There are many different channels by which organizations can generate leads for their pipeline. And while digital and print channels have their place, live events should absolutely be the main part of your lead gen strategy.

Sales conferences give you a platform to consult, educate, and share information with prospects. There is simply no better way to inspire curiosity about your brand than through genuine one-on-one interaction. And here are some statistics to prove it:

  • 91% of professionals said that customer engagement at events was a major priority for them.
  • 31% of event marketers believe that conferences are essential to doing business in their target customer markets.
  • 69% of marketers consider in-person events to be highly effective.

So we know that live events are one of the best ways to connect with prospects. But to generate actual leads, you need to have some solid strategies in your pocket that will help you convince prospects to give you their contact information!


How to Generate More Leads at Your Next Sales Event

5 Strategies for Generating More Leads at Your Next Sales Event

  1. Attract the Right Crowd

There’s the old saying, “He could sell ice to Eskimos!” This means someone is such a good salesman, he could sell something to someone even though that someone reeeally doesn’t need it.

It’s much easier, however, to sell ice to someone that actually needs ice. And that’s why it’s important to make sure you attract the right audience to your sales event.

Before you even begin planning the logistics, decide who should attend your event. Start by developing your ideal attendee persona. Who are they? What do they do for a living? What pain points do they have? What keeps them up at night?

Knowing your ideal prosects will help you at every stage of planning your sales event from choosing a venue to hiring speakers and selecting your marketing materials.

  1. Create Relevant and Helpful Content

Now that you know who your ideal attendee is you stand a far better chance of creating content that “warms them up.” But you still need to do a bit more research to uncover what level of information your attendees already have. For instance, if you’ve gone ahead and attracted a room full of C-level executives, you don’t need to waste their time with content that teaches them anything fundamental.

Think about why your prospects showed up that day and focus your messaging around it. Be sure your content allows prospects to walk away with actionable insights. Your prospects should feel like you have given them real value. If they do, you stand a much better chance of getting that handshake and their contact information.

  1. Develop Your Follow-Up Strategy

Lead generation has two parts: 1) generate 2) close. Before your event launches you’ll want to develop a solid post-event plan to follow-up with leads so you can begin nurturing the relationship.

Without question, prompt follow-up is the key to closing the sale and getting a healthy ROI from your event. Check with your registration provider to see if they integrate with your customer relationship manager (CRM). This way, your sales team will have real-time insights into who is attending your event and can reach out to leads quickly.

  1. Engage Your Existing Clients

Your current clients can be the gateway to new ones. Your clients typically have a lot of goodwill when it comes to your brand, and you can leverage this for your benefit.

While networking at your sales event, your current clients can introduce you to prospects they know. Even a brief introduction can go a long way at warming up leads.

Your current clients can also provide valuable social proof. Create a video that will play before or during the event where your enthusiastic clients sing your company’s praises. Social proof in the form of testimonials is one of the best ways to help someone new to your brand give you a chance.

  1. Define Your Success Benchmarks

Hosting an event isn’t cheap or easy, so it’s important that you have a way to measure your return on investment (ROI). Defining your success benchmarks, or key performance indicators, early will help you measure the success of your sales event.

You’ll want to start by looking at the number of leads and registrations, then calculate your target cost per lead. This will give you an estimate of how much you’ll spend to host and promote your event. Knowing these numbers will help you justify your spend and demonstrate the value these sales events have on yearly revenue.


The Wrap

Without question sales events are an effective way to generate new leads for your organization. If you follow these lead generation guidelines, you’ll be able to have a continual stream of new leads filling your sales pipeline.

Need some help planning your next sales event? Get in touch with us by clicking here! We’ll handle the logistics so you can focus on networking.

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