August 5, 2025  

From Booth to Inbox: Building Better Post-Event Funnels

The event is just the beginning. Most of your ROI will come after the booth is packed up.

But if your post-event funnel is slow, generic, or nonexistent—you’re leaving leads (and money) on the table.

Better Funnel Design

  1. Pre-tag your leads: Capture source, interest, and urgency
  2. Automated email flows: First message goes out within 24 hours
  3. Content match: Send the right download, coupon, or demo based on their interest
  4. Route hot leads: Flag VIPs for personal follow-up

Real Example

At a food service show, we deployed a simple 3-step flow:

  • SMS opt-in at booth → tagged by interest (menu planning, prep ease, etc.)
  • Automated email with relevant content
  • High-interest leads pushed to HubSpot sales pipeline

Conversion? 39% higher than the previous year.

Related Article

Lead Generation at Events: Turning Conversations into Conversion Data

Final Thought

Don’t make your best event leads wait. Build systems that move as fast as your conversation—and keep the relationship going.

April 15, 2025  

Smarter Campaign Testing: A/B Isn’t Enough—Try Layered Insights

Most teams run a headline A/B test and call it a day. But when you’re ready to go deeper, you need layered insight testing—not just binary results.

Layered testing means:

  • Evaluating performance across segments (audience behavior, timing, placement)
  • Combining creative variables with targeting shifts.
  • Tracking engagement depth, not just click-through rate

Better Testing Starts with Better Questions

Ask:

  • Which version worked best for first-time vs. returning users?
  • What time of day drove the most saves vs. shares?
  • Did copy variation A work better in paid vs. organic placements?

Creative briefing that leads to smarter testing

Creative Briefs That Convert: Using Data to Inspire Better Creative

What to Test (Beyond Just Headlines)

  • Offer framing (urgency vs. value)
  • Visual tone (user-generated vs. polished)
  • CTA placement (mid vs. end)

Example

A boutique skincare brand tested the same offer two ways:

  1. “Get glowing skin by the weekend” (benefit-led)
  2. “25% off your glow-up kit” (deal-led)

They discovered the benefit-led copy drove more saves and shares among younger users, while the deal-led version performed better in SMS retargeting. Insight: channel and mindset both matter.

Final Thought

Don’t just test what’s easy—test what’s meaningful. The more layers you explore, the more actionable your insights become.

April 5, 2025  

Lead Generation at Events: Turning Conversations into Conversion Data

Events are powerful brand-building opportunities, but too many teams walk away with a fishbowl of business cards and no follow-up plan.Done right, events can be your most effective first-party data acquisition channel—and a major source of conversion-ready leads.

5 Steps to Smarter Event Lead Capture

  1. Pre-event segmentation: Know your ideal audience and prep forms, flows, and offers accordingly.
  2. Live capture stations: Use QR codes, tablets, or SMS to collect data in real time with clear CTAs.
  3. Incentivized opt-ins: Offer value in exchange for information—content, discount, access, giveaway.
  4. Tag + track: Make sure lead source and interest type are tagged for smarter follow-up.
  5. Follow-up within 48 hours: Set up an automated or semi-automated drip to stay top of mind.

Always-on marketing strategies for small teams

Building Always-On Marketing Systems (Even with a Small Team)

Real Example

At a recent food expo, we created a mobile survey + SMS opt-in funnel that captured:

  • Product preferences
  • Dietary restrictions
  • Geographic location

That data was then used to segment leads into content flows that matched local retail availability. Conversion uplift? 28%.

Final Thought

Don’t let warm leads go cold. The best event ROI comes from what happens after the handshake. Structure your tech and team to carry the conversation forward—automatically.