3 tips to maximize your ROI at events

Conference season is in full swing. If you’re spending that much cash, be sure you’re getting results, whether it’s acquiring new leads, closing deals, or starting new partnerships.

Conferences can drain your budget, but with the right strategy, you can turn every event into a profitable trip — be it The MarTech Conference or INBOUND. Here’s how to maximize your conference ROI, from planning to follow-up.

1. Set the stage for success with the right pre-conference preparation

Be deliberate. Identify your goals before attending the conference, such as capturing leads or increasing brand awareness.

Book meetings ahead of time

If possible, get the attendee list and target specific individuals or companies to connect with during the event. Make a real plan by deciding who you want to meet, what you can offer and what you hope to achieve from each interaction.

Reach out to event attendees before the conference through email or LinkedIn to set up meetings or introductions. This can break the ice and ensure you make meaningful connections.

Get more sales meetings in advance with HubSpot’s LinkedIn integration

Lock in meetings with key prospects before the event. Cold emails are losing their punch, so LinkedIn is the go-to for making real, meaningful connections. People trust individuals more than companies and LinkedIn lets your team tap into that trust. 

HubSpot’s LinkedIn Sales Navigator integration makes this easier. It lets you zero in on the right decision-makers attending the conference, making your outreach targeted and personal. Remember, being too pushy on LinkedIn can backfire, so focus on offering value and building trust.

Your sales team can also pull LinkedIn insights straight into HubSpot, keep CRM records up to date in real-time and log activities without breaking a sweat. This keeps your team organized and focused on closing deals within one platform.

Keep your CRM clean for better outreach and reporting

Before heading to a conference, the last thing you need is a CRM bogged down with messy data. Duplicates, outdated info and incomplete profiles can seriously hinder your networking efforts. 

Clean data is essential for effective list import and segmentation, ensuring your outreach (before and after the event) is targeted and efficient.

When your CRM is cluttered, you risk missing opportunities and wasting resources. Incorrect contact details or duplicate records can lead to overlapping outreach, frustrating potential clients and damaging your reputation. 

To avoid these issues:

• Clean your CRM before importing any lists: Take time to thoroughly update outdated information, correct inaccuracies and ensure all contact details are current, minimizing the risk of mistakes and miscommunication.
• Implement standardized data entry processes: Establish clear guidelines for consistent data formatting to reduce errors and maintain uniformity.
• Regularly audit your data for accuracy and consistency: Use automated tools to catch and fix issues like duplicates or inconsistent information, ensuring reliable insights and smooth CRM operations.

When your data is organized and up-to-date, sending the right message to the right people is easier. This boosts your chances of making meaningful connections at the conference and ensures you’re not wasting time on leads that won’t go anywhere.

Dig deeper: 4 keys to digital events planning

2. Stand out and stay organized during the event

At the event, keep your goals in mind. Locate your targets and strike up conversations based on the plan you created. If you want to meet a certain number of people, politely end conversations when necessary by saying, “It was really great to meet you. Let’s stay connected.”

When it comes time to exchange information, make sure you have the right tools and approach.

Use digital business card technology like Popl to exchange contact info

Use tech like Popl to instantly share and capture contact information, eliminating the risk of losing contacts as with traditional paper business cards. Popl allows instant follow-up by integrating with CRM systems like HubSpot, which can automate the initial email follow-up, keeping the conversation warm.

Scan physical cards with HubSpot’s mobile app

Similarly, you can take some of the hassle out of networking with the business card scanner on the HubSpot mobile app, which lets you quickly upload contacts to the CRM and sort them as needed. The app also handles QR codes.

To be remembered, be more human

Networking can feel like a chore for many people, but just because it’s technically for work doesn’t mean it shouldn’t be enjoyable for everyone involved. Treat networking as building personal connections rather than just a business exchange. 

In other words, focus on having genuine conversations. Everyone at the event has something to gain by being there. You’ll benefit much more by building relationships and being helpful. Avoid being overly salesy or treating people like another number in your lead generation efforts.

Freebies and giveaways still work in some industries, but the people who get remembered for the right reasons are those who are helpful and form real connections.

Dig deeper: Beyond attendance: Unlocking B2B growth with event-led strategies

3. Seal the deal with smart post-conference follow-up

The work doesn’t end when the conference does; it’s just beginning. Post-conference follow-up is where you turn those valuable interactions into real business opportunities. Here’s how to do it effectively.

Send personalized follow-up messages

With your (now clean) CRM, segment your contacts based on the level of interest or interaction at the conference to ensure your messages are relevant and timely.

After the event, send personalized follow-up emails to everyone you connected with. Keep these messages concise, polite and laser-focused on the next steps, whether it’s scheduling a demo, sharing additional resources or setting up a follow-up meeting.

Be persistent but not pushy

Nobody wants to be the pushy salesperson, but the first email rarely leads to a deal. Make sure you get your follow-up right.

• Plan a follow-up cadence. If your first email doesn’t get a response, plan to send a second or even a third follow-up. Space these out over a few days or a week, and always add value to each message, such as new insights, an interesting article or a gentle reminder about your previous conversation.
• Avoid the spam filters. Keep your follow-up emails short and to the point. Don’t overwhelm your contacts with too many messages or unnecessary information. If you’re a HubSpot user, use HubSpot’s email tracking to monitor engagement and adjust your strategy based on who’s opening your emails and who’s not.

Stay top of mind on LinkedIn with conference updates

• Share conference pictures, key takeaways or highlights on LinkedIn: Tag people you met or mention relevant companies. This keeps you visible and reminds your new contacts of their positive interactions with you.
• Don’t just post and pray — engage with your network: Comment on and share posts from people you met at the conference. This continued interaction shows that you’re interested in maintaining the relationship beyond just the initial meeting.

Dig deeper: 3 kinds of data to optimize digital events

Bonus: Making the most of virtual attendance

Since so many people attend events online these days, it’s harder to make spontaneous connections than it used to be. So how do you still get the most out of virtual events?

• Connect with the event speakers on LinkedIn: Don’t wait until the event is over — reach out to speakers on LinkedIn during the event. Mention something specific from their talk to make your message stand out.
• Get involved in the chat: Jump into the chat or comment sections during the event. Ask questions, share your thoughts and engage with other attendees.
• Join the breakout sessions: If there are breakout sessions, join them and speak up. These smaller groups are perfect for networking and diving deeper into topics that interest you.
• Spark the conversation on social media: Share your insights and takeaways from the event on social media using the event’s hashtags. It’s an easy way to boost your visibility and connect with others in your industry.
• Follow up right away: Don’t wait too long to follow up with new connections. Send a quick message while the event is still fresh in everyone’s mind and reference something from the event to keep it relevant.

Set yourself up for a strong follow-up by coming prepared

To get the most from your conference investment, plan ahead, make real connections during the event and follow up with the info you gathered. Tools like HubSpot, Popl and LinkedIn can all supplement your efforts to drive results with good data, especially when your data and processes are clearly established.

Don’t forget to keep the momentum going with interesting or valuable post-conference follow-ups and turn those connections into real opportunities.