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LinkedIn Tips
Everything Lead-Gen
Aug 27, 2023
•6 mins read
You’ve done cold calls, hot lead messaging, countless email campaigns, and even run social ads. But there’s still no luck on the prospecting front. If you’re in this boat, we recommend you set aside some time for a LinkedIn event — which is a powerful, albeit overlooked, method of lead-gen.
In this article, learn why event prospecting works, how to set up an impactful event campaign, tips and tricks to make starting easy, and how to measure your results. Now, let’s dive in and discover how LinkedIn Events can revolutionize your prospecting efforts.
If you’ve never event prospected before, then you’re probably wondering what the facts are. According to Spotio, 34% of people are more open to communicating with a salesperson after meeting them at an event. But, if that’s not enough, here are three more reasons LinekdIn Events are the ideal place to find your next customer:
Of course, LinkedIn Events aren’t the only way to find prospects on LinkedIn. One of our favorite methods is mass messaging. Read about how you can start your first mass messaging campaign here.
It only needs to take five steps to set up your first LinkedIn Event campaign. Here’s how to do just that:
Just like you would with any campaign, you want to start by defining your campaign goals. The following things are questions you should ask yourself whenever you implement a new campaign:
Most companies may already have a target audience. However, if you don’t, now is the time to do so. While this process can be incredibly detailed, here’s the short version:
In step one, we asked you to do a lot. One of these things was to make a list of your deliverables. Now it’s time to ask your team (or do it solo if you’re a one-man show) to deliver on these. Here are some examples of common deliverables:
Here’s our eight-step checklist to successfully promote any event on LinkedIn:
Once your event is live, it’s important to monitor its performance. Remember those KPIs we talked about in Step 1? It’s time to bring those back.
Track your KPIs in detail to keep a pulse on how your event is going. We recommend tracking things like:
Now, let’s talk more about how to measure the success of your campaigns.
Measuring your success is key. If you don’t, how will you know if your effort is spent worthwhile? The answer is you won’t. Now, here’s how you can measure and track your success:
Event registrations provide an initial gauge of interest for your event. Keep a close eye on the number of registrations and analyze trends over time. For example, you might have a spike in your trend after promoting the event on social media or through an email campaign.
By monitoring your event registrations, you can find what channel is best to promote your events – making future promotion easier.
Second up, we have attendee engagement. As we’ve already mentioned, you should do your best to engage with attendees of the event. Additionally, you should be tracking this as well.
We recommend tracking metrics such as views, likes, comments, and shares on event posts and updates. Additionally, analyze the level of engagement during live sessions, Q&As, or email campaigns.
Oftentimes, you can learn more about what attendees are excited about or what they’re concerned about when it comes to the event.
Tracking lead gen is often done after your event. Take into consideration the other factors you’ve tracked (like engagement, registrations, and follow-ups) to determine the number of leads you’ve gained.
In short, the more leads, the better. However, you can also rank the type of leads you have. For example, a company looking for a product similar to the one you’re selling is a lot hotter than a company with a very tight budget for additional tools.
To do any event right, you should send a post-event survey. Depending on the number of responses, it will show you what you’ve done right (vs. wrong) and may give you some fantastic testimonials.
Even if you don’t have any glowing testimonials in your feedback (remember, negative feedback is more common in a survey), you can learn how to better target your audience next time.
Often overlooked but all the more powerful, LinkedIn Events is truly the secret giant. While there’s a lot of legwork to get one off the ground, they’re an incredibly powerful way to prospect. Not to mention, it’s a great way to get your hands dirty in networking and event planning. Soon, you’ll be on your way to starting a wedding planning business!
If this sounds like a whole lot of work (*cough* *cough* it is), then you should automate it. Try We-Connect’s 14-day free trial to learn how you can send thousands of custom prospecting messages with a few clicks of a button. Who said prospecting had to be boring?
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