Trade shows are great opportunities to generate leads, showcase your products and services, and network with potential customers and partners. But what happens after the event? How do you follow up with the leads you collected and turn them into loyal clients? Here are some best practices to help you create a successful post-trade show strategy.
Not all leads are created equal. Some may be ready to buy, some may need more nurturing, and some may not be qualified at all. To optimize your follow-up efforts, you need to segment your leads based on their level of interest, urgency, and fit. You can use criteria such as the source of the lead, the type of interaction you had, the information they provided, and the actions they took. By segmenting your leads, you can tailor your messages and offers to their specific needs and preferences.
Ao receber a planilha com os dados dos participantes, comece a segmenta??o por tipo de lead: os que visitaram seu stand, os que fazem parte de empresas as quais você tem interesse de realizar uma aproxima??o. Você também pode realizar uma segmenta??o por cargos que interessem mais manter o contato. Esse é um bom come?o!
It will be wiser to start the segmentation of the leads during the trade show. After each meeting we should somehow segment our leads. I propose 4 colors usually: Green category for those that we see a trade within a short time. These are the once we have to respond very quickly and with a personalized message The Yellow category for those who we are not sure if we are getting any orders soon but we feel that we should be following closely. The Blue category for those we do not know their potential as we did not had the chance for a deeper and close conversation during the show. The Red category for those we do not see any potential to trade soon.
Uma coisa que acho muito útil no que diz respeito a segmenta??o de leads, é a escolha de sua plataforma de automa??o. é extremamente importante uma ferramenta que consiga automatizar por exemplo, o envio de e-mails para um grande volume de contatos, inclusive personalizando todo conteúdo que será direcionado.
Timing is crucial when it comes to following up with leads after a trade show. You don't want to lose the momentum and the connection you established during the event. Ideally, you should follow up within 24 hours of meeting the lead, or at least within 48 hours. This way, you can remind them of who you are, what you do, and how you can help them. You can also express your appreciation for their time and interest, and invite them to take the next step in the sales process.
Make sure your marketing team and sales team are fully ready for this stage: 1. When collecting leads, remember to ask for the best way to contact them. This simple question can make a big difference, as generic email addresses or phone numbers may hinder future communication with leads. It also serves as a subtle permission for further connection. 2. Develop a comprehensive follow-up plan that may include newsletters, webinars, or personalized contacts from the sales team. Tailoring your approach to each lead can significantly increase conversion rates.
3. Allocate dedicated time in the first 48 hours post-trade show for follow-up activities. Avoid scheduling return flights immediately after the event to allow ample time for follow-ups. Encourage team members to be available for at least a week post-show before taking any annual leave.
During face-to-face meetings with prospects, a good practice is to discuss follow-up preferences upfront. Whether it's a call, email, or text, ensuring alignment on communication methods can streamline the follow-up process. Sending a brief text message immediately after the meeting expressing gratitude and confirming the next steps can be a valuable touchpoint for maintaining engagement.
Timing is of the essence here. Follow-up ideally within 48 hours of the event is ideal. During the call take time to assess the quality of the lead, not all of them will be hot or even warm leads. A great way to nurture leads that aren’t ready to convert yet is to get email addresses at the show and add them to an email nurture campaign. This is a great way to gently remind them that you’re here and ready when they are.
Depending on the type and quality of the lead, you may need to use different channels to communicate with them after the trade show. For example, you can send an email, make a phone call, connect on social media, or schedule a meeting. The key is to use the channel that the lead prefers and responds to, and to vary your approach to keep them engaged. You can also use multiple channels to reinforce your message and increase your chances of reaching the lead.
It is always helpful to use multiple channels when we communicate post show with our leads. Keep in mind that beyond the segments we included them each potential customer may have different preferences on the channel of communications. Some will be happy with a phone call, some will demand an e-mail. Some will ask you to write through Whats App some through Linkedin. Some will be happy to receive a thanking newsletter some will be happy to have a contact from social media. We should remember that the preferences may vary. It is wise to ask it during our short conversation on the trade show. If we did not had this chance then it will be wise to try contacting with a multichannel approach!
One of the biggest mistakes you can make when following up with leads after a trade show is to be too salesy or pushy. You don't want to come across as desperate or annoying, and you don't want to scare away the lead by asking for a commitment too soon. Instead, you want to provide value and build trust with the lead. You can do this by sharing useful content, offering solutions, answering questions, addressing objections, and showing testimonials. You can also offer incentives, such as discounts, free trials, or demos, to entice the lead to take action.
After the event, provide supplementary materials to sustain interest without coming across as overly sales-focused. Offering industry-related news or informative articles demonstrates continued value beyond the initial interaction.
After an event, your team may want a rest or have tasks to get back to. So, as part of pre-event planning, create follow up material/activities so they're ready to go. Visitors have spoken to many exhibitors. Follow up quickly with something of value to them (industry report, invitation to a free webinar, to beta test a product or attend an event) & make sure to reflect colour/content of your stand, to spark the connection. Don't do this once. Repeat after a few months but with something new. Get involved in post-event promotion/ PR by the event organiser. Their reach is to all attendees, including those who did not stop at your stand. Tag leads in your CRM or marketing system & track results/ engagement over 1, 3, 6, 12 & 18 months.
Na minha opini?o e pela experiência, criar conex?o com um lead, é uma quest?o bastante delicada que envolve, empatia e compreens?o para a real necessidade do cliente. é importante primeiro ajustar sua comunica??o ao nível de conhecimento do cliente, isso demonstra muito respeito quanto ao tratamento, e gera uma conex?o até pessoal. Outro ponto importante, escuta ativa! Acho que n?o tem atendimento melhor do que ser ouvido de verdade, e saber que alguém se importa com a sua necessidade de fato, e isso é muito valorizado. Acredito que confian?a é construída com consistência longo do tempo, por isso a importancia de se manter presente, mas respeitando o espa?o do lead, oferecendo suporte mas sem press?o.
The last step in your post-trade show strategy is to track and measure your results. You need to monitor how your leads are responding to your follow-up efforts, and how they are moving along the sales funnel. You can use tools such as CRM software, email marketing platforms, or analytics software to track metrics such as open rates, click-through rates, conversion rates, and revenue. By tracking and measuring your results, you can evaluate the effectiveness of your strategy, identify what works and what doesn't, and make adjustments as needed.