We’ve all heard the saying, “It’s not what you know, it’s who you know,” but in the world of business, especially in the digital age, it’s who knows you. That’s where marketing events come in—they’re your chance to meet the right people, establish lasting connections, and build partnerships that propel your business forward. Whether it’s a large industry conference, a networking event, or even a more intimate roundtable, marketing events are key to putting your business in front of potential clients and partners who could change your trajectory.
So, how do you make the most of these events? How do you ensure you’re not just a face in the crowd but a standout figure that makes an impact? Let’s dive in and explore the strategies to effectively use marketing events to meet the right people and create valuable relationships.
In this post, we’ll walk through the ins and outs of leveraging marketing events to meet potential clients and partners. From preparation to follow-up, we’ll cover key strategies and tips for turning these events into growth opportunities. The goal is simple: to help you transform these events into meaningful connections that lead to business growth.
Whether you’re a business owner, a startup founder, or part of a marketing team, the truth remains: there’s a goldmine of potential clients and partners waiting to be discovered at events. But it’s easy to get lost in the shuffle. You need a strategy to make the most of every opportunity. Ready to learn how to use marketing events to your advantage? Here’s how.
Before you even step foot into a marketing event, preparation is key. Here’s how to start strong:
Know Your Goals
What are you hoping to achieve? Be specific. Are you looking for new clients? Are you trying to form strategic partnerships? Do you want to expand your network within a certain industry? Having clear goals will guide every interaction you have at the event. It’s easy to get distracted in the hustle and bustle, but if you know exactly what you want to accomplish, it’ll keep you focused and make it easier to identify the right people to connect with.
Research the Attendees and Speakers
Know who’s attending. In many cases, event organizers will provide lists of speakers, sponsors, or attendees. Look through them to see who you might want to connect with. If you can identify key people in advance, you’ll be able to approach them with a conversation starter or mutual interest, making the connection more organic and impactful.
Polish Your Elevator Pitch
You only have a few seconds to make a memorable first impression. This is where your elevator pitch comes in. Craft a concise, compelling pitch that clearly explains who you are, what you do, and what makes you stand out. Keep it short—aim for about 30 seconds—and ensure it’s easy for anyone to understand. Practicing this beforehand will give you confidence when you meet new people.
At any marketing event, the first move can be the hardest. But making an effort to approach others will pay off. Here’s how to break the ice and make connections:
Be Approachable
This might sound simple, but you’d be surprised how many people attend marketing events and unintentionally isolate themselves. Body language plays a huge role in how others perceive you. Smile, stand tall, and maintain open body language to show you’re approachable. This simple step can make all the difference in whether people approach you or not.
Start Conversations Naturally
Don’t jump straight into a business pitch. Instead, start with a natural question or comment based on the event. You could ask about the speaker’s presentation or inquire about someone’s experience at the event. If the conversation feels comfortable, you can ease into discussing your business. Authenticity is key—people are more likely to connect with you when they sense you’re genuinely interested in them.
Use Networking Tools
Most events these days use apps or platforms for networking. Don’t just wait for someone to approach you—use the event’s app to proactively connect with others. Many of these tools allow you to see attendees, set up meetings, and share contact information easily. Utilize these resources to ensure you’re maximizing every opportunity to meet potential clients and partners.
One of the best ways to stand out at a marketing event is by positioning yourself as an authority. Speaking at an event—whether as a keynote speaker, panelist, or workshop leader—instantly elevates your credibility.
Apply to Speak
Many conferences and events accept applications for guest speakers. If you have expertise in a particular area, apply to share your insights. This positions you as a leader in your field and makes it much easier for potential clients and partners to approach you.
Engage Your Audience
If you’re speaking, don’t just present—engage. Encourage questions, share personal stories, and make your talk interactive. The more engaging you are, the more memorable you become, increasing the likelihood of valuable connections post-event.
After the event is over, the real work begins. Maintaining and nurturing the connection is critical for turning a simple chat into a lasting business relationship.
Follow Up Quickly
Timing is everything. Don’t let too much time pass before reaching out to someone you met. Ideally, you should follow up within 24-48 hours. Send a personalized email or message that references something you discussed at the event, and be sure to thank them for their time.
Offer Value Right Away
If you’re reaching out to a potential partner or client, offer something of value right away. Whether it’s an insightful article, a helpful resource, or an invitation to another event, showing that you’re willing to offer value before asking for anything in return builds trust and rapport.
Don’t let the relationship fade away after one follow-up. Keep the conversation alive with regular touchpoints. Whether it’s through social media engagement, sending a relevant article, or checking in to see how their business is doing, consistency is key.
Use Social Media
Follow your new connections on LinkedIn, engage with their content, and comment on their posts. This keeps you on their radar without being overly pushy.
After the dust settles, take the time to evaluate the success of your event experience. Did you meet the right people? Were you able to create meaningful connections? If not, take note of what you could improve for next time.
Analyze What Worked
Did your elevator pitch resonate? Did you feel more comfortable approaching people? Reflect on what strategies worked well so you can refine them for future events.
Marketing events are invaluable for connecting with potential clients and partners, but the key lies in preparation, approach, and follow-up. By setting clear goals, researching attendees, crafting your elevator pitch, and being proactive in your networking, you can make every event an opportunity to grow your business. The work doesn’t stop when the event ends—nurturing your connections and evaluating your approach will ensure that the relationships you’ve built lead to meaningful outcomes. Keep refining your strategy, and soon you’ll find yourself attending events not just to meet people but to connect, collaborate, and grow.
