Transform Event Participants Into Leads: Using Virtual and Hybrid Events to Your Advantage

With the growing popularity of virtual and hybrid events, businesses operating in the B2B sector have a unique opportunity to transform event participants into quality leads. Event lead generation is a proven marketing strategy aimed at direct communication and human interaction, focusing on quality rather than quantity.

Events such as webinars, conferences, workshops, trade shows, and fairs not only reach a wider audience but also offer a lot of tools to gather data and nurture customer relationships.

Let’s dive deeper into the details with the expertise of our team.

Why Virtual and Hybrid Events Matter for Lead Generation

Virtual and hybrid events combine the accessibility of online experiences with the engagement of in-person events. This mixed approach gives an opportunity to connect with potential clients globally, offering a broader reach than traditional events.

In the 21st century, a business's main aim is to get rid of borders and understand their customer profile in every corner of the world.

• Virtual events allow attendees to join from anywhere, minimizing travel costs and time.
• Hybrid events combine both online and physical participation, expanding the reach while maintaining face-to-face engagement.

A report from Bizzabo shows that 93% of event marketers plan to keep investing in virtual events, and 68% say virtual events have helped them reach a bigger audience than in-person ones. 

Steps to Turn Event Participants Into Quality Leads

1. Offer Engaging Content

Your event content needs to draw attention and spark interest. Use keynote speeches, webinars, and panel discussions that offer practical solutions to real problems your audience is struggling with. 

Example: If you're hosting an event on digital marketing strategies, share case studies and success stories that resonate with your audience.

If you're participating in an event with the goal of attracting leads, make sure your outreach is properly set up, considering all stages and details. It's crucial to spark interest in your offering well before the event. Sparklead recommends starting the pre-outreach process two months in advance.

2. Use Event Technology for Data Collection 

One of the greatest advantages of virtual and hybrid events is the ability to track attendee behavior in real-time. With tools like polls, Q&A sessions, and interactive workshops, you can gather actionable insights on your audience’s interests.

Example: During a webinar, use polls to ask attendees about their biggest marketing challenges. You can later follow up with targeted solutions based on their responses.

3. Use Pre-Event Surveys 

Before the event, use surveys to gather needed information about the participants. Ask about their business size, pain points, and what they hope to gain from the event. This data helps in segmenting leads for personalized follow-ups.

Data Insight: According to HubSpot, personalized emails see a 29% higher open rate and a 41% higher click-through rate than non-personalized emails.

4. Use Networking Opportunities to the fullest 

Virtual and hybrid events give great opportunities to interact directly with attendees through one-on-one meetings, networking rooms, and live chat features. Encourage participants to book meetings with your team or take part in discussions during the event.

5. Nurture Leads Post-Event 

You have to remember that your lead generation efforts don’t stop when the event ends. 

After the event, send out personalized follow-up emails to thank everyone for joining and provide them with the content that resonates. This can include downloadable resources, recorded sessions, or special offers. You need to nurture not only those who attended but also those who couldn't make it for future use. 

Best Practices for Event Lead Generation

Sparklead has extensive experience helping companies attract leads to their industry events. Our team is ready to share best practices and tips to streamline and speed up your event marketing efforts.

Create a Clear Call-to-Action 

Make sure that each message has a clear, engaging call-to-action (CTA), whether it’s scheduling a demo, signing up for a newsletter, or downloading a white paper. This guides participants towards taking the next step in your funnel. Create a CTA that you personally couldn't pass by.  

Use Automation Tools for your Follow-Ups 

With the help of marketing automation platforms, you can automate follow-ups, making sure no lead falls through the cracks. Tools like HubSpot, Marketo, or ActiveCampaign help you manage communication effortlessly.

Segment and Score Leads 

Keep in mind that not every attendee will be ready to ‘buy’, so it’s important to score your leads based on engagement levels. Use insights from the event—like session attendance, Q&A participation, or downloaded resources—to score leads and prioritize follow-up actions.

Practical Advice from Sparklead Pros

Imagine you have a clear target ICP (based on location, industry, and job titles). With that in mind, you can figure out which events they attend to sell their services, find partners, or simply grow their network.

1. Step One – Make a list of events where your target audience is likely to be.
2. Step Two – Decide how you’ll participate. Will you have a booth, give a talk, sponsor the event, or just attend? Think about how to stand out and make people want to approach you.
3. Step Three – Build a list of contacts to set up meetings with in advance, based on your ICP.
4. Step Four – Start your outreach, send emails, and prepare for the event.
5. Step Five – During and after the event, ramp up your sales efforts – set up meetings and craft personalized offers for those you spoke to one-on-one.

Examples of Successful Virtual and Hybrid Lead Generation Events

SaaStr Annual Conference 

The SaaS Annual Conference shifted to a hybrid model in 2021, combining in-person networking with virtual workshops. 

INBOUND by HubSpot 

INBOUND by HubSpot transformed into a fully virtual event during the pandemic and saw a significant increase in global participation. They used polls, breakout sessions, and chat functions to keep the attendees engaged, turning conversations into lead opportunities. 

Social Media Marketing World

Social Media Marketing World is a top conference featuring leading influencers who provide engaging and practical sessions for social media managers. Held in San Diego, it also offers a virtual option, allowing remote attendees to access the same quality sessions and networking, making it a great example of a hybrid event.

The Future of Event Lead Generation

With virtual and hybrid events becoming more common, businesses have a lot of opportunities to grow their pipelines. Soon, engaging content, event technology, and strategic follow-ups will be enhanced by augmented reality (AR) and virtual reality (VR) technologies. These will elevate virtual events by bringing lifelike interactions, product exploration, and professional networking into a virtual space.

Economic crises, armed conflicts, pandemics, and rapid tech development mean that business will increasingly rely on technology, not just in-person events. As you plan your next event, focus on how each interaction can create new business potentials. 

For advice on maximizing event lead generation, contact our SDR, Tania Lazutkina.

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