What are the most effective ways to follow up after a B2B marketing presentation?

1 Send a thank you note

After a B2B marketing presentation, sending a thank you note to the attendees is the first step. This simple gesture can demonstrate your appreciation, reinforce your main points, and remind them of the next steps. Personalization, conciseness, and timeliness are all important when crafting a thank you note. You can choose to send the note via email, LinkedIn, or a handwritten card depending on your relationship and preference. The thank you note should include a sincere expression of gratitude for their time and attention, a summary of the key takeaways and benefits of your solution, a clear call to action with a deadline for the next step, and an offer to provide additional information or answer any questions.

2 Share relevant content

Following up after a B2B marketing presentation is essential to educate and nurture the attendees along the buyer's journey. To do this, you can share relevant content such as case studies or testimonials that showcase how you solved a similar problem for another client, white papers or ebooks that dive deeper into a topic they are interested in, blog posts or videos that answer common questions or objections they have, and webinars or podcasts featuring you or an industry expert. When sharing this content, explain why it is relevant to their situation, highlight the key insights or takeaways they should pay attention to, and invite them to comment, share, or ask questions about it.

3 Schedule a follow-up meeting

Following a B2B marketing presentation, scheduling a follow-up meeting is a great way to keep the momentum going, build rapport, and progress the sales cycle. Depending on the situation, this could be a demo or trial of your product/service to show how it meets their needs, a proposal/quote presentation to outline scope, deliverables, pricing and terms of your offer, or a negotiation/closing meeting to address any remaining concerns and finalize the agreement. When arranging the follow-up meeting, make sure to confirm the date/time/format, send out a calendar invite and reminder email, prepare an agenda and list of objectives for the meeting, and follow up with a summary and action items afterwards.

5 Stay in touch and add value

Following up after a B2B marketing presentation is an effective way to keep your solution top of mind, build trust, and demonstrate your expertise. Staying in touch and adding value could include sending a newsletter or email update that informs them of the latest news, trends, or tips in your industry or niche, inviting them to an event or webinar that showcases your thought leadership or value proposition, congratulating them on a milestone, achievement, or recognition they received, or sending a gift, discount, or incentive that shows your appreciation or encourages them to take action. When you stay in touch and add value, it's important to be consistent, relevant, and helpful; avoid being pushy, spammy, or salesy; track and measure the results of your follow-up activities; and adapt and optimize your strategy based on the feedback and behavior of the attendees.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?