The B2B Guide to Generate Event Leads in 2024

Uncover the strategies we employ to ensure a seamless event flow, from pre-event preparation, and event lead generation, to follow-up.

Definitive Guide to Generating Leads with Events: The Callbox Way

Maximize your team’s capacity to hit targets and accomplish business objectives with this all-encompassing guide, presenting best practices and easily adaptable templates.

Marketing strategies in today’s competitive and dynamic B2B (business-to-business) landscape are dominated by digital platforms. As businesses in the Asia-Pacific (APAC) seek innovative and interactive approaches to stand out, events emerge as a powerhouse that remains steadfast amidst time and change.

Events have the remarkable ability to bring brands to life by creating immersive experiences that inspire, engage, and leave valuable impact on customers. From large-scale industries to small businesses, this marketing strategy offers a unique space for brands to connect with their target audiences in ways that go beyond what traditional methods are capable of. These can encompass a wide range of activities, such as:

Trade Shows and Conferences
Webinars and Live Events Promotion
Workshops
Networking events
Product launches
Thought leadership and educational events
Fundraisers and charity events

These are designed to captivate and engage audiences, whether in-person or virtually. Their capacity to transcend digital, traditional, geographical, and budget constraints, foster engagement, amplify authenticity, and facilitate meaningful communication underscores their pivotal role in modern marketing strategies, including telemarketing audience acquisition in the diverse Singapore and Asia-Pacific (APAC) markets.

In an era of fierce competition and fleeting attention spans, events prove the enduring power of genuine connections. We can see how they impact businesses by looking at these statistics:

85% of brands, according to ZipDo, reported a notable upswing in product/service sales after launching a live-event marketing campaign. This significant figure not only demonstrates the power of event marketing but also reinforces the idea that immersive experiences serve as an ally in leaving a lasting impression on buyers and driving business success.
Event marketing comes as the second most common B2B lead generation strategy (73%), with email marketing ranking first (78%) and content marketing ranking third (67%). This underscores the influence of in-person and virtual events as powerful marketing tools.
According to Aventri, an impressive 95% of marketers claim that live events give people a chance for real-life connections, emphasizing the importance of in-person interactions in today’s digital age.
Slightly less than 65% of event attendees express that they gain a deeper understanding of a product or service through direct experiences. Moreover, event marketing statistics indicate that approximately 70% of individuals become repeat customers following an experiential marketing event.
As per a Statista survey, 67% of the respondents stated that their reason for attending in-person events was to seek out new and captivating experiences, while 61% attended these events intending to gain knowledge about fresh products or services.

In summary, these statistics emphasize the critical role of events in the success of modern businesses. They demonstrate how events can boost sales, generate leads, and foster enduring customer relationships.

These findings also underscore the enduring value of personal interactions in the digital age, along with the appeal of immersive experiences. In essence, events are indispensable tools for businesses aiming to thrive in today’s competitive event market.

Discover our Services: End-to-end Event Lead Generation

Event Lead Generation: The What and The Why

Online and in-person events are becoming a norm, providing innovative ways for businesses to connect with potential customers, showcase their products and services, and foster meaningful interactions. When done correctly, they can attract new, valuable leads that translate into impressive ROI. This strategy that involves the use of events to generate leads is known as event lead generation.

Event lead generation is the process of identifying and capturing potential leads during an event. Businesses integrate events into their marketing strategy to gain visibility, attract interested individuals, and guide them through the sales funnel. Converting event attendees into actual customers often involves the application of diverse strategies like using telemarketing to invite attendees and sending targeted email campaigns.

Why should B2B businesses in the APAC focus on generating event leads?

Businesses should adopt event lead generation for a variety of reasons.

To begin with, events serve as a valuable platform for targeted engagement. Through strategic event lead management, companies can connect with an audience that aligns with their target demographics. This enhances the possibility of engaging with people who are genuinely interested in the company’s products or services, resulting in higher-quality leads for the business.

Events also offer an opportunity for interactive showcasing, allowing businesses to demonstrate their products and services in an immersive and dynamic manner. This helps potential customers understand the offerings better.

Participating in events contributes to the strengthening of your brand’s visibility and reputation as well. Being present in industry-related events positions your brand as a thought leader within your niche.

Moreover, in-person events foster face-to-face interactions, which are vital for relationship building. Meeting leads in person creates personal connections and trust, ultimately leading to stronger customer relationships in the future.

Another significant advantage of event lead generation is its capacity to expedite the sales process. By addressing inquiries and concerns in real-time, businesses can improve lead nurturing strategies, guiding prospects towards quicker buying decisions. They also serve as a means for lead capture. By gathering information from attendees, businesses can formulate targeted marketing plans and customize their follow-up actions.

