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1. Preparare a Post-Show Outreach Plan
Trade shows can be overwhelming, with hundreds of conversations happening in a short period. To ensure these interactions translate into tangible business outcomes, it’s crucial to have a detailed post-show outreach plan in place before the event even begins. The outreach plan acts as a roadmap, guiding your efforts to re-engage leads after the trade show.
Why It’s Important: Without a clear plan, leads can quickly go cold, and the momentum gained from meeting face-to-face can be lost. Or the opposite can happen. Leads can be turned off by the cadence or the volume of outreach. A structured outreach plan ensures that no lead is left unattended and that your follow-up is timely and relevant.
Example: Maximizing Your CRM Engagement
Step 1: Identify Your Event Objectives
Define what success looks like for your post-show efforts. Are you aiming to book a certain number of meetings or close specific deals? HubSpot CRM allows you to set and track these objectives, ensuring your team stays focused on what matters most.
Step 2: Build a Post Trade Show Follow Up Timeline
Time is of the essence after a trade show. Leads are still fresh from their interactions, and a prompt follow-up can make all the difference. In HubSpot, create a timeline for outreach activities. For instance, schedule an initial follow-up email to be sent within 24 hours, followed by a phone call a week later, and enroll them in an automated email sequence to continue to nurture. The timeline ensures consistent engagement without overwhelming your prospects. Find the timeline that best fits for your company goals and your persona.
Step 3: Craft Personalized Sales and Marketing Messaging
HubSpot’s email templates can be customized with details from your interactions, such as specific products they showed interest in or challenges they mentioned. This personalized approach can significantly increase your response rates.
Additional ideas to include in your messaging include but are not limited to:
- Notes about your conversation
- A photo at the show
- A picture of their booth
- Making a personalized video to send in an email (check out Vidyard- it lives in your browser and natively integrates into your HubSpot inbox or email)
- Highlighting their specific pain points
- Sending sales collateral
Still not sure where to start? Here are some examples to get your sales emails on the right track.
Step 4: Prioritize Your Hot Leads
Not every lead will be equally valuable or ready to buy. HubSpot’s lead scoring feature helps you prioritize your efforts by assigning scores based on criteria like job title, company size, and level of engagement at the trade show. High-scoring leads can be targeted with more personalized outreach, while lower-scoring leads might receive less intensive follow-ups.
Step 5: Prepare Your Sales Tools
Ensure your CRM and email marketing tools are integrated and ready for post-show outreach. HubSpot’s integration with LinkedIn Sales Navigator can enrich your lead data, providing additional insights that can be used to tailor your follow-up communications further. Or leverage ZoomInfo to add further enrichment to your data.
Real-World Scenario: Imagine you’re a manufacturer that showcased new machinery at a trade show. You connected with decision-makers from both large manufacturing plants and smaller operations. Your post-show outreach plan prioritizes immediate follow-ups with the larger manufacturers by offering personalized demos that highlight how your machinery can streamline its production processes. For smaller operations, you schedule nurturing emails that showcase the cost-efficiency and scalability of your products over time.
2. Segment Your Leads
Segmenting your leads allows you to deliver more targeted and effective follow-up communications. By grouping leads based on common characteristics or behaviors, you can tailor your messaging to address their specific needs, increasing the likelihood of conversion.
Why It’s Important: Not all leads are at the same stage of the buying journey, and treating them as such can result in lost opportunities. Segmentation ensures the right message reaches the right person at the right time!
Example: Using HubSpot CRM for List Segmentation
Step 1: Collect Detailed Prospect Information
During the trade show, it’s important to gather as much information as possible about each lead. UseHubSpot’s free business card scanner and have leads automatically get entered into your CRM. Or if you are using a scanner app provided by the trade show, make sure to import your fully scanned list and leave actionable notes on each account as you scan so they get registered into your CRM for ease of use.
Step 2: Define Your Trade Show Segments
Once back in the office, create segments based on the information you collected. Each segment can then be targeted with a different follow-up strategy (and defined in your CRM automatically).
For example, you might segment leads into categories such as:
- High-interest decision-makers
- Potential Partners
- Long-term prospects
- Hot Leads
- By product interest
- By product category
- By persona
- By job title
- By industry
- By the time to buy
- By next steps
- And so many more options!
