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5 big tips to maximise B2B events lead generation

Business-to-business lead generation events are all-important when it comes to growing revenue. Here are some tips to help you get the most from event B2B leads gen.

Maximising your lead gen at B2B events

What is lead generation?

Lead generation is simple.

It is the process by which you identify new leads for your business, products, and/or services, and entice them to buy. It’s one of the core principles of any business. Without new leads, customers, and sales.

It’s the first step in your sales funnel. It’s all about gathering information on your customers. Think of data like their names, their business areas, and, crucially, their pain points.

Why is B2B leads gen important?

It’s essential for any business to grow its customer pool if it wants to succeed. This is where business-to-business lead generation comes in.

For sales team, it offers numerous benefits:

    • Gives you accurate contact data – You’ll find the best point of contact who’s interested in your product or service offer.
    • Identify pain points – Discovering potential client pain points can help you tailor your pitch and generate more leads.
    • Increase conversion rates – With solid leads identified, your conversion rates should start rising.
    • Creates a strong sales pipeline – Generating a good number of B2B leads will help create a stable sales pipeline and a potential higher number of closed-won deals.

Don’t forget the marketing benefits too:

    • Know your customer – With all the collected data, you can create a better profile of your customers and their requirements.
    • Enhance your content creation – Because you know your customers better, you can tailor your content marketing to meet their interests and needs, helping nurture any new leads.
    • Build brand awareness – Use the customer data to better target your content marketing and help grow your brand awareness.
    • Enhance your marketing systems – All your marketing activities and tracking can be enhanced using the data captured through lead gens, improving its accuracy.

The bottom line is B2B lead generation is there to create more revenue and opportunities for your business.

Where do events fit into lead generation strategies?

Business-to-business activity is all about creating connections. What better way to do that than at a specific industry event? There’s a reason why US companies typically assign a quarter of their annual marketing budgets to trade events.

Whether online events or in-person trade shows, events make the perfect place to meet and connect with potential clients and warm leads from around the world. 

Events create an environment that humanises both the seller and the client. They help put faces to names and enable deeper connections than a cold phone call or faceless email. They also help generate word of mouth – and provide endless opportunities to generate more leads.

At Crowdsol, we’re determined to show you the power of events. We’re harnessing our year’s of experience and combining them with the latest technologies to create exciting, fruitful new connections and opportunities.

We want to help you reach the partners as decision makers that matter. Here are some ways you can maximise your lead generation by attending events.

5 tips to run B2B lead generation events

Align your event goals with your marketing aims

The old saying “fail to prepare, prepare to fail” still rings true.

Whether you are holding your own unique show or attending online events, you need to align with your marketing and business aims.

Ask yourself: why are you attending? What are your business’ goals? Is it for brand awareness? Is it to meet new clients? Is it to promote a specific service, product, or part of your business? Do you wish to speak to specific levels of customers, such as b2b sales lead and C-level clients?

You need to have a plan going in and ensure all your event-attending teams are on the same page. Going in without a clear strategy will likely inhibit your ability to generate practical leads.

Spread the word

Make a big show of the fact you are attending an event. Your potential customers are there, but it’s up to you to let them know you will be there too.

This is the time to utilise all the tools in your content marketing toolbox: email campaigns, social media, paid campaigns, and so on. Also, don’t forget to get your B2B sales team to let their existing clients your business will be at the chosen event.

Be undeniable & provide value

Some events are huge; others are more focused. Whatever the size and scope of the event you’ve chosen, you need to make yourself undeniable. You need to give potential customers a reason to want to come and see you.

You could do this with a pre-event content marketing campaign, creating content that shows how your business can help overcome the pain points of your target audience. You can also use your stand or digital space to clearly demonstrate why any leads should be using you.

Another way for you to demonstrate your expertise and know-how to really woo those potential B2B leads will be to take advantage of any guest speaking and presenting slots. Business-to-business shows often feature a wide range of intra-show events, such as roundtables, conferences, and workshops. Take advantage of these opportunities to put yourself front and centre as a thought and industry leader.

Collate all your business-to-business data

Ensure you have a smart data capture system in place. If you’ve done your pre-and on-site event promotion well, you should have a lot of fresh contacts to sift through.

Smart data capture, perhaps via on-site tablets with an easy-to-use form to collect client information, or an online equivalent for a digital event, will make your post-show lead review an easier prospect.

This should also help you rank and review the quality of leads created by your event participation.

Don’t forget the follow-up

B2B leads generation does not stop at the event. The follow-up is just as important. 

This is your time to kick into gear with post-event marketing campaigns and sales tactics designed to push your newly generated leads further down the funnel.

In terms of content marketing, you can use their data to hit them with more content relevant to their needs and potential problems. Likewise, you now have more data to create a better customer/lead profile, which will pay dividends when it comes to targeting. 

But keep your business fresh in your leads’ minds. Send quick thank you emails with links to useful blogs, event highlights, and so on. Get your sales team onto the follow-up phone calls.

Be sure not to overdo things. You don’t want to spam your potential leads and put them off. A measured approach is required but it’s up to you to turn your event contacts into b2b leads.

Crowdsol: a new way to connect

Here at Crowdsol, we utilize all of our world-class event management experience, to design smart, flawless engagements across all kinds of gatherings.

Contact us today to see how we can help take your B2B lead generation to the next level.