You’ve just attended SAP Sapphire 2025, now what?
This blog is designed to be a guide for your post-event strategy to help turn conversations into pipeline.
You’ve made connections and represented your brand on the ground. But what’s next? After major events like SAP Sapphire, the most effective partners are those who act quickly, follow up with purpose, and turn interest into opportunity. Here’s a structured guide to ensure your post-event efforts drive measurable results.
Follow Up Promptly and With Purpose
Follow up quickly
Your first follow-up should ideally land within 48 hours. It reinforces professionalism, captures the energy of the event, and keeps you front-of-mind before attention shifts elsewhere.
Make it personal
Tailor your messaging based on the individual conversation. Reference relevant SAP priorities whether that’s AI, RISE, or Industry Cloud. Make sure you suggest a clear next step, such as a follow-up call or resource.
Organise and Prioritise Leads
Segment by value and intent
Not all your contacts will have the same potential as leads. So, prioritise based on strategic fit, level of interest, and buying signals. Sort leads by solution focus to make future follow-ups more targeted and impactful
Update your CRM
Ensure every contact is entered into your CRM system with notes, context, and agreed next steps. This creates alignment across marketing, sales, and alliance teams and accelerates follow-through.
Deliver Continued Value
Avoid generic follow-ups
Rather than “just checking in,” send something useful that’s tied to their industry such as:
- Relevant case study
- Blog
- Invite to another relevant event/webinar
Reinforce your value proposition
Reintroduce any ‘micro-offer’ you mentioned at the event such as a complimentary workshop, discovery session, or tailored assessment to establish a clear next step.
Enable Internal Handover
Make sure to share your insights with sales
Make sure sales teams understand the context of each lead who they spoke to, what was discussed, and what’s expected next. Doing this will help to avoid cold handovers that could stall momentum.
Capture lessons learned
Organise a short internal debrief to reflect on what worked, discuss which messages resonated most, and what content gained the most engagement. Use these insights to inform and strengthen your wider campaign strategy.
Maintain Visibility
Stay active on LinkedIn
Post a recap of the event, highlight key takeaways, or comment on SAP themes that sparked engagement. Tag stakeholders and use event hashtags to continue the conversation publicly.
Nurture long-term interest
Some contacts may not be sales ready. Despite this, add them to relevant nurture tracks or invite them to upcoming webinars and content series that align with their interests for potential future curiosity.
Conclusion
Events like Sapphire offer a valuable opportunity to accelerate both relationships and revenue – but the real impact is only achieved when follow-up is done well.
As an SAP Partner Benefits Catalog–listed agency, we’re uniquely positioned to support your post-event strategy with co-funded campaign options, tailored assets, and demand-gen programs that drive measurable results.
Want to hear more about our PBC offerings? Click Here
Need support turning connections into commercial outcomes? We’d be happy to help.
