Play: Event Follow-Up Advertising Campaign

Goal:
Re-engage event attendees after the event to keep momentum, move them further in the funnel, and generate pipeline via content, meetings, or product demos.

When to Use This Play:

• Right after an event (in person or virtual) when attendees need reminders or deeper content.

• When booth conversations occurred, but follow-ups haven’t yet been scheduled.

• When event gave exposure but didn’t lead to immediate deals.

Trigger / Audience Definition

Step‑by‑step in Vector

1) Create your Segment

• Go to Segments → New Segment.

• Trigger: Dynamic contact list.

  

• Source: Select your CRM list of contacts you defined above

  • Don’t see the CRM list you’re looking for? Make sure your list is uploaded to your Account lists! To do that, go to Settings → Account Lists.

• Filters (optional - recommend doing this in CRM): Narrow to ICP (title, seniority, industry, region) to keep costs efficient.

2) Activate as Ad Audience

• In the segment, choose Actions → Add Action → Select your ad platform of choice

• Run estimate (if you see the audience populate as narrow, you can ignore that for now!), enable the segment! 

• Sync timing: Allow up to 48 hours for the list to sync and populate in the ad platform.

3) Launch value‑based ads to that audience

• In the ad platform Campaign Manager, select the synced audience.

• Creative: lead with customer outcomes (metrics, quotes, before/after). Link to the case study page.

• Use UTMs to attribute clicks/reads back in Vector and your analytics.

4) Track ICP engagement & qualify interest

• In Vector, create a new segment to track clicks

• Go to Segments → New Segment.

• Trigger: Website Visits 

• Filter: Page visited equals (insert URL of case study page or site you’re pushing the ad to) 

• Action: Send to CRM or Slack for sales to action

Messaging & Value Proposition

• Reminder of Value from Event: Recap key insights, themes, or sessions from the event.

• Next Step Offers: e.g., product demo, 1:1 consultation, specialized workshop, or content download (white-papers, case studies).

• Social Proof: Use quotes or statistics from attendees or clients who benefited.

• Timeliness & Exclusivity: “Thanks for joining us — here’s something special just for attendees”.

Channels & Creative

• LinkedIn Ads (Sponsored Content / Message Ads): targeting the attendee list.

• Retargeting Display Ads: for those who visited the event site or booth follow-up page.

• Email + Ad Combo: an email sequence followed by ads, or vice versa, to reinforce message.

• Creative Ideas:
  • “Missed this session at [Event]?” + link to video/recap
  • “What people are saying after [Event]…” + testimonial
  • “Let’s pick up where we left off” → schedule meeting/demo

Timeline

• Day 0-3 Post Event: Segmentation + preparation of creatives.

• Day 3-10: First wave of follow-up ads + email.

• Day 10-20: Retargeting those who clicked / engaged but did not respond.

• Week 3-4: Broader follow up with more moderate offers (e.g. content, light touch) for those still unengaged.

KPIs / Measures of Success

• Number of meetings / demos booked from this audience.

• Conversion rate from ad / email to that next step.

• Cost per meeting/demo (across channels).

• Engagement metrics (CTR, video watch, content download).

• Pipeline value influenced.

• For high-engagement vs low-engagement cohorts, compare effectiveness.

Best Practices & Tips

• Suppress contacts already converted or heavily touched (avoid over-contacting).

• Use creative rotation to avoid ad fatigue.

• Personalize messaging: if someone visited your booth vs someone only attended generally.

• Use tailored content based on what was presented or asked at the event.

• Ensure follow-up offers align with the event theme / what people came for.

Need help setting this segment up or want to chat through more best practices? Reach out to solutions@vector.co - we're glad to help!