How to Turn Your Events into a Lead-Generating Machine – CXO Matters

How to Turn Your Events into a Lead-Generating Machine

How to Turn Your Events into a Lead-Generating Machine
Image Courtesy: Unsplash
Written by Suraj Jaiswal

Virtual events are the new normal. Showcasing your products and services to a room filled with prospective clients is the next best way to generate leads. But many marketers are yet to tap into this opportunity. 

Today, when physical interaction is limited and communication is mainly virtual, the digital world has opened new ways of doing business. Companies that invest in webcasts, multi-part webinars, podcasts, and virtual events are attracting the highest number of clients. If simple hosting can be this rewarding, imagine the benefits you can reap out of it when you do it strategically. 

With the right strategy, you can turn all types of virtual business interactions into a lead generating process. This blog shares three crucial steps that will turn your virtual events into a great lead-generating machine. The approach is abbreviated as TEA. Track, Engage, and Act.

Step 1: Track

Every single person who signs up for your event is a potential prospect. And if they actually show up at the event, the probability bounces 10x higher. 

This is the stage where you must understand the nature of your clientele. Go to the register list and check the accounts that have registered for your event/session. People who have signed up for your event need to be identified, sorted, grouped, and categorized. 

Tip: Spend some time understanding the company, their profile, and other necessary details of your attendants. The data can be acquired from various sources, but one free and great source can be LinkedIn

Step 2: Engage 

So it’s the big day and people have showed up at your virtual event. What’s next?

This is the stage where you must outreach the prospects you’ve identified. Connecting with your prospects while they are virtually present is the most important aspect of the lead generation process. This is when you can directly connect with them and acquire the right information. 

You must be ready with the right materials to share with your prospects. It is the information you share that will decide the course of your conversation. 

Tip: Choosing the right medium of communication is of paramount importance. You will have various options open in front of you – instant messaging, virtual networking apps, social media, and emails. You must understand which medium is preferred by your prospect and try messaging via that option only. However, if you are not sure, LinkedIn can be the second best option. 

Step 3: Act

Event is done. What next? 

Your event’s success depends on the conversation that continues after the event is over. If your attendees are talking, sharing, and discussing your event within themselves, in communities, or social media, it is a great sign – and a great opportunity. Try becoming a part of the conversation and see where it leads. 

In other scenarios, pursue your prospects after the event is over. Find some touchpoints from the event and highlight them in your communication. 

Tip: Approach your prospects with questions about the event/session. Ask what they liked about the event and what they did not. Find the right start for your conversation instead of jumping into your sales pitch.

Setting the right TEA approach can help you close more leads while having a successful virtual event. So, win-win.