Step 3: Tailor Your Sales Messaging
For high-interest decision-makers, consider sending personalized emails that directly address the challenges they mentioned during the trade show. For potential partners, your messaging might focus on collaboration opportunities. Use HubSpot’s email marketing tools to create tailored campaigns for each segment. Leverage personalization tokens and AI functionality to customize.
Step 4: Align Segments with Your Sales Funnel
Understanding where each segment is in the sales funnel is key to delivering the right message at the right time. For instance, leads in the awareness stage might receive educational content, while those in the consideration stage could be offered a product demo. HubSpot’s deal stages help you map segments to specific stages in your funnel.
Step 5: Monitor and Adjust Based on Your Reporting
As you begin your follow-up, use HubSpot’s reporting tools to track engagement. If you notice certain segments are not responding as expected, adjust your approach. Perhaps some leads need more nurturing (through phone call follow-up, social media outreach on LinkedIn, retargeting ads, email campaigns, etc.) before they’re ready to engage with sales.
Real-World Scenario: Suppose you're a manufacturer of industrial equipment, and at the trade show, you have met both plant managers and procurement officers. Your segmentation strategy might involve targeting plant managers with technical specs and product performance data while procurement officers receive messaging focused on pricing, ROI, and cost savings. This ensures that each group gets information that speaks directly to their priorities, increasing the chances of conversion.
3. Personalize Your Follow-Up Messages
Personalization is key to standing out in a crowded inbox. By referencing specific details from your trade show interactions, you demonstrate to the lead that you were listening and that you care about their unique needs. It not only grabs attention but also builds trust and shows that you value the relationship.
Why It’s Important: Trade show attendees often receive a flood of generic follow-up emails. To stand out, your messages need to be personalized.
Example: Using LinkedIn Sales Navigator
Step 1: Reference the Trade Show
After the trade show, immediately connect with the leads you met on LinkedIn. In your connection request or follow-up message, mention something specific about your interaction at the event. This could be a speaker you both admired or a product feature they were excited about.
Step 2: Highlight Their Interests
Sales Navigator provides insights into what content your leads are engaging with on LinkedIn. If they’ve been active in discussions around a particular industry trend, mention this in your follow-up. Tailoring your message to their current interests shows that you’re in tune with their professional world.
Step 3: Address Their Pain Points
Use LinkedIn InMail to send a message that directly addresses the challenges they mentioned during the trade show. For example, if they expressed frustration with a competitor’s product, offer a solution that your product provides. Include case studies or testimonials from clients who faced similar issues.
Step 4: Use the Right Tone
Review the lead’s LinkedIn profile to get a sense of their communication style. If their posts are formal and industry-focused, maintain a professional tone in your message. If they seem more casual, you can adopt a friendly, conversational tone. Matching their style can make your message more relatable and well-received.
Step 5: Include a Clear Call to Action
Don’t leave the lead guessing about the next step. Whether it’s scheduling a demo, downloading a whitepaper, or attending a webinar, make sure your message includes a clear and compelling call to action. Use LinkedIn’s calendar integration to make scheduling as easy as possible.
Real-World Scenario: Let’s say you’re a manufacturer specializing in custom parts for the automotive industry. At the trade show, you spoke with a potential client who mentioned their need for faster production times. In your follow-up, you reference this conversation, offering a tailored solution that highlights how your advanced manufacturing techniques can reduce lead times. Personalizing your message with this specific pain point shows that you were paying attention and positioning you as the best partner to meet their needs.
4. Use Social Media for Engagement
Social media platforms like LinkedIn are powerful tools for maintaining connections and continuing the conversation after the trade show. By engaging with your leads’ content and sharing relevant posts, you can keep your brand top-of-mind without being overly salesy.
Why It’s Important: Social media allows for ongoing, less formal interaction, which can help nurture relationships over time. It’s also a great way to stay visible to your leads without relying solely on email.
Example: Using LinkedIn and HubSpot
Step 1: Connect on LinkedIn
After the trade show, send connection requests to everyone you meet, including a personalized note that references your conversation. Use HubSpot’s social media integration to track and manage your new connections. This ensures that all follow-up actions—like sending connection requests and engaging on LinkedIn—are aligned with your CRM data.
