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Generating leads at an event is only the first step. The quality of your follow-up — how quickly you respond, what you say, and how you continue the conversation — determines how many of those leads actually turn into customers.
Conversion follow-up refinement reviews and improves the process that happens after the event ends. It looks at response times, messaging, sequencing and outcomes — making the adjustments that close the gap between the number of leads captured and the number of opportunities actually converted.
Conversion follow-up refinement is the process of reviewing and improving the post-event follow-up process to increase the rate at which event leads convert into customers. It examines the timing, content and structure of follow-up communications, identifies where prospects are dropping off, and makes targeted improvements to keep more conversations progressing towards a sale.
You need this when gathering delegate feedback is currently an afterthought, when you want to use event data to make smarter decisions about future events, or when sponsors, partners or internal stakeholders expect formal evidence of delegate experience and satisfaction. Well-designed surveys and structured analysis turn attendee opinion into actionable insight.
This service includes the design of a post-event survey, distribution and collection of responses, analysis of findings and delivery of a structured delegate experience report. May include net promoter score measurement and benchmarking. Delivered as an insight report with key findings, delegate satisfaction scores and recommendations for future events.
Most marketing companies focus on channels and tactics.
We focus on reaction.
Before selecting platforms, formats, or media spend, we define how your audience thinks, feels, and decides. We use behavioural psychology to understand what will capture attention, build trust, and motivate action — then choose the channels that best support that outcome.
Every channel we use has a clear purpose, a defined role, and a measurable objective. Nothing is done “because it’s popular” or “because it’s expected”.
The result is marketing that feels natural to engage with, works across multiple channels, and is designed to deliver meaningful, long-term results.
Want to see how this approach works in practice?
Post-event surveys collect structured feedback from attendees about their event experience. Delegate analytics uses data from registration, attendance, session engagement and survey responses to build a detailed picture of how the event performed and where improvements should be made.
Keep it short — most delegates won’t complete a survey of more than ten questions. Include a net promoter score question, ratings for overall satisfaction and specific event elements, open-ended questions for qualitative insight and a question about future attendance intent.
Within 24 to 48 hours of the event, while the experience is still fresh. Response rates decline significantly with delay. An automated send through your email platform, triggered by event end, is the most reliable method.
The event NPS is a measure of how likely delegates are to recommend the event to a colleague or peer. Scores above 30 are generally considered good; above 50 is excellent. It provides a single, comparable metric for delegate advocacy across different events.
To understand which topics and formats generated the most interest, which sessions suffered from poor attendance relative to registrations (indicating a topic or scheduling problem), and which speakers or content areas should be prioritised in future programmes.
Yes. Knowing which specific sessions a contact attended, which resources they downloaded and how engaged they were during the event provides valuable context for the sales team’s post-event outreach.
Response rates for post-event surveys typically range from 20% to 40% depending on the quality of the delegate relationship and the quality of the survey itself. A compelling subject line, brevity and a genuine sense that feedback will be acted on all improve response rates.
Through a structured post-event report that summarises key satisfaction metrics, highlights notable qualitative feedback, benchmarks performance against previous events and sets out specific improvements for the next event.
Yes. Segmenting post-event follow-up by session attendance, engagement level or survey response allows you to send follow-up communications that reference specific content each delegate engaged with — significantly more relevant than a generic post-event email.
Survey responses are personal data. Delegates should be informed of how their feedback will be used, responses should be stored securely, and individual responses should not be shared externally without consent. Aggregated, anonymised findings can be shared freely.