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Why events are powerful for B2B lead generation

Who doesn’t love getting invited to an event? If that event is tied to one’s career, with a timely topic and interesting speakers, there’s an added incentive to attend. Events are powerful for B2B lead generation. For businesses, hosting events is a great way to increase brand awareness, reach out to potential clients and generate qualified B2B sales leads, both inbound and outbound. There’s no better way to present your brand and establish face-to-face relationships with potential buyers – at a time and place of your own choosing.

In-person events have been rated the most effective B2B tactic by the Content Marketing Institute for six years running, with 81% of marketers using them. And that should come as no surprise, since a well-organized event will inspire conversation and discussion – exactly the kind of things that build relationships.

Plan your own B2B lead generation event

Creating an opportunity for personal contact has never been as important as it is today. In the digital world we now live in, people crave interactions that are up-close-and-personal. That said, B2B lead generation events can take many different shapes and formats. It could be a small breakfast for 10 key industry leaders or a more casual after-work gathering for 50 or more people. These customized, bespoke events can be highly targeted, and just as highly targeted content works better than broad, catchall copy, smaller, ‘in-person’ events can bring greater results and potential sales leads for the bottom line.

Capitalize on someone else’s event

A tradeshow can offer the perfect opportunity to make a big impact on as many decision makers as possible in a limited time frame. From a sales lead generation standpoint, remember to put any new technology or products with a wow factor in the spotlight to attract attention and help you stand out in a crowd.

Remember that tradeshows offer an opportunity to stage an event within an event. You have a captive audience at a show or conference that you can invite to your own event, which can complement the overall tradeshow by showcasing the specifics of your products or services for a select audience.

Conferences also offer opportunities to sit on panels or be a speaker. Always accept these; they bring brand awareness and exposure to the right audience.

Pointers for organizing an event for B2B lead generation:

  1. Make sure events are convivial, entertaining and relaxing and ensure your invitation sets that expectation so prospective customers will be more inclined to attend.
  2. Events should be held in convenient locations and offer refreshments or a meal, i.e. breakfast sandwiches for morning meetings.
  3. Personalize your invitations and treat every invitee like a VIP.
  4. Events should have a main drawing card: a speaker who’s an in-demand major player in your industry, or a current topic that is of great importance to you and your peers. This could be new government regulations that will have an outsize impact, or a major trend that’s just starting to appear in your line of business.
  5. Events should allow for time to mingle over drinks or coffee, to create an atmosphere conducive to connecting with others in an easy-going, casual way.
  6. Make sure your event organizers are organized, goal-oriented people who have the same objectives in mind as you do.
  7. If you have speakers from your company participating, choose good storytellers with a deep knowledge of your company and business, and a knack for leaving an impression with an audience.
  8. Remember to keep it as short and relevant as possible. Avoid long speeches or too many speakers, and no hard sells. Always keep your audience in mind.
  9. For networking, send out a team of your best people. Set them up with the attendee list and have them pre-schedule some conversations with prospects.
  10. Be sure to gather all attendee contact information.
  11. Have an after-event plan: who will compile the insights you’ve gathered, who will follow-up with emails, phone calls and meetings to continue the conversations you’ve started.

Don’t forget

Remember, whether you organize your own targeted event, or participate in a tradeshow or conference, you’ll have the opportunity to meet people potentially interested in your offer. They might not immediately fall into your B2B lead generation sales pipeline at that event, but you’ll be better placed to approach them afterwards.

It’s because of the highly personal nature of these types of micro events that they are so successful. Face to face communication is always going to be the most effective marketing channel you can use. These events will require an investment of time and resources but if done well, you’ll make a great impression and will reap the rewards for a long time afterwards.

Find out how 360 Leads can help your business with a lead generation campaign. Contact us today!

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A lead generation company with secret powers

Lead generation is the process of converting, and to some extent nurturing, business leads. The question of whether to hire an outside lead generation company is one that confronts many businesses who might otherwise consider doing this in-house. Nurtured leads produce a 20% increase in sales opportunities and businesses who nurture leads make 50% more sales at a lower cost than non-nurtured prospects. It’s not something you want to leave to chance. Hiring a lead generation company can make sense for a B2B business because they are focused solely on lead generation, have valuable industry expertise and can save your team time rather than trying to do this in-house. Here are the biggest reasons to hire someone to do it for you:

A lead generation company talks to the right people

Good lead generation is speaking to the right people at the right time, and it comes down to having the right contacts and the right data. Lead generation companies have access to databases with millions of business contacts covering a range of industries. Data specialists can determine which leads are qualified much more quickly than your own staff could.

They prioritize with lead scoring

An experienced lead generation firm will have proven methodologies that they can put to work on your case. Sales leads scoring is one of these techniques which can save a lot of time by not talking to people who aren’t as likely to convert.

They shorten the sales cycle

By having nurtured business leads sent to you the focus is firmly on selling, and the timeline to do so is much shorter. Time is money, and you will be saving plenty of it by having qualified leads sent directly to you.

They improve your company’s web presence

Many lead generation companies can assist with a blog strategy and SEO, so that potential customers can find you more easily through a web search. Then those prospects can be turned into leads and possible customers.

They can lower your costs

Developing a hiring and training program is costly. Sometimes it makes more sense to hire a company that is specialized and already has the skilled staff. Hiring a company to find leads frees up resources for other tasks. It eliminates the time and effort required to recruit and train staff.

They allow you to focus on your product or service

Whatever area of B2B your business operates in, one thing will ring true: it’s the USP of your company that generates revenue, and it’s the USP that you need to focus on. It’s the asset you possess which can’t be bought elsewhere and where you should focus your staff’s energies and resources. Outsourcing to an agency allows you to do just that.

How to find the right lead generation company

Before choosing an agency, it’s important to do your research. If possible, scan reviews, testimonials, and ask for referrals. Ask your shortlisted candidates questions about their processes, tools, and whether they have their own CRM software that will be able to integrate with your B2B CMS for a seamless experience.

While using a lead generation company will cost you money, it saves your business money too. So, unless you want to pay the true cost of generating your own leads, you’ll be wise to pass on the hidden costs to the experts.

You still have reservations about using an external company for B2B lead generation because you think they’ll take your money and run? That they’ll make a couple of calls and leave it at that? Well, it might surprise you to discover that not only will they deliver results, but they’ll deliver them in a variety of ways. Lead generation companies may specialize in one area, but often they’re multi-faceted experts who can cover all the following services:

• Email marketing
• SEO
• Social media
• Appointment setting
• Event promotion
• Content creation

In the B2B world, an individual sales lead or a sale can be worth a lot, so it’s important to put thought into the customer journey pre- and post-sale. Find out how 360 Leads can create a winning B2B lead generation campaign customized for your company and industry. Contact us today!