Based on our experience at Flux7, we know events like AWS re:Invent can be great platforms for connecting with potential IT consulting clients, if you approach them the right way. Big industry events are powerful opportunities for smaller IT services and tech consulting companies to grow their client base and reach a lot of people in their target audience at once. The visibility, networking, and direct access to decision-makers that these gatherings offer are hard to replicate through other channels — especially without substantial marketing budgets.
But with increasing attendance costs, increasing and sometimes unpredictable travel restrictions, and evolving attendee expectations, investing in "big-ticket" must be strategic and focused on a clear ROI such as increasing IT services sales.
The key to selling tech services through events is aligning your event participation with clear business goals, using the technology you have available to engage attendees, and executing disciplined follow-ups.
Here are 10 steps to maximize your results at industry events:
Why is it a good idea for you to attend this event? Define your top reasons clearly, such as generating new leads, reconnecting with existing clients, or building partner relationships. But don’t overthink it. In fact, limiting yourself to two or three goals will help keep you more focused and make your progress easier to track.
Establish specific, quantifiable targets for the event — such as initiating conversations with 20 qualified leads or booking 10 demos — and track your progress towards these regularly during the event. Tracking will help you adjust tactics on the fly for the best outcomes.
Do your homework. Identify and prioritize key contacts, including partners, AWS ecosystem members, and strategic prospects who are expected to attend. You can use a CRM tool or event apps to track outreach, appointment confirmations, and communications.
Don’t wait to be asked. Reach out to top-priority prospects, partners, and other members of your list to schedule meetings early. Avoid scheduling conflicts with keynotes or critical sessions, and always exchange direct phone numbers or instant contact methods to ensure effective communication and reduce missed opportunities.
Choose attendees from your team who best fit the event goals. This could be sales reps for lead meetings, technical experts for product demos, or marketing for brand visibility. If you get extra passes, use them to invite key prospects or partners as a gesture of goodwill.
Define each team member’s focus, such as client meetings, walking the floor, social media engagement, or content capture. Ensure alignment so the team can cover maximum ground effectively during each day of the event.
Craft clear, consistent responses to frequent questions like “What services do you provide?” or “Who do you work with?” Regular internal rehearsals build confidence and credibility in all interactions, so your potential customers receive a confident, unified message whichever member of your team they interact with.
End each conversation with actionable next steps such as scheduling a personalized demo, inviting prospects to webinars or dinners, or sending tailored content after the event. Remember, it doesn’t just end with handing them your business card. You must follow up diligently.
Share useful, sustainable, and tech-savvy swag that can leave a lasting impression. According to a survey, attendees hold on to 82% of the swag they receive for at least one month — especially practical items they can use in the office. But you don’t have to break the bank. Even digital swag, such as exclusive content downloads, can help spark conversations and elevate brand recall without requiring heavy investment.
Hold brief daily meetings to assess progress, share insights, and recalibrate plans as needed. AI-powered tools can help you analyze interactions your team has had, recommend networking opportunities, and score leads for prioritized follow-up. Companies using AI event personalization report up to 35% higher lead conversion rates.
For IT consulting firms, participating in major events like AWS re:Invent is about more than just bragging rights, attendance, or passive listening. These events are your chance to convert attendees into clients and partners. Go in with a clear strategy and ready to execute on your goals so you can stand out and maximize your sales impact.