How to Use Events to Promote Your Consulting Brand

We’ve managed $100k+ ad budgets promoting online and in-person events and here’s what we’ve learned: 1. Timing matters. The majority of ticket sales or registrations happen in the weeks leading up to the event. We account for this by allocating the majority of the spend closer to the day of the event. 2. Social proof converts. For one client, we searched LinkedIn for anyone who posted about the event after the fact and ranked them by engagement. We then promoted those posts as thought leader ads in anticipation of the next event. 3. Promote transparency. If you are at liberty to do so, why not give away the attendee list? If you have a high value audience and have your targeting dialed in, try a campaign where you gate the attendee list. We’ve seen this tactic promote great conversations that directly lead to ticket sales. 4. Ads that feature as many speakers as possible tend to perform the best. Generally we see ads with faces perform well, so try combining all the speakers into one post. You can then split those ads up into individual speaker ads, use them in carousels, etc. Above all, we’ve learned that preparation is key to promoting these events. For one client, we put together a schedule of ads that would go out as we got closer to the day of the event. This included “countdown” ads where we’d say “the event is 1 month out!” etc. as we built a sense of urgency. Because we put together this plan we were able to get creative requests to our designers early. We had all the creatives ready to go months out from the event and had all the campaigns built and scheduled so that they would pause and activate as the countdown got closer. We’re always testing new strategies to promote these events and it’s impossible to fit all of our experiments into one post. For example, LinkedIn has built in event ads which allow people to register for a LinkedIn event directly from the ad. The key to improving performance for that ad unit is to build up as many organic registrations as possible. Since you can see how many people registered directly on the ad, we’ve seen that a higher number of organic registrations directly impacts the conversion rate on the paid side. Interested in hearing more about how we promote events via ads? Feel free to reach out. We have a ton more ideas we’re looking to test. 🧑🔬

Just back from an industry event, and boy, are they more critical than ever. Having those person-to-person conversations are truly the building blocks of establishing an identity in your market and growing your pipeline. But what happens after the handshakes, pitches, and booth visits? The goal is, conversion. But, oh, the commonly treaded path of basic follow-up messages, "Thanks for visiting us at X Event" only lead you down to the valley of low conversions. The trick here is to not simply reach out, but reach out smart. Remember that amazing conversation about AI’s impact on logistics management you had with John from XYZ Corp at your booth? Refer back to it. A simple, personalized note "John, Our chat about embracing AI for more efficient logistics management was insightful. I'd like to share a resource with you.." can do wonders. Or perhaps you recall Sarah from ABC Inc. showing interest in a specific product demonstration? Ensure your follow-up message focuses on that "Sarah, I'm glad you found our product demo helpful. As we discussed our solution has increased <insert value> by X% at other companies in your industry. Would you be interested in a more in-depth, personalized demonstration exclusively for ABC Inc?" The goal is to be relevant, targeted, and most importantly, personal. Remember, in the game of marketing, personalization is a power-play. It shows you listened, and that's crucial for nurturing relationships that result in lucrative partnerships. The impersonal, one-size fits all "thanks for visiting" message may be the start, but to truly convert those event conversations into profitable prospects, the magic lies all in the follow-up. Do you have a favorite way to follow up? #branding #leadgeneration #eventmarketing

B2B companies are wasting six figures on events and walking away with nothing to show for it. Every year, they run the same outdated playbook: ➡️ Get a booth ➡️ Buy a sponsorship package ➡️ Have sales reps pitch leads all day ➡️ Gather a list of low-intent contacts that never convert And what do they get? ❌ $100K+ in wasted spend ❌ Forgettable brand presence ❌ A pile of leads that sales can’t close ❌ Zero ROI But there’s a better playbook. Instead of treating events like a lead capture exercise, treat them like a content engine that fuels brand + pipeline. ➡️ ⚡️Arthur Castillo Castillo ran this playbook at Chili Piper, turning trade shows into high-ROI content hubs. ➡️ Ding Zheng coined the term Dedicated Content Capture Station: a strategy that extends ROI far beyond the event itself. How to Make Events Actually Drive Pipeline: 1️⃣ Brand Performance Over Booth Performance Instead of a generic booth, create an experience where leads walk away with something valuable...like a piece of content that positions them as a thought leader. (Example: Paddle crushed this at SaaStock USA.) 2️⃣ Content Capture Station > Lead Capture Ditch the badge scanners. Instead, set up a content capture station and invite key prospects to share insights in a quick interview. (Example: Arthur Castillo’s play at Chili Piper turned event content into a network effect machine that kept working long after the event ended.) 3️⃣ ABM + Account Activation Events aren’t just about in-person touchpoints, they’re an ABM accelerant. Take the content you capture and use it to re-engage target accounts post-event. (Example: EventShark 🦈’s approach makes event content the center of multi-channel activation.) 4️⃣ The Network Effect Play When you feature prospects in content, they share it with their network, expanding your reach into their dark social circles. This is how you turn one conversation into a demand gen flywheel. Stop Burning Budget > Start Capturing Attention Instead of spending $120K on a booth that no one remembers, imagine spending a fraction of that to create months’ worth of high-impact content and accelerate pipeline. This isn’t theory. It’s happening right now with the companies actually winning at events. The real question: Are you capturing leads that go nowhere or creating demand that lasts long after the event?

