Discover how to turn conference attendees into promising leads in Megan Killion's latest insight!

6 Mar 2024 · 1 min

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In this brief insight, the speaker emphasizes that conference attendees arrive with specific problems they need to solve. If a vendor’s marketing does not explicitly call out those problems, attendees won’t recognize the vendor as a relevant solution and therefore won’t approach the booth. Attendees typically categorize vendors by budget range and tool category; without clear messaging that answers these basic categorization questions, the likelihood of a meaningful sales conversation—and ultimately conversion—drops dramatically.

Attendees come to conferences with problems to solve, and if you aren't calling out those problems, they don't know to come to your booth and have a conversation with you. And so like, as someone's walking around the show hall and they're like analyzing vendors, usually they kind of have buckets of, you know, what budget would this be under? Where would I kind of file this tool? And if they can't answer that basic question through your marketing, they're unlikely to be able to have a deep conversation with sales that's gonna lead to conversion.