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event-follow-up

Use this skill when you need to turn a conference, trade show, webinar or roundtable into pipeline: "follow up with event leads", "post-webinar email", "trade show follow-up sequence", "pre-event outreach to book meetings". Plans pre-event outreach to book meetings, sorts leads after the event by conversation quality, and writes follow-ups that reference the actual conversation or session, with timing and channel for each lead group.

한국어 요약은 준비 중입니다. 원문 설명을 표시하고 있습니다.

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Use this around any event. Most event leads go cold because follow-up is slow and generic; a fast follow-up that references the real conversation stands out from every other booth.

Inputs

  • The event, your presence (booth, talk, sponsor, attendee) and dates.
  • Lead list with notes: who you spoke with and about what; webinar registrants and attendees.
  • What you presented or demoed.

The play

1. Before the event: book meetings

Two to three weeks before, reach target accounts attending: a short email or LinkedIn message with a reason to meet (a specific session, a private demo, a small dinner). Meetings booked before the event beat badge scans after it.

2. Sort leads within 24 hours

GroupWhoFollow-up
HotReal conversation about a live need; asked for a next stepPersonal email same or next day, meeting proposal
WarmGood conversation, no clear need yetPersonal email within 2 days, useful resource
SessionAttended your talk or webinarRecording, slides, one insight, soft ask
ColdBadge scan, giveaway, no conversationLight nurture, not sales outreach
Registered, did not attendWebinar no-showsRecording plus a 3-bullet summary

3. Reference the conversation

The first line names what you talked about or what they heard: "Good to talk at the booth about your night-shift scheduling problem." Generic "Great to meet you at the event!" emails are indistinguishable from the fifty others in their inbox.

4. Time and channel

Hot leads: email plus LinkedIn connection the same day. Warm: within 48 hours. Session and webinar: within 24 hours while it is fresh. Then a short sequence (3 touches over 2 weeks) for each group.

5. Measure

Meetings booked per event, pipeline per event, cost per meeting. Badge counts are not results.

Example (hot lead)

Subject: night-shift scheduling

Hi Ana, good talking at the booth yesterday about covering night shifts across your three new sites. As promised, here is how Northwind handles cross-site cover; the part on swap approvals is on page 2.

Would Thursday at 10 work for 20 minutes to look at your setup?

What good looks like

  • Hot leads get a personal message within 24 hours.
  • Every message references something real from the event.
  • Badge-scan-only leads are not sent sales sequences as if they asked for them.
  • The common mistake is one mass "thanks for visiting our booth" email to every scan, a week later.

Rules

  • MUST follow up hot leads within 24 hours.
  • MUST respect the consent people gave at the event (badge scans and webinar terms differ by event and region).
  • NEVER claim a conversation that did not happen.

Example prompts

  • "We had 140 badge scans and 22 real conversations at the summit. Sort them and write the follow-ups."
  • "Write pre-event outreach to book meetings with our target accounts attending next month."
  • "Write a post-webinar sequence for attendees and no-shows."

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