Why the Comeback of Local Events Is Changing B2B Lead Generation

By Kendra Lee

With the resurgence of local events, business owners have a powerful opportunity to appeal to this demand by including it in their B2B lead generation strategy. Hosting an event can help brands attract new leads, reconnect with their audience, showcase their products and services directly, and engage prospects face to face. These events are an important piece of a broader revenue generation strategy, providing high-quality, targeted interactions that digital marketing alone can’t match. Below, we dive into ways your business can get involved with a local event and ways it can benefit.???

What Are Some Types of B2B Local Events?

B2B local events come in various formats, each offering unique opportunities for networking, lead generation, and brand visibility. A few common local event examples include:?

• Conferences, such as chamber of commerce summits and events, are great for building industry knowledge and positioning your company as an authority in the field.?

• Trade shows and expos are focused on specific industries. They’re ideal for showcasing products or services and directly meeting prospective clients when your work lines up with the expo’s focus.?

• Workshops and seminars, including small ones at local organizations, assist with thought leadership. They offer valuable insight to attendees, thanks to targeted, in-depth discussions.?

• Networking events are often informal gatherings, such as masterminds and coffee breaks, that help with expanding professional connections and idea sharing.?

• Roundtable discussions focus on niche topics, challenges, and trends. They’re run by a single moderator while participants have equal chance to contribute to the discussion. Roundtables are perfect for networking, thought leadership, and gathering feedback.?

Other types of B2B local events can include breakfasts or luncheons, customer appreciation events, forums, fundraisers, and innovation challenges.?

How Is Hosting Local Events Beneficial for B2B Lead Generation?

B2B brands can design local events to attract highly relevant, targeted audiences. As a result, you’ll be interacting directly with decision-makers, industry professionals, and potential clients who are more likely to be interested in your product or service. Here are a few ways your revenue generation system can benefit:?

Networking Opportunities?

Local events provide opportunities to build relationships with those in or interested in your industry. Many bring together multiple stakeholders, including vendors, customers, and partners, creating opportunities for collaborations that could lead to joint ventures, partnerships, or new business channels that wouldn’t have been discovered otherwise.?

Networking, in particular, is key to generating and nurturing leads, as it enables you to establish credibility, trust, and mutual value—all of which are central to the sales cycle. Once you capture their contact information through networking, you can share relevant information with them through social media, email campaigns, and targeted content.?

Brand Visibility?

Hosting, or even just attending a local event or conference, increases your company’s visibility within a specific geographic area. You’ll be able to showcase your expertise, present your offerings, and become recognized as a trusted authority in your field and service area. In the long term, this awareness can help keep your brand top of mind for potential leads. You can also increase brand visibility by handing out free gifts or resources, such as books. Even pens, totes, and other items with your branding can help the individual remember you.?

Face-to-Face Interactions?

Face-to-face interactions, whether through booth visits, one-on-one conversations, or presentations, tend to create stronger connections, making it easier to convert leads into clients. Even just a quick conversation and a packet of information help potential customers remember your brand.??

Continue the conversation online after the interaction. Send them a personalized email, and as the conversation progresses, schedule a lunch to discuss their goals and challenges (and how your business can help) in more depth.?

How To Generate Leads at Events

However, if you want to make the most of lead generation at an event or conference, you’re going to have to have a game plan. Here are some tips for developing a solid strategy.?

Create a Presentation?

Whether you’re hosting a local event or attending one, speaking to your audience will have a much larger impact than simply staying at the booth. To create a strong, signature presentation, think about your ideal audience and their challenges. Talk about the solutions to these problems without overly selling how your B2B brand is the answer. Focus on delivering value that attendees will appreciate and associate with your business.?

Participate?

Participate in seminars, panels, or informal meetups, which are ideal places to network with decision-makers who may not visit your booth or presentation. Engage in meaningful discussions to establish thought leadership. Take the time to speak with attendees, ask questions, and listen to their challenges.??

To find local speaking engagements, talk to those you already know in the industry about upcoming events. You can also reach out to the chamber of commerce to find more. If you’re able to “pay to play,” signing up as the sponsor or host of the event can lock in your speaking spot.?

Strategic Pre-Event Marketing?

Before the event, send targeted emails to your existing contacts, prospects, and potential leads, inviting them to visit your booth, attend your session, and potentially take advantage of a special promotion. Use social media platforms to build excitement about your participation. You can also create dedicated landing pages to help visitors reserve presentation spots, sign up for demos, schedule one-on-one meetings, or download relevant resources, such as case studies or white papers.?

KLA Group has helped countless B2B brands with their event marketing campaigns. We specialize in creating targeted ads that fill seats and get results. ?

Design an Engaging Booth?

If possible, create an interactive demo to engage attendees and draw them in. A hands-on experience allows potential leads to directly see the value of what you have to offer. Digital forms and QR codes can make it easier to send and receive information, including contact details. Make sure your booth clearly communicates your value proposition. You might also want to add incentives, such as special promotions or giveaways.?

Follow-Up Is the Powerful Part of Your B2B Lead Generation Strategy?

Start the follow-up process during or immediately after the event. Sending a thank-you email with a personalized message and additional resources is a powerful way to keep the conversation going and convert leads.?

As local events make their return after mostly virtual gatherings, KLA Group can be your partner in designing an event marketing strategy that fills seats, creates excitement, and delivers brand awareness. Whether it’s through an industry-specific conference, expo, or workshop, we’re here to help you make your event a success and memorable. Contact KLA Group for help.??

For frequently asked questions on how the return of local events is reshaping B2B lead generation, read the full blog here. For more actionable insights on B2B sales and marketing, explore our blog section.