Part 3: After the event: Follow up like you actually mean it

📉 The silent killer of event ROI? Weak follow-up.

You spent thousands on flights, booths, banners—and you had real conversations.

But then… the follow-up looks like this: “Hey [Name], great to meet you. Let me know if you’d like to connect.”

That email goes straight to the archive.

Here’s what the data says: 74% of buyers say they never hear back from reps after in-person events

And the worst part? Most teams don’t even realize they’re ghosting their best leads.

🕒 Follow-up timing: Speed > polish

The golden window is 24–48 hours after the event.

Why? Because attention decays. Fast. After 3 days, your name starts to blur with the other 50 vendors they met.

Best-in-class teams follow up before the lead boards their return flight.

Here’s the play:

• T+0 (same day): Personalized microsite or recap email sent
• T+1 (next day): Rep sends a note with key takeaways from the convo
• T+2 (2nd day): Value-based resource or invite to 1:1 call

✍️ Personalization at scale: The “3×3” framework

Here’s how to create follow-ups that don’t feel templated—even when they are. Use 3 personalized elements in under 3 minutes per lead:

1. Something they said: “You mentioned struggling to tie your event leads to revenue…”
2. Something relevant you offer: “This client story on real-time scoring might resonate…”
3. A clear, next step: “Let’s set up 15 mins to show you how we solved this for [X brand].”

📩 Use this format for:

• Email follow-ups
• LinkedIn DMs
• Microsite CTAs

🔄 Segment your post-event flow

Your leads are not equal. Don’t treat them that way. Break them into 3 flows:

momencio automates these flows based on how leads were tagged during the event. No guesswork. No manual sorting.

🧠 Behavioral follow-up triggers

Don’t stop at one email. Use behavior to guide your follow-up:

• They opened your email but didn’t click? → Send a follow-up with a bold subject line
• They watched your demo video? → Prompt the rep to send a “next steps” message
• They didn’t engage at all? → Wait 7 days and try a new angle
  📊 Teams using behavioral drip logic report 32% higher reply rates than static campaigns.

💬 Email template: T1 post-event decision-maker

Subject: [Name], this stood out from our chat at [Event]

Hi [Name],

Great connecting with you at [Event Name]—your point about [Pain Point] really stuck with me.

I thought you might find this [Case Study/Resource] useful. It shows how another [Industry/Role] team tackled a similar issue using real-time engagement scoring.

Let’s set up 15 minutes next week to explore what this could look like for your team.

📅 [Insert Calendar Link]

Talk soon,
[Rep Name]
[Job Title]
[Brand Name]

💥 Don’t forget the “surprise and delight” touch

One team sends handwritten postcards. Another includes a digital coffee gift card. You don’t have to be flashy—but be memorable.

Even a “Hey, here’s a booth photo you’re in” moment creates connection. The follow-up is your brand’s second impression. Make it count.

📈 Tools that do this for you (Hint: momencio)

Here’s how momencio turns follow-up chaos into conversions:

• Triggers automated, branded microsites personalized to the lead
• Tracks content engagement post-event so you know what resonates
• Connects to your CRM so sales can move instantly from context to close
• Uses enriched lead data from the booth to customize messaging in real-time

💡B2B marketers say follow-up is their #1 missed opportunity.

🚀 Recap: Don’t send a “check-in.” Send a conversion opportunity.

If your post-event messaging isn’t:

• Timely
• Personal
• Value-led
• Segmented
• Behavior-driven

… you are leaving the pipeline on the trade show floor. Follow up like your revenue depends on it—because it does.