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How to keep leads warm long after a B2B event concludes

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If you are a sales professional, you’ve definitely faced clueless customers who don’t know whether they’ve met you at all after a B2B event. But that’s only fair; your customers only remember you if your pitch was extremely memorable and meant something to their business.

More often than not, sales teams put in the effort to reeling in leads at an impressive rate but forget the importance of managing them effectively. So what causes a lead to go cold? Is it inadequate follow-up? Is it your conversion process? Or are you just simply shooting in the dark? This blog will walk you through 4 tips on how you can avoid being left out in the cold.

Promptly follow-up with customers

An effective follow-up process relies on timing. Studies show that a significant number of leads that are generated at an event are not pursued to closure. This may be because of not properly tracking conversations or not following up with customers adequately. So how can this be rectified?

The first step is to ensure that strategies adhere to a strict timeline. Prospects need to be contacted within the first two weeks of the event concluding. This ensures that your product stays on top of the customer’s memory.

Secondly, it is advisable to integrate with a CRM software. This can help track conversations and focusing on the type of communication customers seek based on how close they are to buying into the deal.

Read our previous blog post on how to create a fail-proof post-event plan.

Find the balance

Lead nurturing needs to be handled carefully. There is a thin line between luring a customer into the sales cycle and getting a free one-way ticket to their spam folder. The key is finding the right frequency in providing them information. Avoid bombarding prospects with salesy material. They will give you the chance to provide them information as and when they are ready for it. Sales teams need to discuss the frequency of contact with marketing on a regular basis so that the follow-up process does not become taxing.

Be proactive

Collecting leads is not the primary aim of an event. Without conversion, they are just names and contact information on an excel sheet that brings in absolutely no value. The key is to identify triggers that can give rise to opportunities. Track the latest organizational and industry news to ensure that you are ready to act on instances when prospects are dissatisfied with their current solution and are searching for alternatives.

Use social media to your advantage

Social media engagement has a strong active role to play in keeping leads warm. Most professionals today are active users of most social media channels. Interacting with them on social media is one way of passively touching base with them and staying on top of their minds. Tweeting, sharing and commenting on their posts are few ways of engaging with them without being annoying. Moreover, when customers engage with blogs and posts, they are assessing your brand in terms of how your product solves their requirement.

Bonus tip: Build relationships

Relationships are the key to converting opportunities to customers. Getting to know your clients and letting them get to know you goes a long way in closing deals. The whole lead nurturing process should involve understanding their specific needs and acting on them. Irrespective of whether the deal falls in place or not, it is important to build a rapport with leads so that when the need arises later, they remember you. Nurturing leads require a lot of attention and strategy and a human touch goes a long way. If things go well, they might even recommend you to peers.


Sales professionals need to constantly review their funnels and ensure that the information provided is up-to-date while marketing teams provide customers with the right assets as and when required. Keep track of how close customers are to buying and use this information to channel the right messages in a timely and appropriate manner.

For more insights on B2B event management and B2B sales advancement technology, visit the Jifflenow blog.


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