Everyone loves an event (or so the statistics show). In B2B lead generation, where strategies evolve at the speed of technology, events are among the few places where the power of human connection supersedes automation. In Sub Pillar 5 of our series, we’ll unpack everything events-related, providing a comprehensive look at why events matter, the distinction between first- and third-party events, hosting successful webinars/virtual events, and their impact on lead generation.
The Evolution of Events in Today's Age
While face-to-face interactions remain critical in this technology-driven era, virtual technologies have revolutionized the event industry. Today, events come in physical and digital forms, equally crucial for B2B lead generation. The diverse range of events allows businesses to connect with their target audience and build meaningful relationships. With the right approach, companies can leverage these events to expand their network and promote their brand, so it’s vital to weigh up the benefits of each:
- Digital Events: These offer scalability, accessibility, and cost-effectiveness. Webinars, virtual conferences, and online workshops enable businesses to reach a global audience without the constraints of geographical boundaries.
- Physical Events: Despite the rise of digital alternatives, face-to-face interactions foster deeper connections and facilitate trust-building. Trade shows, industry conferences, and networking events provide invaluable personal engagement and relationship-building opportunities.
Understanding 1st and 3rd Party Events
Events can be categorized into further subsections based on their ownership and promotional strategies. The three main types of events you should be familiar with are:
- Owned Events: These are events your organization hosts, such as webinars or user conferences. They offer complete control over content, branding, and attendee experience.
- Earned Events: Refers to speaking engagements or panel invitations at third-party events. While you have little control over the event, leveraging such opportunities enhances credibility and visibility within your industry.
- Paid Events: These include sponsorships or paid speaking slots at external events. While they require financial investment, they provide exposure to a targeted audience and can yield significant returns regarding lead generation.
Tips for Hosting Successful Webinars/Virtual Events
Planning and executing a successful virtual event require careful attention to detail, but it is manageable with the proper approach. Here are some essential tips to help you achieve success:
- Define Clear Objectives: Determine your event’s primary goal, whether it’s lead generation, brand awareness, or thought leadership. Tailor your content and promotional strategies accordingly.
- Choose the Right Platform: Select a reliable webinar platform with interactive features, seamless streaming, and robust audience engagement tools. Ensure it’s easy to use and supports the number of attendees you expect.
- Compelling Content: Create engaging and relevant content that addresses the pain points of your target audience. Incorporate multimedia elements, case studies, and real-life examples to keep attendees hooked. Make sure your content is clear, concise, and easy to follow.
- Promotion is Key: Promote your event using multiple channels, including email marketing, social media, and industry partnerships. Create teaser content to generate buzz and drive registrations. Ensure your promotional messaging is consistent and includes all the relevant details, such as date, time, and registration link.
- Engage Your Audience: Encourage active participation through Q&A sessions, polls, and interactive discussions. Foster a sense of community and connection among attendees. Make sure to address any questions or concerns attendees may have.
- Post-Event Follow-Up: Don’t let the conversation end when the event concludes. Follow up with attendees promptly, share resources, and continue nurturing leads through personalized communication. Thank attendees for participating and encouraging them to stay connected with your brand.
Statistics on the Impact of Successful Webinars/Virtual Events
The numbers speak volumes about the effectiveness of webinars and virtual events in driving lead generation:
- Webinars generate an average attendee-to-lead conversion rate of 20-40%.
- 73% of B2B marketers and sales leaders consider virtual events the most effective way to generate high-quality leads.
- Companies that prioritize event marketing experience a 30% increase in lead generation compared to those that don’t.
Looking ahead, B2B lead generation strategies will continue to rely heavily on events as a primary means of sparking engagement, facilitating learning, and nurturing relationships. By closely studying the dynamics of digital and physical events and following industry best practices for hosting webinars and virtual gatherings, companies can unleash the full potential of events to foster meaningful connections and accelerate business growth.
Embrace the Future, Lead the Generation
LeadScale is revolutionizing the way businesses work with lead generation. Our experts are helping companies reach new heights by driving success and efficiency through data-driven insights. So, take the first step today. Let LeadScale empower you to unlock the true potential of your business and boldly navigate growth.
Contact our team to see how you can maximize your marketing budget with LeadScale.
