Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A

How B2B Marketers Follow Up With Event Leads

by Ayaz Nanji  |  
August 29, 2017
  |  2,205 views

Most B2B marketers take at least four days to follow-up with leads after in-person events, according to recent research from Certain.

The report was based on data from a survey conducted in July 2017 among 150 marketing decision-makers at B2B organizations with 1,000 or more employees that sponsor or host two or more events each year.

Some 73.5% of respondents say their firm takes four days or longer to follow up with event leads.

Just 2% of respondents say their firm follows up with event leads on the same day.


B2B marketers say they do not follow up with leads more quickly primarily because it takes time to prepare outreach (43.7% cite that as the main reason) and because they do not have the right tech tools to speed up the process (23.2%).

Some 51.7% of B2B marketers follow up with event leads via email; 22.5% follow up via phone, 27.9% via social media, 7.3% via direct mail, and 0.7% via other channels.


Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ...
IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

Comments

  • by Jacqueline (Jaci) Burns Tue Aug 29, 2017 via web

    I'm not sure about this research. I would have thought most marketers would wait a few days - or have their communications scheduled to wait a few days - to allow delegates to get back to base. Most conferences I attend finish on a Friday so that people can enjoy some down or travel home in their own time. I'm also not sure most people would be receptive to being pounced on right away. I'd be interested to hear what others think.

    Jaci Burns, Market Expertise (marketexpertise.com)

  • by Jackie Kuehl Wed Aug 30, 2017 via web

    Agree with comment by another Jacqueline below. Would be interested to see effectiveness by follow up-time and when a person wants to receive follow up. Often times during a conference it is so hectic with events the follow up immediately might be lost.

  • by Rong Wu Wed May 2, 2018 via web

    how's the best way for marketing colleagues following the leads? do they need to make contract with customers directly?

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!