I recently led a webinar with ZoomInfo where we explored how B2B marketers and sales pros can shake up their routine campaigns—and it starts by rethinking the everyday touchpoints. Let’s be honest—we’re all using the same channels: email, events, social, sponsorships, webinars, and more.

So, what actually makes your outreach stand out a little more?

Here’s the thing: you don’t need to blow up your entire campaign structure (unless scale demands it). Instead, focus on small but meaningful improvements.

One touchpoint at the time.

Let’s take events as an example:

Many industries, such as manufacturing and cybersecurity, still rely heavily on in-person events because face-to-face interactions build trust faster than cold emails or virtual meetings ever can.

To drive attendance, most teams stick to the same cadence: 21-, 14-, 7-, and 1-day reminder emails.

But what if you could make those reminders work harder?

Here’s how to level up your existing event workflow:

• 21-day email: Add a 30-second video teaser. Share why they should attend, highlight why this event is worth their time, e.g. you can talk about speakers or key session takeaways. But here’s the key: tag attendees who engage with this video for priority follow-up.

• 14-day email: Tease a fun giveaway or a “mystery gift” worth a certain monetary value to spark curiosity. But use this as a qualification opportunity. “Reply with your biggest [industry challenge] for VIP treatment at the event.” Now you’re gathering intel for sales conversations.

• 7-day email: Share the agenda and spotlight what you’re doing differently this time. Highlight “newness”. “Learn how [Similar Company] reduced customer acquisition costs by 40%.” Track these engagement signals of respondents prior to the event. Use it as a conversation opener to engage with them.

• 1-day email: Record a quick 20-second video with 3 actionable key takeaways they’ll walk away with. Track who watches to completion. These maybe prospects that sales can talk to during the event.

The process stays the same. The execution gets better. Ask yourself: How can I make each moment in my campaign just a little more useful, fun, or surprising?Make every touchpoint count!! Again, you need to give some thought.Now, let’s talk webinars—and how intent data can quantify prospects and level up your follow-up.Typical webinar flow:Promote → Register → Host live → Send thank-you email. Done. Let’s move on to the next webinar.Sound familiar? That’s everyone’s standard workflow.Again, what can we do a little differently?Can we analyze the attendees’ data to determine who may be high-potential prospects for our sales team?Let’s review our attendee data to vet it a bit.Here are a few ideas:

• Spot the patterns: If someone attends three webinars in a row, that’s more than interest, which can be an intent signal. Time for a personal follow-up. A quick email from your SDR:
  
  “We noticed you’ve joined several of our sessions. Can we answer any questions?”
  
  Short, sweet, get-to-the-point. A casual email.

• Enrich your attendee list: Tools like ZoomInfo can show whether your attendees were researching relevant keywords or product categories before or after the event.Combine that with your ICP filters to hand Sales a prioritized, not just populated, list.

• Add context: Don’t just toss names and emails over the fence. Explain why they’re qualified. That kind of transparency builds credibility and stronger Sales partnerships. Over time, they’ll start giving you feedback to help refine your vetting process even further.

Got workflows already in place? Great.Want to dive deeper? This blog post breaks down all three ideas with clear, step-by-step guidance—and answers to common questions at the bottom.If you don’t want to read the blog post: Schedule a quick call—let’s brainstorm together, spark fresh ideas, and make your campaigns work harder, smarter, and a whole lot more fun.  Let’s talk about how to optimize what you’re already doing—and make every touchpoint count.

P.S. If you’d like to book me for your next event, conference, or workshop for a wide array of sales, marketing and AI topics, you can find me at hello@pamdidner.com or schedule a free call and let’s talk about it.

Here’s where you can find me so far this year. If I’m in your town and you want to get together, hit ME up!

• 8/13 McGraw Hill HIgher Ed Workshop 4 (online)
• 8/18-8/20 Army Social Media Marketing Workshop, Orlando, FL
• 8/21 Standard Bank AI Training 1 (online)
• 9/12 MarketingProfs Marketing Planning Webinar
• 9/15-9/17 Content Marketing World, Go-to-Market Workshop, San Diego, CA
• 9/24 Standard Bank AI Training 2 (online)
• 9/25 MarketingProfs Webinar
• 11/17-11/19 B2B Forum, Marketing Planning Workshop, Boston, MA
• 10/22 Market Better Show
• 11/20 ZoomInfo Year-end Webinar
• 12/9-12/11 MHI SHOWPro, Atlanta, GA

 

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