Event Marketing is great way for B2B and even B2C companies to get in front of their prospective and existing customers. You should plan communications that can go it in advance of the event to pique the interest of attending customers and prospects. You also need your follow-up strategy ready to launch the day after the event.
Send a video invitation
A short video invitation to ask them to come by the event will help you standout. Your sales reps can send a scripted but informal video to your clients inviting them to drop by your booth. (Videos can cost almost nothing and are trackable just like emails - ask us how.)
Create a Nurture Campaign for follow up in the next 30 days.
For those existing customers who dropped by and expressed interest in that new feature or prospects who you met for the first time, you can use an automated campaign to stay in touch, offer valuable information and gauge their interest so you can maximize your time working your pipeline.
Plan a series of three follow-up messages for your customers and your prospects.
Never Stop Learning
I've been working as an implementation consultant using Salesforce.com for more than 8 years now and it seems every week I learn something new. Either a new feature they've released or some hidden gem of functionality that we discovered. If you're interested, I will share them here and you can check it out.