Surveys reveal that between 75% to 77% of B2B marketers rank in-person events like tradeshows and conferences as their top-performing marketing tactic. Tradeshows are great venues for finding qualified leads in an industry or market, since these events are where you’ll typically meet decision-makers, influencers, and thought leaders face-to-face. That’s why, if you’re looking for ways to grow your human resource email lists, joining relevant HR conferences can be the right strategy.
That is, if you know how to leverage your tradeshow attendance for email list building. For today’s post, we’ve hand-picked five proven tips you can quickly apply on your next HR event to make each contact count.
- Choose your tradeshows wisely
From the SHRM Annual Conference & Exposition to the HR Tech Expo, there’s no shortage of in-person HR events happening each year. But, even if you can afford to attend every single one of them, it’s best to join only those tradeshows relevant to your target customer or solution. This keeps potential email contacts to only within your target prospects as much as possible.
So, make sure to do thorough research on a tradeshow you’re interested in. See to it that the event’s target attendees match your target decision-maker profile. Be sure that your offer is consistent with the theme or focus, and not just tangentially related.
- Use the right lead capture tools
A study done by event automation provider Certain, Inc. finds that 73% of marketers still use manual data capture tools at live events. That’s despite the availability of digital lead retrieval tools that make collecting attendee contact details many times simpler and faster than with traditional fishbowl and spiral notebooks.
Capturing lead information is now as easy as downloading apps for scanning badges, administering surveys, taking notes, prequalifying leads, and doing other event lead generation activities.
- Segment your tradeshow contacts
Most event marketing experts agree that contacts obtained at tradeshows and conferences need to be segmented as soon as acquired. Tradeshow contacts should be grouped according to the action or interest they’re showing. You can classify these prospects into labels like “visited booth”, “requested more information”, “set appointment”, and “general attendee”.
This helps you put together a more robust follow-up plan and send relevant messages later on. As we’ll see in the following point, segmentation lets you avoid spammy behavior as well as steer clear of opt-in issues with your human resource email lists.
- Follow up on time and on point
According to the same Certain, Inc. study mentioned above, 57% of marketers say it takes four days for them to follow up with tradeshow leads. There’s, of course, no universal rule on the best time to check back with event prospects but, in general, the sooner you follow up, the better.
If you’ve classified contacts into appropriate segments, then you’ll be better able to craft a more relevant and compelling email message for each group. Don’t send the same follow-up email to all your tradeshow contacts. Always start off by reminding your leads you met at the event and tell them how you were able to obtain their contact information.
- Validate and verify email addresses right away
Before you add the tradeshow contacts into your main human resource email lists, there are some things you need to do first:
- Verify if the contact details are correct
- Look for duplicates and redundant entries
- Check whether an email address already exists in your main database
- Remove hard bounces
- Ask if a contact wants to opt out
Also, if the event organizer provides you with a list of attendees, you should never directly add them as contacts in your main database. The best thing to do is send one-on-one email to these contacts asking them to opt in.
With these expert tradeshow tips, it’s going to be much easier for you to cultivate your human resource email lists. The key thing to remember is to always be timely and relevant.