Every CISO has been there: days after attending a conference, their inboxes get flooded with generic, copy-pasted messages trying to sell them something.
As sales professionals, you have the power to change this narrative. This article will explore the key question of how you can send a post-conference email that doesn't totally flop. But not only that, you can work on building genuine relationships.
1. Personalize, don’t generalize
Remember that brief chat by the coffee stand or the in-depth product discussion at the booth? Reference it. Starting your email with, "It was great chatting about third party risk with you at the conference happy hour," is much more powerful than a generic opener. A specific reference will also help jog somebody's memory (and it also reinforces to them that they're not getting a generic templated email).
2. Offer value beyond the sale
Instead of jumping straight into your pitch or what you want from the person, share something beneficial. While you were at the conference or shortly thereafter, did you come across something that would be of interest to their challenges or interests? Think about sharing something that isn't your company's marketing material.
3. Keep It concise
You want to continue the conversation, not overwhelm them. A few well-thought-out sentences can have more impact than lengthy paragraphs. Keep in mind that whoever you're emailing is likely coming back to a full inbox already, so don't pile on.
4. Reference the conference context
Bring up a memorable event or speaker from the conference. "Wasn't Jen Easterly's talk on strategic cybersecurity priorities enlightening?" helps ground your conversation and shows you were actively participating. You can reference adjacent events, talks from the conference, or wild things that might have been happening on the show room floor.
5. Address their pain points
If they mentioned challenges with their current security infrastructure or strategy, subtly hint at how your product can help without turning it into a full-blown pitch. You don't have to get into a conversation about your organization's solutions though, problems are often viewed in a more agnostic way by cybersecurity teams, so you can reference any number of resources that are relevant, like metrics, LinkedIn posts, or interesting vendor-agnostic articles.
6. Use a clear and engaging subject line
"Rekindling our chat from RSA" or "Diving deeper into our Blackhat discussion" can be intriguing and specific enough to grab attention.
7. Attach visual memory aids
A snapshot of your booth or a relevant infographic can not only jog their memory but also break the monotony of a text-heavy email. One of my personal favorites is the use of a short Loom video.
8. Be genuine, not salesy
Phrases like, "I genuinely enjoyed our conversation and would love to keep in touch," go a long way in establishing trust and sincerity. This is especially true if you don't piggyback this comment with remarks about how you want to get a demo scheduled or jump into some kind of POV.
9. Include a clear call to action
Instead of pushing for a sale, aim for connection. "Would you be open to a 15-minute chat next week to explore this further?" or "I'd love to share more resources on this; would that be alright?" are non-pushy ways to engage. My recommendation would be to save your call-to-action for a later point in time when you have more rapport built up.
10. Timing is crucial
Send your email when it's still fresh in their minds – ideally, within 2-5 days post-conference. This strikes a balance between giving them breathing space and not waiting too long. Part of your goal here is to refresh the person's memory and keep the conversation going.
Conclusion
In a world full of sales pitches, being genuine can be your strongest asset. Crafting a thoughtful post-conference email is not just about reminders or sales; it's about initiating a conversation that could lead to a long-lasting business relationship. Let’s prioritize authenticity and value in our post-conference outreach.
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