RevOps · build guide
Event Follow-Up
Attendee list to segmented, personalized first touch within 24 hours — not 3–5 days.
What it does
Event Follow-Up puts the attendee list from a trade show, webinar, or field event to work while the conversations are still warm. Badge scans or registration exports land in your CRM, get enriched with company, title, and LinkedIn data, are segmented by role, company size, and session attended — and each segment gets a personalized three-touch sequence, with the first touch out within 24 hours instead of the 3–5 days manual processing usually takes.
Reuse is the compounding here: the segmentation rules, sequence templates, and routing logic you build for one event carry straight to the next. Each run leaves cleaner CRM data and sharper segments, so every subsequent event starts closer to done.
You work from the attendee export the event hands you — no live integrations required. Everything happens in a spreadsheet plus the CRM and email tools you already have, and you apply every change by hand. It suits teams that run a handful of events a year and want the discipline in place before the plumbing.
Your CRM, email platform, and enrichment source are connected by API, and an agent runs the capture-to-route loop continuously: leads arrive from a badge scan or form fill and come out enriched, segmented, and enrolled, with a human approving copy and anything above threshold. It suits teams running frequent events that need the 24-hour first touch without a person handling every row.
Before you start
Prerequisites.
Path A
Build it with manual data extracts.
You work from the attendee export the event hands you — no live integrations required. Everything happens in a spreadsheet plus the CRM and email tools you already have, and you apply every change by hand. It suits teams that run a handful of events a year and want the discipline in place before the plumbing.
Export and clean the attendee list
The morning after the event closes, pull the badge scan file or registration CSV. Dedupe it against a fresh CRM contact export, normalize the columns you need — name, email, company, title, session attended — and drop obvious junk rows. This cleaned sheet is your working file for the whole cycle.
Segment in the spreadsheet
Add columns for role tier, company size, and session attended, then use filters and formulas to bucket every lead into a segment that maps to your ICP. Flag rows with missing company or title data and fill the gaps with a quick manual pass — the company website and LinkedIn cover most of them.
Draft a three-touch sequence per segment
For each segment, paste its profile — role, company size, what they attended — plus your ICP definition into Claude and draft a three-touch follow-up sequence. Edit until it sounds like you. Keep the approved copy in one doc so the next event starts from templates, not a blank page.
Import leads and load sequences
Import the segmented list into your CRM with an event tag and segment tags, then load each sequence into your email platform and enroll the matching segment. You press send — nothing goes out that you have not read.
Route by hand and log it
Apply your lead routing rules: sales-ready leads go to reps with a context note, nurture leads to the marketing list, unqualified contacts get suppressed. Record who went where in a routing tab of the working file so you have an audit trail and a baseline to tune against next event.
Cadence: Once per event. Start the morning after the event closes and first touches can go out the same day — inside the 24-hour window; budget roughly half a working day per event.
Path B
Integrate it with MCP connections.
Your CRM, email platform, and enrichment source are connected by API, and an agent runs the capture-to-route loop continuously: leads arrive from a badge scan or form fill and come out enriched, segmented, and enrolled, with a human approving copy and anything above threshold. It suits teams running frequent events that need the 24-hour first touch without a person handling every row.
Wire the capture trigger
Set up a webhook from your badge scan app or registration form through n8n, Zapier, or Make that pushes each new lead into the CRM within minutes of collection. Every record is tagged with an event ID and a run ID, so the agent knows exactly which contacts belong to this run.
Enrich and segment automatically
The agent picks up each new record, calls a data enrichment API to append company, title, and LinkedIn data, then applies your segmentation rules — role, company size, session attended. Segment tags are written back to the CRM, and every write is logged against the run ID.
Generate copy, gate the send
The agent drafts a three-touch sequence per segment from your ICP definition and loads it into the email platform as drafts. A human reviews and approves each segment's copy once per event before anything sends. This gate is not optional — the agent enrolls contacts, but you release the sequences.
Route within caps
Routing rules run automatically: sales-ready leads land in rep queues with context, nurture leads join the marketing list, unqualified contacts are suppressed. A daily cap limits how many leads can be auto-marked sales-ready; anything over the cap or ambiguous goes to a holding queue for human triage.
Audit and roll back
Every enrichment write, enrollment, and routing decision lands in an audit log keyed to the run ID, so a bad run can be reversed by tag in one pass. Review the log after each event, check where the agent hesitated or misrouted, and tighten the rules before the next one.
Tools & guardrails
Run it safely.
- No email sends without a human approving each segment's sequence copy — the agent drafts, you release
- Daily cap on leads auto-routed as sales-ready; anything over the cap queues for human review
- Every CRM write is tagged with a run ID and logged, so a bad run reverses by tag in one pass
- Agent scope is limited to contacts on the event list — it cannot touch or email the rest of your database
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