Lead Generation at B2B Events: An Easy Process

Many conferences and events happen in a country; some are very large-scale events, while some are smaller and more specialized. If you want to grow your business, you have to go to as many events as possible. However, there are very few companies that do it. Even though going to events is very helpful for growing your company, most companies don’t know how event marketing works. This is why this article was created – to show you how to go to events, enjoy them, and use them for your company’s growth.

Make Them Understand What You Do

Most people at these events are there because they want to grow their business; they attend networking sessions and ask each other how to improve their business with the knowledge they have. However, some attendees think that these events are a waste of time – it is an opportunity for them to show off what their product is and how great it is. In this case, you need to make sure that you don’t do this. Instead, talk about what your company does and how it can benefit them. If you want to grow your business, you need to make sure that the people you talk to understand what your company does and how it can help them.

Speak to as Many People as You Can

A few things are more important for your business than networking. This is why you need to speak to as many people as possible and make sure that you ask them about their business. One thing is for sure – if you want to get new clients, you need to make sure that you know what each of these clients wants and how your service can help them. This is one of the reasons why speaking to everyone you can at these events is very important. If you want to grow your business, this is what you need to do.

Go to Other Events

Even though there are many different kinds of events, most of them have the same purpose – to help people grow their businesses. Therefore, you need to go to as many of these events as possible. However, you can’t go to every event in your area because you need to focus on what you do. For example, if you sell shoes, you can’t go to a conference that focuses on technological advancements because this won’t help your business. In this case, it is better to go to a specialized event that focuses on your niche.

Going to a specialized event that focuses on your niche is better. If you go to a specialized event, you will be able to speak to more people who have the same interests.

This is precisely how you can use these events for your company’s growth.

Why do you need event lead generation?

An event is one of the most effective ways to generate leads. Whether you are an SME or a multinational, events can help you promote your business, create a community around your product, and build long-lasting relationships. But if you don’t have enough time to plan, manage and execute an event, or if you are unsure about generating leads through events, it may be time to hire an event lead generation company. This article shows you why it makes sense to outsource your event lead generation and how to choose the right event lead generation company.

Why should you outsource your event lead generation?

The event lead generation process is complex and requires a lot of resources and time. From finding a suitable venue to engaging attendees and creating an effective marketing strategy, it is difficult for small businesses to manage all of these aspects by themselves. In other words, it is not uncommon that you don’t have enough time to manage all of these aspects on your own.

It makes sense to outsource your event lead generation because you may lack specific skills or knowledge. For example, you may have no experience running events or creating an effective lead nurturing strategy. In this case, it is not worth spending your precious time figuring out how to do it.

It makes sense to outsource your event lead generation because you don’t have the necessary resources. For example, you may not have the funds to hire a marketing agency or a PR agency or the time to engage an in-house marketing team. In other words, you don’t have the financial or human resources to manage an event lead generation campaign yourself.

How to find a suitable event lead generation company?

As with any other business process, you should ensure that the event lead generation company you choose has the right skills and knowledge. In particular, you should look for a company that has a good reputation. For example, a company working in the marketing business for a long time should have a good reputation and experience.

Another thing you should look for is a company that has a team of professionals with the necessary skills and knowledge to manage your event lead generation project. In particular, you should make sure that the company has expertise in events marketing, lead generation, and lead nurturing.

Last but not least, you should make sure that the event lead generation company has the necessary resources to manage your project successfully. In particular, you should make sure that it has an experienced team of marketers and PR professionals and the tools required to run an effective event lead generation campaign.

How do you follow up on leads?

Salespeople often ask the question of how to follow up on leads. This blog gives you a free template of how to follow up on leads and build on this practice to increase your sales.

How to follow up on leads in 5 simple steps

Step 1 – Gather your information.

You will need to know the following:

  • The name and title of the person you are calling
  • The company they work for
  • Their direct phone number (if you don’t already have it)
  • The name of the person they report to at work
  • A short description of what the prospect is looking for (i.e., a new website, an updated logo, a new CRM system, etc.)

Do some research online or speak to someone who works at the prospects’ company. Sometimes people don’t know what they want – so you may have to ask many questions to help them clarify their requirements.

Step 2 – Call the lead.

This is the most critical step – you only get one chance to make a first impression! So make sure you have an excellent phone manner – speak slowly and clearly, and don’t be afraid to use humor and ask questions.

Step 3 – Communicate the value of your product or service

Use stories and analogies to explain how your product or service will solve their problems. If you can provide a relevant example, even better. Don’t be afraid to use your knowledge of their industry – it will show you know what you’re talking about.

Step 4 – Establish the next step in the sales process

If you can, book an appointment for a face-to-face meeting. This will allow you to do a full sales pitch directly to the prospect. If this isn’t possible – suggest a follow-up call in the week to see if you can schedule an appointment.

Step 5 – Follow up

Call them and try again if the prospect doesn’t respond within 24 hours. If they say they’re not interested, ask them if they would refer you to someone else in their network who might be interested.


A successful event lead generation strategy involves matching the company’s goal with the event marketing campaign, following clearly defined steps to approaching potential prospects and converting them to leads. Of course, it is easier said than done, but with strategic planning, an in-house team, and an outside agency, B2B lead generation events can be a huge success.

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