A trade show follow-up is not one email. It’s three moments, and almost everyone skips two of them.
While the show is still open. A contact you just met stays warm for only a few hours. A first message sent the same day is worth more than ten emails sent the following week.
The three days after. This is where almost everything gets decided. It’s the window where your name is still tied to a face and a conversation. After that, you’re one email out of a hundred.
The following weeks. Not everyone buys right away. Those who weren’t ready should be kept close with a few useful things, not with reminders.
In 25 years I’ve seen very strong companies at moment one, the stand, and absent at moments two and three. The stand brings people in. What comes after turns them into customers, or doesn’t.
We’ve put these three moments inside a single system.