Step 2: Engage with Their Content
Set up LinkedIn notifications using HubSpot’s social media tracking tools. This allows you to monitor posts and activity from your new connections and quickly engage by liking, commenting, or sharing their content. Engaging regularly with their posts keeps you on their radar without the need for constant direct communication.
Challenge yourself weekly to:
- Like/ love 10 social media posts of your prospects/ clients
- Repost at least 2 prospects/ clients content
- Leave 3 comments on individual posts
- In a group comment on 3 posts
- In a group like/ love 10 posts
Step 3: Share Relevant Content
Use HubSpot’s social media scheduling tool to plan and share posts that recap the trade show, highlight industry insights, or promote your products. You could, for instance, write a LinkedIn article summarizing key takeaways from the event, tagging your new connections to encourage engagement. This not only strengthens your relationship with leads but also drives traffic back to your website or blog. Don’t forget to save time and energy by bulk uploading your social content!
Step 4: Use LinkedIn Messaging
If your leads haven’t responded to email follow-ups, try engaging them via LinkedIn direct messaging. LinkedIn messages can feel more personal and less formal, making them a great alternative for re-engaging leads who might not respond to emails.
Step 5: Join Relevant Groups
Join LinkedIn groups related to the trade show or your industry. Contributing to group discussions with valuable insights or sharing relevant content can help position you as a thought leader in your industry, increasing visibility with your trade show connections.
Real-World Scenario: Suppose you’re a manufacturing company that produces sustainable packaging solutions. After the trade show, you connect with various industry professionals on LinkedIn. You follow their posts about new environmental regulations and share relevant content about how your packaging solutions help companies comply with these standards. This consistent engagement keeps you visible and positions your brand as an industry leader in sustainable practices.
5. Leverage Content Marketing
Content marketing is a powerful way to keep your leads engaged after the trade show. By providing valuable, relevant content, you can nurture your leads, build trust, and guide them further down the sales funnel.
Why It’s Important: High-quality content positions you as an authority in your industry and provides ongoing value to your leads. It helps maintain engagement and keeps your brand top-of-mind as they consider their options.
Example: Using HubSpot and YouTube
Step 1: Create Event-Related Content
Write a blog post in HubSpot that recaps the trade show, focusing on industry trends, new products, or key insights you gained. Embed videos from your YouTube channel showcasing highlights from your booth or interviews with industry leaders. This content can be shared in your follow-up emails and on social media to keep the conversation going.
Step 2: Share Case Studies
Case studies are particularly effective for leads who are in the consideration stage of the buying process. Use HubSpot to create and distribute case studies that are relevant to the industries of the leads you met. For instance, if you met with retail executives, share a case study highlighting how your product increased sales for another retail client.
Step 3: Offer Exclusive Content
Create gated content in HubSpot, such as a whitepaper or eBook that’s only available to trade show attendees. Promote this content in your follow-up emails, offering it as a valuable resource for further learning. This not only provides value but also allows you to track which leads are highly engaged.
Step 4: Use Video Content
Video is a highly engaging format that can effectively capture your audience’s attention. Record a short video recap of your trade show experience, highlighting key takeaways and showcasing your products in action. Upload the video to YouTube and use HubSpot’s social sharing tools to distribute it across multiple channels.
Step 5: Monitor Engagement
Use HubSpot’s analytics tools to track how leads interact with your content. For example, if a lead watches a product demo video, you can trigger a workflow that sends them additional resources or an invitation to a live demo. This helps you tailor your follow-up strategy based on their level of interest.
Real-World Scenario: Imagine you’re a manufacturer of industrial automation equipment. After the trade show, you create a blog post that discusses the latest trends in manufacturing automation, embedding a video from your booth showcasing a live demo of your equipment. You send this blog post to the leads you met, positioning yourself as an expert in the field and keeping your brand top-of-mind as they consider automation solutions.
6. Send a Post-Show Survey
A post-show survey not only helps you gather feedback but also serves as another touchpoint with your leads. The insights you gain can inform your follow-up strategy, making it more targeted and effective.
Why It’s Important: Surveys provide valuable data that can help you understand your leads’ needs and preferences better. They also show that you value their opinion, which can enhance your relationship with them.