Taking part in events also offers networking opportunities. Events provide a conducive setting for connecting with industry peers, potential partners, and influencers, leading to meaningful collaborations.

Moreover, measuring the return on investment (ROI) from events is more straightforward compared to other marketing strategies. Businesses can accurately assess the effectiveness of their efforts by monitoring conversions and revenue resulting from event-generated leads.

In essence, event leads are important assets for any business as they drive growth, and revenue generation, and build a robust brand presence in your industry. They represent potential customers who expressed a prior interest in your company and offerings. They are also more likely to convert into paying customers compared to leads generated through other channels.

For a more in-depth discussion, here are some reasons why event leads are valuable:

They are more qualified: Event leads have already shown an interest in your company by attending your event. This means that they are more likely to be a good fit for your products or services than leads generated through other channels.

They are more engaged: Event leads have already invested their time and money in attending your event. This means that they are more likely to be engaged with your brand and interested in learning more about what you have to offer.

They are more likely to convert: Event leads are more likely to convert into paying customers than leads generated through other channels. This is because they have already had a chance to interact with your brand and learn more about your products or services.

Let us help you attract more attendees to your virtual and live events in Singapore!

Callbox Event Lead Generation and Marketing Services

Hosting events, whether online or in-person, play a crucial role in customer engagement, industry networking, and revenue growth. Your event’s impact and success hinge on your ability to not only attract attendees but also convert their interests into tangible results.

This is where Callbox’s proficiency comes in. With a track record of successful marketing campaigns since 2004, our team provides specialized event marketing services that are adaptable, integrated, and customized to your event’s goals.

We recognize the complexities of event marketing and lead generation; to gain higher engagement and improved ROI, we handle the entire event process – from planning, promotion, pre-event preparation, and event proper, to follow-up.

Our team employs an AI-powered, personalized, multi-touch, multi-channel approach to make this possible. We delve into your event’s specific goals, industry context, and audience preferences, shaping strategic campaigns for optimal results.

In the next section, we’ll delve into how we boost our event attendance, speed up lead time, and elevate turnout for our Webinars and Live Events so you can replicate this level of success.

The Event: Before, During, and After

Planning

For a standout event that engages both prospects and clients, Callbox emphasizes smart planning. This entails the following steps:

Defining your goals and objectives. What do you want to achieve with your event? Do you want to generate leads, build brand awareness, or educate your audience?
Understanding your audience. Who are you trying to reach with your event? What are their needs and interests?
Given the industries we serve, our attendees are usually B2B Marketing Professionals, including CEOs, Presidents, VPs of Marketing, Marketing Managers/Directors, Global Partnership Executives, and industry-specific target contacts depending on the focus of the event/webinar.
Refining your message. What do you want to say to your audience? How can you make your message clear and concise?
Choosing the right event type. Is it going to be a webinar, a live event, or a hybrid event?
Curating your content. What content will you share with your audience? Make sure your content is relevant, engaging, and informative.
Selecting a date and time. Choose a date and time that works best for your audience and that fits with your budget.
Securing a venue (for live events). If you’re hosting a live event, find a venue that is the right size and that has the amenities you need.
Configuring virtual platforms (for virtual events). If you’re hosting a virtual event, choose a platform that is user-friendly and that meets your needs.
Organizing registration and equipment. Make sure it is easy for people to register for your event and that you have the equipment and resources you need to run your event smoothly.

Explore Our Services: Event Marketing Solutions in Singapore and APAC

Creating Promotional Materials

Carving out a bigger slice of international markets and capturing foreign markets before our competitors require creating effective promotional materials. For raising awareness, generating interest, or driving registrations, our team ensures we send invites that strongly adhere to our event theme. To maximize audience reach across multiple platforms, we employ our multi-touch, multi-channel marketing approach.

Email Marketing
Sending event invitations through email is one of the best methods that work, especially in the APAC region, to promote events. Create an email with a compelling subject and personalized message to your target prospects.
Cold Calling and Telemarketing
Cold calling is a type of telemarketing where unsolicited phone calls are made toward people who haven’t shown prior interest in your products or services. Telemarketing, on the other hand, covers all phone-based sales and marketing activities like appointment setting, lead generation, and customer assistance.
For both strategies to succeed, you need to target the right audience and send a clear message.
LinkedIn Marketing
Callbox leverages the power of LinkedIn Marketing to connect and engage with our target audience in a personalized way. We employ a range of strategies to boost our brand’s presence and foster meaningful connections through our comprehensive LinkedIn marketing services including InMail invites, LinkedIn Events Feature, and video teasers on our LinkedIn page.
InMail invites: These are personalized messages sent through LinkedIn to connect and engage with other LinkedIn users. These are particularly useful in reaching out to potential partners or prospects.
LinkedIn Events Feature: This is a LinkedIn feature that allows users to create and promote in-person or virtual events, facilitating easier connections with professionals who share similar objectives or interests.
Postings via LinkedIn Page (Video Teasers): These are short previews or video clips shared on your company’s LinkedIn page to captivate your audience’s interest and engage them. You can provide a sneak peek of your brand’s messages or offerings to build up interest and excitement.
Event Websites
These are online platforms that enable easier and more detailed access and sign-up for attendees. They are dedicated to providing information and registration options for specific events.
Landing Pages
This is a single web page designed with a specific focus, typically used to capture visitor information, promote an offer, or drive action, such as signing up for a newsletter or making a purchase.
Press Releases
These are concise announcements intended for distribution to a wide audience. These usually include content that provides relevant details on company news and updates or significant changes.
Social Media Marketing
We utilize multiple social media platforms, including LinkedIn, Facebook, and Instagram, to share event details, broaden our reach, encourage interaction, and enhance brand awareness while promoting our products and services.

