As B2B lead generation embraces sophisticated tech, modern algorithms, real-time analytics, AI tools, etc., many people have started questioning whether industry events are still relevant. While the entire lead generation process seems to go digital, direct and face-to-face human connections are still as effective as before. In fact, it is making a huge comeback as people are looking for ways to connect over offline meeting avenues over digital conversations.
This shift will influence B2B lead generation processes, so pay equal attention to industry events to identify, attract, and close B2B leads. If you’re wondering whether industry events are worth paying attention to, the following reasons will help you apply proportionate importance to these events. So, let’s quickly explore what industry events hold for B2B lead generation potential.
- Build Genuine Connections through Face-to-Face Networking
As virtual interactions become mainstream, face-to-face interactions and industry networking events will become powerful tools for building authentic and long-lasting connections. These events will offer unique growth opportunities to lead generation professionals as establishing trust and credibility becomes easier.
They can engage with potential leads to discuss their biggest fears, challenges, desires, etc., face-to-face and smoothly pitch their products/services. For example, if you’re scouting qualified leads for a software company, attending a tech expo can make it easier to meet potential leads who would be happy to hold conversations and try the software.
- Foster Targeted Audience Engagement
One of the top reasons people choose industry events to accelerate their B2B lead generation efforts is the ability to target a particular audience. Launching digital lead generation campaigns often reaches a wider audience, most of whom might be uninterested in opting into the lead generation funnel. Contrary to such broad campaigns, industry events vet the audience for higher conversions.
All people attending these events have a vested interest in the particular industry, so they may be more likely to interact with you offline and hold meaningful conversations. These people are probably easier to close. If you want to focus on highly relevant leads, attending industry events is a must. For example, a manufacturing company’s lead generation professionals can generate more qualified leads by attending industry-specific trade shows than broader digital campaigns, making them an undisputable asset in the entire lead generation process.
- Presenting Yourself as a Thought Leader
It becomes easier to close clients when they view you as an authority in the relevant niche. While there are various ways to foster credibility in front of the target audience, participating and delivering thought leadership talks in industry events is one of the most effective options. It instantly positions you as a thought leader that people would be interested in engaging with.
Industry events provide a prime opportunity for businesses to present themselves as a reliable brand in a particular niche, so leverage this option for optimal results. If you’re generating leads for a cybersecurity firm, look for industry events in this domain and pitch to hold panel discussions on the developing threat to online businesses or relevant topics. Such efforts will educate and prime the target audience, making them choose you as the go-to cybersecurity expert over competitors.
- Make Lasting Impression through Increased Brand Visibility
The digital landscape is getting crowded by the day, making it challenging for brands to stand out. It also affects the B2B lead generation process as people are not readily interested in engaging and exhibiting interest in your offering. It is where industry events can help brands shine and create an unbeatable presence. Since numerous decision makers attend industry events, you can develop innovative ways to grab their attention.
You can devise a way to stand out based on the type of event you’re attending. Delivering speeches, crafting unique pitches, leveraging your networking skills, designing attention-grabbing stalls, etc., are a few ways to create lasting impressions through improved brand visibility. Since industry events also attract media coverage, try to grab more spotlight for greater leverage.
Unveil the Power of Industry Events to Skyrocket Your B2B Lead Generation
While businesses and individual lead generation professionals are working hard to evolve and adjust in the digital landscape, industry events are still as relevant as their digital counterparts. These events provide ample, untapped opportunities that would have otherwise been challenging to explore through digital medium alone. You can use industry events to create meaningful connections through face-to-face networking and present yourself as an industry expert to grab the attention of key decision makers.
If you want to thrive in today’s fast-evolving and highly competitive market, you must learn to leverage industry events as much as you leverage digital mediums. Maintaining the right balance in digital and offline lead generation processes can generate massive wins, influencing the bottom line. Industry events are slowly making a comeback post-COVID, and every lead generation professional should make the best use of it. If you want to know more about it from the experts, contact us at the earliest.