Follow up after an event with the right people
The badge you scanned is rarely the buyer. Drop customers and open deals, rank the rest, and add the decision makers who stayed home.
The conversation
Sample accounts and numbers, for illustrationYouTake the post-event list I uploaded, remove customers and accounts with an open opportunity, rank the rest by ICP fit, and for the top accounts find the decision makers who were not at the event, so the follow-up reaches the buyer and not only the badge.
booth-scans.csv
Unify3 checks · your upload, CRM and contact data
- Resolved each badge to a company and a person, and merged duplicates.
- Checked Salesforce for customers, open opportunities and owners.
- Scored the remaining accounts against your ICP and the people against your personas.
Two hundred and six badges from 141 accounts. Nineteen accounts are customers or in a deal and went to their owners. Of the rest, 38 fit the ICP, and the top ten are below.
| Group | Accounts | People | What happens |
|---|---|---|---|
| Customers | 11 | 17 | Routed to owners with the badge and session |
| Open opportunities | 8 | 12 | Routed to the deal owner |
| Fit the ICP | 38 | 54 | Ranked for follow-up |
| Outside the ICP | 84 | 123 | Held on a list, not sequenced |
Ranking is by ICP fit and persona. Being at the event is why the account is on the list, not why it ranks where it does.
YouFor the top ten, who did we meet and who should we add?
UnifyAt seven of the ten, the person scanned is not the buyer. Here is who you met against who should hear from you.
Support engineer. Watched the routing demo twice.
Head of Support. Asked about the Zendesk integration.
RevOps analyst. Scanned at the booth, no conversation.
VP Operations. Verified work email. Owns the team Priya sits in.
Nils is the persona. Nothing added.
RevOps lead. Verified email and direct number.
YouOf the people at ICP accounts, who stopped at the booth for a demo or a conversation rather than only getting scanned?
UnifyTwenty-three of the 54 stopped for a demo or a conversation. They get a note about what they saw, and the 31 who were only scanned get a lighter one that does not pretend there was a conversation.
- 54
- people at the 38 ICP accounts
- 23
- watched a demo or talked to someone
- 31
- scanned only no note on the scan
- 8
- of the top ten accounts had a conversation Brightpath and one other were scans only
Demo and conversation flags come from the notes column in the scan export. A scan with no note is treated as a walk-by.
YouWhich scanned accounts already have an owner in the CRM, and what should each owner know before they follow up?
UnifyTwenty-eight scanned accounts have an owner: the 19 customers and open deals, and 9 of the 38 ICP accounts with no deal yet. Each owner gets who was scanned and what they did at the booth.
- 1Chris · 11 accounts7 customers or deals, 4 prospects
- 2Ana · 9 accounts6 customers or deals, 3 prospects
- 3Sam · 8 accounts6 customers or deals, 2 prospects
The 19 go to their owners outright. The 9 owned prospects stay in the follow-up, with the draft in their owner’s review queue.
YouDraft the follow-up for both and route anything owned to its owner.
UnifyFifty-one drafts are waiting for approval. Nineteen owned accounts went to their owners with the badge attached.
ToDana Holt
SubjectWhat Priya saw on Thursday
Dana, Priya from your team spent time with us at the booth on Thursday and asked how routing rules hold up past 50 reps. It seemed worth putting the answer in front of the person who owns that. Is the team growing towards that, or is it a different problem?
- Dana HoltOwner UnassignedRouting list
- Priya NairOwner UnassignedRouting list
- Nils BergOwner ChrisIn review
Set up
- Fifty-one drafts queued Two per account where a decision maker was added, one where the badge was the buyer. Nothing sends until you approve.
- Nineteen accounts routed to owners Customers and open opportunities, with the badge, the session and any booth conversation attached.
- Eighty-four accounts held Outside the ICP. Kept on a list with the reason, so nobody is emailed for walking past.
The event is the reason to write. The colleague’s visit is a fact; what the account needs is a question, and the draft asks it.
