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Using Events as a Lead Generation Tool: Best Practices for Maximizing ROI
Events are often used as opportunities for brand awareness and networking, but if that’s all you’re using them for in your business, you’re missing out on their maximum potential. Events are a powerful avenue for connecting with potential clients and creating meaningful relationships. More importantly, events should be a powerful lead-generation tool capable of driving significant ROI if approached with the right strategy. The days of hosting events to get people in the room are over. It’s time to transform your approach and leverage events as critical components of your lead generation strategy.
This guide will dive into the best events to gather lead generations, what to do once you capture them, and how to maximize your efforts.
Before giving too much away, it’s important first to realize the potential of these events in your business. Events are a secret weapon because they give you access to 1:1 time with prospects, which is way more approachable and easy than cold outreach leads. Second, suppose someone is attending an event and has spent time and money to get there. In that case, they are usually interested in the industry and more willing to consider partnering or creating that initial relationship.
Research indicates that 80.4% of B2B professionals consider in-person networking events to be the most effective for marketing and lead generation. As a result, 86.4% of event organizers intend to maintain or increase the number of these events in 2024.
The success of your lead generation efforts starts with selecting the correct type of event. Here are some of the most effective types of events for generating high-quality leads:
Exclusive VIP Experiences:
These are some of the most powerful events because they create a sense of exclusivity and urgency that attracts top-tier leads. Star-power guests are usually invited, sweetening the deals or packages. These events are ideal for nurturing relationships with key decision-makers. For example, the Fortune Most Powerful Women Summit brings together the world’s most powerful women in business, government, philanthropy, and the arts for discussions on leadership, innovation, and the future of business.
Product Launches and Demos:
Think about some of the most popular product launches in the world. Who comes to mind? If you thought Apple, you’re correct. The brand’s meticulously orchestrated product launches always draw massive attention and interest, with follow-up strategies in place to convert attendees and viewers into buyers. That’s because events like this provide a platform to showcase a new product’s features, unique selling points, and benefits that attract potential customers and generate leads.
Conferences:
One of the most popular event types, business conferences are where professionals come together over a series of dates to connect, learn, and share new ideas about business. Attendees are often decision-makers or influencers within their organizations, making them prime targets for lead-generation efforts.
For instance, companies who sponsor or present at a conference gain visibility and credibility among a relevant audience. Workshops, keynote presentations, and panel discussions allow businesses to showcase their expertise. In contrast, exhibitor booths will enable them to interact directly with potential leads.
Workshops and Training Sessions:
Educational events are all about empowerment. Events like workshops, summits, and trainings offer immense value while positioning your brand as an industry leader. These events naturally attract individuals eager to learn, often making them more open to further engagement.
For example, sales training extraordinaire and entrepreneur Grant Cardone’s 10X training sessions and workshops serve this purpose exceptionally well. During his seminars and business summits, attendees receive hands-on, actionable strategies for scaling their businesses while immersed in Cardone’s high-energy, results-driven environment. What drives attendees to sign up for further programs, coaching, or purchasing related products is all thanks to a strong focus on personal and professional growth, making these events a powerful tool for lead generation and conversion.
The common thread among these successful event types is that they are designed with the attendee experience in mind. They cater to specific interests and needs, making collecting data that reflects true buyer intent easier. They also often offer highly perceived value through exclusive access, cutting-edge information, or hands-on experience. This ensures that the leads you generate are numerous and of high quality.
Remember: Before you start planning an event, it’s essential to establish clear lead-generation goals. Determine what you aim to accomplish, such as gathering contact details, setting up follow-up appointments, or making direct sales. Having a specific objective in mind will steer your planning and ensure that every element of the event supports your lead-generation targets.
Customize your objectives based on the event type and audience. For instance, at a product launch, your primary goal might be to secure pre-orders or gauge interest, whereas a conference might be more focused on building thought leadership and fostering long-term connections.
The real work begins once you’ve hosted your event and captured your leads. A list of potential customers is one thing—turning them into loyal clients is another. Here’s how to make the most of the data you’ve gathered:
Timing is critical. Send personalized follow-up communications within 24 to 48 hours of the event. Use the collected data to segment your leads based on their behavior and interests during the event. For example, suppose a lead attended a specific workshop at your event. Your follow-up should include related content and a call to action that nudges them further down the sales funnel.
Not all leads will convert immediately. That’s where lead nurturing comes in. Develop a series of emails or content pieces that gradually guide your leads from awareness to consideration and, finally, to decision. For instance, after hosting a product demo event, send out a series of follow-up emails that provide additional information, case studies, and testimonials, slowly building the lead’s confidence in your product.
Ensure all your collected data is integrated into your CRM system. This integration allows your sales team to track interactions and tailor their outreach based on the lead’s history with your brand. A seamless CRM integration helps identify patterns and refine your lead generation strategies for future events.
After the event and initial follow-up, measure the success of your lead generation efforts. Did your exclusive VIP event generate high-quality leads? Did your product launch result in an increase in demo requests? Use these insights to refine your strategy for future events.
Events continue to be a potent and versatile tool for lead generation. Businesses can effectively engage with their audience, demonstrate their expertise, and ultimately drive high-quality leads by choosing a suitable event and deploying targeted lead-generation tactics.
By partnering with Babe Paisley, you can craft experiences that not only captivate but also build meaningful relationships, turning your events into powerful lead-generation opportunities. Get started today.