Events are the perfect opportunity to meet your ICP in a less formal and more intimate environment.

Is this a real opportunity for my business ?

Not every event in the industry worth the investment. So before attending one, you need to ask yourself the right questions :

Your target

Will my ICP/target be attending this event ?

• Yes - It’s a “conversion” event - you can bring all or part of the sales team.
• No - It’s an “awareness/PR” event - you don’t need to bring your sales team to this kind of events. Communication/Marketing or even the CEO (if she/he has time) can attend.

Tips

• Ask the organizers the ROI they had on previous sessions.

Process

Before the event

• Check if OSS and the other startups are coming ⇒ We can optimize and share costs
• Book a stand to be sure you will attract and have conversations with a lot of people
• If you get the list of attendees before, add (relevant) people on LinkedIn immediately
• Speak at the conferences to gain visibility and legitimacy
• Try to get the list of exhibitors and attendees (if possible)
• Try to book business dates with interesting exhibitors and attendees
• Choose the right team members to go
• Set the team goals and objectives (number of meetings booked, leads...)