Example: Using HubSpot’s Survey Tool
Step 1: Design the Survey
Use HubSpot’s survey tool to create a post-show survey with questions about your leads’ experience at the trade show, their interest in your products, and the challenges they are facing. You can create a mix of multiple-choice and open-ended questions to gather both quantitative and qualitative data.
Step 2: Offer a Trade Show Incentive
People are more likely to complete a survey if they receive something in return. Use HubSpot to send out the survey with an incentiv, such as a discount code or a special offer for completing it. Personalize the email using HubSpot’s smart content features, referencing their name, and mentioning your trade show interaction to increase engagement.
Step 3: Send the Survey Promptly
Timing is critical when sending post-show surveys. Set up an automated workflow in HubSpot to send out the survey within 48 hours of the trade show while the event is still fresh in their minds. Include a personalized thank-you message that reinforces the connection you made at your booth.
Step 4: Analyze the Responses
Once you’ve collected responses, use HubSpot’s reporting features to analyze the data. HubSpot’s survey tool allows you to easily track and categorize feedback, identifying common pain points or interests. You can segment leads based on their responses, allowing for more personalized follow-up communications.
Step 5: Act on Feedback
If a lead mentions a specific interest or challenge in their survey response, follow up with a targeted email that addresses their needs. For instance, if a lead expresses interest in a particular product feature, you could send a demo invitation or a case study highlighting that feature. HubSpot’s automation tools can trigger these follow-ups based on the survey responses.
Real-World Scenario: Suppose you’re a manufacturer of precision tools. After the event, you send a survey asking attendees about their biggest production challenges. If several respondents mention efficiency concerns, you can tailor your follow-up emails to showcase how your tools address these specific challenges, offering demo videos and case studies from similar manufacturers who saw measurable improvements.
7. Host a Webinar, Live Demo, or LinkedIn Live Stream
Webinars, live demos, and LinkedIn Live streams are excellent ways to keep the momentum going after the trade show. They allow you to showcase your products in more detail and address any questions your leads may have. A LinkedIn livestream can add another level of engagement by providing a public-facing, interactive event that captures a larger audience, including those who may not have been able to attend the trade show.
Why It’s Important: These channels allow you to demonstrate the value of your product in real-time and answer questions, helping to move leads closer to a buying decision.
Example: Using HubSpot, Zoom, and LinkedIn Live Stream
Step 1: Plan the Event
Choose a topic for your webinar, live demo, or LinkedIn Live stream that directly addresses the interests or challenges of the leads you met at the trade show. For webinars and live demos, use Zoom for more controlled, smaller sessions, or opt for LinkedIn Live to reach a broader audience, including your LinkedIn followers. Ensure the content is relevant to your trade show connections, showcasing your product’s benefits or addressing a key industry trend.
Step 2: Promote the Event
Use LinkedIn’s event feature to create a page for your webinar or live stream. Share the event with your trade show connections and promote it through LinkedIn posts, emails, and LinkedIn ads to reach a larger audience. HubSpot’s email marketing tools allow you to send personalized invitations to attendees from the trade show, ensuring they don’t miss the opportunity.
Step 3: Engage During the Event
Whether it’s a Zoom webinar or a LinkedIn Live stream, encourage real-time engagement by allowing participants to ask questions via live chat or polls. LinkedIn Live is particularly effective for public Q&A sessions, allowing you to engage not only with your trade show leads but also with a wider audience. This broader reach can help attract new prospects while also nurturing your existing leads.
Step 4: Follow Up After the Event
After the webinar or live stream, send a follow-up email to attendees, thanking them for participating and providing a link to the recording. Include a call-to-action for the next step, such as scheduling a personalized demo or downloading a relevant whitepaper. If you hosted a LinkedIn Live stream, be sure to share the recording on your LinkedIn page to maximize its visibility.
Step 5: Nurture Non-Attendees
Not everyone will be able to attend the live event, but that doesn’t mean they’re not interested. Use HubSpot to send a follow-up email with a recording of the webinar or LinkedIn Live stream, offering an alternative time for a one-on-one demo or personalized session. HubSpot’s workflows can track who watches the recording and trigger further follow-ups based on engagement.
