Before any campaign, remove duplicates, fix errors, attach each person to the right account, tag the event and interaction source and confirm an owner. The minimum record is person, company, event source, conversation context, priority, owner and next action.
A follow-up campaign is only as good as the list behind it. A few hours of clean-up before sending saves embarrassing mistakes and misrouted leads.
Checklist
The clean-up checklist
- Remove duplicate contacts
- Correct spelling and email errors
- Associate each person with the correct account
- Add the event and interaction source
- Standardise event names and tags
- Review incomplete records
- Confirm lead ownership
- Separate customers, prospects, partners, vendors and media
- Mark contacts who asked for no follow-up
- Flag contacts that need regional or legal review
- Attach notes and promised resources
Framework
The minimum record
Reference
A contact taxonomy that drives messaging
Classify contacts in a way that supports both the message and the workflow.
| Type | Examples | Follow-up goal |
|---|---|---|
| Active opportunity | Open deals and contacts already in sales | Continue the existing process at its current stage |
| Existing customer | Current accounts and users | Route to the account or customer-success owner |
| Prospect | High-intent and early-stage contacts | Give a specific next step or education |
| Partner | Resellers, integrators, referral sources | Clarify mutual value and route to the partner owner |
| Speaker or executive | Speakers, panellists, senior contacts | Continue the professional exchange |
| Sponsor or organiser | Event partners and organisers | Review performance and future collaboration |
| Other | Vendors, media, students, competitors | Route correctly or take no commercial action |
Frequently asked questions
How do you clean event leads before follow-up?
Remove duplicates, correct errors, match people to accounts, tag the event and source, separate customers from prospects and partners, mark opt-outs and confirm an owner for every contact.
What fields do you need for event follow-up?
At minimum: person, company, event source, conversation context, priority, owner and next action.
Should you follow up with everyone who was scanned?
Not automatically. Remove duplicates, invalid records, opt-outs and clearly irrelevant contacts, then decide the right action for each type of contact.