Comment entretenez-vous les leads après les événements ?

Marketing automation tools like Marketo are best platforms to nurture leads. Managing the entire event communication through this platform helps to send pre-event and post event communication to the audiences. You are able to nurture event leads as per their product interest and preference through this platform.

The best way to ensure you can convert leads in the short term is to follow up with a personalised video highlighting a few key areas of the event and ask a probing question on what they gained from it. Aim to do this on WhatsApp (if you have their mobile) or LinkedIn (Vidyard is a good tool to use as it has a thumbnail image - use their LinkedIn profile for maximum effect).

Segmentation is key when it comes to lead nurturing! Not every lead is at the same stage of their buyer's journey, and by categorizing them based on their interests and engagement, you can provide more personalized and relevant content. This not only improves the overall customer experience but also increases the likelihood of conversions.

To segment your leads, I often think of the data points that are being collected. Not all leads are at the same point in their journey. Therefore, you have to think of what data you want to collect to support you in the segmentation of your leads based on their journey stage in your business funnel.

Immediate Personalized Follow-up: Act promptly with a personalized touch. Send a follow-up email within 24-48 hours, referencing specific interactions or discussions during the event. Content Tailored to Event Insights: Leverage insights gained during the event to create content tailored to attendees' interests or pain points discussed. Send targeted content pieces, such as articles, whitepapers, or case studies, showcasing how your offerings address specific challenges raised during the event. Exclusive Post-Event Webinars or Workshops: Host webinars or virtual workshops with key speakers from the event, focusing on advanced insights or practical applications.

Adding value needs to be your Number 1 priority when personalising your outreach. Think about their job title and what they would get from the event (i.e your past exp at other similar events) and share snippets of information covered and ask a question on what they might have gained from it. If you can scale this with video (often with a 30% higher reply rate) then this is the best way to source meetings in the short term.

If you’re not going to personalise your follow up, you’re wasting a huge opportunity. When scanning leads on your booth, make sure that details on the interaction are captured e.g What was the person interested in on the booth? Who did they speak to? Was there any unique connections or reference? When you follow up make sure these are referred to, to try and spark some recognition and show that you’ve paid attention.

Here's a detailed explanation of how to personalize your communication for lead nurturing: 1) A/B Test Personalization Tactics: Experiment with different personalization tactics to see what resonates best with your leads. A/B testing can help you identify which approaches lead to higher engagement and conversions. 2) Recall Interactions at the Event: If you had a meaningful conversation or engagement with the lead at the event, mention those interactions. This shows that you were paying attention and genuinely value the relationship. 3) Use Behavior-Based Personalization: If you have data on the lead's behavior, such as website visits, content downloads, or email opens, use this information to tailor your communication. Thoughts?

For new leads that have no prior contact or experience with a company, separate those contacts into a nurture stream providing content relevant to their stage in the customer journey. Post event, send an email describing your experience with attendees, thanking them for their interactions, alongside photos, and a clear CTA. There can be an invite for new leads to join community forums or to dive into learning and documentation if they so choose. Finally, utilizing a lead scoring model can assist in moving customers through various stages in the journey. This allows you to push through those with the most interest, while dripping information to those not ready to move forward.

Hyper-personalize the communication by individual not just by account is the best way to go. And this can be done by analyzing their activity signals at the event. There is so much info there.

Automating your campaigns with video yields a much stronger conversion in my opinion. A good practice is to get the reps who manage the company verticals from the list of accounts to do a quick 30 second video (Vidyard or similar video tool works well) sharing some snippets of the event info and asking a probing question, they can also drop in other clients you work with from the lead vertical. Super easy to automate but has a level of personalisation that is challenging to do in any other scaling way.

Here's a breakdown of how to effectively automate your campaigns: 1) Set Up Lead Nurturing Workflows: Create automated workflows that trigger specific actions based on lead behavior or characteristics. For example, if a lead downloads a particular e-book, you can set up a workflow to send them a follow-up email with related content. 2) Personalize Emails: Most marketing automation tools allow you to personalize emails by inserting dynamic content. Use the lead's name, company name, and other relevant details to make your messages more personal. 3) A/B Testing: Use automation to conduct A/B tests on various elements of your campaigns, such as subject lines, email content, and call-to-action buttons. I hope it helps!

Held an event? Congrats, that means it's the initial step in forging long-term relationships with your attendees, your potential clients! Here’s how you can do it: Set up an automated chain of messages for your event participants. Start by sending a follow-up to the attendees with the conference materials and a recording. Next, segment your audience by industry, location, or some other factor, and begin warming them up with newsletters: 1st step: Share something useful twice or thrice, like a guide, checklist, report, etc 2nd step: Share your case studies 3rd step: Share your presentation and suggest a call For each step, aim for two newsletters, spaced out at a monthly interval. This way, you'll grow attendees into partnerships!

Streamline your campaigns with automation for handling extensive volumes, while ensuring that your mass mailers provide valuable insights. Shift the focus to the attendees rather than the organization. Mere invitations to witness a platform demo after attending an event may not suffice. Instead, offer a downloadable resource or a cheatsheet addressing the pain points of your Ideal Customer Profile (ICP) in your post-event outreach. This approach will establish you as a thought leader even after the event, leaving a lasting impression whenever they refer to the downloadable material.

