Methods for Collecting B2B Event Audience Data

Business  Knowledge Sharing

Hosting B2B events has become an emerging tool for companies to directly connect with their target audience to foster an environment for brand interaction and experiential learning. When done right, these events can be a wellspring of potential leads, offering your business an effective channel to tap into a pool of prospects genuinely interested in your offerings.

Read the blog below further to explore the various lead generation and data instruments you can employ to maximise the impact of your B2B event marketing efforts efficiently!

4 Methods for Lead Generation and Collecting B2B Event Audience Data

Whether roundtable discussions, product launches, or social gatherings, events are a critical touchpoint between your brands and your target audience. Open a wealth of B2B lead generation opportunities and long-term customer engagement with these methods for collecting data and generating leads from your event.

1. Registration Forms and Surveys

The strategic use of registration forms and surveys provides valuable attendee insights before and after your B2B events. The insights gathered from these tools allow you to tailor your offerings and communication better to improve your lead generation efforts.

Pre-event data gathering

Registration forms allow you to gather basic contact information and insights into attendees’ interests, needs, and expectations. Doing so aids in creating a more tailored and engaging event experience. Ensure that your forms are easy to fill and ask only necessary questions to avoid deterring potential attendees.

Post-event surveys

After the event, conducting post-event surveys can yield insights to gauge attendee satisfaction, gather feedback, and identify areas for improvement. Collecting data with an event survey further strengthens your B2B lead generation efforts by identifying attendees who hold a significant interest in your offerings and who are more likely to convert into customers.

2. Social Media Listening and Monitoring

The social media listening and monitoring strategy goes beyond merely tracking likes and shares for your marketing event. It involves a comprehensive analysis of online conversations and related engagements to fuel your B2B lead generation efforts.

Event hashtag tracking

Creating a unique and event-specific hashtag is a powerful way to consolidate all discussions, posts, videos, and images related to the event on social media platforms. Attendees sharing their experiences using this hashtag not only promotes the event but also provides a goldmine of user-generated content and potential prospects for lead generation.

Social media posts, videos, and images from attendees

Gain insight into the event’s reach, the audience’s sentiment, and potential improvement by paying attention to who is talking about your event, what they’re saying, and how they’re saying it via social media platforms.

3. On-Site B2B Event Surveys and Feedback Stations

On-site surveys and feedback stations are crucial for capturing real-time data and lead generation, particularly during in-person events. Assigning these stations for your event gathers immediate reactions and impressions while the event experience is still fresh in your attendees’ minds to provide more accurate and insightful data.

Event feedback stations

Event feedback stations are strategically located points where attendees can easily share their thoughts about the event. These stations can be either digital (touch-screen kiosks, tablets) or traditional (paper forms), but digital solutions are preferred for their ease of data collection and analysis.

Incentivised surveys or referral incentives program

By offering attendees a reward, such as discounts, exclusive content, or a chance to win prizes, you encourage attendees to share their feedback or refer their peers to the event. Doing so also promotes attendee engagement, satisfaction, and loyalty to increase your lead generation and conversion rates.

QR Code integration for surveys and event feedback

QR codes that attendees can simply scan with their smartphones to access your survey make your data collection efforts quick and hassle-free. Also, consider integrating QR codes for various promotional materials to provide additional information about the event, products, or services with ease.

4. Post-event Follow-up and B2B Analytics

Post-event communication is vital to maintain and strengthen the connections made during the event. Doing so presents the ideal opportunity to further your lead generation and push for conversion, especially with attendees who demonstrated high engagement levels during the B2B event.

Post-event communication

Sending out thank you emails, sharing event highlights, or even offering special deals can keep the conversation going and your brand at the forefront of your attendees’ minds. Include a direct call-to-action to push your B2B lead generation in these communications, such as scheduling a follow-up call, purchasing a product, or signing up for the next event.

Analytics and data tracking tools

Post-event data analysis illuminates what aspects of your event worked well and what didn’t against predetermined KPIs to understand your attendee journey better. Investing in these post-event efforts helps you identify the most interested attendees for lead generation and tailor their post-event communication strategies accordingly.

Elevate Your B2B Lead Generation with The Ortus Club

Don’t leave your B2B lead generation to luck. Let The Ortus Club help you increase your revenue by providing a steady stream of qualified inbound leads. At The Ortus Club, we specialise in creating and delivering high-quality events that bring together executives and decision-makers from various industries.

Interested in organising your event to fuel your lead generation strategies? Get in touch with The Ortus Club today!


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