to reinforce connection and share additional insights.

Managing Your Follow-Up with a CRM Platform

Effectively managing your post-trade show follow-up process can be seamlessly handled through a robust CRM platform. By centralizing all your contact information, tracking interactions, and automating personalized communications, a CRM ensures that no lead falls through the cracks. This technology not only streamlines your efforts but also provides valuable insights into your follow-up performance.

To explore how implementing or optimizing a CRM can enhance your lead management and drive business growth, book a growth call with us today. Let’s discuss how we can tailor a CRM solution to fit your unique needs and maximize your post-trade show success.

Testing and Optimization

To maximize the effectiveness of your follow-up strategy, it’s essential to test and optimize your approaches. Experiment with different messaging styles, channels, and timings to see what resonates best with your audience. Use A/B testing to compare different versions of your emails and SMS messages.

Testing Recommendations:

• Email Content and Subject Lines: Test various formats, tones, and CTAs.
• SMS Timing and Personalization: Experiment with sending messages at different times of the day and varying the level of personalization.
• Multi-Channel Follow-Up: Compare the effectiveness of different channels in engaging leads.

Pro Tip: Continuously analyze the performance data from your CRM and marketing automation tools to refine your strategy.

Offer a Clear Call to Action

Every follow-up should have a clear and compelling call to action (CTA). Whether it’s scheduling a demo, setting up a call, or downloading a resource, make it easy for leads to take the next step.

Example:

“I’d love to dive deeper into how we can support [Their Company]. How does a quick call next week sound? You can book a time that suits you best using this link [Insert Scheduling Link].”

By implementing these strategies, you can effectively stand out from the post-trade show email barrage, build stronger connections, and maximize the value of your newly acquired leads. TheRiot Agency’s comprehensive tools and personalized approach can further enhance your follow-up process, ensuring your brand leaves a lasting impression. Ready to take your lead management to the next level? Contact TheRiot Agency today to schedule a growth call and explore how we can support your business.