Rethinking Supplier Post-Event Follow-Up: Beyond the Standard Email Sequence

In the fast-paced world of events and networking, the post-event follow-up often feels like a routine series of automated emails is all we need. Lets be honest with ourselves, that is often easier on us anyhow! You've probably experienced it - a generic email lands in your inbox, expressing how great it was to see you at the event and thanking you for stopping by the booth. The only problem? You didn't actually get to meet or visit the booth.

As a supplier, it's time to break free from this one-size-fits-all approach to post-event follow-up. Let's explore how we can make our outreach more meaningful, authentic, and effective in driving ROI.

?? Beyond the Standard Email Sequence: While email sequences have their place, they should be just one piece of a larger puzzle. Consider diversifying your post-event outreach. Engage on social media platforms, share event highlights, or even send a personalized LinkedIn connection request with a genuine message about wanting to connect further. The goal is to resonate with your audience, not just check a box.

• Did you know you can record and send a video from your smartphone to any of your current LinkedIn connections?
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?? Multi-Pronged Approach: Following up shouldn't be limited to virtual correspondence. If there's genuine interest, pick up the phone and make a call. A live conversation can lead to more insights than a series of emails. Schedule follow-up meetings, virtual demos, or coffee meetings if possible. This multi-pronged approach demonstrates your commitment to building a relationship that goes beyond the event floor.

• Voice first communication has been the key to success for many of the successful channel managers in the tech industry.
• A good book recommendation I would offer is ProActive Selling by Skip Miller

?? Going Beyond the Surface: Many suppliers consider their job done after sending out a few emails. But to truly stand out and maximize ROI, it's essential to dig deeper. Tailor your messaging based on the conversations that did take place at the event. Reference specific topics discussed or challenges identified. This personal touch not only proves your attentiveness but also positions you as a thoughtful partner.

• The personalized email referencing an actual interaction versus the, "it was good to see you" canned outreach wins every time. Yes, it takes a little longer but it is authentic.

?? Frustration-Free ROI: By stepping up our post-event follow-up game, we can alleviate the frustration felt by marketing departments when ROI falls short of expectations. Additionally, if we are able to justify event ROI, it is because we have; closed more deals and made more money which for many of us is the end game. Finally, our marketing team and those that hold the wallet and authority to sponsor the next event will be more inclined to say yes to our event requests IF we can get an ROI out of our previous events.

Investing the time to craft personalized follow-up messages and interactions can yield more substantial results in the long run.

Let's reimagine post-event follow-up together. By embracing authenticity, multi-channel outreach, and deeper engagement, we can reshape our approach and create lasting connections that truly matter.

Have you experienced a unique post-event follow-up strategy that stood out? Share your thoughts and ideas in the comments below! Let's learn and grow as a community. ??