THE SECRET TO CONVERTING EVENT LEADS IN 2025
Industry events are back in full force, and they remain one of the best ways to generate leads, build awareness, and grow your market share. In 2024, we saw an explosion of in-person events, and this year is shaping up to be even bigger. But attending an event isn’t enough—you need a solid strategy for pre-event planning, networking, and, most importantly, post-event follow-up to turn those interactions into valuable business opportunities.
I love events. I always have. They’re my go-to for networking, inspiration, and finding new opportunities. Last year, we wrapped up the event season with CyberCon, which was, in my opinion, the best event of the year. It was an opportunity to reconnect with people I first met when I moved to Australia a decade ago, proving just how powerful long-term industry connections can be.
But whether you’re a seasoned networker or new to the game, your success at an event depends on more than just showing up. Here’s how you can maximise your return on investment from industry events in 2025.
Pre-Event Planning: Setting Yourself Up for Success
Attending an event should never be a last-minute decision. If you want to get the most out of it, plan ahead:
Know Who’s Attending – Research attendees, exhibitors, and speakers. Reach out beforehand to set up meetings.
Leverage Social Media – Engage with event hashtags and discussions on LinkedIn to start conversations before you even step into the venue.
Have a Game Plan – Decide which sessions to attend, who to meet, and what you want to achieve from each interaction.
For example, at CyberCon, we actively asked our clients and prospects if they were attending and ensured they knew who would be at our stand. This simple step allowed us to facilitate introductions and drive meaningful conversations.
Making the Most of the Event
Once you're at the event, it's go time. The key to success is striking the right balance between structured networking and organic conversations.
Take Notes in Real Time – Don’t rely on memory. Make quick notes on business cards, in your CRM, or a simple notes app to capture key details from your conversations.
Engage in Meaningful Conversations – Go beyond small talk. Find out about their business priorities, pain points, and goals for the year.
Connect on LinkedIn Immediately – Sending a quick message while you’re still fresh in their mind increases the likelihood of continued engagement.
Post-Event Follow-Up: The Real Money-Maker
This is where most people drop the ball. Meeting people at an event is just the first step—what happens afterward determines whether those leads turn into clients.
Step 1: Prioritise Your Leads
I recommend categorising your leads into three buckets:
Hot Leads – Those with a clear need and intent to move forward. These should be your immediate follow-ups.
Warm Prospects – People who showed interest but need nurturing before they’re ready to commit.
General Contacts – Others who may not need your service now but are valuable industry connections.
Step 2: Personalise Your Follow-Ups
Your outreach should reference specific details from your conversation. A generic “Nice to meet you” email won’t cut it. Instead, say:
“Hi [Name], it was great chatting at [Event]! I really enjoyed our conversation about [topic]. How did the rest of the event go for you?”
“You mentioned that [specific challenge or goal] is a priority for you this year. I’d love to continue that discussion—would you be open to a quick call next week?”
Step 3: Add Value, Not Just a Sales Pitch
Following up isn’t just about scheduling a call—it’s about providing value. Share something relevant:
A whitepaper or industry report
A webinar recording
A podcast episode
Insights from the event itself
The goal is to position yourself as a trusted resource, not just another salesperson.
Step 4: Implement a Multi-Touch Follow-Up Strategy
Rarely will one email be enough. Use a combination of:
LinkedIn messages
Phone calls
Emails
Video or voice notes
And don’t be afraid to follow up multiple times. It takes 7–15 touchpoints, on average, to convert a lead into a client.
Play the Long Game
Industry events are fantastic for networking, but their real power comes from what happens afterward. If you take the time to plan, engage meaningfully, and follow up strategically, you’ll see a significant return on your investment.