Part of the series: Event marketing playbook
• Next: Event ROI measurement and reporting
The event isn’t the finish line. It’s the top of the funnel with a handshake.
Follow-up is where most teams fumble it (usually because everyone goes back to “normal work” and the leads quietly expire).
Segment your leads immediately
- Hot: clear need + timeline
- Warm: fit, but needs nurturing
- Future: right audience, wrong timing
- Partner/press: not a “lead”, still valuable
Speed matters (a lot)
An MIT/InsideSales lead response study found the odds of contacting a lead if called in 5 minutes vs 30 minutes drops 100x, and odds of qualifying drops 21x.
Source:
https://cdn2.hubspot.net/hub/25649/file-13535879-pdf/docs/mit_study.pdf
My post-event follow-up sequence (simple, effective)
Day 0–2: the “fresh memory” message
- Remind them where you met
- Reference the specific conversation
- Offer one relevant next step (call / demo / intro)
Day 3–10: nurture with value
- Send one useful resource (case study, guide, recap post)
- Invite them to something (webinar, dinner, intro)
- Keep it short (events already flooded their inbox)
Copy/paste follow-up email
Subject: Great meeting you at [EVENT]
Hey [Name] — great meeting you at [EVENT] near [location]. I’ve been thinking about what you said re: [specific problem].
If it helps, here are two quick ideas that usually move this forward:
1) [idea 1]
2) [idea 2]
Want to grab 15 minutes next week to see if there’s a fit? If yes, send two slots and I’ll lock it in.
— Oliver
Automate the boring bits (not the relationship)
Use automation for reminders, sequencing, tagging, and task creation. Keep the human touch in the message and the offer.
If you want help setting up the workflows (CRM + automation + templates), that’s part of my
marketing services.
Related reads
- Prove impact: Event ROI measurement and reporting
- Fix the onsite system: Exhibitor playbook for booth + meetings
- Back to the hub: Event marketing playbook
Want a follow-up machine built for your team?
I’ll map the segments, write the sequences, and set up the automation so follow-up happens even when everyone’s “back to normal”.
Start here: Explore my marketing services.
