Event Follow-Up Cadence

Use this cadence for leads collected at conferences, trade shows, webinars, and field events. Speed matters: contacts who visited your booth or attended your session will forget you within a week if you do not follow up.

Lead Segmentation

Before launching the sequence, segment your event leads into three groups based on engagement level.

Segment	Criteria	Treatment	Expected Meeting Rate
Hot	Requested a demo, had a 5+ minute conversation, or expressed a specific pain point	Immediate personal outreach from AE or SDR	20-35%
Warm	Stopped by the booth, attended a session, or scanned badge but no deep conversation	Multi-step follow-up sequence	5-12%
Cold	Badge scan only, minimal interaction	Automated nurture email with event content	1-3%

Sequence Overview

Step	Day	Channel	Segment	Goal
1	Day 0 (event day)	Email	Hot	Confirm conversation, book meeting
2	Day 1	Email	Warm + Cold	Thank you + event recap
3	Day 1	Phone	Hot	Live follow-up call
4	Day 2	LinkedIn	Hot + Warm	Connect on LinkedIn
5	Day 4	Email	Hot + Warm	Value-add with event content
6	Day 7	Phone	Hot + Warm	Second call attempt
7	Day 7	Email	Warm	Social proof email
8	Day 14	Email	All	Final follow-up

Step 1: Same-Day Email to Hot Leads (Day 0)

Subject: Great meeting you at {{event_name}}

Body:

Hi {{first_name}},

Great connecting at {{event_name}} today. I appreciated hearing about {{specific_topic_discussed}}.

As promised, I wanted to follow up on {{specific_next_step_discussed}}. I have some time {{day}} at {{time}} or {{day}} at {{time}} for a quick call. Would either work?

Looking forward to continuing the conversation.

Rules:

• Send within 2 hours of the conversation
• Reference something specific from your in-person conversation
• Propose 2 specific time slots

Step 2: Thank-You Email to All Leads (Day 1)

Subject: Thanks for stopping by at {{event_name}}

Body:

Hi {{first_name}},

Thanks for connecting with our team at {{event_name}}. It was a great event and we enjoyed the conversations.

In case you missed it, here is {{event_resource}} from the event: {{link}}

If anything we discussed sparked your interest, I would love to set up a 15-minute call to go deeper. You can book a time here: {{booking_link}}

Step 3: Phone Call to Hot Leads (Day 1)

Call script:

Hi {{first_name}}, this is [name] from [company]. We met at {{event_name}} yesterday and talked about {{topic}}. I’m following up on our conversation. Do you have a minute?

If voicemail:

Hi {{first_name}}, this is [name] from [company]. We met at {{event_name}} and I wanted to follow up on our conversation about {{topic}}. I sent you an email with some details. My number is [number].

Step 4: LinkedIn Connection (Day 2)

Connection note (Hot leads):

{{first_name}}, great meeting you at {{event_name}}. Enjoyed our conversation about {{topic}}. Let’s stay connected.

Connection note (Warm leads):

Hi {{first_name}}, we were both at {{event_name}} this week. Would love to connect.

Step 5: Value-Add Email (Day 4)

Subject: {{event_name}} recap + something useful

Body:

Hi {{first_name}},

A few days out from {{event_name}}, I wanted to share something I think you will find useful based on what we discussed.

{{Brief description of resource, such as a relevant guide, case study, or benchmark}}

Here’s the link: {{resource_url}}

Happy to walk through how this applies to your team if you’re interested.

Step 6: Second Call Attempt (Day 7)

Same framework as Step 3, but reference the resource you sent in Step 5. Do not leave a second voicemail.

Step 7: Social Proof Email to Warm Leads (Day 7)

Subject: How {{reference_company}} solved {{problem}}

Body:

Hi {{first_name}},

I know {{event_name}} probably generated a lot of follow-up emails, so I’ll keep this brief.

One of our customers, {{reference_company}}, was dealing with {{specific_problem}} before working with us. They were able to {{specific_result_with_number}}.

If that sounds relevant, I’d be happy to share more details on a quick call.

Step 8: Final Follow-Up (Day 14)

Subject: Closing the loop from {{event_name}}

Body:

Hi {{first_name}},

I’ve followed up a couple of times since {{event_name}} and I know things get busy.

If {{pain_point}} is on your radar, I’m here. If not, no worries at all. I’ll keep an eye on {{company}} and reach out if I see something relevant.

Performance Tracking

Metric	Target	Actual
Hot leads contacted same day	100%
Hot lead meeting rate	20-35%
Warm lead reply rate	10-15%
Warm lead meeting rate	5-12%
Overall event-to-pipeline conversion	8-15% of total leads
Average days from event to meeting	< 7 days