Event attendance

In short: Follow up within one to two working days, starting with attendees who fit your ideal customer and asked a question, answered a poll or stayed to the end. Contact them only for the purposes stated on your registration form.

Intent

Medium

Act within

1 to 2 working days

Where to find it

Zoom: generating webinar reports (Your own data), PDPC: Advisory Guidelines on Key Concepts in the PDPA (Free)

What this signal means

Someone has spent time with your business on a topic you chose: they attended your webinar, came to your seminar or workshop, or visited your booth at a trade show. You have their details because they gave them to you, through registration, a badge scan or a conversation.

This is a first-party signal. It shows interest in the topic and some familiarity with you, but usually less urgency than an enquiry.

Why it predicts a purchase

People give up an hour for a topic that matters to them now. An operations manager who attends a session on warehouse automation may be planning a project, comparing options or building a case internally. A visitor who stops at your booth and asks about pricing has gone further still.

Attendance is weaker than an enquiry because many attendees are learning, not buying. The useful part is the detail: who asked questions, who stayed to the end, who answered a poll in a way that suggests a current project.

Where to find it in Singapore

This signal comes from your own events, so the sources are your own tools and records.

• Webinar platform reports. Zoom’s webinar reports, for example, include registration reports, attendee reports showing when each person joined, left and their total time in session, and Q&A, poll and survey reports. They can be exported as CSV, are available for the previous year, and attendee data is available after the webinar ends. Other platforms have their own reports; check what yours provides.
• Registration forms. Your own form, which should ask for company and role so you can check fit.
• Booth conversations and badge scans. Capture notes at the time, while you still remember who said what.

When you collect registration details, PDPC’s Advisory Guidelines on Key Concepts in the PDPA explain the Notification Obligation: tell people the purposes for collecting, using and disclosing their personal data on or before collection. State on the form that you will follow up after the event.

How to monitor it

1. Ask useful questions at registration, such as company, role and what they hope to learn, and say how you will use the details.
2. Export attendance and engagement data soon after the event ends.
3. Score attendees simply. Fit with your ideal customer, plus engagement: attended, stayed most of the session, asked a question, answered a poll.
4. Write booth notes on the day, including what each visitor asked about.
5. Send the top group to sales with the notes attached, and send everyone else the recording or materials.

How fast to act

Within one to two working days of the event. Interest fades quickly after a session, and other exhibitors or hosts will be following up too. A quick, relevant note that picks up what the person asked or said lands better than a generic thank-you a week later.

Example first message

Illustrative example:

Subject: Your question on Tuesday’s cold-chain webinar

Hi Ravi, thanks for joining Tuesday’s webinar on cold-chain monitoring and for your question about alarms across multiple sites. I have attached the recording and a short note on how we route alerts for customers with three or more stores. If you are reviewing this for Freshway Markets, would a 20-minute call next week be useful?

Regards, Clara

Pitfalls and rules

• Not every attendee is a buyer. Students, competitors and job seekers attend too. Check fit before sales gets involved.
• Stay within what you told them. Follow up in line with the purposes stated on the registration form.
• Badge scans are not a blank cheque. At a third-party event, the organiser’s terms and what the visitor agreed to matter. Note what was discussed.
• Do not overdo follow-ups. A couple of relevant messages, then stop if there is no reply.
• Check the outreach rules in B2B outreach in Singapore: what PDPA and the Do Not Call rules allow.

FYAdvisers can set up the capture, scoring and alerts that get event leads to the right salesperson quickly through our speed-to-lead response service.