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Congrats, you just had a great field marketing event with the right quantity and quality of registrants!
BUT…
The real work begins after the event if you want to maximize ROI.
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Your job doesn’t end just because you filled the room with the right people, delivered compelling content, and ran a flawless event.
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It’s critical to create and execute a post-event strategy that clearly outlines how marketing and sales will effectively partner to make sure all leads are captured, tagged, assigned, and contacted after the event.
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How to successfully wrap up your events:
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Immediately after your attendees leave and before your on-site team disperses, schedule a mandatory post-event debrief. The objective of the debrief is to capture as much new information that was learned about the prospects in attendance.
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Hopefully your event embraced an interactive format that allowed your sales reps and execs to be a sponge and absorb your attendees’ questions, feedback, and insights. Discuss each and every attendee, what was learned collectively, and outline a plan of action for next steps. These notes should be taken formally, using a laptop so you can easily transfer the data into your CRM system.
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As the adage goes, “you can’t manage what you don’t measure”. This is especially true with event ROI. When you enter each lead into your CRM system it’s important they are tagged properly so you can claim credit when the opportunities move throughout the pipeline and hopefully convert into a new revenue producing customers.
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Unfortunately, the emotional shelf life of happy attendees that experienced a quality event is very short. We recommend immediate follow up within one business day. Every day that goes by decreases your sales rep’s chance of being effective. It goes without saying that a thoughtful “thank you” email with relevant thought leadership content links should be sent also within 24 hours.
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