The Ultimate Guide to Maximizing B2B Event Leads

The Ultimate Guide to Maximizing B2B Event Leads

Picture of Nicole Webster

Nicole Webster

Head of Sales at Whistle, with over 20 years experience within the sales industry.


Table of Contents

B2B leads play a crucial role in the success of any business-to-business sales event. These leads are potential customers or clients who have shown interest in a company’s products or services. By connecting with these leads at events, businesses have the opportunity to build relationships, increase their customer base, and generate high-quality leads for future business opportunities. In this article, we will explore the importance of B2B leads in sales events and discuss strategies to network with potential clients or customers.


Understanding B2B Leads

B2B leads are individuals or companies who have expressed interest or have the potential to become customers or clients for a business. These leads are often part of the target audience that businesses aim to connect with at sales events. Understanding the characteristics and needs of B2B leads is essential for event planners and marketers to tailor their strategies and messages to effectively engage and convert potential leads into customers. By identifying and nurturing B2B leads, businesses can ultimately increase their customer base and drive revenue growth.


Identifying B2B Leads at Sales Events

Sales events provide a unique opportunity to connect with and identify potential B2B leads. By setting specific event goals and leveraging the right marketing channels, businesses can attract industry leaders, decision-makers, and representatives from their target audience. Utilizing techniques such as roundtable discussions, panel sessions, and networking opportunities, event attendees can engage with potential clients or customers in meaningful conversations and gather valuable insights about their pain points, preferences, and expectations. This information can then be used to tailor future marketing strategies and strengthen customer relationships.


Nurturing B2B Leads for Conversion

Once potential B2B leads have been identified, it is crucial to nurture and engage them to convert them into paying customers. This can be done through follow-up emails, personalized content, and targeted marketing campaigns. By understanding the customer journey and providing a memorable experience for leads at events, businesses can build trust and establish long-term relationships with their potential clients or customers. Additionally, businesses should focus on customer retention by offering continuous support, valuable resources, and excellent customer service. By effectively nurturing B2B leads, businesses can improve their conversion rates and ultimately drive revenue growth.


Why It’s Important to Handle B2B Leads Post Event

Successfully generating B2B leads at sales events is just the first step towards business success. To maximize return on investment (ROI) and build long-term relationships with potential customers, it is essential to handle these leads effectively post-event. Here are a few reasons why this is important.

Firstly, following up with B2B leads allows businesses to increase conversion rates. By reaching out to potential clients or customers after the event, businesses can nurture these leads and guide them through the customer journey. Following up provides an opportunity to address any questions or concerns, provide additional information, and showcase the value of products or services, ultimately increasing the chances of conversion.

Secondly, handling B2B leads post-event enables businesses to gather valuable feedback. By engaging with leads and asking for their insights and opinions, businesses can gain a better understanding of their needs, preferences, and pain points. This feedback can then be used to refine marketing strategies, improve products or services, and tailor future communications, resulting in more effective and targeted messaging.


Preparation: Before the Event

Before attending a B2B sales event, it is crucial to carefully plan and prepare to make the most out of the networking opportunities. Firstly, identify the target audience and research the event attendees to have a clear understanding of who will be present and what their needs and pain points might be. This information will help in creating tailored messaging and identifying potential customers or clients to connect with. Additionally, gather all necessary marketing materials, such as business cards and brochures, to bring along to the event. These materials will serve as a tangible representation of the business and can be a useful tool for starting conversations and leaving a memorable impression. 

Finally, setting specific goals and objectives for the event is essential. Clearly defining the outcomes that the business wants to achieve, such as generating a certain number of leads or establishing relationships with industry leaders, will help in focusing efforts and measuring success post-event. By thoroughly preparing before the event, businesses can maximize their networking opportunities and increase the chances of turning potential leads into long-term customers.


Establishing Your Target Audience

When it comes to B2B event lead handling, it is crucial to establish your target audience. By understanding who you need to reach and connect with, you can maximize the effectiveness of your networking efforts. Here are some steps to guide you in the process:

  1. Understand the Demographics: Take the time to research and analyze the demographics of your target audience. This includes identifying the key stakeholders that you need to engage with, such as decision-makers, influencers, and industry leaders.
  2. Research Your Target Audience: Dive deeper by researching specific companies attending the event. Identify 5-10 target companies and their representatives who will be present. Connect with them on LinkedIn, Twitter, or email to start building relationships before the event.
  3. Build Relationships: Networking events are not just about closing deals; they are about building relationships. Focus on building connections and trust with potential customers and clients. This approach will create a solid foundation for future business opportunities.
  4. Leverage Influencers: Identify influencers within your target audience. These influencers have a large online following and can help promote your brand and offerings to a wider audience. Collaborating with influencers adds credibility and reach to your networking efforts.

By establishing your target audience and taking the time to research and build relationships, you can make the most out of B2B event networking. Connect with key stakeholders, utilize influencers, and create a memorable experience that leads to high-quality leads and valuable business opportunities.


