It’s important that you promote your event campaigns alongside your day-to-day marketing campaigns. Tie in the value you promote with your educational, top-of-mind nurturing efforts with all event-related marketing collateral. This is an important part of brand consistency and is a great way to reiterate the value of your services in a fresh way.

Once you launch your campaign, and emails start to flow out based on contact behavior, your sales team should be calling to follow up based on the responses they’ve seen. Every response, or lack thereof, should receive a phone call.

If they have responded and plan to attend, they should automatically be sent a ‘thank you’ email, but a personal phone call thanking them and expressing anticipation to see them at the event and find out if they have any preliminary questions is a great way to continue to build trust.

If they have responded that they aren’t able to attend, a phone call is still warranted because you can dig into why that is. Perhaps they are away or busy with a project during the proposed time. You can still impart value during a resulting sales conversation. If there is a lack of interest or ability to buy, at the very least that can be noted and your sales rep can move on to the next, more qualified prospect.

Even a lack of response is reason for a phone call. The email may have slipped by the recipient, and they would, in fact, be interested in your event.

The key takeaway here is – Any action or inaction on the contact’s part warrants a phone call, and that call can provide valuable information for your sales team, and in turn, they can turn a simple follow up into the first step in the sales process.

Megan Cramer is a Marketing and Sales Enablement Consultant at Mindmatrix, providing strategic consultation on marketing and sales best practices, assisting with technical needs, and interfacing with leaders in our organization to help develop new processes and program additions to best serve our clients.