How to Generate Leads From Public Sector Events

How to Guide: Generating Leads From Public Sector Events

The public sector is a highly lucrative market, but it can be a challenging sector to break into and finding how to generate leads from public sector events can be tough.

Public sector networking is a great way to meet key individuals within central government, local government, the NHS and wider public sector organisations.

Attending public sector events is a great networking opportunity and a key tactic for generating leads, but just showing up doesn’t come with any guarantees. You’ll need to pick the events you attend carefully (there are good and bad ones) and up your ‘lead generation game’ to succeed.

So, at public sector events, how do you maximise every lead generation opportunity?

This guide tells you everything you need to know.

What is the most effective way to generate leads?

There are lots of ways to generate leads, from email campaigns, social media ads and online content to direct engagement or attending events and trade shows. In the public sector, many of the traditional lead generation tools aren’t particularly effective. Traditional media ads, for example, just won’t cut through.

Attending public sector events, conferences and trade shows, however, are an excellent lead-generation activity, and one of the most effective ways to meet key decision-makers and public sector buyers. It’s well-known that networking face-to-face continues to be one of the most successful ways to build connections and at a public sector event, this could generate warm public sector leads.

How to network at events?

When you are networking at public sector events, there are a few important ‘dos and don’ts’ to take on board.

• Do make sure you are prepared

• Dress professionally

• Have some conversation starters ready

• Speak clearly and introduce yourself using your full name

• Maintain good eye contact

• Initiate conversations; don’t be afraid to approach people you don’t know

• Be ready with your short and slick jargon-free elevator pitch

• Be an active listener and show interest

• Have some planned networking organised AND seek out some spontaneous conversations

• Take the time to understand the challenges being faced by delegates

Be sure not to:

• Go unprepared

• Mumble or ramble

• Use nicknames to introduce yourself

• Only keep eye contact with a single person in a group

• Use slang or make rude or inappropriate jokes

• Wait for people to come to you

• Forget your business cards

• Just peddle a product (you need to show empathy and that you understand the challenges your potential lead is facing)

How to choose who to speak to at events?

Even by sticking rigidly to the networking dos and don’ts bible, your efforts won’t necessarily get you the returns you hope for. To make sure you speak to the right people at an event, you’ll need to do some research before you go. If there are any prospects attending the event that you have spoken with before, try to pre-arrange an event-day meeting.

Ask the event organiser for a full list of attendees. If you know who is in the event pool, you have more chance of catching the right fish!

If possible, send an email to attendees a couple of weeks before the event to introduce yourself and create some buzz. Follow this up a day or two before the event. Let people know what will be going on at your stand – any activities taking place or giveaways. If you can, try to pre-book one-to-one meetings with key people.

Make use of your current contacts to introduce you to the people you want to meet.

You may wish to consider sponsoring an event, as one of the frequently included perks is pre-arranged meetings with key decision-makers, influencers and warm leads.

Remember, lead acquisition is your primary goal, so you’ll need to stay focused and work the floor, or if you have a stand, motivate delegates to come and speak with you.

How do you motivate delegates to stop at your stand?

Having a stand at an exhibition is an excellent way to build relationships and pick up leads. But how do you stand out from the crowd and grab the attention of delegates?

Your stand needs to be simple but inviting, with bold graphics so that your logo and company name stand out. If possible, provide a relaxed seating area – large events can be quite overwhelming! Your messaging and content should be clear and enticing. When you design your stand, remember you are trying to capture people’s attention! Straplines can be a useful way of communicating core values, which are also important to get across.

Think of ways to make your stand enticing to passers-by. An interactive element, such as augmented reality, or digital games can help to attract interest.

It’s imperative to have the right staff helping, and that there are enough of you to take regular breaks to keep the energy high.

Finally, be mindful not to go for the hard sell – it can put people off. A friendly chat should give you the chance to talk about your brand. People don’t want to hear how great YOU are – they want to know how you can solve a problem that is plaguing them.