Let’s face it - following up after a virtual event isn’t exactly anyone’s idea of fun, but it’s undeniably crucial for capitalizing on your virtual event or webinar efforts. 

But with this no-nonsense guide, you can discover a straightforward approach to turning what often feels like a chore into a strategic advantage. 

We’ll walk you through effective techniques for integrating data, personalizing communications, and executing swiftly, ensuring your post-event engagement is as impactful as possible. 

1. First things first; data integration and dashboard creation

Start with a comprehensive dashboard that combines primary campaign data and individual session data. This dashboard will serve as the cornerstone for analyzing event effectiveness and guiding follow-up actions.

Key components:

• Registration data validation: Ensure that registration types are correctly synced with your CRM (like Salesforce), to prevent discrepancies that could lead to inefficiencies.
• Bidirectional sync: Although challenging to implement, a bidirectional sync between your event platform and CRM can significantly streamline data updates, enhancing the accuracy of your follow-up efforts.

2. The special touch; personalized follow-up

The key to effective follow-up is personalization. Use the data collected to segment attendees based on their engagement and interest shown during the event.

Steps to implement:

• Dynamic rep dashboards: Create dynamic dashboards for sales reps that automatically update with assigned follow-ups, showing all details needed for personalized outreach.
• Session-level lnsights: Capture detailed insights at the session level, including attendance and engagement metrics. This helps in crafting messages that resonate with each attendee's experience.

3. 'Tech' it away - automated logic and recommendations

Develop an automated system that categorizes attendees by persona and tracks their session attendance to generate personalized follow-up actions.

Implementation tips:

• Decision trees: Use decision trees based on customer type (prospect vs. customer) and persona (e.g., IT, procurement) to tailor the follow-up.
• Content recommendations: Based on the sessions attended, automatically suggest relevant content or sessions that were missed but might be of interest.

4. Integrate like you mean it; CRM and marketing automation tools

Leverage integration with tools like Salesforce and Salesloft to automate and facilitate quick follow-ups.

Best practices:

• Templates and snippets: Use predefined email templates and snippets that can be easily customized based on the session data captured. This allows for quick, yet personalized communications.
• Session tags: Tag sessions in your CRM to enable easy access and use of session-specific insights during follow-ups.

5. Keep up the momentum - swift execution

The speed of follow-up is crucial. Aim to complete all follow-ups within 24 hours post-event to keep the momentum and maximize the impact.

Execution strategy:

• Pre-event preparation: Assign follow-up tasks to specific reps in advance and ensure they have all necessary information ready as soon as the event concludes.
• Post-event workflow: Automate as much of the follow-up process as possible to enable reps to focus on personalizing their outreach rather than managing logistics.

Wrapping it up with a bow

Mastering the art of follow-up after a virtual event or webinar is all about nailing the perfect blend of data integration, personalized communication, and quick action. Get these right, and you'll keep your attendees hooked while turning those leads into gold.

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