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Generating Effective Leads With Virtual Events

By: Camilo Caicedo

It is true that face-to-face events are an effective way to generate qualified business leads. But it is also true that digital media can provide a large percentage of B2B customers. It might then be better to take advantage of the benefits of both networking channels under the same scenario.

Virtual events carried out online allow companies to expand the geographical reach of their business marketing, thus increasing their possibilities of brand exposure. This translates into wider spaces in which to contact potential clients and in which to improve their image in the eyes of those who already purchase their products or services. However, the big question is: How can we transform Big Data into real leads for our business? The key element that we must work on at first is our strategy.

Step-by-step Strategy

Let me accompany you in the process of developing the strategy that will allow you to get leads through virtual events. The first step will be to define our target. After we have conceived a specific profile for our target audience, we must then choose the most appropriate platform that will serve as a meeting point for our potential clients to meet our brand. We have to make sure that the tool we select is designed in a responsive and interactive way, so that it can provide differentiated experiences and create networks of contacts during browsing. 

The next step is to implement a multi-channel strategy. The more resources and experiences similar to the real world we integrate in our virtual event, the more successful it will be, because the product will look more accessible, novel and original. What follows, at this point, is communication. Promoting your event will be a key action to expand the possibilities of generating leads; that is why you should start with a PR campaign, generate content that is hosted in a landing page as a support resource, and if, it is within your possibilities, implement other effective tools such as mailing, webcasting or private chats.

For our final step, and to ensure that information collection is carried out correctly, integration with a CRM tool becomes necessary. Virtual events allows us to collect information about both the registration and the browsing of users within the website, so it is essential to have a CRM platform in place that centralizes a single database. In this step, we can collect useful information through forms that can be displayed at three moments of the event: registration forms (prior to the event), signup forms (to enter the event) and access forms, with which users can enter talks, conferences or the commercial exhibition. Once the event is over, it is time to organize, segment and classify the information that will enable us to contact the interested parties and measure the possible return on investment in the future.

For your company to reach a new level of innovation, you must offer your customers and clients unique experiences through virtual events. Remember, what improves a brand is not its message, but the experiences you can live with it.

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Camilo Caicedo

CEO – Penta Marketing
Experiential Marketing and Omnichannel Strategy Specialist