More and more of our business operations happen online, through websites, CRMs, email, apps and social media – to name just a few channels. The digital age has created huge efficiency benefits, but also emphasised the importance of real-life human interaction – especially when reaching out to potential B2B leads.
Events are a great way to connect with your audience, but you need to justify (through lead generation and sales) the time and resources that go into them. B2B telemarketing can enhance ROI on your upcoming events, and ensure that your event is well attended – and by the right people, too.
Do your research before compiling your event guestlist
If your events are going to generate new potential leads, they need to be well attended. But before you think about sending out event invites to everyone in your contact database, do your research. A well-attended event is key, but not if it’s filled with people who have little interest in your product or service. B2B telemarketing is a great way to scout out whether potential invitees are a good fit to attend your event. It’s also useful for gathering information about your audience, which will allow you to plan events (current and future) that really resonate with them. By reaching out to attendees before the event, you also generate a buzz before the invites are sent out.
When it comes to event invitations, B2B telemarketing is a lot harder to overlook than an email
You’ve created a list of invitees, and the emails have been sent out via email. Now you just have to wait for the RSVPs to pour in. As sleekly designed as your invitations might be, emails are easy to overlook, and even if attendees have politely RSVP-ed via the link in the email, there’s a chance that they forget about the event altogether. An effective way to ensure that the highest number of invitees make it to the event is to get in touch with them via B2B telemarketing a week or so after the first invites have been sent out.
Use the pre-event B2B telemarketing call to make connection with and add value to guests
If executed correctly, this more personalised channel will create a more memorable and positive impression on potential attendees than electronic communication. And by reaching out before the event telephonically, you can confirm dietary requirements (if applicable), make sure guests know where the venue is and answer any questions they might have about the event. Even if not all invitees attend the event, you will have forged a connection with them. The call is also an opportunity to schedule a one-on-one meeting with them.
Don’t let leads get away – follow up with them after the event
Congratulations, you organised an incredible event and your desk is piled high with business cards. Rather than letting the event become a hazy memory in the minds of your guests, get on the phone and follow up with everyone who attended the event. No matter how spectacular the event was, your guests aren’t going to turn into leads by themselves. A B2B telemarketing call will gather feedback – very important for planning future events – about how guests perceived the event, and also keep up the lines of communication that will coax leads down the sales funnel.
When used as part of a multi-channel approach to event support, B2B telemarketing can help boost the number of attendees at your next event. To find out more about how B2B telemarketing can fit into your overall digital marketing strategy and buyers’ funnel, download our guide:
