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Guidebook: 6 Sequences That Create Sales Opportunities From Events

Get to know the only six sequences you’ll ever need before, after or during an important in-person or virtual event. Every sales sequence includes step-by-step touch pattern instructions, benchmarks, stats and sample intro email templates.
Riley Clark

In this guidebook you’ll find the following campaigns:

-Check Attendance Before An Event

-Event Invitation

-Post-Event All

-Post-Event Attendees

-Post-Event Non-Attendees

-Pre-Event Reminder

Check Attendance Before An Event

Used for events that aren’t hosted by your company, this pre-event campaign helps you find out who you can expect to bump into at the next event you plan on attending.

Event Invitation

Whether you’re hosting a webinar, roundtable, conference or otherwise, use this campaign to invite your most relevant leads.

Post-Event All

Regardless of attendance, this campaign is for everyone who registered for your most recent event.

Post-Event Attendees

Follow up with those who attended your most recent event to continue nurturing the relationship.

Post-Event Non-Attendees

Keep your company top of mind with those who registered but didn’t attend your most recent event.

Pre-Event Reminder

Keep event registrants in the loop throughout the week leading up to the big day so your company and event stay top of mind.

The Campaigns

Keep reading to get the stats, benchmarks and touch pattern for each of the six sales campaigns included in the guidebook. Plus, a sample introduction email template written specifically for each campaign type, so you can start your own sales sequence off on the right foot.

Check Attendance Before An Event

Used for events that aren’t hosted by your company, this pre-event campaign helps you find out who you can expect to bump into at the next event you plan on attending.

The Stats

Steps: 5

Days: 7

Roles: SDRs & AEs

Engagement Channels: Email, Phone

Target: Outbound & Inbound Leads

Benchmarks & Goals

Current benchmarks for Check Attendance campaigns are as follows:

21.95% Open rate

0.91% Reply rate

1.4% Click rate

Bonus Tip: To run an A/B test with this sequence, start a new email thread on Day 5 Step 3 for the B variable.

The Touch Pattern

Day 1

Step 1 • Email - Introduction

Make your initial introduction with copy that references the 3rd party event you hope to see your prospect at.

Day 2

Step 2 • Email - Follow up - Threaded

In the same thread, reference the event again and provide information about where to find you/how to contact you.

Day 5

Step 3 • Call - No Voicemail

Reach out with a phone call, but don’t leave a voicemail. You want everything about this sequence to feel casual and unplanned.

Step 4 • Email - Follow up - Threaded

Let your prospect know that they have a missed call from you and suggest that they save your number.

Day 7

Step 5 • Email - Follow up - Threaded

Send your final email the day of the event. No need to word it like a break up email. Simply write a quick message saying that you’re arriving at the event soon.

Sample intro email: Check Attendance Before An Event

SUBJECT LINE: See you at {{EVENT NAME}}?
Hey {{ contact.firstname }},
Having a good {{DAY OF WEEK}}? I'll arrive at the {{HOTEL NAME}} in {{CITY}} a few days and wanted to see if you're attending {{EVENT NAME}}?
Hope to see some of our fellow {{recipient.company}} friends at the event or even at the pool. Drinks on {{sender.company}}!
Looking forward to meeting those of you in person who I haven't already :)
Cheers,
{{ owner.firstname }}

Make It Yours

Tone too casual for your taste? Use Regie to rephrase the text or let our AI generate something completely new. Creating your account only takes minutes and our Free Forever plan is as inexpensive as it sounds.

Create your Regie.ai account

Event Invitation

Whether you’re hosting a webinar, roundtable, conference or otherwise, use this sequence to invite your most relevant leads.

The Stats

Steps: 6

Days: 9

Roles: SDRs & AEs

Engagement Channels: Email, Phone

Target: Outbound & Inbound Leads

Benchmarks & Goals

Current benchmarks for Event Invitation campaigns are as follows:

14% Open rate

0.32% Reply rate

5.64% Click rate

Bonus Tip: To run an A/B test with this sequence, try keeping all of your emails in single thread for the B variable.

The Touch Pattern

Day 1

Step 1 • Email - Introduction

Start the sequence with an official invite to your event. Include a registration link to ensure that registration is simple.

Day 4

Step 2 • Email - Follow up - Threaded

Provide additional information about the event and continue to include the registration link in the email.

Day 5

Step 3 • Call - Voicemail

Call in the morning and leave a voicemail that asks if they’ve received their invite.

Day 7

Step 4 • Email - Follow up - Threaded

Send a “spots are now limited” email to infuse some urgency into the campaign. Again, provide a registration link.

Day 8

Step 5 • Call - Voicemail

Call toward the end of the work day. Leave a voicemail that asks if you should save your prospect a spot.

Day 9

Step 6 • Email - Follow up - Threaded

Use the final email in the sequence to reiterate important details about the event and to express your excitement for its arrival.

Sample intro email: Event Invitation

SUBJECT LINE: {{EVENT TITLE}} invite
{{ contact.firstname }},
Are you doing anything the evening of {{DATE}}? Would love if you could join us for {{sender.company}}'s {{EVENT TITLE}}, a fancy name for a {{DESCRIPTION OF EVENT}}.
We'll have {{SPEAKER NAMES OR TITLES}} talking candidly about {{TOPIC(S)}}.
If you're hoping to [[value-proposition]] or if you just like pizza, we'd love to see you there. Spots are limited, so here's the RSVP link.
Cheers,
{{ owner.firstname }}

Make it Yours

Even if you’re not serving pizza at your event, we like the personalization and friendliness this adds. Swap out it for a food, beverage or item that’s relevant and don’t forget to include your RSVP link. This template really is that easy.

Post-Event All

Regardless of attendance, this campaign is for everyone who registered for your most recent event. Incorporating a recap, additional resources or an invite to your next event, those with interest in your solutions will be able to learn more.

The Stats

Steps: 5

Days: 8

Roles: SDRs & AEs

Engagement Channels: Email, Phone

Target: Event Registrants

Benchmarks & Goals

Current benchmarks for Post-Event All campaigns are as follows:

32.59% Open rate

2.46% Reply rate

3.35% Click rate

Bonus Tip: Add a LinkedIn step for anyone you spoke with directly at the event. Don’t miss out on the opportunity to send a Connection Request.

The Touch Pattern

Day 1

Step 1 • Email - Introduction

Start with an email that recaps the event in an upbeat tone. Consider including resources from the event as well and don’t forget to thank everyone who signed up and/or made it possible.

Day 3

Step 2 • Email - Follow up - Threaded

Follow up with the option for recipients to receive a recording of the event. The trick here is to not send it directly. Instead, your CTA should ask your recipients to let you know if they’d like a copy.

Step 3 • Call - Voicemail

Leave a voicemail to let prospects know that a recording of the event is available if they’d like a copy.

Day 5

Step 4 • Email - Follow up - Threaded

Send an invite to your next event.

Day 8

Step 5 • Email - Break up - Threaded

Give a final thank you to everyone who registered for the event.

Sample intro email: Post-Event All

SUBJECT LINE: {{EVENT TITLE}} - Event Resources
Hi {{ contact.firstname }},
{{EVENT TITLE}} delivered on its promises and then some. I want to share what was learned, and introduce you to {{AE NAME}}, your dedicated {{sender.company}} Representative to discuss the topics covered and see how {{PRODUCT}} can further your {{KEYWORD}} strategy moving forward.
Topics covered included {{LIST TOPICS}}.
I have attached a PDF of resources from the event. Let me know if you have any questions or would like to take advantage of 1-on-1 time with {{AE NAME}}.
Respectfully,
{{ owner.firstname }}

Make It Yours

Tone too formal for you? Use Regie to rephrase the text or let our AI generate something completely new. Creating your account only takes minutes and our Free Forever plan is as inexpensive as it sounds.It’s also easy to remove any references to a “personal representative” from the template if the language doesn’t apply to your company.

Create your Regie.ai account

Post-Event Attendees

Follow up with those who attended your most recent event to continue nurturing the relationship.

The Stats

Steps: 5

Days: 8

Roles: SDRs & AEs

Engagement Channels: Email, Phone, LinkedIn

Target: Event Attendees

Benchmarks & Goals

Current benchmarks for Post-Event Attendees campaigns are as follows:

34.23% Open rate

2.52% Reply rate

1.9% Click rate

Bonus Tip: Consider adding a gift to this sequence to show attendees your appreciation for their participation.

The Touch Pattern

Day 1

Step 1 • Email - Introduction

Send one general thank you email to all event attendees and a separate personalized email to those you actually interacted with.

Day 3

Step 2 • Email - Follow up - Threaded

Follow up with resources from the event.

Step 3 • Call - No Voicemail

Give the leads you spoke to a call to discuss the event.

Day 5

Step 4 • LinkedIn - Engage

Reach out via LinkedIn either with a Connection Request or InMail.

Day 8

Step 5 • Email - Break up - Threaded

Send a “until next year” email that reminds everyone to look out for other events hosted by your company that are still to come later in the year.

Sample intro email: Post-Event Attendees

SUBJECT LINE: Nice meeting you at {{EVENT TITLE}}
Hey {{ contact.firstname }},
It was a pleasure meeting you in {{CITY}} this week. You mentioned it was your first time attending {{EVENT TITLE}} so here’s hoping you got enough out of it to come back next year.
As we discussed, I'd love to learn more about your current needs and also some challenges you faced in previous years to identify the areas in which we can [[value-proposition]].
What does your calendar look like next week? Let me know and I can send over some times that work.
Cheers,
{{ owner.firstname }}

Make It Yours

A template like this one shouldn’t be used as your general post-event outreach to attendees. A message like that should focus more on providing resources from the event, thanking attendees for being a part of it and so on. This template is better used a for a lead you made a personal connection with at an event. Depending on the conversation you had, a follow-up even more casual than this one might be appropriate.

Post-Event Non-Attendees

Keep your company top of mind with those who registered but didn’t attend your most recent event. This campaign emphasizes following up with a recap of event materials as well as additional resources.

The Stats

Steps: 7

Days: 16

Roles: SDRs & AEs

Engagement Channels: Email

Target: People who registered for the event but didn't attend

Benchmarks & Goals

Current benchmarks for Post-Event Non-Attendees campaigns are as follows:

34.86% Open rate

0.63% Reply rate

5.18% Click rate

Bonus Tip: Always include resources or materials from the event in this campaign. Even though the registrants didn’t attend, you still want to add value to your follow up.

The Touch Pattern

Day 1

Step 1 • Email - Introduction

Your intro email should clearly reference the event. Consider thanking your recipient for registering even though they weren’t able to attend.

Day 3

Step 2 • Email - Follow up - Threaded

Ask your recipient if they’d like to receive a recording of the event.

Day 6

Step 3 • Email - Follow up - Threaded

Send a short contextual bump email to remind your recipient a recording of the event is available.

Day 10

Step 4 • Email - Follow up - Threaded

Introduce your recipients to any events that will be hosted by your company in the future.

Day 12

Step 5 • Email - Reintroduction

Start a new thread for your second introduction email. Don’t continue writing about that event. Use an outbound intro email template for this step.

Day 15

Step 6 • Email - Multiple Choice - Threaded

Find out if there’s interest in your product and make it easy to respond with a multiple choice email.

Day 16

Step 7 • Email - Break up - Threaded

If you don’t hear back after your multiple choice email, it’s time for a break up. Tell your recipient you’ll check back in after a few months.

Sample intro email: Post-Event Non-Attendees

SUBJECT LINE: Talk soon?
{{ contact.firstname }},
We're sorry we missed you at {{EVENT TITLE}} but would be happy to share a copy of the recording if you’d like to review the content.
You can also check out this resource on {{TOPIC}} (it goes a little deeper).
If you'd like to discuss some of the featured webinar topics, I have availability at [[timeslot]] or [[timeslot]]. Let me know what works for you?
Thanks,
{{ owner.firstname }}

Make it Yours

We like that this template shares a resource that’s independent from the event, after offering to share a recording of the event itself. Not only does this add more value for the prospect, but it also gives them two reasons to reply instead of one. The additional resource you choose doesn’t even have to come from your org. It might be a really great blog or article that relates to the topics covered in your event, but was published by a third party.

Pre-Event Reminder

Keep event registrants in the loop throughout the week leading up to the big day so your company and event stay top of mind.

The Stats

Steps: 6

Days: 9

Roles: SDRs & AEs

Engagement Channels: Email, Phone

Target: Event Registrants

Benchmarks & Goals

Current benchmarks for Pre-Event Reminder campaigns are as follows:

47.8% Open rate

5.55% Reply rate

2.59% Click rate

The Touch Pattern

Day 1

Step 1 • Email - Introduction

Send a reminder email that covers relevant event details like time and place. For some registrants, it may make sense to set up a call before the event.

Day 4

Step 2 • Email - Follow up - Threaded

Continue to share relevant details like parking suggestions or an invite to a post-event dinner.

Day 5

Step 3 • Call - Voicemail

Call in the morning and ask if they have any questions about the event.

Day 7

Step 4 • Email - Follow up - Threaded

Send a short email that references your phone call and suggests contacting you there with any questions.

Day 8

Step 5 • Call - Voicemail

Call toward the end of the work day. Let them know that they’re welcome to save your number for future questions.

Day 9

Step 6 • Email - Follow up - Threaded

Send your final reminder the day of the event or the day before.

Sample intro email: Pre-Event Reminder

SUBJECT LINE: {{EVENT DATE}} - {{EVENT TITLE}}
{{ contact.firstname }},
Thanks for registering for {{EVENT TITLE}}. We are starting to get ready for the event, so wanted to see when you are available for 20 minutes prior to the date for a brief phone call?
We look forward to learning more about your role and {{KEYWORD}} initiatives, so we are sure to introduce you to the right people at the upcoming event and get you involved with the best {{ROUNDTABLE/BOOTH/SPEAKER}} discussions to fit your needs.
Cheers,
{{ owner.firstname }}

Make It Yours

Depending on the format of your event, learning more about your registrants beforehand wil help you connect them with the right speakers, roundtables or booths during it. Doing so also gives you an opportunity to learn about a prospect and start building that rapport before the event has even takes place.

Final Word

With any sales campaign template, the results are only as good as what goes into them. Feed quality inputs into your campaigns by ensuring your contact data is clean, your copy is relevant to the persona you’re targeting, and your reps follow the touch patterns to maximize the stacking effect.

Want more prospecting tips? Visit Regie.ai to learn how to write sales sequences and emails with best practices.

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