The post-event follow-up cadence
Day 1 through week 3, mapped to the Today buckets: what goes out, when, and what each touch says — for qualified conversations, warm maybes, and booth entries.
For field reps & aes · sales managers · 3 min read · Updated July 10, 2026
Follow-up dies from vagueness, not laziness — “circle back after the show” isn’t a task anyone can do on a Tuesday morning. This cadence replaces it with dated rows in Today. Set the due dates during the wrap-up and debrief review, and the buckets run the schedule for you.
Segment first — the labels already did it:
- A — Qualified with a promise. Decision makers and influencers you owe something specific.
- B — Warm, no specific ask. Real conversations that ended without a commitment.
- C — Booth entries you never spoke to. Leads, not conversations.
- (Labeled “Didn’t engage / Not a fit”? No cadence. That’s the point of recording the no.)
Segment A — the promises
| Touch | When | What it says |
|---|---|---|
| 1 — Keep the promise | Day 1–2 | Exactly what you committed to — the pricing, the demo link — opening with their context from the note: “You mentioned the reporting gap…“ |
| 2 — Advance | Day 4–5 | One concrete next step with two proposed times. Not “any thoughts?” — a meeting ask. |
| 3 — The useful nudge | Week 2 | Something of value related to their situation: the case study, the relevant feature note. |
| 4 — The honest close | Week 3 | ”Timing might not be right — I’ll check back next quarter.” Then a dated row next quarter, and stop. |
Touch 1 is the entire game. It’s why the thirty-second capture exists: specificity within 48 hours, while they still remember you too.
Segment B — the warm maybes
| Touch | When | What it says |
|---|---|---|
| 1 — Anchor the memory | Day 2–3 | One line recalling the actual conversation, one useful link, no ask. |
| 2 — Soft offer | Week 2 | A low-commitment invitation: the newsletter-adjacent resource, “worth 20 minutes?“ |
| 3 — Park it | Week 3+ | No response → a Later-bucket row for next quarter. Warm isn’t a sprint. |
Segment C — booth entries
One well-made email, day 2–3: thanks for entering, the prize-draw resolution if relevant, one link that shows what you actually do, one soft CTA. Anyone who bites moves to Segment B with a real row. Anyone who doesn’t stays a marketing contact — synced to HubSpot for the nurture list, not a rep’s time.
Running it in Today
- Wrap-up + debrief create the rows; due dates create the cadence. Touch 1 = day 1–2, touch 2 = day 4–5, at creation time. Future touches get set when the previous one completes — swipe Done, add the next.
- Overdue is sacred. The top bucket is promises past their date. Clear it before anything else each morning.
- Tomorrow is a decision, not a failure. The snooze keeps a commitment alive honestly — better one deliberate slip than a row that rots mid-list.
- Managers: the credible program is visible in the record — every A-segment contact with completed touch-1 inside 48 hours is the number to hold the team to. It’s also the number that makes the attribution story unassailable: qualified, followed up, pipeline — with no gap between the second and third word.