The Real ROI Happens Between Events
80% of people waste their event investment. (Here's what to do instead.)
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I went to Ethiopia twice in six months for two different aviation conferences.
Different events, but a lot of the same people. Same venue. Both rich with opportunities.
The first trip, I did what most do.
Set up my booth, exchanged business cards with people I’d never met before, and attended sessions. I managed one partner dinner. Made some solid initial introductions and flew home feeling good about it.
Then the real work began.
I followed up with the people I’d met and stayed in touch over the next several months. I reached out on LinkedIn and sent emails with helpful information. Even set up a few calls to keep the conversation going.
When I headed to Ethiopia for the second time, the experience was completely different.
It started with my flight over, when I discovered I knew most of the people in business class. Updated a client in the lobby while checking in. I had pre-arranged site tours, sit-down meetings with a group of buyers from a major airline, and more dinners.
The power of staying in touch.
I shared a stat recently that said 80% of exhibitors don’t follow up on their leads at all. They spend thousands on booth space, fly across the world, have great conversations, and then get home and... nothing happens.
The real ROI happens in between events.
Here’s what actually works:
Segment your leads. Hot leads (meeting booked, proposal requested) get a personal note within 24-48 hours. Warmer leads who opted into your lead magnet are added to a nurture sequence. Colder leads will need multiple touchpoints.
Use multiple channels. Email, LinkedIn, phone calls. Maybe a handwritten note for your best prospects. Stay visible without being pushy.
Share real value over time. This is where a strong lead magnet pays off. Organize your email list to deliver ongoing case studies, insights, and tools through an email sequence. Repurpose it for follow-up emails and social posts. Give prospects reasons to stay engaged.
You don’t need a huge team. Just a plan and the commitment to execute it.
Keep it simple and send that thank-you email within 48 hours. Build a system that keeps relationships warm until the next event. Track, reach out, repeat.
Because return on relationships takes time.
The event is just the starting point.
The magic happens in all those months in between.
✈️ Carry On
with Pamela Wilton
Stay in touch. Stay visible. Stay helpful. Have fun.
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