The event was a success. The venue buzzed with conversations. Your team handed out dozens of business cards. You left with a stack of leads that felt like pure gold.
Fast-forward a week… and silence.
Some of those “hot” leads haven’t responded. Others seem to have vanished into thin air. The momentum you built at the event? It’s slipping away.
Here’s the truth:
Your success doesn’t come from the event itself. It comes from what you do AFTER it.
If you don’t follow up the right way, your competitors will.
And all that time, effort, and money you invested? Wasted.
But don’t worry.
Here’s 7 post-event steps to convert those leads into actual revenue before they go cold.
1. Prioritize & segment your leads immediately
Not all leads are created equal. If you treat every prospect the same way, you’ll lose time and miss real opportunities. By segmenting your leads upfront, you ensure you focus on those most likely to convert first.
Hot leads
Follow up the next day while the conversation is still fresh.
Know your product and share information with emotion.
Tip: Customers want to buy, but they don’t want to be sold.
Warm leads
Reconnect within a week with additional value.
Find out what they want. Make what it is you’re selling match up with what they want.
Invite your warm leads to a product demo or hand them a case study.
Tip: Keep the momentum going.
Cold leads
Add them to a long-term nurturing campaign.
Don’t apply pressure. Offer valuable content over time.
Tip: Don’t force. Tempt.
2. Personalize your follow-up emails to convert your leads
If your follow-up email sounds like it was copied and pasted to a thousand people, expect it to be ignored.
Reference your conversation at the event
Remind them who you are and what you discussed.
Offer immediate value.
Send a case study, pricing guide, or something relevant to their pain points.
Keep it short.
No one wants to read an essay. Get to the point fast.
Example: Follow-up email
Subject: Great Connecting at [Event Name]
Hi [First Name],
It was great chatting with you at [Event Name]! I remember you mentioned [specific pain point]. We’ve helped companies like yours [brief success story], and I’d love to continue the conversation.
Are you open to a quick call this week? Let me know what time works best.
Looking forward to it!
[Your Name]
3. Convert leads into sales with a post-event offer
A great way to move prospects from “interested” to “buying” is to create an exclusive, limited-time offer. Urgency drives action. If they know the offer expires soon, they’re more likely to move forward.
Some ideas:
- A discount or special package for event attendees only.
- A free trial or sample for those who book a call within a week.
- A bonus add-on (extended warranty, premium feature, extra service, etc.).
4. Leverage social proof & content
Show your authority, and leads will reach out to you instead of the other way around.
Your prospects want reassurance that they’re making the right decision.
Post-event is the perfect time to showcase:
Customer success stories
Share testimonials from clients who’ve benefited from your solution.
Event highlights
Post photos, videos, and key takeaways on LinkedIn.
Expert insights
Write a post or blog on what you learned at the event and how it benefits your industry.
5. Retarget & stay visible
The more they see you, the more likely they’ll remember you when they’re ready to buy.
Most leads won’t buy right away. But that doesn’t mean they’re not interested.
Stay on their radar by:
Retargeting with LinkedIn ads
Show them tailored content based on their interests.
Sending a drip email sequence
Educate, don’t just sell. Share industry trends, useful tips, and valuable resources.
Connecting on LinkedIn
Engage with their content, comment on their posts, and send personalized messages.
6. Invite prospects to a post-event webinar or demo
Some leads need more nurturing before making a decision. A webinar or live demo gives you another chance to showcase your solution in action.
This builds trust and keeps the conversation going beyond the event.
Webinar idea
“Key Industry Trends & How [Your Solution] Can Help You Stay Ahead”
Live demo
Show exactly how your product solves their biggest challenges.
7. Analyze & optimize for the next event
Finally, take a step back and evaluate your performance:
- How many leads converted into actual sales?
- What follow-up strategies worked best?
- What could you improve for next time?
Refining your post-event strategy ensures even better results for your next event.
Don’t let your leads go cold
You’ve put in the work to make the event a success. Don’t let all that effort go to waste!
The companies that win are the ones that follow up fast, add value, and stay top of mind.
Implement these 7 steps, and you’ll see a real ROI from your event efforts.
Ready to take action?
Start with Step #1: Follow up with your hottest leads TODAY.