Lead Generation at (Online) Events - What Does Data Protection Say?

In the B2B sector, lead generation is an important point that should not be neglected in any marketing concept. Events play an important role in this.

In addition to traditional events such as trade fairs and workshops, more and more online events are also being held. Webinars and virtual events are also good starting points for lead generation.?

However, there is one pitfall: the much-feared Data Protection Regulation (GDPR). In this article, you'll learn why hybrid events in particular will have the edge in lead generation in the future and what you need to keep in mind when it comes to the GDPR regulations.?

Event marketing: Typical (virtual) B2B events

When it comes to generating leads, many marketers think directly of typical B2B events. This is where important faces of the industry gather, with whom you can make important contacts. So if you want to generate leads, an event is the place to be.?

But not all events are the same. There are many different events nowadays: These are distinguished by different characteristics. This means that different people can also be found here. Now you can find out which B2B events might be interesting for you.?

Trade fairs and conferences?

Trade fairs?are particularly popular for lead generation. They have the advantage that they are held on neutral ground and are industry-specific. This makes a lot of work easier because most of the visitors are probably already interested in your product or company anyway. The same is true for conferences.?

While trade shows are usually (but not exclusively) tied to a specific location, conferences can nowadays conveniently take place online.?

Workshops?

Workshops often consist of informative presentations paired with hands-on exercises. The nature of such an event is very conducive to lead generation: One automatically gets into conversation with the other participants and exchanges ideas. The focus here is on personal contact. This is ideal for forging relationships and expanding your network.?

Webinars?

A webinar is a typical virtual event. Lead generation has long ceased to be a face-to-face activity. Web events are much less costly than analog events. There is no long journey and an overnight stay is not necessary. Webinars should end with a chat or a concluding conversation with each participant. This is how lead generation becomes digital.?

Social Events?

Nowadays, there are also many more informal B2B events. These can be casual startup breakfasts or even startup roundtables. Barbecues with important participants from certain industries are also possible.?

Such social events have a significant advantage: they are rather informal and usually take place in a pleasant atmosphere. This makes lead generation much easier, especially for inexperienced people.?

Advantages and disadvantages for lead generation at (digital) events

Events, whether analog or digital, are an important marketing channel. Each type of event has its own advantages and disadvantages that you can use for your success.?

Analog events: personal contact with a lot of effort?

At analog events, there is one very clear advantage: personal contact with other participants. This makes it easier to stay in the memory of the person you are talking to and to respond directly to that person. To strengthen relationships, the personal exchange is still considered the most successful option. Perfect for lead generation.?

The disadvantage of analog events, on the other hand, is that they involve a lot of effort. They have to be planned and organized long in advance. As a result, the costs are naturally higher than for a purely digital event.?

Digital events: Uncomplicated contact at a distance?

Digital events score points because they are uncomplicated to attend. Only a small time window needs to be kept free. The best thing about it is that you can follow the event from anywhere, be it in the office, at home on the sofa or on the train. There is hardly anything to organize and the costs are manageable. Sometimes there are fees.?

At the same time, this keeps you at a distance from the other event visitors. Initial contact, in particular, is difficult if no personal conversation is possible. Digital events must therefore offer opportunities for interaction.?

Hybrid events: communication on two levels?

Hybrid events are usually analog events that are supplemented by an online area. How extensive this depends on the event itself. Organizers have a wide range of options for making the event as attractive as possible for participants. Flexibility is an important keyword here, which also has a positive effect on lead generation.?

It can be said that hybrid events focus on the needs of the participants - precisely what executives want, who often don't have the time to travel to a trade fair in person.

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