With the rise of virtual events, it’s even more important to set up an effective post-event lead nurturing strategy to make the most of your attendance.

This blog post shows you how to use marketing automation to properly and effectively nurture new leads coming into your CRM.

Why post-event nurturing is important
Easy ways to import webinar attendees into your CRM
Segment attendees to share timely and relevant post-event marketing content
Set up nurturing sequences and automation to make the most of your new leads.

Why Event Nurturing Is Important

Your business spends valuable resources to develop, market, and host your events. Back when events were in-person, it was easier to connect with your audience on a personal level. But that shouldn’t change when hosting your virtual event. Virtual events have so many great benefits such as:

Larger audience reach and higher attendance.
Digital registrations seamlessly add contact information into your database.
Interactive tools such as panels, chats, and polls to engage with your audience.
Streamline event follow-up content based on contact attendance.

According to Gleanster Research, “only 25% of leads are legitimate and should advance to sales.” This means that three-quarters of your leads are not ready to buy your product or service yet. A post-event nurturing journey continues to engage and build confidence with your event attendees. Based on their engagement, you can trigger automation for your high-value leads. A study done by MarketingSherpa shares that “79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance.”

Managing Your Event Using GreenRope

Create New Event in GreenRope

GreenRope offers a complete event management tool to manage your event registrations and track attendees. Use this feature to create your event, promote event registrations, and send follow up reminders to your contacts.

Once a contact has checked in to your event, you can trigger a workflow to:

Send a thank you email
Share relevant content, cheat sheets, etc.
Move contacts into a new group
Update the contact’s CRM record
And more!

GreenRope's integrated event feature is ideal for managing your event promotions and registrations.

Once a contact attends your event, you can trigger automation for attendees to start the lead nurturing process. If you’re using an outside vendor to host your virtual event, here are a few ways to automate your follow up process!

Automate Adding New Attendees into GreenRope

Once the event is over, it’s important to follow up with your attendees with additional resources. Research done byInsideSales.com shows that 35-50% of sales go to the vendor that responds first. Here are a couple of great ways to automate adding attendees into your CRM after the event.

Zoom Integration

GreenRope's native Zoom integration allows you to automatically add webinar and meeting attendees into your CRM. For this integration to work, you need to:

Be at the Zoom Pro level or higher
Create matching events in both Zoom and your CRM Calendar

It’s that simple. GreenRope automatically finds any events from 30 days ago, and future events, to synchronize meeting attendees and webinar registrants. Click here to learn more about the Zoom integration and benefits.

Zapier Integration

Zapier.com is a great way to set up integrations with over 90 event management platforms! A new event attendee will trigger (known as a "Zap") an update in your GreenRope account.

You can set up this integration from inside your GreenRope account. Click here to set up the Zapier connection with your event management platform!

Types of Post Event Automation To Set Up

After the event, send personalized content to each type of attendee. For example, this could include:

Contacts who registered, but did not attend your event.
Current clients who attended your event.
New leads who attended your event.

For new leads added into your CRM, trigger automation to start the nurturing process. The types of automation you could trigger include:

New lead notification or alert for your team.
Group segmentation is based on the type of service they are inquiring about.
Use Lead Scoring for assigning points of value and gathering engagement statistics.
Use Journeys to differentiate between services and set up automation based on engagement.
If links are key drivers, use the Link Library to trigger a workflow when a contact clicks on a specific link.

There are many ways to personalize the content you share to your list, and it all stems from proper segmentation. To learn more, check out our blog on the 4 Ways to Get Your Email Marketing in Front of the Right Audience Through Personalization & Segmentation.

To start mapping out your customer journey, check out our free tool JourneyFlow.com. Once you define the types of segments (or groups of contacts), you can use GreenRope’s Journey feature to do the rest. Here’s an example of the Journey you could create using JourneyFlow.com.

Here are a few resources you might find helpful:

Importance of Email Communication

“Email has the ability many channels don’t: creating valuable, personal touches - at scale.” - David Newman

Email marketing is a way to collectively generate conversations. This form of communication is not going away. Email marketing is a great opportunity to send targeted and timely content to your list. Similar to how your team needs to work together, you also need your channels to work together. Using a customer journey, you can send personalized email content to your audience.

For help creating better email content, check out our featured blog posts.

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Post-Event Follow Up: Tips for Nurturing Your Virtual Event Leads