Q: Dear SaaStr: What’s The Best Way to Follow Up From Trade Show Leads?
I have learned a few things from the sponsors at the SaaStr Annual over the past almost eight (!) years. There’s a good summary from one here: How to make serious money off a SaaStr Annual sponsorship – SaaStr
The meta-learning is: especially if the show is large (top 1 or 2 in your segment) — focus on quality over quantity. And focus on prospects you can secure a follow-on appointment with. You will be overwhelmed with “quantity” at the top 1–2 shows in your industry (although not at 3–300). Most SaaStr Annual sponsors get almost 1,000 leads and most SaaStr digital events get over 1,000 sign-ups. You can’t follow up with them all, at least not in an un-automated fashion.
- So if you can: set up an appointment right then and there, for next steps, after the demo.
- If a lead isn’t in your sweet spot, and/or they don’t want to take a next step — sure scan the badge, but the odds are low.
- Meet at the end of each day as a team, and identify the top 10-20 prospects from the day. More is OK too, just have everyone identify a handful, and why.
Better to come back with 20 great opportunities with demos and follow-ups already on the calendar … than 200 or 2000 badge scans you dump into a marketing automation solution.
At least for most of us.
On a related point, you may want to staff up with SDRs, if you have them. They are usually the best ones to set up next appointments, after all …
(note: an updated SaaStr answer)