Research – commissioned by Cvent – has surveyed more than 2000 UK business executives to find out what makes them most likely to continue their interest to buy after a trade show.
A third (34%) said they would continue their interest post-event if a company remembered important aspects of their business needs. Another 22% said a personalised follow-up would keep them interested, while 17% said they’d remain impressed if the company reached out to them first.
Just under half (47%) said they wanted to be contacted within a few days after the event. Some 42% wanted this contact to be by email, 15% wanted a phone call, and 12% wanted social media.
Judy Elvey, marketing director, Europe at Cvent, said: “Making each interaction more customer-centric, ensuring communication at every stage is personalised, and following up with contacts in a timely manner post-event are all vital if sales and marketing teams want to get the best return on investment when they exhibit at or attend events.”
