Industry Events Are Back – Are You Making the Most of Them?
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Events are one of the best ways to generate leads, build awareness and grow market share. With in-person events booming in 2024, this year is shaping up to be even bigger. But attending an event isn’t enough—having a strategy for pre-event planning, networking and most importantly, post-event follow-up is what turns conversations into real business opportunities.
Last year CyberCon stood out as one of the best events, offering the chance to reconnect with people from years ago. It was a reminder of just how powerful long-term industry connections can be.
But whether you’re a seasoned networker or just getting started, success at an event depends on more than showing up. Here’s how to maximise your ROI from industry events in 2025.
Pre-Event Planning: Set Yourself Up for Success
Attending an event should never be a last-minute decision. To get the most out of it:
? Know Who’s Attending – Research exhibitors, speakers, and attendees. Reach out to key contacts beforehand.
? Leverage Social Media – Engage with event hashtags and discussions on LinkedIn before stepping into the venue.
? Have a Game Plan – Decide who to meet, which sessions to attend, and what outcomes you want from each interaction.
At CyberCon, simply letting clients and prospects know who would be at the stand led to more introductions and better conversations. A little pre-planning makes a huge difference.
Making the Most of the Event
Once you’re at the event, it’s go time. The right balance of structured networking and organic conversations is key.
? Take Notes in Real Time – Don’t rely on memory. Jot down key details in your CRM or notes app.
? Engage in Meaningful Conversations – Go beyond small talk. Ask about business priorities, challenges, and goals.
? Connect on LinkedIn Immediately – A quick message while you’re still fresh in their mind increases the chance of ongoing engagement.
Post-Event Follow-Up: Where the Real Results Happen
Most people drop the ball after the event. Meeting new contacts is just the first step what happens next determines whether those leads turn into clients.
Step 1: Prioritise Your Leads
Categorise contacts into:
Hot Leads – Those with an immediate need. These should be followed up with first.
Warm Prospects – Interested but not ready yet. They need nurturing.
General Contacts – Valuable industry connections who may need your services later.
Step 2: Personalise Your Follow-Ups
Generic “Nice to meet you” emails won’t cut it. Instead, make it specific:
?? “Great chatting at [Event]! I really enjoyed our conversation about [topic]. How did the rest of the event go for you?”
?? “You mentioned that [challenge or goal] is a priority for you this year. Let’s continue that discussion—open to a quick call next week?”
Step 3: Add Value, Not Just a Sales Pitch
Follow-up isn’t just about booking a call—it’s about positioning yourself as a trusted resource. Share:
Step 4: Use a Multi-Touch Follow-Up Strategy
One email won’t be enough. Stay in touch through:
Turn Connections into Clients—Long After the Event Ends
It takes 7–15 touchpoints on average to convert a lead into a client—so persistence matters.
Industry events create opportunities, but the real value comes from what happens afterward. With the right approach to planning, engagement, and follow-up, the ROI on events can be huge.
Want to learn how to turn past leads into real business? Get free access to our Reignite Past Leads webinar, packed with strategies to help you convert conversations into clients.
Get your free access HERE.