What's your best strategy for following up with leads after a trade show?

Ao receber a planilha com os dados dos participantes, comece a segmentação por tipo de lead: os que visitaram seu stand, os que fazem parte de empresas as quais você tem interesse de realizar uma aproximação. Você também pode realizar uma segmentação por cargos que interessem mais manter o contato. Esse é um bom começo!

It will be wiser to start the segmentation of the leads during the trade show. After each meeting we should somehow segment our leads. I propose 4 colors usually: Green category for those that we see a trade within a short time. These are the once we have to respond very quickly and with a personalized message The Yellow category for those who we are not sure if we are getting any orders soon but we feel that we should be following closely. The Blue category for those we do not know their potential as we did not had the chance for a deeper and close conversation during the show. The Red category for those we do not see any potential to trade soon.

Uma coisa que acho muito útil no que diz respeito a segmentação de leads, é a escolha de sua plataforma de automação. É extremamente importante uma ferramenta que consiga automatizar por exemplo, o envio de e-mails para um grande volume de contatos, inclusive personalizando todo conteúdo que será direcionado.

Make sure your marketing team and sales team are fully ready for this stage: 1. When collecting leads, remember to ask for the best way to contact them. This simple question can make a big difference, as generic email addresses or phone numbers may hinder future communication with leads. It also serves as a subtle permission for further connection. 2. Develop a comprehensive follow-up plan that may include newsletters, webinars, or personalized contacts from the sales team. Tailoring your approach to each lead can significantly increase conversion rates.

3. Allocate dedicated time in the first 48 hours post-trade show for follow-up activities. Avoid scheduling return flights immediately after the event to allow ample time for follow-ups. Encourage team members to be available for at least a week post-show before taking any annual leave.

During face-to-face meetings with prospects, a good practice is to discuss follow-up preferences upfront. Whether it's a call, email, or text, ensuring alignment on communication methods can streamline the follow-up process. Sending a brief text message immediately after the meeting expressing gratitude and confirming the next steps can be a valuable touchpoint for maintaining engagement.

Timing is of the essence here. Follow-up ideally within 48 hours of the event is ideal. During the call take time to assess the quality of the lead, not all of them will be hot or even warm leads. A great way to nurture leads that aren’t ready to convert yet is to get email addresses at the show and add them to an email nurture campaign. This is a great way to gently remind them that you’re here and ready when they are.

It is always helpful to use multiple channels when we communicate post show with our leads. Keep in mind that beyond the segments we included them each potential customer may have different preferences on the channel of communications. Some will be happy with a phone call, some will demand an e-mail. Some will ask you to write through Whats App some through Linkedin. Some will be happy to receive a thanking newsletter some will be happy to have a contact from social media. We should remember that the preferences may vary. It is wise to ask it during our short conversation on the trade show. If we did not had this chance then it will be wise to try contacting with a multichannel approach!

After the event, provide supplementary materials to sustain interest without coming across as overly sales-focused. Offering industry-related news or informative articles demonstrates continued value beyond the initial interaction.

After an event, your team may want a rest or have tasks to get back to. So, as part of pre-event planning, create follow up material/activities so they're ready to go. Visitors have spoken to many exhibitors. Follow up quickly with something of value to them (industry report, invitation to a free webinar, to beta test a product or attend an event) & make sure to reflect colour/content of your stand, to spark the connection. Don't do this once. Repeat after a few months but with something new. Get involved in post-event promotion/ PR by the event organiser. Their reach is to all attendees, including those who did not stop at your stand. Tag leads in your CRM or marketing system & track results/ engagement over 1, 3, 6, 12 & 18 months.

Na minha opinião e pela experiência, criar conexão com um lead, é uma questão bastante delicada que envolve, empatia e compreensão para a real necessidade do cliente. É importante primeiro ajustar sua comunicação ao nível de conhecimento do cliente, isso demonstra muito respeito quanto ao tratamento, e gera uma conexão até pessoal. Outro ponto importante, escuta ativa! Acho que não tem atendimento melhor do que ser ouvido de verdade, e saber que alguém se importa com a sua necessidade de fato, e isso é muito valorizado. Acredito que confiança é construída com consistência longo do tempo, por isso a importância de se manter presente, mas respeitando o espaço do lead, oferecendo suporte mas sem pressão.