Preparation is the key to maximizing your return on investment (ROI) from any event. A well-defined strategy makes sure that every interaction and engagement at the event is meaningful.
Start by clearly identifying your goals. Whether you’re focused on capturing new leads, increasing brand awareness, or initiating strategic partnerships, having a clear objective allows you to align your efforts and prioritize activities that move you closer to those outcomes.
One of the most effective ways to make sure of a productive event is by securing meetings with key prospects and connections in advance. Instead of relying on chance encounters, reaching out through email or LinkedIn to schedule meetings makes sure that you spend your time connecting with the right people.
LinkedIn is especially valuable for this purpose, as it creates a more trusted and personalized connection compared to cold emails. It allows you to build rapport before the event even begins, making face-to-face interactions smoother and more productive.
The three key steps; pre-event, event and post event
Using LinkedIn for pre-event outreach
Maximizing professional networking opportunities can increase the impact of your event participation. Making use of modern tools and tailored strategies, such as those used on LinkedIn, makes sure engagement with relevant and effective. Some key strategies to adopt are:
- Reach out to decision-makers and prospects early to schedule meetings.
- Personalize your messages based on their profiles to build rapport and make your outreach more meaningful.
- Use HubSpot’s LinkedIn Sales Navigator integration to identify key decision-makers and import their insights into your CRM in real time.
CRM for networking
An organized and up-to-date CRM is key for efficient networking. Outdated, duplicate, or incomplete records can lead to wasted outreach efforts and missed opportunities. Before the event, invest time in cleaning up your CRM:
- Remove outdated records and duplicates to ensure accuracy.
- Implement standardized data entry processes to prevent errors.
- Regularly audit your CRM to maintain clean, actionable data, enabling effective segmentation and targeted outreach.
Make every moment count at the event
Once at the event, sticking to your game plan is key to achieving your pre-set goals. Make sure that your interactions are purposeful, and don’t hesitate to politely exit conversations when necessary to prioritize key meetings.
Keep your focus on the individuals who can drive the most value for your business.
In order to capture contact information efficiently and follow-up, ditch the traditional paper business cards. Using digital tools like Popl allows you to instantly share contact information and store it directly in your CRM. Popl integrates with platforms like HubSpot, automating the follow-up process and eliminating the risk of losing valuable contact details.
HubSpot’s mobile app can also be a powerful tool during events, helping you to scan physical business cards or QR codes and upload the information directly into your CRM.
When networking, avoid focusing solely on transactions or pushing for sales. Instead, treat each interaction as a chance to build real, human connections. Genuine conversations that focus on adding value are far more memorable and effective than aggressive sales tactics. People remember those who offer helpful insights and create meaningful exchanges, which can ultimately lead to stronger long-term relationships.
Nail the post-event follow-up and seal those deals
The real work begins after the event when it’s time to turn your new connections into business opportunities. Personalized follow-up is key for converting leads into clients. Using your CRM, segment your contacts based on their level of interest and interaction during the event, then craft tailored follow-up emails.
Emails should be concise, polite, and laser-focused on the next steps, such as scheduling a demo or setting up a meeting.
Persistence is key in follow-up communications, but it’s important to strike a balance between being persistent and overly pushy. Develop a follow-up cadence that includes several touchpoints over a period of days or weeks.
Each email should offer something of value, such as new insights or a relevant article. Keep these emails brief and to the point, avoiding overwhelming your contacts with unnecessary information.
Some of the most important rules to follow are:
- Send the first follow-up within 24 hours of the event while the conversation is still fresh in their mind.
- If there’s no response, send a second email a few days later, offering additional value (e.g., insights, articles).
- Space subsequent follow-ups over the next few weeks, continuing to provide value and reminding them of your earlier conversation without being overly aggressive.
In addition to email follow-ups, LinkedIn remains invaluable for post-event engagement. Stay active by posting highlights, pictures, and key takeaways from the event while tagging the contacts you met.
Engaging with their posts and updates on LinkedIn shows continued interest in the relationship and keeps you visible within their network.
Virtual events still count
In light of the expansion in virtual events, spontaneous in-person connections are harder to come by, but that doesn’t mean networking is off the table. In order to make the most of virtual events, start by reaching out to event speakers on LinkedIn during the event itself.
Reference specific points from their presentation to stand out and make a stronger connection. Engaging in real-time offers a significant advantage in building rapport while the event is fresh in everyone’s mind.
Participating actively in chat rooms, breakout sessions, and comment sections also helps you stand out in virtual settings. These platforms provide an opportunity to engage in meaningful discussions with attendees, building relationships that can lead to future opportunities.
Breakout sessions, in particular, offer more intimate networking settings where it’s easier to connect with key individuals and dive deeper into topics that align with your interests.
In order to maximize virtual engagement, organizations should:
- Actively participate in chat rooms and comment sections to engage with other attendees.
- Join breakout sessions for more focused discussions and networking opportunities.
- Use event-specific hashtags on social media to share your thoughts and insights, increasing your visibility and expanding your networking reach.
Finally, don’t let the momentum from a virtual event fade. Send follow-up messages quickly, ideally within 24 hours, while the content and conversations are still fresh. Reference specific moments from the event to maintain relevance and continue building on the connections you made.
Equip yourself with tools that turn event leads into wins
In order to get the most out of any event, using the right tools is key. HubSpot’s LinkedIn Sales Navigator is a powerful asset, helping you identify decision-makers and integrate LinkedIn data directly into your CRM.
Similarly, Popl digital business cards allow instant sharing of contact details, making sure that no contact is ever lost. HubSpot’s CRM further simplifies contact management by supporting quick uploads of business cards or QR codes and tracking outreach efforts.
With these tools and strategies, you can turn your event connections into tangible business opportunities, maximizing the ROI of every conference or virtual event you attend.
