Lead Nurture Workflows

A structured, timely, and personalized follow-up plan is critical to converting booth interactions into meaningful sales opportunities. This section outlines how to turn leads into deals.

Why it's Important

Maintains momentum while your brand is still top-of-mind
Accelerates the sales cycle
Improves lead-to-opportunity conversion rates
Personalizes the buyer journey
Builds brand trust and authority post-event

How to Implement

Segment leads by qualification tier (hot, warm, cold)
Create personalized email nurture tracks based on conversation notes
Send follow-up emails within 24–48 hours
Include contextual references to the event, booth, or interaction
Use marketing automation platforms to scale follow-up
Offer next-step CTAs (demo, content, case study, meeting)
Align nurture workflows with sales rep outreach
Monitor engagement signals to trigger sales actions

Available Workshops

Nurture Email Copy Jam
Post-Event Segmentation Session
Marketing-Sales Handoff Workshop
Email Personalization Brainstorm
Follow-Up Calendar Planning Sprint
Outreach Sequencing Review

Deliverables

Lead Nurture Email Series
Follow-Up Campaign Timeline
Event Lead Segmentation Plan
SDR Outreach Templates
Marketing-Sales Playbook

How to Measure

Email open and click-through rates by lead segment
Time to first sales interaction post-event
MQL-to-SQL conversion rate
Meetings booked from nurture flow
Pipeline generated from follow-up
Unsubscribe and bounce rates

Real-World Examples

Gong

Sends a personalized email recap of the booth experience with tailored CTAs and value messaging.

ZoomInfo

Syncs booth notes to marketing automation to trigger personalized email tracks within 24 hours.

Marketo

Aligns post-show nurture with product campaigns and retargeting ads for multi-touch reinforcement.

Get It Right

Act fast—within 24 hours
Personalize emails using booth notes
Use progressive CTAs aligned to funnel stage
Coordinate with SDRs to avoid duplication
Keep messaging event-specific for 2–3 weeks post-show

Don't Make These Mistakes

Waiting too long to follow up
Sending generic mass emails with no context
Over-emailing cold or low-fit leads
Misaligning sales and marketing touchpoints
Losing event attribution in your CRM

Provided courtesy of Dawn Mallyon, Exhibitor Growth Strategies