Your B2B Event Game Plan

by Jason Ogden | Oct 29, 2024

We all know B2B is a people business. Relationships matter. And while Zoom calls and emails have their place, nothing beats the energy of a live event. Whether you’re on stage, sponsoring a session, manning a booth, or simply attending, events offer a unique opportunity to learn, connect, and grow your network. But let’s be honest, events are an investment – often a significant one. To maximize your ROI, you need a solid game plan.

Don’t Just Wing It: Strategic Event Engagement

Before you even set foot in the conference hall, define your goals. Are you primarily hunting for new leads? Seeking strategic partners? Which is more likely in this event? Be flexible if you don’t know. Knowing your purpose will shape your approach. Be sure to set goal numbers for conversations and new connections. 

During the event, be intentional. Don’t just collect business cards and hope for the best. Set a realistic goal for the number of meaningful conversations you want to have with new contacts. These could be potential clients, collaborators, or even mentors. Use what you can learn from the event to increase the likelihood of successful connections, Quality over quantity, always.  Consider which booths to approach or what breakout/mainstage topics are most likely to connect to your audiences.  

The Post-Event Shuffle: Where Most Fall Short

Here’s the secret sauce: your post-event follow-up is just as important as the event itself. Don’t let those connections fizzle out. Within the first few days, connect with everyone you met on LinkedIn and set clear next steps.

For leads, strike while the iron is hot. Ideally, you’ve already scheduled a follow-up call during the event. If not, reach out within 24 hours to book a meeting. If they’re slow to respond, don’t give up – frequent, friendly nudges in those first few days can make all the difference.

Strategic partnerships take time to cultivate. Establish a meaningful next step, like sharing information about your ideal customer profiles or capabilities. Then, leverage your CRM to enter contacts into long-term cultivation.  

Remember, the afterglow of an event fades quickly. Act swiftly and strategically to turn those conversations into valuable connections.