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5 Strategies for Sponsors to Seamlessly Follow Up

August 29, 20232 min read

The true value of a conference sponsorship lies not just in the event itself, but in the follow-up actions you take afterward.”


As a proactive B2B marketer, sponsoring a conference offers a golden opportunity to connect, showcase your brand, and foster valuable relationships. However, the true value of a conference sponsorship lies not just in the event itself, but in the follow-up actions you take afterward.

In this blog, we'll explore 5 powerful ways to capitalize on your conference sponsorship and turn those initial connections into lasting business relationships.

1. Prompt Post-Conference Email

You know what they say, strike while the iron is hot by sending out a personalized post-conference email to the contacts you connected with. Express your appreciation for their time, mention a key takeaway from your interaction, and offer additional resources or insights related to their interests. This immediate follow-up demonstrates your attentiveness and keeps your brand fresh in their minds.

Notice how I didn't mention sending info about your product or service, unless they specifically asked for it.

You can provide something of value first and then the specific brochure, demo video, etc. There's still some relationship building that needs to happen.

2. Engaging Content Delivery

Leverage the content and knowledge you showcased during the conference by delivering it to your newfound connections. Whether it's the presentation you delivered, a whitepaper, or a comprehensive industry report, sharing valuable content reinforces your expertise and provides a reason for them to engage further with your brand.

3. LinkedIn Connection and Interaction

Expand your network on LinkedIn by connecting with the individuals you met at the conference. When sending connection requests, personalize your message to remind them of your interaction. After connecting, engage with their posts, share relevant content, and participate in industry discussions to reinforce your presence and build rapport.

4. Personalized Thank-You Notes

In a digital age, the personal touch stands out. Send handwritten thank-you notes to a select few key contacts you engaged with at the conference. Express your gratitude for the meaningful conversations and reiterate your excitement about the potential to collaborate. A handwritten note shows genuine interest and effort, setting you apart from the digital noise.

This is an easy and effective to build trust, continue that relationship building, and stand out in the crowd.

5. Customized Follow-Up Offers

Tailor your follow-up offers based on the conversations you had at the conference. If a prospect expressed interest in a specific product or service, create a personalized proposal or demo package that addresses their needs. Providing solutions aligned with their expressed interests demonstrates that you're dedicated to addressing their pain points.

Remember, sponsoring a conference is just the beginning of a potentially fruitful relationship-building journey. By strategically following up after the event, you can solidify connections, showcase your expertise, and transform initial interactions into long-lasting relationships and customers. Remember, the key to effective follow-up is personalization, value delivery, consistency, and commitment to addressing your contacts' needs.

blog author image

Amiee Keenan

I've been working with ISVs for over 20 years doing all things marketing, partner engagement, event planning, website and blog content, building a channel, and so much more. I've worked for some amazing ISVs in a variety of industries including manufacturing and distribution, cloud hosting and sales tax, as well as procurement, and pricing.

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