Maximising Post-Event Engagement with CRM and Marketing Automation: A Strategic Guide for B2B Tech Companies

Maximising Post-Event Engagement with CRM and Marketing Automation: A Strategic Guide for B2B Tech Companies.

After the buzz and excitement (and of course the expense!!) of industry events, B2B Tech companies are faced with the crucial challenge of turning those brief encounters into enduring business relationships.

The secret to unlocking this potential lies in a meticulously crafted post-event marketing automation workflow, seamlessly integrating leads into your CRM for personalised, ongoing engagement.

This strategic guide delves into how to transition event leads into engaged prospects, ensuring your investment continues to pay dividends well after the event has ended.

Laying the Groundwork Pre-Event

Setting the stage for success begins well before the event itself kicks off.

Tailoring your CRM to accommodate event-specific information is crucial for capturing every significant detail from attendee interactions.

Equipping your team with the skills to use mobile apps for real-time data capture, such as HubSpot’s app, allows for the immediate importation of leads and tagging with pertinent details.

This prep work ensures a seamless transition from in-person interaction to digital engagement.

Capturing Opportunity at the Event

Leveraging mobile technology to scan attendee information directly into your CRM not only streamlines the data collection process but also sets the stage for immediate engagement.

Tagging each lead with the event name and other relevant details facilitates personalised follow-up, crucial for standing out among the plethora of post-event communications.

Automated Post-Event Engagement Workflow

The magic truly begins in the days following the event.

An immediate thank-you email acts as the first touchpoint, thanking attendees and hinting at more detailed follow-ups to come.

Within 48 hours, a second communication should be sent, inviting attendees to share their event experiences and interests through a brief feedback survey.

This crucial step not only shows you value their input but also provides actionable data for personalised engagement.

Tailored Segmentation and Content

Automated segmentation based on survey responses allows for highly personalised follow-up communications.

Tailoring content to match attendees’ expressed interests significantly increases engagement rates, aiming for the higher end of industry benchmarks with 40-50% initial engagement.

This targeted approach ensures your messages resonate, fostering deeper connections.

Multi-Channel Engagement Strategy

While email is a potent tool for post-event follow-up, a multi-channel strategy boosts engagement.

Engaging leads through social media, targeted retargeting ads, and personalised calls for high-interest prospects ensures your brand remains at the forefront across the digital landscape.

This integrated approach amplifies the impact of your post-event efforts, driving higher engagement and conversion rates.

Integrating Sales Team Efforts

Highly engaged leads, identified through their interactions with your automated workflows, merit personal attention.

Automating alerts for your sales team to initiate direct follow-ups ensures that promising prospects receive the personalised engagement necessary to move from interest to action.

Armed with a comprehensive history of each lead's engagement, sales representatives can tailor their outreach, making every conversation relevant and impactful.

Execution and Continuous Optimisation

Success in post-event strategy lies in diligent execution and ongoing optimisation.

Monitoring engagement metrics across emails and channels provides insights into what content and approaches are most effective.

Regular A/B testing of email elements and follow-up methods allows for continuous refinement, ensuring your post-event communications remain impactful.

Balancing Privacy and Personalisation

Adhering to Australian privacy laws and principles and ensuring an easy opt-out for recipients is about more than compliance—it's about respecting your audience.

Paired with a commitment to providing value and personalising content based on collected data and feedback, this respect fosters trust, laying the groundwork for building meaningful relationships with your event leads.

Beyond the Event: Nurturing for the Long-Term

In the B2B Tech space, where sales cycles can be lengthy and decision-making complex, post-event follow-up is about more than immediate conversions.

Effective nurturing strategies, informed by the rich data gathered through your post-event workflow, ensure that leads remain engaged over time.

This long-term perspective on relationship building positions your brand as not just a vendor, but as a valued industry partner.

Wrapping Up

Maximising post-event engagement demands a strategic, integrated approach, extending the value of your event investment.

By leveraging automated workflows, personalised content, and a multi-channel strategy, B2B Tech companies can transform brief event encounters into lasting business relationships.

As outlined in this guide, success hinges on meticulous preparation, targeted engagement, and continuous optimisation, ensuring that every event lead is nurtured towards conversion and beyond.

In the fast-moving world of B2B Tech, where every interaction counts, adopting a sophisticated post-event marketing strategy is not just beneficial—it’s essential.

Let this guide serve as your roadmap to post-event success, helping you not only to capture leads but to engage, nurture, and convert them with unparalleled efficiency and effectiveness.

Any questions, reach out to us.