Leveraging Events for Lead Generation

As someone who’s worked closely with SMEs, I know firsthand how crucial lead generation is for business growth. But finding cost-effective ways to bring in potential customers can feel like a constant challenge, especially with limited budgets and resources.

That’s where live and virtual events come in. Many businesses think of them simply as networking opportunities, but they can be so much more. When planned strategically, events can be incredible lead-generation machines that drive real engagement and long-term business relationships.

Whether you’re hosting a live seminar, running a webinar or sponsoring or exhibiting at an industry tradeshow, every event is an opportunity to capture leads. Here’s how you can maximise your lead generation for future events.

Why Events Are a Goldmine for Lead Generation

Direct Access to a Targeted Audience

Unlike paid ads or cold outreach, events will attract people already interested in your industry. Whether they’re attending a webinar on marketing trends or a local business networking session, they’re there for a reason.

Building Meaningful Relationships

People buy from businesses they trust and events create the perfect setting to build that trust. Whether face-to-face or virtual, they allow for real-time interactions, letting you engage with potential clients in a much more personal way that emails and social media posts simply can’t replicate.

Showcasing Expertise and Credibility

Positioning your business as an industry leader will go a long way when it comes to attracting potential leads. Hosting a panel discussion, presenting a keynote, or running an interactive workshop is a great way to share knowledge and experience. And the best part? It builds credibility, making prospects more likely to consider my services when they need a solution.

How to use Events for Lead Generation – Before, During and After

Pre-Event Lead Capture Strategies

Generating leads starts way before the event itself. Here’s how to build a profile for your event and generate attendee engagement ahead of time:

• Event Registration Forms: Making sign-ups mandatory and requesting important information like email, job role and company name is smart practice. You can even go a step further and provide exclusive discounts or access to free event materials for early-bird sign-ups.
• Lead Generation Magnets: You could provide downloadable content such as checklists, eBooks or industry reports in exchange for an email address.
• Social Media Engagement: Instagram and LinkedIn are excellent platforms for creating buzz before an event. Countdowns, polls and teaser videos all draw attention and encourage sign-ups.

During-Event Lead Capture Techniques

The real work happens during the event. This is your chance to interact with potential leads in real time and gather valuable data.

• Live Polls & Q&A Sessions: Try to keep things interactive by using interaction platforms like Slido or Mentimeter at your event. These tools offer a great way to engage attendees and collect insights at the same time.
• QR Codes & Digital Sign-Ups: You want to make it as easy as possible for attendees to connect with you. QR codes linking to sign-up pages, product demos or exclusive content can work wonders.
• Exclusive Offers & Giveaways: An excellent incentive appeals to everyone. It could be a competition, a free trial or a discount on a product. A hook is essential for drawing customers to your stand, where you can show off your goods and services. It makes all the difference to give guests a reason to sign up for what you have to offer.

Post-Event Follow-Up Strategies

A co-ordinated follow-up plan is what turns event attendees into actual leads.

• Personalised Email Campaigns: After the event, send customised email follow-ups to attendees according to their level of engagement. Send a case study or other relevant resource to anybody who enquired or attended your product demo.
• Retargeting Ads: Using Facebook and LinkedIn ads, you can stay front-of-mind with attendees who visited your website or engaged with your event content.
• Repurpose Event Content: Pro tip. Never let valuable content go to waste. Turn keynote speeches into blog posts, transform Q&A sessions into social media snippets and convert a presentation into a whitepaper as lead magnet for prospects.

Virtual vs. Live Events: Which Works Best for SMEs?

Both live and virtual events have their benefits, but the choice depends on your goals, audience and budget.

• Virtual Events: Cost-effective, scalable and accessible to a global audience. Perfect for webinars, panel discussions and product demos.
• Live Events: Perfect for networking, relationship-building and practical demonstrations. More appropriate for workshops, trade exhibitions and face-to-face seminars.

Final Thoughts

When you adopt the right approach before, during and after, events can be an invaluable way of producing high-quality leads, as well as networking.

Want to maximise your event ROI? Our agency specialises in helping SMEs leverage events for business growth. Get in touch and let’s craft a winning event strategy tailored just for you!