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Post-Event Follow Up: Tips for Nurturing Your Virtual Event Leads
By Madison Ervin
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 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:
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:
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.
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:
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.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:
For new leads added into your CRM, trigger automation to start the nurturing process. The types of automation you could trigger include:
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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