How to create quality leads with events: planning and recruiting

In Part 1 of this series, we recommend how to plan the event and recruit attendees.

This is the first part of a two-part series.

“Where should I look for quality leads? “

This is a question that Managed Service Providers (MSPs) constantly ask themselves. New sales opportunities lead to new customers, increased revenue and growth. It starts with finding quality leads. However, PSMs tell us every year that this is one of the most difficult parts of their business. That’s why it’s important to know where to look.

Event hosting allows MSPs to control their message and deliver it to a captivated audience. Developing relationships can lead to new avenues. Of course, MSPs are IT experts, not event planners. Hosting an effective lead development event can be a difficult process, so we’re here to help. Below are tips for planning and recruiting for an exceptional event.

Event planning

Using events to build strong leads starts with asking fundamental questions, including:

What is the point ? Quantify what you want to get out of this event. If it’s 50 leads, how many people need to show up for you to reach that number? How many people need to register to reach your attendance goal? How many people need to be invited to reach your registration goal?

What is the message ? What do you want to say to your captive audience, and who should convey this message to resonate with them? This is your opportunity to develop authoritative voices within your organization or to partner with an objective third party stakeholder.

What is the environment? Where and how the event is organized may be what attendees remember the most. It’s a reflection of the event, but also of your brand, so think about what you want your audience to remember. This includes location, type of venue, and more recently whether it’s live or virtual.

Recruitment for the event

Now that you have a vision, how are you going to get others to follow it? Start by asking, “So what? You know you have an important message and you’ll be hosting a big event to get that message out, but why should anyone else care? You need a strong value proposition that you can convey to your target audience. Tell them why spending this time with you will be worth it. Once you’ve established that, there are several ways to get this message across, including:

  • E-mail
  • Social media
  • Cold call
  • Online advertising

Email is usually the first recruiting channel for events, but don’t overlook the others. Whenever you can present yourself in front of your target audience, take advantage of it. But make sure you always answer “So what?” And you do it so soon.

This helps to have a good understanding of where the audience is now, as well as how the message shared at your event will affect their situation. Think about the weak points of the audience and how you are going to resolve them.

For more recruiting help, find ways to engage both recruiters and the public. Recruiting events is everyone’s responsibility. It’s not just about sales and marketing staff – everyone in your business should be talking about your next event, including support staff and engineers. Why not make it a competition in the company?

The last words of every phone call should be, “Have you heard of our upcoming event? I will send you a quick email with the registration information. Consider rewarding the employee who gets the most registrations. Have fun! Remember that everyone in the company benefits when you have a big event.

It also doesn’t hurt to entice the audience. Offer them a gift card to attend or, better yet, a discount tied to your services to help close the sale. Think about what you can budget for, then go back to your original goals to identify what it would cost to get a lead. Lead development can cost money, but with proper event execution, you can see a strong ROI.

To come in the second part: preparation, execution and follow-up of the event.

Join Datto for a webinar showcasing a complete new event solution designed specifically for MSPs. It takes place on January 19, 2022 at 2 p.m. For more information, contact Eric Torres, Director of Channel Development for Datto, at [email protected].

Eric Torres is the Director of Channel Development, Datto.

This guest blog is part of a Channel Futures sponsorship.

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