Industry Events Are Back: How to Maximize Your Presence Before, During, and After

No doubt about it, industry events are a critical part of most B2B marketing strategies. And you can see why: The combined opportunities for networking, brand exposure, and lead generation are simply unmatched. But if you want to make the most of an event, you have to be ready with a plan. After all, attending an event without a clear strategy is like showing up to a race without knowing where the finish line is. Sure, you’ll get some results, but not the results you could get with a little prep.

Lucky for you, my team has been thinking about this a lot lately. Here are a few simple steps they’ve outlined to help you make the most of your next industry event. 

1. Define Your Strategy Before you sign up for an event, ask yourself: What do you want to accomplish when you attend? It could be generating leads, building brand awareness, or striking up new strategic partnerships. Whatever your “North Star” may be, defining it is the first step in charting a path that marches you right toward your goals. Pro Tip: Keep your event goals focused and measurable. Know exactly what success looks like. That could mean defining a specific number of leads, identifying contacts for those strategic new partnerships, or creating measurable social media buzz.
   

2. Engage Your Audience Early Don’t wait until you’re event-bound to start engaging with potential attendees. Use pre-event emails, LinkedIn outreach, and social media posts to build momentum. Get your audience excited about what you’ll have at your booth, any special offers you plan to present, and a speaking session if you’re planning one. Pro Tip: Create a custom landing page for event RSVPs. Make sure to promote it in all your pre-event communications and on your social media channels. The more people you connect with before the event, the better prepared you’ll be when the doors open.

3. Make Your Booth a Hub for Interaction At the event, make sure your booth is more than just a display. Make it a place where people want to hang out. Focus on creating a friendly, welcoming environment. Whether you use eye-catching signage, meaningful giveaways, or conversation starters, the goal is to get people talking and keep them engaged. Pro Tip: Avoid the hard sell. Instead, focus on engaging in conversations that highlight the value your product brings to the table. Build relationships first. Sales will follow.

4. Create Real-Time Content Don’t let your audience forget about you the moment they walk away from your booth. Go on social media to share live updates, behind-the-scenes shots, and key takeaways from sessions. Engage your audience virtually to keep the conversation flowing even after the event ends. Pro Tip: Use event hashtags to increase your reach on these posts. And make sure to tag speakers, customers, and partners, too. 

5. Follow Up Like a Pro When the event’s over, your work isn’t. Be sure to follow up with the contacts you made. And don’t just send a generic thank-you email. Personalize your outreach, reference specific conversations you had, or explain how you can help them address their pain points. Pro Tip: Use your CRM to track interactions and categorize leads. The more tailored your follow-up, the more likely it is you’ll convert those connections into real business opportunities. 

This is a high-level overview, of course. But following these steps, you can create a strategy that’s sure to make your next industry event a hit.  And if you want to dive deeper into our recommendations, be sure to check out our new ebook: Beyond the Booth: A B2B Marketer’s Playbook for Event Success.