The real ROI comes from what you do next. This results in missed opportunities to connect the dots and build on the momentum gained from the significant event. Follow-up strategies that foster continued engagement, lead nurturing and reinforcement of the company's messaging are key for building momentum and long-term business growth. Lead engagement shows how well you maintain interest and keep the conversation alive. Provide leads with content that educates, nurtures and positions your business as a trusted resource, not just a vendor hawking its wares.