Want to invest in events but don't know where to begin? This was us in early 2024. Fast forward to 2025 and events are one of the biggest investments we're making! As a first step, we identified what we could be doing with events and ranked them in order of preference. 1. Attend Started here to test event waters. Attending industry events is a great way to build relationships and drive brand awareness. For example, at RSA Conference, Jackson was able to interview more than a dozen folks, connected with 100+ qualified prospects, and carried those relationships beyond the conference floor. (Also who remembers our truck at Exit Five's Drive? 🙋♀️ ) As an attendee, there's only a fraction of people you'll be able to connect with. Which brings me to my next point... 2. Sponsor Want to get in front of all event attendees? Consider event sponsorships. It opens a lot more doors than just being an attendee. When we decided to do this, we didn't want to be yet another logo placed on event standees. We wanted to give attendees something memorable to carry the brand home with them. Multiple experiments later, we created the world's first Product Marketer Affirmations card deck (which everyone seems to love!) 3. Speak As we started getting known in the GTM circles, speaking opportunities came by organically. Demo-led SEO (an interactive demo based SEO strategy Storylane pioneered) played a huge role here. We went from chasing speaking slots to getting invited to speak on one of the biggest SaaS stages - SaaSOpen. 4. Host Being a part of industry events are great, but we wanted to create an event we could call our own. Enter: Demo Dundies. It was an Office-themed awards show for interactive demos. Because of how popular the TV show is, we knew fans of the show would be naturally inclined to check it out. We had entertainment baked in from start to finish - think live performances, costumes, Oscar-inspired categories, trivia, and a grand prize of a Paris trip! The result? 50% increase in brand searches, 40% increase in social advocacy, and $$$$$ influenced deals. --- 2025 events season is looking wildly different and slightly more mature. That's a story for another post (or two!) #Storylane #Events #Brand

Since launching in 2021, events have been an integral part of Chezie’s marketing strategy. Being that we were bootstrapped until earlier this year, we needed a cost-effective way to establish ourselves as thought leaders in the ERG space while increasing our brand awareness with our target audience. Events have checked all of these boxes. Over the past few years, our monthly events, ranging from panel discussions to speaker series, culminated in our ERG Summit last October. We've welcomed over 1600 individuals from hundreds of companies to these events, consistently adding them to our email lists and converting many into leads for the top of our sales funnel. With that in mind, here are three tips for effectively leveraging virtual events for lead generation: 1. Know your audience: Generating excitement for an event begins with a deep understanding of our audience. By tapping into insights from our vibrant ERG community on Slack and engaging in ongoing conversations with customers, we thoughtfully curate event topics. This approach guarantees that our events not only resonate but actively engage our audience, leaving them eagerly anticipating the next one. 2. Use your registration form wisely: Harnessing the power of your registration form strategically provides a valuable opportunity for market research and shapes your follow-up outreach strategy. Move beyond the standard inquiries of name, email, and company. Our registration forms serve as a window into understanding attendees' ERG programs, assessing alignment with our ICP, and gauging their interest in exploring our software. It's an approach that deepens our understanding and tailors our interactions with each registrant. 3. Content beyond the event: The event is just the beginning of our content journey. Post-event, we go the extra mile by crafting engaging recap blogs, creating bite-sized 30-second clips, and hosting AMAs with our speakers. Repurposing content isn't just a tactic; it's a way to effortlessly extend your brand's reach across various platforms and channels. This not only maintains a dynamic presence but significantly boosts the chances of connecting with our target audience in diverse and meaningful ways. While events demand careful planning and time, when executed well, they become a powerful tool for increasing brand awareness and building pipeline. I’ve gained a ton of knowledge in event planning over the years, so I'm happy to share more about how founders can execute a successful event marketing strategy. What do you want know? 👀

