Start with the promise made at the booth
Before writing, find the conversation note. What did the visitor ask for? What did your rep agree to send? Who owns the next action? If the notes do not answer those questions, ask the rep rather than inventing personalization.
Use the contact channel and timing the visitor requested. A badge scan alone should not be treated as a request for an unrelated email sequence. Keep outreach relevant, honor opt-outs, and use your organization’s approved messaging process.
Template 1: deliver a promised resource
Use this when the visitor asked for a document, example, or specification. Replace every bracketed field and confirm the link works before sending.
Subject: [Resource] from our conversation at [show] Hi [first name], You asked about [specific question] at [show]. Here is the [resource] we discussed: [link]. The section on [relevant detail] addresses [their stated need]. Would [agreed next step] still be useful? If so, I can [specific action] by [date]. [Your name] [Company and contact details]
Template 2: confirm an agreed meeting
Use this only when a meeting was discussed. Offer concrete options and enough context that the recipient can decide whether to accept.
Subject: Next step on [topic] after [show] Hi [first name], We discussed [need] at [show] and agreed to explore [scope]. For a [duration]-minute conversation, I suggest we cover: 1. [Their question] 2. [Relevant workflow or requirement] 3. [Decision or next action] Would [time option with timezone] or [second option with timezone] work? You can also suggest a better time. [Your name] [Company and contact details]
Template 3: clarify a next step without pretending
Use this when you met, have permission to follow up, and the next action was left open. Do not claim the visitor expressed interest in a feature or purchase they never mentioned.
Subject: Following up on [topic] at [show] Hi [first name], We spoke briefly about [known topic] at [show]. I wanted to check which next step, if any, would help. I can send [relevant resource] or answer a question about [relevant area]. If this is not a priority, no action needed. [Your name] [Company and contact details]
Give each lead one owner and one next action
Separate requests for quotes, agreed meetings, information requests, and contacts with no agreed follow-up. Route each group based on what was actually discussed. Assign an owner and due date in the CRM so multiple reps do not send competing messages.
Review responses and preferences before sending another message. A follow-up schedule should support the conversation, not continue automatically after the person has declined or another teammate has already taken over.
- Check the spelling of the name, company, and address.
- Read the capture note and confirm the promise.
- Choose the appropriate template and replace all placeholders.
- Verify links and attachment access.
- Confirm the owner, contact preference, and timing.
- Record the outcome and next action in the CRM.
Measure progress beyond emails sent
Track promises fulfilled, replies, meetings held, qualified opportunities, and closed revenue separately. A scan count measures collection; it does not establish pipeline. Define how the CRM attributes an opportunity to an event before comparing shows.
For a simple operating report, group leads by event and owner and show the next action, due date, and outcome. Review overdue promises first. Use the results to improve the questions your booth team asks at the next show.