On a budget but not off the radar: How to maximise your presence at a B2B fintech event
How can fintech companies get value from industry events on a limited budget?
For fintech startups and growing B2B firms, capital markets industry events and conferences can be a great way to build visibility, credibility and expand your network. However, the costs can quickly add up and without a strategy in place, the costs of attending an event may go to waste.
Beyond the fee of attending or sponsoring, firms may also need to consider booth set-up, panel opportunities, networking access, marketing collateral and even travel expenses.
However, a limited budget should not prevent firms from attending the right events. With a clear strategy, fintech companies can still create meaningful brand visibility before, during, and after a conference.
How do you choose the right B2B fintech event to attend?
The research for deciding which event is right for you starts months prior to the event in order to effectively execute a strategy. But before zeroing in on the right event for you, it is essential to lock in your objective. It could range from generating leads, finding potential partners, building brand credibility, announcing a new product directly to your target audience, to just getting a lay of the land.
Not every event will deliver the same value. Before committing a budget, firms should review the attendees, speaker agendas, current or past sponsors, media presence, and networking opportunities. From that research, you can gather whether the event attracts the right audience for your business. A smaller, more targeted event can often create more value than a larger conference where the audience is less relevant.
How can capital markets fintech firms build visibility before an event?
Once you have decided which event you are attending, it is time to plant the flag and make some noise about your presence at the conference. Social media is the best method, making sure that the message reaches the right audience. You can create a campaign for LinkedIn specifically highlighting any products or announcements you hope to speak about during the event, if you have a booth/ panel, who from your team will be attending and any other relevant information you think would be helpful for fellow attendees!
Timely posts from the company page, senior leadership, and attending team members can help create visibility around the firm’s presence at the event.
This could include:
- Market commentary linked to the event’s core themes
- Product or service insights
- Attendance announcements
- Thought leadership from the C-suite
- Posts highlighting the problem the company is solving
- Content that explains the firm’s relevance to the event audience
Targeted newsletters can also be used to share practical information, such as booth location, meeting availability, speaking sessions, key themes, and contact details for booking meetings before or after the event.
How should fintech teams approach conversations during an event?
During the event, firms should ensure their team has a clear plan and a defined end goal. Event conversations should not be left entirely to chance.
The team should be aligned on:
- The key message they want to communicate
- The types of companies or individuals they want to meet
- The pain points they want to discuss
- The proof points they want to highlight
- The next step they want to secure after each meaningful conversation
The most effective conversations are often not generic sales pitches. You should focus on the attendee’s challenge, your firm’s solution and the specific value you can provide.
How can a fintech company make its event booth stand out on a budget?
A large booth is not always needed to make an impact. Even with a modest set-up, firms can improve engagement through:
- Short product demos
- Simple one-page explainers
- Visual messaging that clearly states the problem and solution
- QR codes linking to relevant content/ LinkedIn profiles
The aim is not to create the biggest booth. It is to make the company easy to understand, easy to remember and easy to follow up with.
When should you follow up after a fintech event?
So, you’ve successfully exhibited at an event and even got some interest in your firm and services. Great! A timely follow-up is very important. Many event opportunities are lost because firms wait too long to reconnect after the conference.
Follow-up should be prompt, specific, and relevant. It should reference the conversation, provide useful supporting materials, and suggest a clear next step. These can be done either through email, if you received a business card, or (ideally) through LinkedIn if you connected during the event.
