When it Comes to Generating Sales Leads, Do Virtual Events Make Sense for B-to-B Marketers?
These “virtual events” can benefit all parties. Attendees don’t have to travel, or even leave their offices. Neither do the speakers and exhibitors. This saves everyone time and money.
And the convenience of attending via their computer can boost the number of attendees significantly.
I think virtual events are great. Why? Because few of the conferences or tradeshows I want to attend happen in little ol’ Rhode Island. So if I want to attend I have to waste way too much time at the airport and on the plane, then again in the rental car or taxi line, trying to get there. Or I have to spend three or four hours taking an Amtrak train to New York City. Or I waste an hour and a half or more, both ways, driving to attend the event if it happens to come to the Boston area.
Compare this to what is involved in attending a virtual event: I block the time on my calendar. Then at the appointed hour I click on a link and attend the event via my computer.
The same goes for when I’m speaking or presenting at one of these virtual events.
Yes, it is sometimes good to get out of the office and network with clients and suppliers at in-person conferences, tradeshows or seminars. But often that means losing the day or more just getting there and back, not to mention the time away from my family. This makes me pretty selective about which in-person events I will attend.
I’m less selective about signing up to attend virtual events. Why? Because if I determine that the virtual event isn’t a good investment of my time, or the presenter is putting me to sleep, I simply close my browser and use that time for other things instead.
If you are thinking about doing a virtual conference or tradeshow, you might want to read Best Practices in Virtual Events, a white paper created by The FactPoint Group, a Silicon Valley-based research, and consulting firm, for Unisfair, a provider of virtual trade shows, expos, conferences and marketing events.
A number of the best practices covered in the white paper relate do generating sales leads and driving sales. For example:
- Create an event strategy and clear goals.
- Proactively interact live with attendees.
- Promote the event as being available “on-demand” after the live event.
- Qualify and prioritize the leads that result.
- Conduct an ROI analysis.
The white paper is full of useful information, including statistics you can use to benchmark your own virtual events (i.e. 52 percent of registrants attend the live event) and tips on how best to promote your virtual events, maximize attendance and keep attendees engaged.
Request your free copy of Best Practices in Virtual Events by sending an email to
For additional strategies, tactics and tips related to using B-to-B marketing events to generate qualified leads and drive sales, check out the articles under the heading B-to-B events & trade shows at my website’s Learning Center for Marketers.