While it’s possible that a qualified sales prospect might be seated next to you at a conference session or visit your booth, relying solely on chance encounters isn’t a smart strategy. The odds are just too slim to make random interactions a primary reason for attending.
The true value of attending an industry conference multiplies when it’s approached as a well-planned, strategic platform. A team committed to making the most of the experience can leverage the event before, during, and after to maximize its impact.
To maximize the opportunity, proactively engage with targeted executives ahead of the event. Every interaction is a chance to establish a meaningful connection around a shared interest—the conference itself. Use these moments to gather insights, influence thinking, and further cultivate interest in your organization’s offerings.
Along these lines:
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- Identify Targeted Prospects: Before the conference, research who will attend from your targeted prospects and arrange one-on-one meetings. Review advance materials to see who will speak, chair, host, or plan the event. Ask the organizers for a list of registered attendees from both this and last year’s conferences. Reach out to the individuals who are of interest to you and schedule a meeting—whether it’s for coffee, a drink, dinner, or a social function. Don’t wait until the conference begins; schedules for high-demand attendees will fill up fast.
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- Engage Executives from Targeted Organizations: Identify executives from companies that would benefit from attending the conference and personally invite them. Offer to assist with their travel arrangements, share a cab, or even sit together on the plane or train. After the event, follow up to discuss key takeaways and insights.
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- Host a Reception: Plan a reception to feature new offerings, insights, or thought leadership. Invite both current clients and prospective clients to enjoy the content as well as cocktails or hors d’oeuvres. It’s a great way to deepen relationships and engage with potential clients in a more relaxed environment.
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- Use Interactive Databases: Many conferences have online platforms that function like social networks, allowing you to filter attendees by criteria such as industry, geography, or role. Use these tools to identify potential connections and reach out through direct mail or messaging.
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- Foster Online Engagement: Encourage your team and contacts to participate in an online conversation before, during, and after the event. Follow the event’s official hashtag and key accounts. Share insights, quotes from sessions, and feedback throughout the conference. This online activity can help build a broader connection and keep the conversation going long after the event ends.
In addition to generating qualified sales leads, a conference provides a valuable opportunity to:
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- Position Your Team as Industry Leaders: Develop and showcase individual team members by having them emcee the conference, host a session, give a presentation, moderate or sit on a panel, deliver a keynote address, or sign and distribute original publications. These roles help establish your team as thought leaders in the industry.
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- Assess Competitors and Industry Trends: Use the event to observe other industry players and how they position themselves in the market. This insight will help you understand your competitive landscape and identify opportunities to differentiate your organization.
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- Enhance Your Company’s Reputation: Ensure your organization is recognized as an influential industry player by prospects, clients, competitors, partners, and suppliers. Active participation at conferences builds your brand’s authority and credibility.
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- Identify Potential Talent: Conferences are also great venues to spot strong candidates for recruitment. Keep an eye out for top industry talent and consider how they might fit into key roles within your team.
Finally, use the conference as an opportunity to develop, test, refine, and implement a screening script for those who visit your booth or attend sessions and social functions. It’s inefficient to engage deeply with everyone you encounter, as only a small percentage will be qualified prospects worth pursuing further.
Instead, shift the odds in your favor by quickly identifying and screening out individuals who aren’t a good fit. Then, use the time you would have spent with them to focus on identifying key prospects. Once you’ve pinpointed those individuals, find ways to be where they will be and make yourself known to them.
