What to Do Before Events to Maximize Leads

Events are one of the best ways to generate high-quality leads, but you need to put in the work ahead of time if you want to walk away with qualified leads that can reasonably turn into clients (and measurable ROI to justify your participation to the CRO). Here are our top tips for planning your lead generation strategy before the event to ensure success.

1. Define Your Goals

Before you even register, ask yourself: What do you want to achieve? Who do you want to book meetings with at the event — and after? It may sound cliché, but starting with the end in mind significantly increases your chances of achieving your goals.

2. Research Attendees and Exhibitors

Don't go in blind. Check the event's website, LinkedIn, and social media to identify key people you want to meet. Are your target clients attending? This is your chance to engage with ideal clients who might not entertain cold outreach.

3. Pre-Schedule Meetings

Most events allow you to book meetings in advance. Reach out to potential leads via LinkedIn or email with a clear, value-driven reason to meet. A simple, personalized message like "I saw you're attending [event name], and I'd love to discuss how we can help [solve a specific problem]. Do you have 15 minutes to chat?" can work wonders.

4. Craft Your Pitch

At events, you have seconds to make an impression. Develop a concise, engaging elevator pitch that clearly communicates who you are, what you do, and why it matters. Practice it until it feels natural.

5. Prep Your Marketing Materials

From our recent experience, people aren't collecting marketing materials like they used to, so don't waste your time on dense brochures. Ensure your marketing materials serve a purpose — either they get people reading, encourage them to take action, or they're not worth the effort.

Use digital forms to collect contact information and send it straight to your CRM.
If budget allows, consider a compelling giveaway that attendees will want to keep.

6. Optimize Your Lead Capture System

How will you collect and track leads? Ditch the notepad and pen — opt for a digital solution that quickly integrates leads into your CRM. A business card scanner or mobile app that automatically pulls contact info can streamline the process.

7. Promote Your Attendance

Leverage LinkedIn and other social platforms to announce your attendance. A well-timed post like "Excited to be at [event name] next week! Let's connect if you're attending." can generate inbound interest before you even arrive. Also, send out LinkedIn InMails and emails to ensure you're on your leads' radar and can even set up meetings ahead of time.

8. Prepare a Follow-Up Plan

Lead generation is useless without follow-up. Draft your post-event emails in advance so all you need to do is personalize and send them. Don't try to follow up before the event is over — wait until attendees are back in the office, even if it means scheduling emails to arrive the following week.

9. Get in the Right Mindset

Networking success isn't just about strategy — it's about energy. Get enough rest, be present, and focus on genuinely connecting with people rather than just selling. A warm, approachable demeanor will get you further than any hard sales pitch. Also, make sure you're prepared for the long hours:

Wear comfortable shoes for hours of standing and walking.
Bring deodorant and breath mints (trust us, you'll need them).
Stay hydrated and caffeinated — but be mindful of coffee breath!

Just a few hours of prep work can yield a multifold effect on your lead generation and follow-up efforts. Take the time now, and your future self will thank you!