Pre-event Launch

After completing all the necessary preparations, the pre-event phase kicks off, ideally commencing no later than a month before the event’s scheduled date. During this phase, the main goal is to drive maximum interest, secure registrations, and ensure a high turnout for the event.

To attain these objectives, we:

Launch the event registration process
Execute a series of promotional activities
Coordinate with speakers and conduct practice sessions to fine-tune their content and presentations
Conduct thorough technology testing to guarantee a glitch-free event experience for all attendees.

Event Launch Proper

We understand that a successful event launch sets the stage for an enjoyable and productive experience for attendees and organizers alike. Our dedication to efficiency, professionalism, and attendee engagement makes us the ideal partner for ensuring your event’s success, whether it’s virtual or in-person.

To ensure a seamless event experience for our clients, we:

Manage the registration and check-in process efficiently
Greet attendees and collect their information
Introduce speakers and facilitate networking opportunities
Conduct Q&A sessions to engage attendees

For in-person events, we also:

Manage seating arrangements
Provide meals for attendees
Distribute freebies and promotional items

Post-Event Activities

Your post-event marketing should receive as much effort as you put into event planning. It should drive three things:

Sustain the momentum for your upcoming events.
Advance your leads (registrants) through the sales funnel.
Gather valuable feedback, potentially through methods like NPS surveys, and assess the return on investment (ROI) of your event.

In addition to these fundamental strategies, Callbox employs several key approaches to maximize our post-event success:

Gathering Attendee Data and Feedback: We meticulously collect data and feedback from event attendees, enabling you to gain a comprehensive understanding of their experiences and expectations.

Attendee Report: Our detailed attendee report offers a comprehensive overview of attendee demographics, engagement levels, and key takeaways.

Survey Report: We provide an insightful survey report that consolidates feedback from NPS surveys and other assessments, offering actionable insights for improvement.

Q&A Report: Our Q&A report summarizes the questions and discussions that transpired during our event, helping you identify areas of interest and concern.

Post-Event Engagement: One effective post-event strategy is for callers to follow up with invited guests to an event. Maintaining the connection established during the event and further nurturing potential leads is as important as driving RSVP towards an event.

Event Metrics Analysis: Our meticulous analysis of event metrics, including attendance rates, engagement levels, and lead generation, provides a comprehensive view of our event’s performance.

By implementing these strategies, we are ensured that our post-event marketing efforts are both thorough and effective, allowing us to capitalize on the full potential of our events.

Check out our eBook here to have a full view of the templates we use.

For the recap…

Event creation and promotion are tedious tasks, and their success isn’t limited to their duration; they entail a process that engages audiences before, during, and after the event itself. At Callbox, we understand that an event’s effectiveness hinges on comprehensive planning, strategic execution, and diligent follow-up.

Our focus before the event is on building anticipation and excitement, generating interest, and securing registrations. During the event, we ensure a seamless and engaging experience, from registration and check-in to introducing speakers and facilitating networking opportunities. But our commitment doesn’t end there.

After the event, we sustain the momentum for coming events, advance leads through the sales funnel, gather valuable feedback through methods like NPS surveys, and meticulously assess the return on investment (ROI) of the event. Our post-event engagement initiatives and event metrics analysis allow us to optimize results and capitalize on the full potential of each event.

Take Event Marketing and Lead Generation to the Next Level, the Callbox Way

Great events aren’t just one-time experiences; they take attendees on a journey. That’s why it’s crucial to keep your audience engaged not only during the event but also before and after. At Callbox, we specialize in making this journey a success.

Our strategy and execution ensure that you generate the right leads for your webinars, trade shows, and conferences. We guarantee measurable results at every stage of the event marketing and lead generation process.

With Callbox as your partner, the journey to achieving exceptional results begins here. Don’t miss out—take the first step toward your lead generation success now!