Turn event leads into pipeline and revenue with a disciplined, time-based follow-up program.
- Within 24 hours: thank-you note + recap + meeting link.
- 48 hours: share relevant asset or case study.
- 1 week: send tailored use case or proposal.
- 1 month: re-engage with progress update or new insight.
Subject: Great meeting at {Event Name}
Hi {First Name},
Great meeting you at {Event Name}. Based on our chat about {topic}, here
is a short overview and a suggested next step. Would you be open to a 20-minute follow-up next week?
Best, {Name}
- Tier A: ICP match, budget, timeline, decision maker.
- Tier B: ICP match, long-term timeline.
- Tier C: low fit or unclear requirements.
- Log all leads within 48 hours.
- Assign owner and stage.
- Add notes and last-touch date.
- Track conversions by lead source = event.
Core formula
ROI = (Event-attributed revenue - Total event cost) / Total event cost
Expanded model (recommended)
- Qualified leads = Total leads x Qualification rate
- Opportunities = Qualified leads x Opportunity rate
- Expected revenue = Opportunities x Average contract value x Win rate
- ROI = (Expected revenue - Total event cost) / Total event cost
Example
- Total leads: 180
- Qualification rate: 20% => 36 qualified leads
- Opportunity rate: 30% => 10.8 opportunities
- ACV: $25,000
- Win rate: 25% => Expected revenue = 10.8 x 25,000 x 0.25 = $67,500
- Event cost: $45,000
- ROI = (67,500 - 45,000) / 45,000 = 0.5 (50%)
Sensitivity check
If win rate drops to 15%, expected revenue = 10.8 x 25,000 x 0.15 = $40,500, turning ROI negative. Use this to set minimum qualification and win-rate targets before committing budget.
A cleaned, enriched CRM pipeline with attribution and documented ROI.