Nurturing leads after events can indeed be challenging, especially with a diverse audience. Automation tools for email, social media, lead tracking, and scoring are essential. They save time, enhance efficiency, and improve conversion rates by streamlining engagement and providing data-driven insights for more effective follow-up strategies.

To nurture a deep and meaningful connection, incorporate photos that feature both you and your lead in the emails you send to them. This will evoke cherished memories and expedite their capacity to establish a stronger bond with you. Additionally, it's worth noting that the event organizer has captured numerous high-quality photos throughout the event. All of these photos can be harnessed effectively to nurture your leads.

I've noticed we often focus on personalized follow-ups, but we should also consider those leads who attended the event but didn't get a chance to interact with us directly. For these attendees, it would be beneficial to set up an email sequence that includes relevant details about the event, requests their feedback, and offers exclusive content or an invitation to an upcoming webinar related to one of the event's topics. This approach will help us continue to nurture these leads effectively.

While automation can greatly improve efficiency, it's crucial to maintain a personal touch in your interactions with leads. Here's how to personalize your interactions effectively: 1) Humanize your brand with relatable content. 2) Offer personalized recommendations. 3) Encourage two-way communication. 4) Ask for feedback and opinions. 5) Recognize milestones in their journey. Combining automation with personalization is a powerful way to efficiently nurture leads while maintaining the human touch. Use it wisely! Hope it helped:)

Instead of sending an email blast, spend some time printing thank you cards & signing them personally! If you have the time & the budget, this is an intentional way of thanking your guests for attending that will make them feel valued & appreciated.

Personalising interactions with leads is essential. This human touch fosters a stronger connection and increases the chances of converting leads into loyal customers. Examples: 1. Personalised Recommendations: Send leads tailored product or service recommendations based on their event interactions, demonstrating you understand their preferences and needs. 2. Feedback Solicitation: Request feedback on their event experience, showing you value their opinions. Use this input to improve future events and services. 3. Thank-You Notes: Send personalised thank-you notes expressing gratitude for their attention and loyalty. This simple gesture creates a more personal and memorable connection with leads.

It isn't about nurturing leads, it is about nurturing relationships. It isn't about leads, it is about people. You must deeply respect the people you meet at events and be genuinely interested in their work. This will lead to exploring synergies where your offered solution could be a good fit. Keep it genuine, caring, and not opportunistic. The business will surely come where a genuine connection is there.

Now, this is something very important: To nurture relationships after events: + Continuously provide value through content, resources, and solutions that meet their needs. + Be there to assist and engage with your leads and customers, addressing their questions and concerns promptly. + Reward loyal customers with incentives, exclusive offers, and loyalty programs that recognize and appreciate their continued support. + Ask satisfied customers for testimonials or reviews that can build trust and credibility with potential leads. + Develop a sense of belonging and community among your audience, encouraging them to connect with your brand and with each other. Have something to add? Do it.

Ensuring that clients feel taken care of before, during and after the events is crucial. With happy clients, they will follow you wherever you are, give you referrals and repeated business.

Something that most teams forget is that, if a successful relationship is established even if that connection isn't turned into a client right away, you can always reach out with a friendly greeting a few months after. Asking how everything is going, don't mention anything regarding your services etc.. talk to them as you would a friend and then ask them since your last conversation I know you were not looking into our services but by chance might you happen to know anyone that could use our services, or if you really have to you can ask if they also need your services but I find keeping the original client out of the initial picture tends to lead to the best relationship.

Your interaction with your audience shouldn't end after the event. Organizing virtual meet-ups is a great way to keep your audience engaged. Likewise, facilitating small virtual sessions throughout the year, or regional meet-ups and pop-up events is a great way to keep your message going long after the original event.

It is important to call your attendees in person by thanking them with an initial follow up afer events. Let them know what other events you may have in the near future and let them know your offerings while sussing out their position. Categorise them into different areas of persue for future reference.

- Show your attendees some love by personalising your outreach pre-event with a WhatsApp message (InTouchApp or another similar tool can help). Share snippets of the event topic, who else is set to attend and anything else you think is important. This touch point adds tremendous value as it shows them you value them taking time out to join. - Post-event follow-up on WhatsApp again with a multi-choice survey (either Google Sheets or SurveyMonkey etc) and try and do this with a couple of hours of it ending as it's still raw then. Ask a few Q's on what can be improved and what they took away - make it easy for them to answer.

-Avoid directly overwhelming your teams with raw data. -Implement data sanity checks, ensuring that the intended attendees indeed participated. -Build a sense of FOMO (Fear of Missing Out) for those who couldn't attend the event. -Prepare post-event messaging in advance: "They attended the event; what's next?"

The success of each event not only lies on yourself but with people you work with. In the hotel industry, working harmoniously with different departments is one of the main factors that will lead to guest/ customer satisfaction. By ensuring proper and accurate communication, working with respect and trust to each of your colleagues, and be with them at important touch points with client. It is all about teamwork!

Keep the buzz alive and turn attendees into loyal fans after an event by: 1. Say Thanks: Shoot a quick thank you email. It’s polite and personal. 2. Share the Joy: Post-event, share some fun snapshots or a video recap. It keeps the good vibes rolling. 3. Ask for Thoughts: A short feedback survey shows you value their opinion. 4. Early Bird Heads Up: For your next event, send them an early invite. It’s like saying, “Hey, we want you there!” By keeping it friendly and engaging, you’ll see familiar faces in your future events, making each gathering a bit warmer and merrier!