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Structuring a fail proof post-event plan for sales advancement

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As marketers, a great deal of effort and time go into the actual planning of the event. The days leading up to the event are often crucial to adding last minute details. However, marketers need to evaluate the purpose of the event and what objectives the event needs to address. Event objectives are typically structured around building sales pipelines, generating quality leads, and brand visibility.

Numerous studies show that a large number of leads that are collected at trade shows are not contacted. This means that a lot of the effort and resources invested in gathering these contacts are wasted. Taking efforts to create a follow-up strategy in advance will ensure that you get the most out of the leads generated. So what does a good post-event plan look like?


One of the most crucial aspects of creating a post-event strategy is to include a debrief session. Before actually following-up with customers, it is crucial to ensure that everyone is on the same page. These ensure that the sales and marketing teams discuss deal size, customer behavior and prioritizing leads based on lead scoring attributes. A good debrief session also involves laying down expectations and listing out key deliverables required for efficient lead conversion.

Measure engagement

Once the event draws to a close, keep a track on engagement. Take a note of how many registrants attended the event and compare them to past events. Use technology to your advantage by utilizing a sales advancement platform that keeps track of crucial metrics. This can determine if your planning criteria are on the right track. If your event used a Twitter hashtag, keep a track on the number of times it was used in context. You can also qualitatively assess your event success by focusing on likes, comments, shares on other social media forums. This can also be a great initiative to attain feedback from  customers and participants that can help improve your next event experience.

Populate all the information into CRM

With the magnitude of clients flowing in and the sheer number of B2B sales meetings taking place at trade shows and conferences, it is impossible to keep track of all the information discussed. Reviewing sales notes after every meeting and recording customer and deal information on CRM platforms help sales reps prioritize deals and keep track of all the information pertaining to sales meetings.

Creating relevant assets

Content assets are extremely important to the lead conversion process. They need to be relevant to the target audience and should resonate with customer requirements. The first step in creating the relevant content asset is assessing the requirement and defining the appropriate channels to be used. Most importantly, marketers can shorten the follow-up time frame by ensuring all the necessary resources are available prior to customer contact.

Stick to a timeline.

Follow-up strategies need to adhere a strict timeline. Leads need to be contacted as soon as the event concludes. Ideally, leads need to be contacted within 7 to 10 days of the event taking place. This way, your brand is recalled and communication remains fresh. Reaching out to customers weeks after the event has gone by is of little use as the lead would have gone cold by then.


In their search for better outcomes and results, marketers often oversee the fact that post-event plans do more than facilitate measurability. They often determine what areas event marketers need to focus on to perform more efficiently. An effective follow-up plan also builds momentum and lays the foundation for future events. Keep customers engaged by sharing webcasts of the event and encouraging customer participation. This ensures leads and attendees are kept in the loop and reinforces an established brand impression.

For more insights on B2B sales trends, visit our blog here.

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