Writing Sales Scripts for Event Follow-Ups

Just back from an industry event, and boy, are they more critical than ever. Having those person-to-person conversations are truly the building blocks of establishing an identity in your market and growing your pipeline. But what happens after the handshakes, pitches, and booth visits? The goal is, conversion. But, oh, the commonly treaded path of basic follow-up messages, "Thanks for visiting us at X Event" only lead you down to the valley of low conversions. The trick here is to not simply reach out, but reach out smart. Remember that amazing conversation about AI’s impact on logistics management you had with John from XYZ Corp at your booth? Refer back to it. A simple, personalized note "John, Our chat about embracing AI for more efficient logistics management was insightful. I'd like to share a resource with you.." can do wonders. Or perhaps you recall Sarah from ABC Inc. showing interest in a specific product demonstration? Ensure your follow-up message focuses on that "Sarah, I'm glad you found our product demo helpful. As we discussed our solution has increased <insert value> by X% at other companies in your industry. Would you be interested in a more in-depth, personalized demonstration exclusively for ABC Inc?" The goal is to be relevant, targeted, and most importantly, personal. Remember, in the game of marketing, personalization is a power-play. It shows you listened, and that's crucial for nurturing relationships that result in lucrative partnerships. The impersonal, one-size fits all "thanks for visiting" message may be the start, but to truly convert those event conversations into profitable prospects, the magic lies all in the follow-up. Do you have a favorite way to follow up? #branding #leadgeneration #eventmarketing

I've done 100+ webinars with Sell Better And I've helped dozens of teams with their post-webinar/event email strategy. Most post-webinar follow-up sucks. Here's how to make it not suck... First, segment the list: - Attended vs Not Attended - Decision Maker vs Individual Contributor - Firmographics (Industry, Department, Location, Company Size) Second, individually follow up with anyone who engaged/chatted/asked a question on the webinar. That should be your hook/reason for reaching out. Use it to extend the conversation. Third, STOP making your emails look like every other post-webinar marketing email. But if someone took 45 minutes out of their day to join live, that’s real intent. If the list isn’t huge, take the time (or use AI tools like Clay) to research each attendee: - What’s happening in their role or company? - Why would this topic be relevant to them right now? Then call it out in your follow-up: “Noticed [X], is that why you joined?” If yes → natural segue to your CTA. Here's a template you can use: Hi {{first_name}}, Appreciate you joining the session on [topic]. When I looked at {{company}}, I noticed [specific observation about their role, team, or company that connects to the webinar topic]. Curious, is that what made you want to join? If so, we’ve been helping other {{ICP/role}} teams with [related problem] and I thought [resource/demo/next step] might be helpful. Would you like me to share it? Best, #sales

Shoptalk Spring is right around the corner, and there are a LOT of side events happening. Allocate part of your budget to what happens 4 weeks following the event. Tips below 👇 Personalized "Value Recap" Emails (Within 48 Hours):Don't just send a generic "thanks for attending." Segment the attendees based on their role/industry (if possible) and tailor a brief email recapping specific insights or takeaways they would find most valuable from the event. Be personal: "It was great speaking with you about [specific topic]. I especially thought you'd find our discussion on [specific event point] relevant to your challenges with [their pain point]." Invest here - Include a short video recap of the event, or a highlight reel. "Problem-Solving" Content Offer (Within 1 Week):Create a piece of content (e.g., a short white paper, a checklist, a webinar recording) that directly addresses a common pain point discussed at the event. If you film some of the event, people will often watch, even if just to see if they are in it! Instead of a hard sell, position a valuable resource: "Following our discussion at the event, we've put together a resource that dives deeper into [topic]. You can download it here." This content offer should be gated, so that you can gather more indepth information about the prospect. "Ask Me Anything" (AMA) Follow-Up Session (2 Weeks):Host a virtual "Ask Me Anything" session with a subject matter expert from your team. Invite the attendees to submit questions in advance or during the session. This provides a platform for deeper engagement and allows you to address specific concerns. Record the AMA and send the recording to all of the attendees, and those who could not attend. Personalized "Industry Insights" LinkedIn Messages (Ongoing):Connect with the attendees on LinkedIn and send personalized messages sharing relevant industry articles, reports, or blog posts. Focus on providing value and demonstrating your expertise: "I came across this article on [topic] and thought it might be of interest to you, given our discussion at the event." "Exclusive Invitation" to a Small Group Discussion (1 Month):Invite a small, targeted group of your most engaged prospects to an exclusive, intimate discussion with a senior leader at your company. This could be a virtual roundtable or a small in-person gathering. Position it as a unique opportunity to gain insights and network with peers. This small group should be selected based on their engagement with the previous follow up communications.

There’s event follow-up, and then there’s creative event follow-up. Trade show season kicks off in March, and while your booth might be packed, the real work starts after the event. A generic “Thanks for stopping by! Want to book a demo?” email won’t cut it anymore—attendees are drowning in those. The best follow-up is personal, unexpected, and valuable. Here are five ways to stand out: - QR code video – Skip the dry sales email. Send a quick, personalized video with a recap of your booth chat and tailored next steps. - Mail the swag they missed – Did you run out of a popular giveaway? Send it post-event with a note: “We saw how much love this got at the booth and saved one just for you!” - Connect them with a customer over coffee – Intro them to a customer in their city, include a coffee gift card, and let them chat. Real connections = real impact. - Invite them to a field event – The trade show is over, but the conversation doesn’t have to be. A follow-up invite to a dinner, happy hour, or local event keeps things warm. - Send something useful, not just a pitch – A case study, webinar, or report based on what they engaged with at the booth feels like value, not a sales push. The best follow-up doesn’t feel like follow-up—it feels like a continuation of the event experience. What ideas am I missing?