Real-World Scenario: Imagine you’re a manufacturer of automated packaging systems. After the trade show, you host a webinar that highlights how your systems can speed up packaging processes and reduce labor costs. You invite leads from the trade show to join and ask questions during the event. Afterward, you follow up with those who attended by offering a one-on-one demo to discuss how the system can integrate with their existing production lines.
8. Offer Exclusive Post-Show Discounts
Offering exclusive discounts to trade show leads can create a sense of urgency and encourage them to take action. This strategy not only rewards them for their interest but also helps to close deals faster.
Why It’s Important: A well-timed discount can be the nudge that turns a warm lead into a paying customer. By offering something exclusive to trade show attendees, you make them feel valued and create a compelling reason for them to choose your product or service.
Example: Using Shopify and HubSpot
Step 1: Design the Offer
Use Shopify to create a unique discount code specifically for trade show attendees. This could be a percentage off your product, a bundled package, or an extended trial period. The key is to make the offer valuable and relevant to the needs expressed by your leads at the trade show.
Step 2: Highlight the Urgency
To encourage quick decision-making, emphasize that the offer is time-limited. In your follow-up emails, use HubSpot to create a sense of urgency with phrases like “limited-time offer” or “exclusive to trade show attendees.” You can even include a countdown timer in the email to visually reinforce the deadline.
Step 3: Personalize the Trade Show Discount
If you had in-depth conversations with leads about specific products or services, tailor the discount to those offerings. For example, if a lead was particularly interested in a premium feature, offer a discount on that specific feature. Use Shopify’s dynamic pricing options to create personalized offers that resonate with individual leads.
Step 4: Promote the Offer in Follow-Ups
Include the discount code in your LinkedIn messages, social media posts, and follow-up emails. HubSpot’s email sequencing feature allows you to send reminders as the offer’s expiration date approaches, ensuring that leads don’t forget about the opportunity.
Step 5: Track Redemption Rates
Use Shopify’s analytics to monitor how many leads redeem the discount. Integrate this data with HubSpot to measure the effectiveness of your post-show discount strategy. If the redemption rate is lower than expected, consider extending the offer or adding an extra incentive.
Real-World Scenario: Suppose you’re a manufacturer of heavy machinery. After the trade show, you offer an exclusive 10% discount to attendees who show interest in your machines. You send personalized emails through HubSpot, highlighting the machinery they inquired about and emphasizing the limited-time nature of the offer. As the deadline approaches, you send reminder emails with a countdown timer, urging them to take action before the discount expires.
9. Follow Up Multiple Times
Following up multiple times is essential to closing deals, especially with leads who are still considering their options. On average, it can take 8 to 12 touchpoints to close a deal, depending on the industry and the complexity of your offering. Varying your approach and providing value in each interaction is key to keeping the lead engaged and moving them through the sales funnel.
Why It’s Important: Persistence is crucial in sales, but you must balance being persistent with not overwhelming the lead. Multiple types of touchpoints allow you to nurture the relationship over time, increasing the likelihood that your lead will eventually respond and convert into a customer.
Example: Using HubSpot’s Sequence Tool
Step 1: Schedule Your Follow-Ups with HubSpot Sequences
Use HubSpot’s sequence tool to automate your follow-up tasks and emails over the course of several weeks. A sequence allows you to pre-set emails, tasks (such as calls or LinkedIn messages), and reminders. For example, your first email might be a simple thank-you note, followed by a value-driven email offering a case study and a third email offering a demo. Sequences ensure that no lead falls through the cracks, as HubSpot will automatically prompt your next action or send the next email if no response is received. You can customize sequences based on the lead’s engagement level, such as stopping the sequence if the lead replies or scheduling a follow-up task if they engage with an email.
Step 2: Vary Your Approach
To avoid sounding repetitive, alternate between different types of outreach in your sequence. Use HubSpot to send emails, schedule phone calls, and set reminders to connect with your leads (with the HubSpot tasks tool ) on LinkedIn. For example, after sending your initial follow-up emails, schedule a phone call or LinkedIn message if there’s no response. Use the sequence tool to ensure all follow-up activities are organized and automated.
Step 3: Provide Value in Each Follow-Up
Ensure that each touchpoint provides something valuable to the lead, like new insights, case studies, industry reports, or special offers. In HubSpot, you can track the content that resonates most with your leads by monitoring which emails get the most engagement. Based on their interaction, tailor future messages to match their interests, keeping them engaged and moving forward in the sales process.
