Learn how to leverage your conference contacts, insights, and feedback to generate more leads, sales, and referrals with a post-conference marketing plan.

The most important post-conference activity is to gather feedback from your speakers, sponsors and attendees. Hold a retro session with your team to know what went well and what didn't go so well. Create an action plan off the back of it to help make the next event even better.

What are the best ways to create and implement a post-conference marketing plan?

You've just hosted or attended a successful conference, and you want to keep the momentum going. How do you leverage the contacts, insights, and feedback you've gained to generate more leads, sales, and referrals? A post-conference marketing plan is the answer. Here are some best practices to create and implement one.

Key takeaways from this article

Capture the energy:

Sharing a highlights video quickly after the event keeps the excitement alive and doubles as great promotion for future events. It's a powerful way to maintain engagement with your audience and showcase what they can look forward to.
Insight through feedback:

Post-conference, actively seek feedback from participants. Use their insights to refine your next event, ensuring it's even more aligned with attendees' expectations and experiences.

This summary is powered by AI and these experts

1 Define your goals and metrics

Before you start any marketing activities, you need to have a clear idea of what you want to achieve and how you'll measure it. Do you want to increase brand awareness, generate more leads, nurture existing prospects, or boost customer loyalty? What are the key performance indicators (KPIs) that will show you if you're on track? For example, you might track email open rates, website visits, social media engagement, or sales conversions.

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2 Segment your audience

Not everyone who attended or interacted with your conference is at the same stage of the buyer's journey. Some might be ready to buy, some might need more information, and some might not be interested at all. To tailor your marketing messages and offers to each group, you need to segment your audience based on criteria such as their industry, role, pain points, interests, or actions. You can use tools such as CRM software, email marketing platforms, or surveys to collect and analyze this data.

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3 Choose your channels and content

Depending on your goals and audience segments, you'll need to select the most effective and relevant channels and content to communicate with them. For example, you might use email newsletters, blog posts, social media posts, webinars, podcasts, ebooks, case studies, or testimonials. You'll also need to decide on the tone, style, and frequency of your communication. The key is to provide value, education, and entertainment, not just promotion.

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Areej AbuAli

Building a community for Women in Tech SEO & beyond
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Share your conference professional photos across different channels, via email to your attendees, via social media with your followers, to showcase how the day went to the world. Create a media folder that includes professional photos for your speakers and encourage them to show them off to the world. Make it easy for folks to sign up for information on your upcoming events

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4 Follow up and engage

One of the most important aspects of post-conference marketing is to follow up and engage with your audience in a timely and personalized manner. Don't wait too long to reach out, or you'll risk losing their attention and interest. Send them a thank-you note, a recap of the conference highlights, a feedback survey, or a relevant offer. Ask them questions, invite them to join your online community, or offer them a free consultation. The goal is to build trust, rapport, and credibility.

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Kirstie Cartledge

Head of Events & Marketing ⚡️ International Search Summit & International Social Summit Organiser
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Post-event follow up is one of my favourites. We do our best to encapsulate the event (and memories made) into a highlights video and share it with all our attendees, speakers and sponsors. Not only does it prolong the event buzz but it serves as a fantastic tool to promote the next event. It usually makes me quite emotional watching the final edit!

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5 Track and optimize

Finally, you need to track and optimize your post-conference marketing plan based on the results and feedback you get. Use tools such as Google Analytics, social media analytics, or email marketing analytics to monitor your KPIs and see what's working and what's not. Test different variables such as headlines, images, calls to action, or timing to see what resonates best with your audience. Adjust your strategy accordingly and keep improving.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Areej AbuAli

Building a community for Women in Tech SEO & beyond
Report contribution
The most important post-conference activity is to gather feedback from your speakers, sponsors and attendees. Hold a retro session with your team to know what went well and what didn't go so well. Create an action plan off the back of it to help make the next event even better.

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What are the best ways to create and implement a post-conference marketing plan?

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2

3

4

5

6

1 Define your goals and metrics

2 Segment your audience

3 Choose your channels and content

4 Follow up and engage

5 Track and optimize

6 Here’s what else to consider

Conferences

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What are the best ways to create and implement a post-conference marketing plan?

1

2

3

4

5

6

1 Define your goals and metrics

2 Segment your audience

3 Choose your channels and content

4 Follow up and engage

5 Track and optimize

6 Here’s what else to consider

Conferences

Rate this article

Thanks for your feedback

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