# The Post-Event MQL Routing & Enrichment Playbook

> Turn event attendees into routed, ready-to-work leads.

An event ends and suddenly Marketing Ops has hundreds of attendees to process. The data might come directly from a virtual event platform or arrive in a spreadsheet after an in-person event, along with notes and follow-up details from Sales.
Before the right people can follow up, those records need to be matched, enriched, qualified, and routed.
Ballet turns that post-event process into one workflow, connecting the systems and information involved and moving each attendee into the right next step.

Teams: Marketing Ops, Demand Gen

## The event is over. The manual work is just starting.

A 200- to 400-person attendee list might look manageable until Marketing Ops has to turn it into something the rest of the GTM team can actually use.

For a virtual event, attendee and engagement data may live in the event platform. After an in-person event, the team may be working from a spreadsheet with attendee information, Sales notes, meetings held, and follow-up requests.

Then there’s everything already sitting in your other systems. Records need to be matched or created in the CRM. Missing account and contact information may need to come from an enrichment source. Qualification criteria need to be applied. And each attendee needs to be routed based on what should happen next.

That can mean hours spent moving between systems and spreadsheets, checking fields, filling gaps, applying rules, and sorting attendees before anyone can follow up.

By the time the list is ready, some of your best event leads may have already lost momentum.

## The play: Describe the routing logic. Ballet builds the workflow.

You don’t have to build the integrations or figure out how to connect the systems yourself. Tell Ballet what you want to happen to the attendee data in plain English.

What you hand Ballet:

> When new event attendee data is available, whether it comes from Goldcast or an in-person event spreadsheet, match each attendee to the correct contact and account in Salesforce. Bring in the event details and Sales notes, pull in any additional information we need from ZoomInfo, apply our qualification and routing rules, and move each attendee into the right next step. Flag any records that can’t be confidently matched or qualified.

Ballet takes it from there. It builds the integrations and workflow needed to bring together the information required for qualification and execute the routing logic you’ve defined across the systems involved.

Once the workflow is built, it runs as deterministic, reviewable code, so the same process can run consistently after every event.

You describe what needs to happen. Ballet builds the workflow to make it happen.

## Here’s how the workflow runs

### 1. Event data starts the workflow

How attendee data enters the workflow depends on the event.

- Virtual event → Attendee and engagement data from a platform such as Goldcast, Cvent, or ON24
- In-person event → Attendee data with Sales notes, meetings, follow-up requests, and other information captured at the event

Once the event data is available, Ballet starts the post-event qualification and routing workflow.

### 2. Ballet connects the systems and pulls in the information needed to qualify each attendee

The information needed to qualify an event attendee rarely lives in one place. It may be spread across your event platform or event files, CRM, enrichment source, and marketing automation platform.

Ballet builds the integrations needed to connect the systems involved as part of the workflow, generating custom API integrations on demand. Rather than stitching together separate connectors or handing the integration work to engineering, you describe which systems Ballet should work across and what information the workflow needs from each one.

| Source | Tools | Potential fields and information |
| --- | --- | --- |
| Event platform | Goldcast, Cvent, ON24 | Name, email, company, event, registration status, attendance status, engagement data |
| In-person event data | Spreadsheet, CSV | Attendee list, meetings held, Sales notes, initial hot/warm designation, follow-up requests, other event-specific information |
| CRM | Salesforce, HubSpot | Existing lead or contact, account, owner, lifecycle stage, account or opportunity history |
| Enrichment source | ZoomInfo, Clearbit | Job title, seniority, company size, industry, company domain, other qualification data |
| Marketing automation | Marketo, HubSpot | Engagement history, campaign membership, lead status, existing nurture activity |

Your team defines what information matters for qualification. Ballet brings together the information the workflow needs from the sources involved.

### 3. Ballet applies your qualification and routing logic

Once the required information is available, Ballet applies the rules you’ve defined to determine what should happen to each attendee.

Those rules could take into account ICP fit, title or seniority, account fit, previous engagement, event attendance, or whether the attendee is already associated with an active opportunity.

For an in-person event, the workflow can also take into account information captured at the event, such as whether Sales met with the attendee, their level of interest, follow-up requests, or other notes relevant to qualification.

