Author Details
Vinay Mehendi
Vinay Mehendi, PhD focuses on customer engagement, alternative data, technographics, and CRM data management. he was listed as Top 20 B2B Marketer by Ruth Stevens in 2020. He is a Clemson graduate.
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Attended conferences? What about data?
Let’s say that you have returned from a conference. You listened to all the great work done by your competitors, partners, and customers. So, is the job done? NO, the job has just begun, my friend.
Data is gold in the era of GDPR, but only if you make timely efforts to store it, save it, and use it!
Table of Contents
What information to collect from conferences?
Business cards have died down. I see people taking phone #s, connecting with them on LinkedIn, or sending a quick message on the phone.
Here is the best approach:
1. Always take the email address of people. It permits you to add them to your contact. You can email more than once. After a few communications, you can add that person to your newsletters. Most probably, they would not say no. Though, it is not explicit permission.
2. Once you get the email address, you can just look up the person on Linkedin and send the connection.
3. If you were to do it on the phone, do it on WhatsApp. Why? The person will check your profile picture and recall it later.
How to segment data obtained from conferences?
1. Not all of these people are your customers. The worst thing you can do is to add it to your CRM and treat them all the same. STOP.
2. Lead Source: Create a column ‘Lead Source’. Dreamforce 2022, Inbound 2022, and Saastr 2022 are just some of the examples you can put in. This field would be used to decide the subsequent communication and communication type.
3. Contact Type: Create this field if you do not have it already. Think hard before you start writing. This would be used to segment your audience. Reseller/Partner, End Customer, Investor, and Not an ICP (Ideal Customer Persona) are some of the values you can use.
Build relationships on Linkedin
1. Personalize your touch. Avoid sending automated requests to connect to these folks. Just like you met 100s of people and are trying to automate, so did they meet. If not personalized, they might accept or reject without blinking.
2. Do it within a week or less but not after a month.
3. Mention the mixer or one thing that stands out from the conversation. For example:
a. Once you get the email address, you can just look up the person on Linkedin and send the connection.
b. I still remember the handshake I had with Amarpreet from Humantics AI.
c. Great energy there, I found in Mausami@ZapScale.
d. Thanks for the analysis of our HubSpot cost (Prasanna@CloudEagle).
4. Pitch or no pitch, that is up to you to decide. However, if you are a salesperson, go for the pitch!
What do you do after a month?
This is crucial. 90% of your relationships will be tested at this stage. A good job with CRM data guarantees you are nurturing them with newsletters and product updates.
1. Ensure you have touched the relevant ones via email and LinkedIn (at least).
2. Change their status to active lead if they do show interest.
3. Make sure that newsletters are going to them. You need to build trust and nurture them.
4. If they are a high-value customer, following up on the phone within the next month definitely makes sense.
Communicate with Resellers/Partners
1. It varies with business. For example, I can give one lead a month to my partners. Start helping your partners. Follow the philosophy of Give, Give, and Give. Read more about principles of building marketing flywheel here.
2. Put them in your CRM product updates nurturing. I always get a call as soon as I send product updates. Partners need to be told of your new offerings, product updates, and positioning frequently. All of that can be done in newsletter format.
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