Setting Up Your CRM

Setting up your CRM is crucial to ensure that all leads are tracked throughout the event so you can track the ROI. Here are some tips to help you set up your CRM for event lead tracking:

  • Identify your event goals and connect each goal to specific success metrics. This will help you determine which data points to track in your CRM.
  • Use a CRM system to manage relationships with current and prospective customers. This will help you manage the data and information associated with them.
  • Integrate your CRM with other vital platforms across marketing, sales, and other relevant departments. This will help you get a complete view of your leads and their interactions with your business.
  • Automate your sales follow-up efforts using your CRM. This will help you save time and money, improve your results, and stay focused on other higher-level tasks.
  • Focus on the quality over quantity of your sales follow-up. This means focusing on developing highly personalized and relevant messages for each individual lead, rather than sending generic bulk outreach emails
  • Track the amount of sales revenue before and after implementing the CRM for your department at large, as well as per employee. By attributing revenue to specific leads and campaigns, you can determine the ROI of your CRM investment


Developing a Lead Generation Strategy

Developing a lead generation strategy is a crucial element of B2B event sales and networking. By utilizing various tactics and approaches, businesses can effectively identify and engage with their target audience, ultimately driving high-quality leads. Here are some tactics to consider when developing a lead generation strategy:

  1. Identify the Target Audience: Before implementing any lead generation tactics, it is essential to identify the target audience. This involves understanding the demographics, pain points, and interests of potential customers. By knowing who you are targeting, you can tailor your approach and messaging accordingly.
  2. Utilize White Papers: One effective tactic is to create and distribute informative white papers. These documents provide in-depth insights and solutions to industry challenges, positioning your company as a valuable resource. By offering valuable content, you can attract potential customers and capture their information for further nurturing.
  3. Showcase Your Own Company: Another approach is to showcase your own company as a model in the industry. Highlight your successes, case studies, and unique selling points to demonstrate your expertise and credibility to potential customers. This tactic helps build trust and positions your company as a leader in the industry.
  4. Use Pay-Per-Click (PPC) Ads: PPC ads are a highly targeted and cost-effective way to generate leads. By creating targeted ads that appear on relevant search results and websites, you can drive traffic to your landing pages and capture leads. PPC ads allow you to reach a wider audience and promote specific offerings to potential customers.


Crafting an Effective Call to Action

Crafting an effective call to action (CTA) is of utmost importance when it comes to maximizing lead generation opportunities post-event. A well-crafted CTA can encourage event attendees to take a specific action or engage further with your business, turning them into potential customers.

An effective CTA should be clear, concise, and relevant. It should clearly state what you want your audience to do next, such as “Click here to download our white paper” or “Sign up for a free trial.” By providing a clear direction, you eliminate any confusion and make it easy for attendees to take the desired action.

Relevance is key when creating your CTA. It should resonate with the event’s content and align with the needs and interests of your target audience. Understanding the pain points and challenges of potential customers will enable you to craft a CTA that speaks directly to them, compelling them to engage further with your business.

Additionally, incorporating a sense of urgency in your CTA can create a sense of importance and encourage immediate action. Using phrases like “Limited time offer” or “Only available to the first 100 sign-ups” can push attendees to take action quickly, increasing the chances of lead generation.


During the Event

Networking opportunities abound during B2B sales events, providing valuable platforms for building relationships, generating leads, and expanding your customer base. Attending panel discussions and roundtable discussions allows you to engage with industry leaders, learn about the latest industry trends, and gather insights that can inform your business strategies. Whether attending a virtual event or an in-person conference, take advantage of the networking opportunities available to connect with potential clients and customers. Don’t miss the chance to exchange business cards, participate in interactive sessions, and engage in meaningful conversations. Make the most of these networking opportunities to establish connections, grow your professional network, and seize business opportunities.


Collecting Contact Information from Attendees

Collecting contact information from attendees at B2B events is a crucial step in effectively handling B2B leads post-event. This information allows businesses to continue the conversation with potential customers and clients, nurturing the relationship and potentially converting them into high-quality leads.

One of the most common ways to collect contact information is through registration forms. By implementing a comprehensive registration process that includes fields for attendees to enter their name, company, email address, and other relevant details, businesses can easily gather the necessary information for follow-up communication.

Virtual event platforms also provide an opportunity to collect contact information. These platforms often have built-in features that allow attendees to create profiles and connect with other participants. Businesses can leverage these features to gather contact details and foster networking opportunities.

Additionally, networking tools such as business card exchange apps or digital lead capture devices can be used to collect contact information on-site. These tools facilitate a seamless and efficient process for attendees to share their details, allowing businesses to easily capture and organize the information for post-event follow-up.

Collecting contact information is not only important for immediate follow-up but also for building relationships and facilitating ongoing communication. By having the necessary contact details, businesses can personalize their interactions with leads, providing them with relevant information and nurturing them through the sales process.


Leveraging Social Media to Reach a Wider Audience

In today’s digital age, leveraging social media platforms is a must to reach a wider audience for your B2B event. Social media provides an excellent opportunity to increase attendee engagement and exposure, ultimately leading to a successful event.

