KLA Group

IT Sales and Marketing Agency

Here’s How to Generate Leads at Events

Last updated March 27, 2023 Categories: Revenue Generating Success Strategies , Sales Hiring
Generate Leads at Events

Before you grab that overpriced water bottle at the airport on your way to a conference, answer this question: Do you know how to generate leads at events? You might think you do. After all, you’re a pro at networking. Sure, that nets you a fistful of business cards and new contacts, but it’s not the most efficient use of your time.

When It Comes to Event Lead Generation, Speaking > Attending

Leading a session or giving a presentation accomplishes every step you need to complete to generate leads through events. When you talk to an audience, you:

  • Showcase your authority
  • Establish trust
  • Create an ideal world for your listeners
  • Leave a positive impression
  • Prove you have solutions
  • Call the audience to action

It will take effort, but your work will pay off when you see the volume of people who reach out after you give a dynamic presentation.

Emphasis on dynamic

If you don’t captivate your audience, you don’t pass go. You won’t collect new leads. Before you howl that this is another complication and throw your hands up in surrender, wait.

You already have everything you need to pull together a presentation your audience finds valuable. You’ll start by assessing your target market.

How to Generate Leads at Events: 3 Simple Steps

  1. Find a topic using your target market

Don’t be a victim to voices in your head like What on earth will I talk about? I don’t have enough to say and will come across as foolish. Your target market and their problems are all the ammunition you need to give a talk that generates leads.

Double-check you have the right B2B target market

This sounds basic. Because it is. But people choose the wrong B2B target market all the time. Then they wonder why they aren’t getting leads.

Pick a problem with urgency

You need to draw people to your presentation, and the easiest way to fill seats is to center your topic on an issue people are experiencing right this minute. Using a framework from our Consultative Selling sales training, we’d define it as having scope, severity, and value. A problem that’s widespread, acute, and worth solving.

  1. Make people feel the problem – then give them the tools to solve it

You have a real problem that your target market is experiencing. They want to solve it. That’s not enough.

Think of all the work-related headaches you’d like to fix in any given day or week. You’re competing for attention with dozens of other complaints.

Why lead generation tactics are more effective when you add emotion

Connecting on an emotional level automatically engages your target market. It’s an opportunity to show you understand what they’re experiencing. You stop being someone peddling a product and become a person. You break through the noise.

Tap into your target market’s feelings

Really agitate it in your talk without going overboard. You aren’t acting out a Greek tragedy on that presenter’s stage. Devote a few sentences to it, or maybe a short client anecdote. Then pivot. Express empathy for their situation, and start to show how they can fix it.

Remember: Your solutions aren’t about you

People don’t want to hear about how great you and your services are. They want to know what your services will do for them to solve that frustrating problem they’re grappling with right now.

This applies to:


B2B lead Generation

  1. End your presentation and start a conversation with 2 calls to action

If you’ve heard me talk about writing emails, you know I always say you should only give people 1 call to action. That’s not the case when you’re presenting. You’ll give 2 calls to action.

  • One is for people who are interested in what you’re saying, but aren’t ready to sign their names on a
    contract with you.
  • The other targets the group that’s ready to commit, now.

We’ll call the 2 groups casual and committed.

The casual call to action

Some people in your audience will know who you are. Many won’t. No matter how fabulous your talk is, they aren’t going to set up a meeting or book a consultation. They need more time to get to know you. Give this group at least one option that lets them explore your solutions and gives you a way to gather their contact information. This could be a:

Make it savory

Something they’ll linger over and want more of. Showcase the value you bring to relationships with clients. Add a link to book a meeting with you in resources, but don’t leave it up to your prospect to reach out. Follow up with each lead. Start conversations.

The committed call to action

Other people in your audience will be ready to get started, immediately. Probably because they:

  • Knew about you and your company before attending the event
  • Desperately need a solution
Serve this group a follow-up so simple, they can’t ignore it

Give them a way to book a meeting with you, like through a Calendly link. Share your email address. Tell them where on your website they can go to set up a time to talk. Give them your phone number.

See calls to action in action!

Whenever I give a webinar or speak at an event, I give the audience multiple ways to follow up. At least one is for people who want to casually learn more about KLA Group. The other is for people who are ready to commit.

You can see how I do it at any of our Coffee with Kendra webinars.

Watching how others use calls to action in different styles of presentations will show you techniques you can use to present and adapt your own.

How To Generate Leads at Events When You Aren’t Speaking

You may not be at a point in your career where you’re regularly invited to speak at events. First, work your way toward being a thought leader who is invited to speak.

Powerful thought leadership activities that double as lead generation tactics

  • Write insightful blog posts on your website

  • Contribute articles to industry publications

  • Comment on thought leaders’ posts on LinkedIn

  • Appear as a guest on relevant podcasts

  • Host webinars

Don’t passively wait for people to approach you

Come out from behind the potted palm and say hello. Engage with people. You never know where a conversation will lead.

10 tips to network at events and uncover leads.

  1. Network with other speakers.
  2. Get to know everyone at your lunch table.
  3. Spend a coffee break together.
  4. Make small talk around you at the lunch buffet.
  5. Attend all the after-hours events.
  6. Introduce yourself to your seatmates in sessions.
  7. Ask questions during workshops.
  8. Take some selfies with new people to post on social media.
  9. Volunteer to be the group spokesperson during session exercises.
  10. Invite people to your presentation.

Be sure to swap business cards and share mobile contacts so you can connect on LinkedIn and continue the conversation after the event.

Ready To Generate Leads Through Events but Don’t Know How To Get Started?

I know how intimidating speaking at events can be.

Early in my career, you wouldn’t spot me anywhere near a presenter’s stage. I’d be sitting in my hotel room or awkwardly standing behind a potted plant. This behavior wasn’t helping my career, and I forced myself to change how I approached events. Along the way, experts and peers provided advice.

Get backup from your own team of experts

Speaking at events can transform your business too. You don’t have to juggle all the moving pieces on your own. Leverage our do-it-for-you lead generation solutions to:

  • Maintain your public profile as a thought leader
  • Invite clients, prospects, and new lists to your talks
  • Reuse the material you created after the event

Soar higher this year

We can’t stop you from spending too much on snacks at the airport, but let’s meet. We can talk about how your expertise, paired with our fully managed lead generation strategies, can take your business to new heights.