Post-event follow-up, with and without Unify
The scanned list is a list of who walked past. The buyers are one step away from it.
| Without Unify | With Unify |
|---|---|
| Every badge gets the same thanks-for-visiting email, customers and open deals included | Customers and open opportunities are removed from the sequence and routed to their owners with the badge attached |
| The follow-up goes to the person who scanned, who often cannot buy | For each account that fits, the contact waterfall adds the decision maker the persona names, verified before it is written down |
| Accounts are worked in scan order, so the best-fit companies get no more attention than the rest | Accounts are ranked by ICP fit, so the follow-up starts with the companies worth a second conversation |
| Nobody notices that another rep is already in a deal with the account | The CRM check runs before anything is drafted, and owned accounts go to the rep who owns them |
Start from this prompt
Make it your own in Unify, then review the results.
Take the post-event list I uploaded, remove customers and accounts with an open opportunity, rank the rest by ICP fit, and for the top accounts find the decision makers who were not at the event, so the follow-up reaches the buyer and not only the badge.
What else you can ask for
The walkthrough is one path through this workflow. These are the turns people take most often.
- Booth visitors onlyFrom the upload, who visited the booth rather than only attending the event, and which of them fit our ICP?Try in Unify
- One accountWho from Northwind Labs was at the event, who else there should hear from us, and does anyone own the account?Try in Unify
- Reps firstWhich scanned accounts already have an owner in the CRM, and what should each owner know before they follow up?Try in Unify
How it changes by who you sell to
- Software
- At a software event the scanned badge is often an engineer or an individual contributor who liked the demo. Ask Unify to keep the account, add the VP or director the persona names, and open the follow-up on what their colleague saw at the booth.
- Financial services
- Bank and insurer badges are often from innovation or procurement teams, not the business owner. Ask for the operations or risk lead at each institution alongside the person you met, and keep the follow-up formal and specific to the session.
- Healthcare
- A health system sends a delegation, and the person who scanned is rarely the one who signs. Ask Unify to group badges by system, add the department head or IT owner, and send one follow-up per system that names who you met.
- Manufacturing
- Plant visitors scan badges for the free coffee, and the operations director never comes to the expo floor. Ask for the operations and engineering leaders at each plant on the list, and reference the session or demo their colleague attended.
- Professional services
- The associate attends and the partner decides. Ask Unify to resolve each badge to the firm and the partner who runs the relevant practice, and to open the follow-up on the topic the associate showed interest in.
Next in events and inbound activation
First-party audiencesBuild audiences from first-party engagementWebsite visits, content reads and campaign clicks are already yours. Combine them with the ICP into an audience that refreshes itself, and split it by who should work it.
+2Unworked engagementFind engaged accounts sales has not workedAccounts that read your content, opened your campaigns and visited your site, with no sales touch in two months. Marketing did its job. Hand them over with the evidence.- Sales handoffHand email-engaged leads to the right repGive sales a prioritized handoff with the engagement context and a clear owner.
Connect what this workflow uses
Each guide covers the connection, what Unify reads and writes, and what to check before the first run.
- Connect SalesforceAuthorize Salesforce in Unify, configure CRM field mappings, and choose when to enable writing.
- Connect HubSpotConnect HubSpot to Unify, map Company and Person fields, and plan CRM exclusions and supported write-back.
- Connect GmailConnect Gmail to Unify for sequence emails and replies.
- Connect OutlookConnect Microsoft Outlook directly to Unify.
Questions about this workflow
Why remove customers from the follow-up?
A customer who visited the booth is a conversation for their account owner, not a cold sequence. Unify removes customers and open opportunities from the follow-up and hands them to the owner with the badge and session attached.
How does Unify find the decision maker?
Your personas name the titles that buy. For each account that fits, the contact waterfall through ContactOut, Forager and FullEnrich finds a person with that title and verifies an email before it is used. The person you met stays on the record as context.
What if the badge was the decision maker?
Then nobody is added. The account keeps one contact, and the follow-up references the conversation at the event directly rather than a colleague's visit.
How is this different from the event-list sequence page?
That page writes a sequence to the people on the list. This one changes who is on the list first: it removes accounts you already work and adds the buyers who were not there. Run this, then send.