Telemarketing Software Featured Article

Lead Generation and Major B2B Events Don't Always Go Hand in Hand

December 04, 2014
By Laura Stotler - Telemarketing Software Contributing Editor

At face value, it seems like a no-brainer that a large business-to-business (B2B) event is a great time to launch products and services and will result in the generation of a ton of sales leads. After all, a big event brings major players to the table with a proven interest or at least connection with what you are selling, and generates excitement and hoopla.

But B2B events aren’t guaranteed to generate leads and businesses should proceed with caution to ensure they don’t backfire. A recent Business 2 Community article examines if it’s practical to align major events with lead generation campaigns, and raises the question of just how valuable large B2B events are when it comes to generating leads.

For instance, while B2B events generally attract qualified prospects, these are also tough customers who may require a harder sell than the average target. When pitching products and ideas to your business contemporaries, your company needs to be mindful that your sales and marketing strategies may be transparent to these seasoned buyers, and they may in fact be able to beat you at your own game. That’s not to say that a B2B crowd won’t be rife with good, solid prospects, they just may be a much tougher sell than the average sales lead.

Of course everything always comes down to cost, and while a large B2B event has the potential of generating a substantial amount of business for your company, it can also eat up a nice chunk of your marketing budget and resources. B2B events aren’t cheap, and you won’t want to skimp on the particulars since, as mentioned above, you’re pitching to a tough, seasoned crowd with high expectations. If your company does not have the resources for this type of a event, shooting for a smaller and more manageable gathering may be a better bet overall.

Finally, it’s important to remember that some prospects don’t want to be bothered with the hassle of a large B2B event and the associated presentations and pitches that come along with it. That doesn’t make them bad leads, it just means that they require a different approach and perhaps a more direct and straightforward one. This is something to keep in mind when looking at lead generation overall, and proper planning to meet the expectations of your leads can generate more business and even save you money when it comes to marketing and event planning.

Edited by Rory J. Thompson