Dreamforce is just around the corner and event season is already in full swing. As a sales rep, this is a beautiful time of year, and not just because of fall colors.
Trade shows and industry events can generate an enormous amount of new leads for you to add to your pipeline. At a large scale event like Dreamforce, a sales rep can shake enough hands and scan enough badges to generate an entire quarters worth of leads in a single day! But all that lead volume means very little if you don’t have the right workflows and strategies in place to follow up with those leads after you’ve all gone home. There are simple steps you can take to make sure that you don’t get buried by post-event leads or leave any of them hanging.
That’s why we invited a pro, SalesLoft’s own Chantal Herry, to share her secrets and strategies for following up with all those post-event leads.
Chantal Herry here. Today, I’m going to talk to you about how to follow up with prospects post-event. While it can be easy to connect with leads and scans at an event, you need to have a proper process to connect with them afterwards. A great part about event leads is that they’re familiar with your brands. It also means you need to follow up with those leads more quickly than with other prospects.Today, I’ll share with you three ways to make that follow up a breeze. Even if you’ve collected thousands of leads, you need to make sure that each of these leads are into your CRM. As you import contacts, you need to make sure that you label them by role and by persona. By segmenting them into different buckets, you’ll be able to tailor your messaging based on what they do. Now that your prospects are entered into your CRM and segmented by persona, it’s time to start a conversation. Cadences make it incredibly simple to send custom messages to each of those roles. These different roles may value your product in different ways, so I’ll create a cadence for each of my personas. For example, I’ll create one for sales operations, sales executives, and inside sales managers. I may share integrations, analytics, and data quality with sales operations managers while I pitch ease of use and cutting ramp time with sales managers. These role-based value props tailored to every persona definitely increases my chances of connecting with them. My third tip focuses on personalization. While customizing based on persona is great, personalizing on a specific person is even more valuable. Add a research step to those high value cadences so that you can set time aside to learn a little bit more about each of those prospects. Take notes with a tool that will easily let you view your research on your emails, your phone calls, and your social touches. With Sales Loft, you’ll be able to view your notes whether you’re in Gmail, Salesforce, or Outlook. That way, you’ll be able to share even more relevant information in your emails and in your phone calls. Thanks so much for watching. I hope you guys learned a few tips about how to follow up with prospects post-event. Thanks again and have a great day. Happy lofting.