How to Build a Trade Show Lead Nurture

Want to make the most of your trade show leads? Start by building a trade show lead nurture program with your CRM and marketing automation platform.

The idea of creating a lead nurture campaign is pretty easy to get behind. A lead comes in, a scheduled series of follow up touchpoints are triggered, conversion rates improve and all things are right and good in the world of sales and marketing.

As you plan out your event communications strategy, here are some high-level steps to get you up and running with your first lead nurture campaign.

Building trade show lead nurtures.

If your organization exhibits at shows, most likely this is a strong lead source for you, but you also know that not every lead from a trade show should be treated the same. Individual A, who proactively seeks you out, has a meaningful conversation with you about your services or products and expresses interest in learning more, is a high-quality lead. This lead deserves significant, well thought out attention. On the other side of the spectrum, you have Individual C, who liked the idea of winning that iPad you were giving away and dropped their business card in your fishbowl and walked away. Probably a low-quality lead—but that doesn’t mean they aren’t worth attention.

As you plan out your trade show lead nurture strategy, you should look at two tracks for your nurture: Track 1 for A leads and Track 2 for C leads.

We already know a lot about the leads in track A. They have expressed interest and should be a priority for a multi-touch nurture. Since we have had a meaningful face-to-face conversation with them, phone or online meetings should be part of the mix along with email. Developing a nurture campaign for Individual A could look something like this:

Touchpoint #1: Automated Email (designed to look like it’s coming directly from the sender)

Timing: The day you meet, or the day after.

Messaging:

$$Firstname,

Thanks for taking the time to visit our booth (booth number) yesterday. It was nice to get an understanding of your role at <Company> and better understand your needs. Below you can find a few links to relevant information about how our services can help you achieve your goals.

After the show wraps up on <show end date> I will plan on reaching back out to you to set up some time for a follow up visit. If you would like to go ahead and schedule a follow up you can use the link below to find a spot on my calendar that works for you.

I look forward to learning more about how we might work together.

Safe travels.

(*people meet a lot of new people at tradeshows and a photo of yourself is a great way to help them recall the conversation you had with them.)

Marketing List: “A” rated leads from show <name of show>

Touchpoint #2: Phone call/message

Timing: Two to four days after the show ends

Messaging:

Hi <firstname>, it’s <yourname> from <yourcompany>. Following up from <showname>. Thanks again for stopping by our booth to visit. I hope the show was productive for you and that you have had some time to catch up with things after traveling.

I will send a follow up email to you today to see if we can get some time scheduled for a follow up call. If you would like to reach out directly to me you can reach me at <phonenumber> or <myemailaddress>.

Marketing List: “A” rated leads from show <name of show>

Touchpoint #3: Automated Email (designed to look like it’s coming directly from the sender)

Timing: Same day as call above

Messaging:

Hi <firstname>,

Following up from my voicemail. Here is a link to my schedule: link to calendar sharing tool

If you are open to it, I would like to schedule a 20-30 minute call to get some additional information about <company>, your role at <company> and your needs.

<mycompany> has significant experience in your industry and there’s a good chance that we have a solution that’s right for you. I have included a couple of links to case studies [or blog posts] below that I thought you might find useful.

Link to case study [or blog post]

I look forward to our next conversation.

[your signature file]

[photo of you]

Marketing List: “A” rated leads from show <name of show>

Touchpoint #4: Phone Call/Message

Timing: 2 days after prior message

Messaging:

Hi <firstname>, it’s <yourname> from <yourcompany>. Following up from meeting you at <showname>.

Our [product or service] seems like it might be a good solution for your current challenges [specific example of challenge]. If you are open to it, I would like to get a brief call scheduled to better determine if we are the right fit for you.

I will send a follow up email to you now to see if we can get some time scheduled for a follow up call. If you would like to reach out directly to me you can reach me at <phonenumber> or <myemailaddress>

Marketing List: “A” rated leads from show <name of show>

Touchpoint #5: Automated Email (designed to look like it’s coming directly from the sender)

Timing: Same day as call above

Messaging:

Hi <firstname>,

Following up from my voicemail.

A 20-30 minute call to get some additional information about <company>, your role at <company> and your needs would be a good next step for us. Here is a link to my schedule:

Also, here is a link to a third party review site or our product/services that I thought you might find valuable:

I look forward to our next conversation.

Marketing List: “A” rated leads from show <name of show>

Touchpoint #6: Automated Email; Branded HTML message

Timing: 7 days after prior message

Messaging:

Subject: How <yourCompany> solves <the problem the prospect has> for companies like <company>.

This message should deliver the heart of what your solution is all about and how companies success by working with you. It can be an excerpt from a case study, a link to a video, or a testimonial.

Include a branded signature block with your photo and contact info.

Marketing List: “A” rated leads from show <name of show>

Touchpoint #7: Automated Email; Branded HTML message

Timing: 7 days after prior message

Messaging:

Subject: Measuring the benefits of working with <yourcompany>

This message should get to the heart of why adopting your product/service is a good investment. Include testimonials and links to review sites if possible.

Marketing List: “A” rated leads from show <name of show>

The above represents the first 7 touchpoints. For “A” prospects, there should probably be more. It would be nice if everyone responded after the first attempt to connect, but that’s not reality. So being persistent and consistent with outreach is important.

For “C” leads, the above 7 touchpoints can be more general and you may want to skip the phone outreach, depending on the capacity of your team to make calls. Just be sure you don’t ignore these leads. When you combine the fact that these “C” leads attended a trade show that has some shared relevancy between you and them with the relative ease of modifying the “A” series of touchpoints, this could be a win.

In addition to the above touchpoints, consider targeting all prospects with ads on social channels and display networks concurrent with the nurture to help keep your brand top of mind. Bonus points if you add a relevant whitepaper or report you could encourage them to download from these campaigns.

And last but not least, don’t forget to incorporate asks for people to sign up for your newsletters—newsletters can be a great way to allow people to “self-nurture” until they are ready to connect with you.

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