Event Lead Collection & Nurturing Workbook

Live events remain one of the most powerful tools for generating high-quality B2B leads — but success depends on what happens before, during, and after the event. The “Event Lead Collection & Nurturing Workbook” is a step-by-step guide that helps marketers capture, qualify, and nurture leads more effectively to maximize event ROI.
Oct. 16, 2025
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Event Lead Collection & Nurturing Workbook 

In-person events continue to deliver big results. According to EndeavorB2B’s 2025 B2B Marketing Benchmark Report, 63% of marketers generate a quarter or more of their leads from live events. However, real ROI depends on what happens next. This workbook offers a structured framework for capturing, qualifying, and converting event leads into long-term relationships.

The guide emphasizes segmentation by lead stage, from cold to marketing-qualified (MQL) to sales-qualified (SQL), and provides tactical follow-up strategies for each. Marketers learn how to match the right content and outreach to each segment, from awareness-building blogs and webinars to demos, testimonials, and personalized sales outreach.

Best practices highlight personalization, automation, and speed. They include connecting with leads within 24 hours, aligning sales and marketing goals, and using event content to sustain engagement. By integrating these approaches, B2B marketers can transform event interactions into measurable growth, boost conversion rates, and prove marketing’s strategic value well beyond the show floor. 

In this workbook, you’ll learn:  

  • Proven event ROI tactics: How to structure your lead capture and nurturing process to convert event interactions into measurable revenue
  • Smarter segmentation: Ways to qualify and categorize leads into cold, MQL, and SQL stages for targeted post-event outreach
  • Personalized, timely follow-up: How to use automation, multichannel campaigns, and 24-hour follow-up cadences to sustain engagement
  • Sales-marketing alignment: Practical methods to share insights, content, and goals across teams for seamless handoffs and stronger conversion outcomes