Are events worth the time, resources, and effort? (Because they are hard work!) The short answer is YES. Events can advance your pipeline. When done well, they’re still the #1 deal driver. And let’s not forget that face-to-face time with prospects and customers is better than thousands of calls and emails. I started my career in events and had an events company for nine years. And, I am still tapped for that expertise as the Executive Sponsor of OpStars (https://ops-stars.com/) Last month, I had a blast discussing maximizing returns from events on a LeanData-hosted webinar featuring Matt Lyman, Nicole Kovaks, and Amy Clausing. (https://lnkd.in/gZggEcKE) A fun conversation with some helpful hints: ♟️Strategic: 👉 Prioritize events that align with the company's goals and objectives, your ICP, and your segment. Agree internally on event-specific goals and objectives, and evaluate past performance (when possible) before committing time and budget. 👉 To get internal buy-in, educate your stakeholders. Communicate what you're doing, why you’re doing it, and what the expected outcomes are. Details matter. 👉 Measure ROI beyond financial metrics, considering qualitative factors like community and customer engagement, brand building, and nurturing opportunities.  👉 Balance in-quarter events to accelerate deals with existing opportunities, with events focused on pipeline generation, long-term relationship building, and lead nurturing. 🤘 Promotional: 👉 Let your prospects and customers know where you’ll be. Promote your presence and any speaking opportunities you might have.  👉 Book meetings ahead of time. At OpsStars, we pre-booked 200 meetings using BookIt! (https://lnkd.in/gX2TTtbu) 👉 Invest in your brand. With a booth, you can get creative and have fun with your prospects!  👉 Use technology like QR codes to capture attendee information and remove friction in getting attendees to view product pages or make demo requests. ⚙️ Operational: 👉 Prepare well. Sometimes, events get nixed from the budget because of poor execution. Always have a plan A, B, and C.  👉 Take detailed notes during events to ensure a solid handoff to sales and personalized post-event follow-up.  👉 Educate, enable, and train event staff, especially SDRs and BDRs, to have quality conversations. Ensure everyone understands the event process and workflows. 📊 Pipeline: 👉 Employ rigorous lead follow-up processes to convert leads into opportunities efficiently. 👉 Consider the quality and readiness of leads when assessing event success. 👉 Implement differentiated lead scoring based on event interactions to prioritize follow-up. What is your #1 tip for maximizing the ROI of your events strategy?  

Most B2B events fail. They focus on attendance, not impact. That needs to change. Here’s how to make events work for your business: 1. Define Pipeline Influence Before You Plan Anything: An event must create, capture, or convert demand. Identify the accounts you want. Know their stage in the buying journey. Understand the conversations that will speed up the pipeline. The event’s goal shapes its format. 2. Build an Event Flywheel Instead of One-Off Webinars: Treat events as ongoing assets. Create a series around a single demand-driving theme. Think of a quarterly masterclass for your target audience. Plan how to repurpose content before the event. Use every session to fuel your social media and sales tools. The event is just the start of a longer conversation. 3. Use Speaker Selection as a Growth Lever: Choose speakers for impact, not just availability. Book experts from target accounts or industry influencers. They should have a strong online presence. Arrange cross-promotion deals. Speakers must help drive attendance. 4. Don’t Just Capture Attention—Convert It: Registrations mean nothing without revenue. Engage your audience before the event. Use invites as warm outreach. Plan moments during the event to ask for action. Identify post-event leads by tracking engagement. Focus on those who showed real interest. 5. High-Leverage Follow-Up Play: Many companies skip this step. Send personalized video recaps with key takeaways. Convert event clips into sales tools. Host a VIP debrief session for key accounts to dive deeper into the topic. Takeaway: Stop treating events as one-time efforts. Build an ongoing system that fuels pipeline, content, and relationships. Share your thoughts on how you make events impactful.