By Kathryn Kosmides
Meetings matter more than anything at B2B events and conferences.
They are what drive personal and professional relationships and return on event (ROE).
There are several types of meetings at events and each drive ROE in different ways. Some B2B meetings drive a tangible dollar amount and others are meant for team bonding or relationship building. Events provide a unique opportunity to scalably meet with current customers, hot leads, and new prospects in a single place. It can’t get much better than that.
What type of meetings are you planning for at your next event?
New Prospect Meetings
All that hard work from the marketing team before the event really pays off with new prospect meetings. By creating landing pages, sending out cold emails to event attendees, and posting on social media, sales and marketing teams can start booking new prospect meetings before the event.
New prospect meetings are highly valuable because some of the first touches are coming from the real people behind your brand. In a recent study, face-to-face requests are 34 times more successful than email asks, so the chances of moving new prospects to a lead or even a closed deal are pretty high at events.
We’ve covered some unique ways to book more meetings at B2B events over here.
Lead Follow Up Meetings
Have a hot lead you’ve been trying to work with for months? Events provide a great opportunity to follow up with all of your leads and meet some of the other team members and even a senior level decision maker or two.
Don’t leave this to chance. Book a meeting before the event with them or another team member to discuss your product or service and provide an in-person demo. Sometimes all you need to close a deal is a real handshake and a great conversation and events provide the perfect opportunity for this at scale.
Client Care Meetings
The funnel doesn’t stop once the contract is signed. Make sure you spend some time with your current clients at events to boost goodwill between both parties. Events and conferences provide a great, scalable opportunity to turn customers into brand evangelists. Hosting an exclusive, intimate client dinner is a great way to foster connections between your clients which helps everyone come out on top.
Many B2B events are held in vacation destination cities like San Francisco, New York City, Miami, and Las Vegas. Cannes Lions and Dmexco are off the beaten path but beautiful oases perfect for team meetings and bonding. The out of office experience filled with insightful keynotes and creativity create a unique opportunity for team bonding and building.
Just Imagine sipping a glass of rosé planning out your next quarter’s event strategy lounging poolside and you’ll realize what you’ve been missing out on all along.
Meetings Matter More Than Ever
Understanding the different types of meetings at events will help set expectations and predict return on event (ROE). Whether you’re attending a tradeshow solo or the entire gang is there, knowing what your meeting goals at every event are will help set you up for success. Every type of meeting has its unique value and understanding which ones will drive the highest ROE for your team is key to success.