1+1 growth hacks exclusively for in-person events
Use this hack to reach out to your prospects before an event
Hey there,
Before we get into the content of the week, we have an update. Starting this week, the newsletter will be sent out every Tuesday at 10 AM IST. This is to make sure that all our marketing and content efforts align with each other.
Let’s jump into the topic now.
This time, we have a growth hack (and a bonus one) exclusively for events and conferences.
One of the main reasons B2B companies don’t get any ROI from in-person events is that they go unprepared.
They set up a booth and arrive on the day of the event, just to talk to people who pass by. Most of the time, these interactions don’t end up being meaningful conversations.
Another thing companies do is to passively attend sessions at the event and ‘network’ with people, which again doesn’t help build relationships that stick.
Next time, before you go to an event, try this.
Most event organizers publish the list of exhibitors and sponsors of the event on their website. If they don’t, and if you are an exhibitor, they will share the list 99% of the time when you ask for it.
Grab that list and filter out companies that do not fall into your ICP. From the refined list of accounts, get the contact details (email, Linkedin, and phone number) of key decision makers and influencers.
The next step is to send them 1-on-1 highly personalized emails or LinkedIn messages. When I say personalized, I am referring to really spending time to know the person (by looking them up online and on Linkedin) and using the information you consolidate as anchors in the message you send.
The key here is not to write a 500-word email pitching your services. But rather, let the prospects know that you will be attending the event and would love to meet them if they are also attending.
I know what you are thinking. Not everyone from the list will attend the event. To address this, you can choose only those likely to be part of the event (based on their designation) or send a mass campaign to check if the recipients are attending (in case the number of people on the list is too many).
Do this for every prospect and event you participate in and see the magic unwind.
Now, here is the bonus tip.
Ask the organizers to set up meetings with your ideal customers from event attendees and exhibitors. That’s going to cost you money. But getting one such relevant meeting is far better than sending 1000 cold emails.
That’s it for today. Loved the tip? Let us know. Hate it? Still let us know.
As always, until we meet next time, keep growing!