How to Qualify Leads at Your Events

A marketing event is a great way to talk to current and potential customers one-on-one. A marketing event establishes a valuable personal connection between your company and your ideal client in a digital-dominated world.

Even better, a marketing event can help you generate leads in addition to fostering strong relationships. Every successful business depends on new customers. They help the company expand and strengthen your portfolio.

What exactly is an expert lead?

Your time and money will be spent effectively if you know which attendees are qualified leads and which are just going along for the ride.

You can tailor your pipeline to those potential customers by identifying qualified leads. When a gentler approach is required, you should not aggressively follow up on someone’s offer. Additionally, failing to follow up with a skeptic won’t help you win over new customers.

So, how can you determine whether someone is interested? They inquire extensively. They select to receive follow-up information or emails. They make social media posts about your event or business. They try demos with their hands.

Most of the time, a lead gets warmer the more people they interact with. Therefore, provide attendees with multiple opportunities to interact with you. This can be accomplished through presentations, demonstrations, Q&A sessions, social media sharing, opt-ins, and other methods.

Power comes from knowledge.

To get the most out of your event marketing, gather as much information as you can about your attendees. Don’t just focus on who came and who didn’t. Keep track of who was most engaged throughout the event and which parts of it they attended.

The tools you use to keep track of attendees can be old-fashioned or cutting-edge. In order to win a prize, you could ask people to sign in before a talk or put their business cards in a fishbowl. Alternately, you could have attendees enter a contest by posting to social media with your event hashtag or scanning a barcode into a seminar.

By promising to send attendees an email with a link to the slideshow or similar resource, you can persuade them to sign up for follow-ups. You can determine who was interested in which topics using any one of these strategies. When you’re ready to follow up, that will come in handy.

Start by signing up.

From the very first interaction, begin collecting information. Participants should fill out a straightforward form with their name, title, company, and reason for attending when they sign up for your event.

You can organize your subsequent follow-up with this straightforward information. It is not always difficult to determine whether an attendee will qualify as a lead right away.

If you want to sell to businesses, a high-level executive from a big company is probably a good starting point. If you’re selling to individual customers, your questions might need to be more original. For instance, if you run a pool company, inquire as to whether the individual owns or rents their home.

Make use of social media

Social media is a great way to gauge the interest of attendees. Social media posts may be made by attendees who are interested in what you have to offer. Create a unique hashtag to make things easier for them. You can even set up photo opportunities to encourage them to share their photos.

Set up a Twitter Q&A session

During the event, ensure that someone is monitoring your social media accounts to quickly respond to attendees’ inquiries. By doing this kind of engagement monitoring, you can find leads who are ready for more information.

The beauty of social media is that anyone can participate in the event in some way, even if they are unable to attend in person. During the event, the social media comments and likes may even provide you with additional leads.

After the event is over, you’ll have a lot of information to sort through; the proof is in the follow-up. Sort your most interested leads by level of interest as quickly as possible. Next, follow up.

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