On a budget but not off the radar: Steps to maximise your presence at a B2B fintech event
Fintech startups or firms often scrutinise the best strategy to increase visibility without investing a substantial amount in B2B events and conferences. However, the fees for these conferences come with collateral costs, such as booth setup, speaker sessions, access to networking arenas, and, preferably, after-event meetings.
These must not deter you from attending a conference. Here are some strategies to market your firm at a B2B event without a big budget. The research for deciding which event is right for you starts from 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, receiving product validation, to just getting a lay of the land.
After conducting demographic research on the attendees and companies' list, to understand who the audience will be at the event, it is time to plant the flag. Social media is the most interactive tool, ensuring that the message reaches the right audience:
- Timely branding on LinkedIn could build awareness around your authority and purpose of attending the event. This could be content posted by the C-suite sharing firm’s insights highlighting the product/service’s industry impact.
- Targeted newsletters defining the booth’s information sharing schedules in advance, the speaker list, speaking themes, booth number and contact information to book meetings in advance or post the event.
- Answer the ‘why’ – essentially, sharing your intent of presence at the event. Prior to the event, you could acknowledge your audience with blog posts underlining the cause, for instance, seeking partnerships or product promotion.
- Promotions can take place collaboratively. This allows both firms to pool their knowledge banks and promote content via joint webinars or blog posts.
During the event, firms must ensure their team performs a planned action with an end goal in mind. Quality conversations often lead to potential clients. Therefore, one must address the pain point and their firm’s solution, showcasing clearly their industry impact.
Visual elements at the booth often enhance the return-rate or retention of the attendee. Keeping in mind the budget, booths could perform interactions via demos or micro-presentations.
Lastly, A timely follow-up is critical to convert the lead into a successful partnership.
Calculating the ROI
Not every event could lead to a hard number of sales or lead conversions. Some tend to be soft wins like brand recognition, credibility, and social media boost. You must keep a track of opportunities created, what worked, and what must be changed next time. To market your firm for the next event or just help select the right one for you, contact us for more details.
