The Definitive Guide to Lead Generation

CHAPTER NINE: PAID PROGRAMS
EVENT PROMOTION CHECKLIST
Pre-Event Promotion Checklist:
If appropriate, kick off your event with a press release
Schedule a series of emails (we’ve found the third email
usually drives the most registrations!)
Include a calendar invite (ICS file) in the email, so folks
can add the event to their calendars
Create your confirmation process:
Send a confirmation email immediately after registration
Send a reminder email two days prior to the event
Send a final reminder email one hour before the event
Steadily promote on social channels
Following up after the event is just as critical as your promotion.
A one-third attendance rate is typical, so follow up with attendees
and those who registered but didn’t attend. For the highest
possible click-to-open rates, follow up fast.
Post-Event Promotion Checklist:
Send a thank you email immediately after the event
Send slides, if applicable, within 45 minutes of the event
Send recordings, if applicable, as soon as they’re available—
ideally by the next day
Consider a phone call to those who meet your demographic
criteria. Your follow-up call should happen within a few days of
the event’s conclusion
Consider a call down with your inside sales reps to get more
registrants, or run an automated campaign with a voicemail
service like Boxpilot