Step 4: Use CRM Tools to Track Progress
HubSpot’s CRM tools allow you to monitor each lead’s journey. You can see how they interact with your emails, which links they click on, and whether they open attachments. If you notice that certain follow-up emails are consistently getting high open rates, consider A/B testing different email content and subject lines for even better engagement. Adjust your strategy based on real-time data.
Step 5: Be Persistent but Respectful
Persistence is key, but it’s important to avoid overwhelming your leads. HubSpot’s reporting features can help you monitor how often you’re reaching out. If a lead hasn’t responded after eight or more touchpoints, consider pausing your outreach or shifting to a lower-intensity follow-up strategy, such as sending occasional newsletters or content updates. You can also create a custom task to revisit the lead at a later time if they need more nurturing.
Real-World Scenario: Imagine you manufacture specialized conveyor belts for the food industry. After a trade show, your first follow-up might be a thank-you email with a brochure outlining your products, followed by a phone call offering a free site assessment. If you don’t hear back, you might send a LinkedIn message offering a case study showing how your conveyors improved production efficiency for a similar food manufacturer. By providing value in each follow-up, you keep leads engaged and move them closer to a purchase decision.
10. Analyze and Improve Your Approach
After your follow-up campaign, it’s essential to review what worked and what didn’t. By analyzing your results, you can refine your strategy and improve your approach for future trade shows.
Example: Using HubSpot and Google Analytics
Step 1: Review Your Metrics
Use Google Analytics to track how your trade show follow-up emails and social media posts are driving traffic to your website. Integrate this data with HubSpot to see which leads are converting into opportunities or sales. Key metrics to review include open rates, click-through rates, and conversion rates.
Step 2: Identify What Worked
Analyze which follow-up strategies were most effective. For example, did personalized emails result in more responses? Did offering a discount increase conversions? HubSpot’s reporting tools can help you identify the strategies that delivered the best results, allowing you to replicate these successes in the future.
Step 3: Learn from Challenges
Identify any obstacles you encountered during your post-show outreach. For example, if certain emails had low open rates, consider testing different subject lines or sending times. If a landing page has a high bounce rate, use Google Analytics to analyze the page’s performance and consider making adjustments.
Step 4: Adjust Your Strategy
Based on your analysis, make the necessary adjustments to your follow-up strategy. This might involve tweaking your email templates, adjusting your segmentation criteria, or refining your messaging. Use HubSpot to update your CRM workflows to reflect these changes, ensuring that your team is aligned with the new strategy.
Step 5: Prepare for Future Shows
Document your findings and use them to inform your strategy for the next trade show. Create a checklist of best practices and lessons learned, and share this with your team to guide their efforts. You’ll be better prepared to maximize your ROI at future events by continuously refining your approach.
Real-World Scenario: Suppose you’re a manufacturer of custom machinery for the textile industry. After the trade show, you analyze your follow-up campaign and discover that leads who received a personalized machine demonstration converted at a higher rate. You use this insight to refine your post-show strategy, ensuring that all high-potential leads receive a demo in future follow-ups, thus maximizing your conversion rate.
Your Trade Show Success Checklist
Below we’ve summarized all of these incredible tips into one actionable checklist.
Identify your event objectives
- Quantify your event goals
- Define hot leads
Prepare your sales tools
- Connect any sales and marketing integrations to your CRM
- Leverage tools like ZoomInfo and LinkedIn Sales Navigator
Segment your leads
- Collect detailed prospect information
- Define your trade show segments
- Align segments with your sales funnel
Build a post trade show follow up timeline
- Prioritize your hot leads
- Craft personalized messaging
- Follow up multiple times
- Schedule your follow-ups with HubSpot sequences
Leverage content marketing
- Create event-related content
- Share case studies
- Offer exclusive content
- Use video content
Employ post-show engagement strategies
- Use social media for engagement
- Send a post-show survey
- Host a webinar, live demo, or LinkedIn Live Stream
- Offer exclusive post-show discounts
Analyze and improve your approach-
- Review your metrics
- Identify what worked
- Learn from challenges
- Adjust your strategy
- Prepare for future shows
If you’re looking to supercharge your trade show marketing, contact us today for a free consultation.
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