How to Increase B2B Virtual Lead Generation at Virtual Events in 2022
Virtual events are becoming increasingly important for virtual lead generation as virtual events become the norm. If you don't, you'll miss a golden chance to speed up your sales process and expand your business.
In today's digital world, event planners, exhibitors, and visitors can all interact digitally and embrace virtual technology platforms. Thus, businesses can boost their B2B lead virtual lead generation.
Are you looking for a new way to generate leads for your business? If so, virtual events may be the answer.
Virtual events are a great way to connect with potential customers online, without having to leave the comfort of your office. In this blog post, we'll provide tips for getting the most out of virtual events. So, if you're ready to start generating more leads, keep reading.
What is Virtual Lead Generation?
Lead generation is finding the right clients for your business's goods or services and luring them with attractive offers. Given that it is one of the cornerstones of expanding a business, it is a crucial activity for sales and marketing teams in every organization.
Virtual events have grown in popularity in recent years and are a powerful way to create leads in new and creative ways. But how can we produce leads of high quality so that we can concentrate on turning them into sales?
Here are a few of the virtual lead generation techniques that virtual event hosting businesses most frequently employ:
Top Ways Virtual Events Help Increase B2B Virtual Lead Generation
#1 Leverage Omnichannel Marketing
Omnichannel marketing is a powerful tool for generating B2B leads. With this method, your offline and online branding, message, and marketing initiatives work together to produce a unified and tailored experience for each customer.
Omnichannel marketing aims to increase conversions by exposing products to consumers at multiple touchpoints. A user may come upon a blog post or advertisement featuring a recommendation for your product while browsing social media.
Omnichannel marketing ensures that consumers have a consistent and positive experience with your brand across all touchpoints of virtual lead generation, increasing the likelihood that they will purchase from you.
No one can deny the effectiveness of a well-executed omnichannel marketing strategy. It's more likely to result in a sale than if a potential customer only saw your website or social media profile.
Of course, omnichannel marketing isn't enough to generate leads for businesses-to-business sales. Not every potential customer will be interested in purchasing your service. You'll need a scoring system to decide which prospective consumers are worth your time.
Virtual Lead scoring for B2B allows you to prioritize your marketing efforts based on the prospects with the highest likelihood of converting.
#2 Conversion Marketing
Targeting relevant content is also a terrific B2B virtual lead generation strategy.
Almost 94% of B2B buyers conduct research before making a purchase; consequently, it is crucial to produce content that addresses their concerns.
This could be an eBook or whitepaper with your intended audience. To attract potential customers interested in your offer, you need to give them something of value.
You can easily lose sight of conversion optimization amid all the other digital marketing activities, such as link building and writing material for paid search campaigns.
The goal of conversion marketing is to increase conversions or the rate at which site visitors do the desired action by increasing the volume of visits to the site.
- Designing engaging landing pages. In this context, "appeal" refers to aesthetic quality and practical usefulness.
- Make your pages easy on the eyes by sticking to simple layouts, colour schemes, and typefaces and by including only one clear call to action.
- Putting some effort into making sure your writing is understood. Create material that speaks to your target market, whether email, ad, or piece of paper.
To get people to stop being afraid and start caring, you must tell a compelling tale.
- There are deserted carts, but that shouldn't be the last word. Get in touch with prospective buyers via email and encourage them to go through with the purchases—a good way to find out what stopped them from committing the first time.
#3 Opt For The Best Virtual Event Platform For B2B Event Marketing
Similar to other marketing techniques, a virtual event platform should be considered. Selecting the best virtual event platform is essential to getting the most virtual lead generation out of your virtual event marketing campaign. To assess a virtual event platform, you might inquire about the following.
- Is it possible to design seamless customer journeys with the platform's assistance?
- How involved and involved would the audience remain during the performance?
- What kind of content the platform's assistance be used to display to the audience?
- How will guests at the virtual event interact with one another or have meaningful conversations?
- What advantages can you give sponsors thanks to the event platform?
- Can you use the platform to create an immersive experience?
- Can you launch targeted marketing using live event data and 360-degree insights?
- Would you have access to capabilities like presenting branded and customized events?
- Would you include features like gaming, Q&A, real-time polling, and conversations to keep your audience interested all the way through?
- Are your potential guests able to understand the platform easily?
#4 Data-Driven Tracking
Virtual lead generation for either business-to-consumer or business-to-business transactions, data is essential. Gaining an advantage requires a solid architecture to collect event analytics.
Insights from event analytics can help marketers find the most promising leads and interact with potential customers in real-time. Plus, students can learn what does and does not work and why.
Sponsor value at your event can be calculated with the help of event analytics. Oreed provides in-depth event analytics that reveals relevant information.
You can benefit in the following ways by using Oreed's enhanced event analytics:
- Establishing the Participation Rate
- View count monitoring
- Keeping tabs on how many times each participant bought and sold something during the event.
- Identifying promising prospects for follow-up calls and emails
- Value your event delivered to the sponsors by assessing the quality and number of leads generated
#5 Leverage LinkedIn for Virtual Lead Generation
According to the data provided by Stocks Telegraph, the network is up to 277% (yep, you read that right) more productive than other social networks for virtual lead generation.
What is the key to unlocking this incredible potential?
Corporation-specific target audiences allow for more precise targeting. You can build and send messages to targeted groups of people with the help of the campaign monitor tool.
This means that the decision-makers at the companies you'd like to collaborate with will be exposed to the information you've created for them. Utilize the lead gen forms offered by the site. You should have a landing page prepared to direct LinkedIn users to your website and sign up for virtual events after they have been required.
You can cut your work in half using the platform's virtual lead gen forms, Verify KPIs using reports on employee participation. Company engagement reports give useful analytics for LinkedIn members connecting with your brand, including engagement volume, ad performance, impressions, and website visits.
#6 Virtual Events Aren't One-Offs
The advantage of holding a virtual event is that your participation need not finish when the actual event does. The virtual event lead generation can be accessible for days after its scheduled end time.
Doing so allows your content to be stored, shared, and accessed for much longer. You've left the event accessible to a fresh stream of prospects, even if your reps aren't there right away to answer the questions raised by those who arrived late.
In addition, you can keep in touch with attendees and potential attendees even after the event has ended. Then you can market to them or provide them with information of interest. Then you can develop them into promising leads.
Virtual events provide limitless opportunities for virtual lead generation and lead nurturing. There is great potential for participants to become worthwhile prospects if the message is properly presented and tailored to the event and audience.
Do you feel like an explosion of online trade shows and professional development seminars in your area?
Final Thoughts
The quality of virtual lead generation from an event is strongly influenced by how involved the audience is and how enjoyable the event lead generation itself is.
Engaging and trust-building activities can be carried out in person, including networking, Q&A sessions, product demonstrations, and more. As a result, marketers rely on established bonds with their target audiences to attract serious inquiries.
To maximise the return on investment (ROI) from virtual events, modern virtual event platforms like Oreed can provide improved capabilities to simulate face-to-face networking.
Additionally, a virtual system facilitates the collection of in-depth and actionable insights, including attendee behaviour, engagement rates, and other data, which can be used to launch targeted lead-nurturing efforts after the event.
Because a single location does not constrain them, virtual events can grow to accommodate any number of interested participants. Comparatively speaking, the expense of expanding to a wider virtual audience is much lower than that of a real-world event.