What a week it has been! If you’ve been following our blog, you probably noticed that we were knee-deep in all things Dreamforce last week. (If you weren’t able to make it out to the conference, check out our Day 1, Day 2, and Day 3 wrap-up posts.) Now, we’re back home and ready to hit the ground running — but just like many of you, we have to answer one important question: what’s next?
For any event — whether you’re an attendee, a sponsor, or a host — you want to make sure that you’re capitalizing on your event investment. That might mean one of several things depending on how you were involved. Maybe it’s reviewing your notes and disseminating what you learned to the rest of your team. Maybe it’s segmenting the leads you collected and getting them onto appropriate lead nurturing tracks for follow-up. Or maybe it’s figuring out how your event presence is actually impacting your ROI. Whatever the task, we’ve got you covered.
Take a look at our post-event resources outlined below, and feel free to print out our checklist to make sure you’re not missing any critical steps.
I want to…
Nurture and educate my event-generated leads — and measure my event ROI.
If this is your primary post-event goal, check out our write-up of Pardot’s post-Dreamforce plan here, including creating nurturing tracks and measuring ROI. You can also read this article for a more exhaustive look at several different types of nurturing plans that might be appropriate for your goals.
Target event leads with relevant advertising.
Let’s say you generated a number of event leads that aren’t ready to speak to a sales rep yet. The next step for many companies would be to target these leads with relevant display advertising in order to keep their brand top of mind. Take a look at this article as you get started, as well as this article by Terminus on using account-based marketing to nurture leads after an event.
Write follow-up content that actually gets read.
Even if you’re following up in a timely manner, there’s no guarantee that your emails will get read. Use the guidance in this article to make sure you’re writing emails that will make an impact.
Get more worksheets and event marketing tips in our Complete Guide to B2B Marketing. Just click on the banner below!