The workflow then uses the criteria you’ve defined to determine the appropriate next step for each attendee.

### 4. Ballet flags what needs review

Not every attendee will have enough information to confidently match, qualify, or route.

If Ballet can’t match someone to the right account, required qualification information is missing, or a record falls outside the rules you’ve defined, the workflow can flag it for human review.

- Needs review: Unable to confidently match attendee to an account.

- Needs review: Required qualification information is missing.

Your team handles the exceptions that need judgment, while Ballet continues running the rest of the workflow.

### 5. Ballet routes each attendee into the right next step

Once an attendee has been qualified, Ballet can route the record based on the rules you’ve defined.

For example, your routing logic might send attendees into four paths:

- Hot → Route to the appropriate Sales owner in Salesforce for immediate follow-up
- Warm → Route to the appropriate automated follow-up motion
- Nurture → Add to the appropriate nurture program in Marketo or HubSpot
- Archive → No immediate action

The exact destinations and actions depend on your GTM process. Ballet executes the routing logic across the systems involved.

## Faster routing. Less manual work. Faster follow-up.

Marketing Ops spends less time moving between systems and spreadsheets, filling in missing information, applying qualification rules, and manually sorting event attendees.

High-priority attendees can reach the right follow-up motion faster. Nurture-ready leads can move into the appropriate program. And exceptions can be surfaced without requiring someone to manually review every record.

Because Ballet runs the workflow as deterministic, reviewable code, your team also has visibility into how the process executes.

## Take this play and make it yours

Every team handles post-event leads differently. Before you bring yours to Ballet, answer a few questions:

- How does attendee data come in after each type of event?
- Which systems or files hold the information you need to qualify attendees?
- What information should the workflow pull together?
- What rules determine what should happen to each attendee?
- What should happen when a record can’t be confidently matched or qualified?
- Where should each group go next?

You don’t need to map out the integrations or design the technical workflow. Start with the process you want to run and the outcome you want for each attendee.

## FAQs

### How do you automate post-event lead routing?

Start by defining how attendee data enters the process, what information you need to qualify attendees, what rules should determine the next action, and where each type of attendee should go.
With Ballet, you describe that process in plain English. Ballet builds the integrations and workflow needed to execute it across your systems.

### Can you automate lead routing for both virtual and in-person events?

Yes. The information available after an event may look different depending on the event.
A virtual event might provide structured attendee and engagement data from an event platform, while an in-person event might leave your team with attendee data, Sales notes, meetings, and follow-up requests.
That information can feed into the same post-event workflow for matching, qualification, and routing.

### What information should you use to qualify event attendees?

The information you use depends on your ICP and qualification criteria.
That could include title, seniority, company size, industry, account fit, previous engagement, attendance status, CRM history, or whether the attendee is already connected to an active opportunity.
For in-person events, it could also include Sales notes, meetings held, interest level, and follow-up requests captured during the event.

### How can you automate post-event lead enrichment?

If your team uses an enrichment source such as ZoomInfo, that system can be incorporated into the post-event workflow.
Ballet connects the systems involved and brings the information your process requires into the workflow so it can be used for qualification and routing.

### Can Ballet qualify and route event attendees automatically?

Yes. You define the qualification and routing rules, and Ballet executes that logic as part of the workflow.
For example, attendees could be routed into hot, warm, nurture, or archive based on the criteria your team defines.

### What happens when an attendee can’t be matched or qualified?

Ballet can flag the record for human review rather than forcing it through the workflow with incomplete or uncertain information.
Your team defines which information is required and when someone should step in.

### Can Ballet automate event lead routing across multiple systems?

Yes. Event data may start in an event platform or another source while the information needed for qualification lives across Salesforce, ZoomInfo, Marketo, HubSpot, and other business systems.
Ballet can generate custom API integrations on demand to connect the systems involved and execute the workflow across them.

### Do you need to build the integrations yourself?

No. You describe the workflow you want, including the systems involved, information required, routing logic, review points, and destinations.
Ballet builds the integrations and workflow needed to execute the process. Once built, the workflow runs as deterministic, reviewable code so your team has visibility into how it executes.