Over a third of all IT buyers would welcome an email from a salesperson following an event, according to the 2017 Event Marketing Insights, a study by UBM Americas.
Specifically, 38% want an email from a sales rep. In addition, 31% would prefer an email or call from a product manager. But it has to be done quickly.
Of 220 business technology leaders polled, 83% want to hear from vendors within two weeks after a trade show or event.
In addition, 36% want communication within a week of the event, and 4% want follow-up within a day or two.
To conduct meaningful follow-up, vendors must demonstrate:
In addition, 45% of IT buyers are influenced when they have heard from subject matter experts at the vendor’s booth.
The survey also revealed these findings:
"Our survey shows business technology buyers' primary reasons for attending trade shows and conferences is to keep up on industry trends and evaluate technology solutions,” states Amy Doherty, director of research, UBM Americas.
She adds: “To deliver on these expectations, a marketer's event strategy needs to engage buyers throughout the year, instead of just before an event or on the expo floor."