How to make B2B events pay

We've worked at many events over the years. They're so important for getting your brand out there, picking up some new opportunities and learning more about the market you sell in. But if you don't have a good process in place, they can be a lot of cost for very little reward.

Having worked on stands with very bland marketing, no clear plan and a lack of warmth or engagement, it's been tough at times. In other cases, when some real thought has gone into the process, it's been brilliant.

Here are 10 tips for anyone promoting their B2B brand at upcoming events, to help convert more potential clients into actual clients:

1. 01Do personalised outreach early. Get hold of the attendee or exhibitor list before the event and pick the people you most want to meet. Skip generic messages, take the time to understand their company, and try to get a quick coffee in. Last week we ran personalised emails before an event for a client. They generated 12+ in-person meetings, and 4 of them turned into really good opportunities that have gone on to discovery and are progressing through proposal.
2. 02Put a hook on your stand. Have a gimmick with a prize of some kind. It gives you a good opportunity to collect data and engage with people who'd otherwise just walk past.
3. 03Run mini discoveries, don't sell. You're not at the stand to pitch. Ask questions, build in-person relationships, and be authentic. Be less opportunity-focused and you'll end up with more opportunities.
4. 04Track the talks for insights. Keep track of the talks and have good insights to share after the event. It gives you something valuable to reference when you reach back out.
5. 05Follow up with clear action steps. Send personalised follow-ups rather than a generic blast. Reference what you spoke about, give as much value as you possibly can, and propose clear next steps to start a real sales process.
6. 06Be consistent across channels. One email after the event won't cut it, but emailing every day won't either. Write up every conversation the same day before the details fade, then use email, phone and LinkedIn to build rapport over time.
7. 07Use LinkedIn across the whole timeline. Post in the build-up, on the day and after the event. It keeps your brand in front of the right people while the conversations are still fresh.
8. 08Walk the floor and study other stands. Take time away from your own stand to see what others are doing. Which ones stand out most, and why? Take notes on what works and use them to shape your next event.
9. 09Run an honest debrief. Take on board all the feedback, especially what fell flat. The bad stuff is the best because it makes you better. Don't be too proud to admit you got it wrong, or it'll keep costing you at future events.
10. 10Be human. The event is full of human beings. Treat them that way, not as cattle, and you'll see a much better result.

If you turn up with bland marketing and no clear plan, events are a lot of cost for very little reward.

Put the extra graft in and events can be super magnets. Do the basics and you're left with another big cost.

Joe Stone

What's the single best tactic or gimmick you've ever seen on an event stand? Hit reply and let me know.

Joe StoneCo-founder, JumpLead

PS If you want the full system we use to turn cold outreach into pipeline, the 4-Channel Outbound Playbook is free below.