Strategies for Marketing and Sales Teams to Improve Event ROI
Interview #6 in the Making Rain with Events Series
In this interview with Matt Heinz, we talk extensively about how your team, specifically those in sales and account management, can be more effective at your events and increase event ROI through immediate follow-up. Whether you’re hosting your own events and conferences or sponsoring a third party event, the results are heavily dependent on what your attendees do. Our goal in this conversation is to give you some tangible ideas that you can share with your team to get even more from your event investments.
We begin by discussing what your representatives can and should be doing to prepare for each event. By figuring out your goals and metrics ahead of time, you can co-create a strategy to deliver targeted results.
Throughout our discussion, you’ll learn some of our own secrets, such as getting your hands on the registration list long before the event starts. You’ll also find out how to engage speakers in such a way that they feel inspired to talk about you and your company during their own presentation. And you’ll discover the importance and power of following-up before anyone else does on the plane ride home. Putting yourself in your prospect’s shoes is the key to finding success at events.
There are so many excellent, actionable takeaways you’ll find in this exchange. Take the time to listen and find a way to implement the best nuggets that are most relevant for you and your team. Don’t try to do it all, instead, implement the one change that can make a difference in your event strategy tomorrow. Perhaps it’s as simple as sharing this link and suggesting that your sales participants give a listen to this podcast before your next big event.
Listen to full podcast here:
Scott Ingram: Think about yourself in these events. You don’t remember hardly any of it. You have sessions, you have keynotes, you have all these random conversations that you’re having. You’re not going to remember the details. You just need to get enough of a learning to be able to restart a conversation in a really relevant, powerful way, and go from there. That’s a great bridge you built for me there, Matt. Let’s now talk about what the follow-up process can and should look like. Maybe you just want to talk through your own — you have a really good, refined process that manifests itself immediately.
Matt Heinz: Yeah, it’s not just because I want to make the most use of my time, but also because I know that at a certain point, after I get back from an event, I’m moving on. All these things you’re talking about here: you’re pre-show planning, strategizing set-up, and effectively leveraging the show. Then, your execution at the show sets up your ability to follow-up. One thing that’s really important to me is that I try to finish-up most of my follow-up on the flight home. There are certain things that might be bigger deliverables or bigger to-do’s that I just can’t do. Those are added to my Outlook tasks, and added to my to-do list, so that they are sort-of locked into my next steps. As I’m connecting with people at the show, there are a bunch of business cards I have from people I’ve done exchanges with. There are people I haven’t exchanged cards with, but I wrote their names down in my Moleskin. Literally, without getting into all of the details, and I’m happy to follow-up with anyone and share more about the process, it’s becomes part of my agenda. You send people a thank you note and say: “Thanks very much, it was great to meet with you.” Maybe they said, “Oh, I’d really like a copy of that blog post you talked about.” Well, send them the blog post copy. Follow them on LinkedIn. Follow them on Twitter. Make sure they get added to any drip marketing campaign you have. Then, I start working with my assistant, and I have this person who should go into our pipeline, and another who needs to go onto our newsletter list. So effectively, I’m processing through all of those contacts. By the end of doing that, I’ve followed up with everyone. I’ve left a secondary impression with people. I’m one of the first to do that because I’m doing it on the plane home. By the time I get back to my office, or get back home, my kids want to spend time with me. So I’m not doing it then, or I have a thousand things I need to do back at the office. The majority of my follow-up is done. It’s the difference of night and day for me. If I don’t do that, then I am far less likely to have the breadth and depth of follow-up and impact on those conversations at the show than I would have otherwise.
Listen to full podcast here:
About Matt Heinz, President and Founder of Heinz Marketing
Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing, with 15 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, and Matt is a repeat winner of Top 50 Most Influential People in Sales Lead Management and Top 50 Sales & Marketing Influencers.