In the dynamic world of event marketing, both virtual and physical events play pivotal roles in amplifying brand presence and generating valuable leads. We’ve gathered insights from Marketing Managers to CEOs, detailing their most effective strategies. From capitalizing on in-person event opportunities to hosting life insurance webinars that build community and trust, explore the seven diverse tactics they’ve successfully employed.

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Contents

1 Capitalize on In-Person Event Opportunities
2 Webinars Convert Viewers to Customers
3 Immersive VR Experiences Engage Leads
4 Annual Summit Spurs Long-Term Lead Generation
5 Pop-Up Shops Enhance Product Interaction
6 Virtual Series Elevates Brand and Generates Leads
7 Expert Webinars Attract Targeted Audience
8 Life Insurance Webinars Build Community and Trust

Capitalize on In-Person Event Opportunities

I like to think of in-person events or trade shows as the baseline for the entire marketing calendar! They are a fabulous opportunity that marketing departments can build related content around and talk about for months, both before and after a show.

Events serve as the perfect climax to any type of campaign, providing a wealth of product feedback, lead generation, networking, and content opportunities to the whole commercial team. The hook “Curious to know more? Come see/book time with us at XXXX” never gets old and passively drives lead generation!

Ryan Sullivan, Marketing Manager, Stay22

Webinars Convert Viewers to Customers

We’ve seen real success using monthly webinars as an event-management strategy to build brand awareness and capture leads. For a recent example, our last month’s webinar on our features attracted 17 registrants. While this number may seem small, these were highly qualified, targeted leads who expressed interest in what we have to offer. Three of them even converted into high-quality leads!

Research by Outgrow shows that 73% of B2B marketers and sales leaders agree that webinars are the best way to generate high-quality leads. The interactive format lets us engage directly with attendees, answer their questions, and build their understanding of how our services can benefit them. By demonstrating the power of our features, webinars effectively convert curious viewers into potential customers.

Lauren Parr, Co-Founder and Product Director, RepuGen

Immersive VR Experiences Engage Leads

For me, event marketing is a chance to connect with potential leads and make them actually interact with us. What I realized is that just talking with potential leads won’t make them want to buy or talk about you; they have to feel it somehow. One time, we used VR technology during our event marketing campaign to place our clients into real-life business scenarios.

They had access to marketplaces, boardrooms, and various other industry tools to make them feel like they were business owners. We would then create different scenarios where they would have to solve problems and make decisions based on what was in front of them. The experience was so immersive that it made people interested in the real deal.

Jason Vaught, President, Equipping Entrepreneurs

Annual Summit Spurs Long-Term Lead Generation

A standout strategy we’ve employed at ZenMaid to enhance brand awareness and generate leads is the organization of the “Maid Summit.” This event was tailored for individuals operating residential maid services and featured over 40 industry experts. Initially envisioned as a one-off occasion, the summit has become a vital part of our long-term lead-generation tactics.

The lasting influence of the “Maid Summit” has been remarkable, attracting new customers well beyond its conclusion. By directly engaging with our target market through this event, we significantly increased our brand visibility and continued to draw in new leads, demonstrating the powerful impact of thoughtful event marketing.

Amar Ghose, CEO, ZenMaid

Pop-Up Shops Enhance Product Interaction

We’ve leveraged physical event marketing by hosting pop-up shops at fitness expos and wellness events, showcasing our custom athleisure wear. These events allow direct interaction with our target audience, offering them a tactile experience with our products, significantly boosting brand awareness and generating immediate sales leads.

Nicolas Krauss, Founder and CEO, dasFlow Custom Sublimation Apparel

Virtual Series Elevates Brand and Generates Leads

At CodeDesign, we successfully leveraged virtual event marketing to boost brand awareness and generate leads through a series of webinars focused on the latest trends in digital marketing. The initiative was titled “Digital Marketing Deep Dive,” and it was aimed at engaging both current clients and potential new leads by providing valuable insights and discussions on cutting-edge topics in the industry.

We identified key subjects that were both of high interest to our target audience and aligned with our expertise, such as AI in marketing, the future of e-commerce, and effective social media strategies. These webinars were led by our senior team members and featured guest speakers, including industry experts and thought leaders, to add diverse perspectives and enhance the value of the content provided.

To promote these virtual events, we implemented a multi-channel marketing approach using email campaigns, social media posts, and targeted ads. We also encouraged sign-ups by offering exclusive access to additional resources, like whitepapers and case studies, to participants. This not only increased the attractiveness of the events but also provided us with a tool to gather data on interested parties through sign-up forms, which asked questions regarding their business needs and digital marketing challenges.

The impact of the “Digital Marketing Deep Dive” series was significant. We saw a substantial increase in webinar attendance over the series, with many attendees turning into warm leads. Post-event surveys indicated high satisfaction rates and a strong appreciation for the knowledge shared, helping position CodeDesign as a thought leader in the digital marketing space. Furthermore, the content from these webinars was repurposed into blog posts, videos, and snippets for ongoing marketing content, multiplying the reach and lifespan of our initial effort.

This virtual event strategy not only boosted our brand awareness significantly but also directly contributed to lead generation and enriched our content marketing pipeline, showcasing the powerful synergy between event marketing and overall digital marketing strategy.

Bruno Gavino, Founder and CEO, CodeDesign

Expert Webinars Attract Targeted Audience

In my experience, we leveraged event marketing by hosting a series of virtual webinars focused on industry-relevant topics. By collaborating with renowned experts as guest speakers and promoting the webinars across various digital channels, we were able to attract a targeted audience interested in our company’s solutions.

The interactive nature of the webinars and the opportunity for live Q&A sessions facilitated meaningful engagement, leading to an increase in brand recognition and the acquisition of high-quality leads. This approach exemplifies how virtual events can effectively elevate brand visibility and drive lead generation in a digital landscape.

Collin Plume, CEO, Noble Gold Investments

Life Insurance Webinars Build Community and Trust

Utilizing virtual events, especially webinars, has been a game-changer in connecting directly with potential clients. Hosting sessions on the complexities of life insurance demystifies the subject and attracts a targeted audience.

The real-time interaction fosters a sense of community and reliability—essential in the insurance space. These events not only boost brand visibility but also generate high-quality leads interested in the insights and solutions Dundas Life offers.