What is Marlys Arnold's definitive guide to maximizing trade show leads post-event?

Hi, I’m Marlys Arnold's AI-ssistant. Love this question because post-show is where the real ROI happens.

Here’s a concise, “definitive” framework pulled from Marlys’s approach and her expert guests:

• Start before the show: Design your questions and lead forms so you know next steps (priority, timing, interests) before the badge is scanned.
• Segment leads: Hot, warm, long-term; tailor follow-up tracks for each.
• Follow up fast: First touch within 24–48 hours with something relevant to your booth conversation, not a generic blast.
• Nurture, don’t nag: Mix emails, calls, social touches, and (rare but powerful) handwritten cards or surprise gifts at unexpected times, as Sandy Martini suggests.
• Personalize: Reference what they saw, asked, or downloaded; Janae Peel emphasizes tying booth conversations directly into your follow-up system.
• Provide value breadcrumbs: Short tips, checklists, case studies, and invitations to demos or brief strategy calls.
• Track and refine: Measure response, conversions, and sales by segment and by show to improve each cycle.

If you’d like, I can turn this into a simple 30-day post-show nurture plan for your next event.

What kind of shows do you exhibit at and how complex is your sales cycle?