Overview
An event lead tracker helps field marketing turn a conference, webinar, sponsor list, exhibitor directory, booth scan, or attendee export into a follow-up workspace the team can actually use. This playbook installs a structured tracker and an event follow-up brief for accounts, sponsors, exhibitors, attendee leads, source evidence, owners, status, and next actions.
It is built for the messy few days after an event, when everyone remembers the conversations but the useful details are spread across spreadsheets, notes, public event pages, and half-cleaned exports. Juno keeps the replacement boundary practical: it replaces the event lead spreadsheet, not a CRM, event app, badge scanner, enrichment platform, or email sender.
Why you should make event follow-up trackable
Event follow-up loses power when the list is treated as one flat pile. Sponsors, exhibitors, attendees, booth visitors, webinar registrants, partners, and vendors usually need different review paths.
Salesforce frames lead management as a process that moves from capture through qualification and follow-up in its lead management guide. That process is especially useful after events, where context matters as much as the name on the row.
Eventbrite's guidance on post-event engagement also emphasizes keeping the conversation going after the event. A tracker makes that less dependent on memory and more dependent on visible evidence, owners, and due dates.
The practical win is simple: field marketing can see which accounts deserve immediate action, which attendee leads need owner assignment, which sponsor or exhibitor rows need contact research, and which rows should stay out of follow-up.
Step-by-step
- 1Confirm the event name, brand or product, event sources, target account criteria, buyer roles, follow-up goal, owner notes, and review cadence.
- 2Install or reuse the event lead tracker and event follow-up brief so the workspace exists before any source review starts.
- 3Add or update rows from public event pages, sponsor lists, exhibitor directories, attendee exports, booth scans, meeting notes, webinar registrations, or pasted field team notes.
- 4Preserve source evidence for every useful row, including why the account, sponsor, exhibitor, or attendee lead belongs in the tracker.
- 5Qualify rows against the follow-up brief, separating high-priority opportunities from nurture rows, weak-fit accounts, duplicates, missing-owner rows, and contact-research gaps.
- 6Review follow-up readiness by owner, priority, due date, evidence strength, and next action so field marketing and sales can decide what happens next.
- 7On optional daily or weekly reviews, update the same tracker and brief instead of creating a new event spreadsheet.
Frequently asked questions
Does this replace our CRM?
No. It replaces the event lead spreadsheet and the recurring post-event review workflow. CRM sync, automatic routing, task creation, enrichment, and outbound sending are separate workflows.
What event sources work best?
Sponsor pages, exhibitor directories, attendee exports, booth scans, webinar registration lists, meeting notes, and pasted field team notes all work. The best inputs include source evidence and enough context to explain why the row matters.
Can Juno research event accounts?
Yes, when the source is public or supplied by the user. Juno should keep source-backed evidence in the tracker and label unknowns clearly instead of inventing account details.
How often should we run it?
Run it after event lists arrive, before sales follow-up review, and again while the follow-up window is active. The optional daily or weekly cadence is best when the team wants overdue rows and owner gaps surfaced regularly.