First and foremost, creating an event hashtag is a powerful strategy. This hashtag allows attendees, sponsors, and industry leaders to easily find and engage with your event’s content. Encourage participants to use the hashtag when posting about the event, which will amplify your reach and create a sense of community.

Running competitions on social media can also be highly effective in increasing attendee engagement. Consider hosting contests, giveaways, or challenges that require participants to engage with your event’s social media accounts. This not only boosts engagement but also generates buzz and excitement around the event.

Leveraging influencer marketing is another impactful strategy. Identify and partner with influential individuals in your industry who have a significant following on social media. These influencers can promote your event, share their own experiences, and encourage their followers to attend or engage with the event’s content. This can significantly increase exposure and reach a wider audience.


After the Event: Following Up with Leads

Once the event is over and the networking opportunities have come to an end, it’s crucial to remember that the real work has just begun. Sales Development Representatives (SDRs) play a crucial role in optimizing lead generation and follow-up efforts. 

By promptly reaching out to potential customers and clients, the SDRs can nurture the relationships formed during the event and convert them into long-term business opportunities. Here’s how SDRs can help in these processes:


Segmenting Your Lead List

Segmenting leads is a crucial step in effectively reaching and engaging with your target audience. Getting your SDRs to categorize your leads based on various criteria and characteristics, makes it easier to personalize follow-up messages and tailor your approach to the specific needs and preferences of each segment. From there, your SDRs can identify and qualify leads, which helps Account Executives to focus their efforts on prospective customers with a higher chance of converting. 

One important factor for your SDRs to consider when segmenting their leads is the target audience. Understanding the industries your leads operate in allows your SDRs to craft messages that resonate with their unique challenges, trends, and opportunities. Additionally, considering job titles can help determine the appropriate level of content and expertise to provide.

Another useful criterion for segmenting leads is company size. Different-sized businesses often have different needs, budgets, and decision-making processes. By segmenting based on company size, your SDRs can design tailored messages that address the specific pain points and goals of each segment.

Level of interest is another crucial factor to consider when segmenting leads. By identifying leads who have shown a higher level of interest, such as attending a webinar or downloading a whitepaper, your SDRs can prioritize follow-up messages and allocate resources more effectively.


Sending Follow-Up Messages and Emails

Sending follow-up messages and emails is crucial in handling B2B leads post-event. It allows you to continue the conversation and maintain the momentum generated during the event. SDRs can help with crafting personalized follow-up messages and emails that resonate with the specific needs and preferences of each lead

Follow-up messages and emails serve as a powerful tool to establish connections with potential customers. By reaching out, you demonstrate your genuine interest in their needs and show that you value their time. This helps build trust and credibility, essential for converting leads into customers.

Additionally, follow-ups enable your SDRs to nurture relationships with leads over time. By providing valuable and relevant content, personalized offers, or addressing specific pain points, you can keep your brand top of mind and while your SDRs stay connected with them throughout their customer journey. This continuous engagement helps strengthen relationships and increase the likelihood of conversion.


Connecting with Prospective Partners on Social Media Platforms

SDRs can help connect with prospective partners on social media platforms such as LinkedIn, Twitter, and Facebook by engaging in industry-specific discussions, sharing event highlights, insights, and content that can further establish credibility and expertise in the field. These platforms offer numerous benefits for continuing the conversation and building relationships with potential customers.

LinkedIn, being a professional network, allows you to connect with attendees and engage in industry-specific discussions. It provides a platform for sharing event highlights, insights, and content that can further establish your credibility and expertise in your field.

Twitter is another powerful platform for connecting with prospects. Through hashtags and mentions, you can continue the conversation from the event and engage in real-time discussions. It’s an ideal platform for sharing event photos, updates, and relevant industry news to keep your brand top of mind.

Facebook, with its massive user base, offers the opportunity to connect with a wider audience. By creating a dedicated event page or joining relevant groups, you can foster conversations with potential partners. Additionally, you can share post-event content, including photos and videos, to provide a glimpse into the event experience and maintain engagement.


Optimizing Your Efforts with Automation Tools

To optimize your efforts in networking at B2B sales events, it is crucial to leverage automation tools that can streamline lead management and follow-up processes. 



HubSpot offers a suite of sales automation tools that can help optimize sales efforts. With HubSpot’s sales automation software, sales reps can automate busy work using custom sequences and seamless workflows, so they can spend more time building relationships. 

By using these tools, sales reps can save time and prevent prospects from slipping through the cracks, which can lead to more efficient sales efforts and increased revenue.



LeadHives offers outreach and prospecting automation services for LinkedIn lead generation. By utilizing social science techniques, it can optimize LinkedIn profiles to convey thought leadership and manage highly-targeted segments of ideal target prospects. 



Gong’s sales automation software gives salespeople access to team-wide insights around what’s working, what’s not, and where they can personally improve. Sales automation rules make something happen automatically, so sales reps don’t have to work too hard. Gong Assist is one of the tools that they offer to help increase productivity through automated task management, i.e. sales automation.


If you are struggling to convert your B2B event leads into committed clients, Whistle is here to help. Contact us today to learn more about our Sales Development services.