Planning and running an event is no small feat. Between logistics, promotion, and lead capture, it can feel like managing a full-blown program on its own.
Still, businesses continue to host and attend events for good reason. Event marketing solutions help you stay updated on industry trends, connect with key decision-makers, meet new vendors, and build your brand as a trusted expert.
In fact, 65% of companies have reported an increase in their event marketing budgets. But success doesn’t just happen. It’s fueled by strategic promotion, lead generation, and post-event engagement.
In this blog, you’ll learn how to use event marketing tools to run a B2B event and generate leads.
We’ll show you how to create your event page, promote it, and follow up to keep the results coming.
Drive Signups and Leads with Eventbrite and Other Smart Tools
A successful event involves more than picking a date and sending out a few emails. Whether you’re hosting a hands-on workshop, a virtual panel, or a large business gathering, the way you prepare and promote it directly impacts attendance and long-term business value.
Eventbrite provides a structured way to manage the process while giving you tools to connect with the right audience and keep them engaged. Here’s how to use Eventbrite to turn your next event into a growth opportunity.
Set Up a High-Converting Event Page
Your event page serves as the entry point for every potential attendee. A well-built page not only informs but also encourages action. Start by crafting a clear and engaging title that tells people exactly what the event is about.
Avoid vague wording and focus on the core benefit of attending. The description should go beyond logistics and highlight why the event matters. Use terms and phrases your target audience is likely to search for, and be sure to explain what they’ll gain from participating.
For business events, strong visuals are just as important as good copy. Use a banner that matches your event’s theme, and add speaker photos or behind-the-scenes images to build interest and trust.
Make sure all key details are included and easy to find. This includes the date and time, location (or virtual link), event agenda, and a clear call to register. Simplicity, clarity, and relevance are your best tools here.
Add Structure: Use a Tool Like Eventbrite
Content and outreach help attract attention, but tools like Eventbrite turn that interest into signups. Eventbrite is a popular platform for event marketing and lead generation because it’s easy to use and full of helpful features. You can create a clear event page with your branding, speaker info, key details, and a simple sign-up form.
You can make your event public on Eventbrite so people can find it by category or location. You can also send branded invites and set up automatic reminders to keep attendees updated and reduce no-shows. With custom registration forms, you can collect useful details like job titles, industries, and interests.
After the event, you can track attendance, export leads to your CRM, and analyze which channels performed best. Eventbrite is a great starting point, but other event attendee apps like Hopin, Bizzabo, Hubilo, and Splash offer similar features, each with its own strengths. Choose the one that fits your event type, audience, and budget.
Need support getting more prospects for your event?
Content Marketing
Content marketing is often the first interaction potential attendees have with your event, making it a vital part of your lead generation strategy. A well-written blog post, engaging email, or thoughtful LinkedIn update can be the difference between a registration and a missed opportunity.
To be effective, your content should focus on addressing your audience’s challenges rather than simply promoting the event. Clearly communicate what attendees will learn, how it solves a problem they face, or how it adds value to their work.
Timing also matters. Publishing content early gives your audience time to discover the event, plan ahead, and build interest. The more frequently and strategically you post, the better your visibility and momentum.
Always include a clear call to action (CTA) that links directly to your registration page. Whether it’s in a blog, newsletter, or downloadable guide, every piece of content should make it easy for the reader to take the next step.
Repurposing is also key. Break down blog content into email teasers, quote cards for social media, or short video snippets to keep your messaging consistent across multiple touchpoints. When done right, content marketing sets the stage for a successful event before the first invitation is even sent.
Go Direct: Email Marketing & Outreach
Email marketing remains one of the most direct and effective ways to promote events and drive sign-ups, especially in B2B. Many professionals may not browse event listings daily, but they do regularly check their inbox.
Sending a well-crafted invitation that highlights the key benefits of attending can generate immediate interest. Make your subject line compelling and your message clear—people should understand what they’ll gain and how to sign up within seconds.
To improve attendance rates, set up automated reminders as the event approaches. This keeps your event top of mind and helps reduce drop-off. List segmentation plays a critical role in personalising your emails. By sending tailored messages to specific groups—such as industry types, job roles, or past attendees, you can increase engagement and conversions.
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Enhance your message with value-add elements such as speaker bios, session previews, or downloadable resources. For high-value contacts, supplement your email campaigns with personal outreach through LinkedIn or direct calls. This one-on-one engagement can be particularly effective for key decision-makers who are harder to reach through traditional channels.
Social Media: Visibility with Purpose
Social media is a vital channel for expanding your event’s reach and boosting visibility, especially since most professionals use at least one platform regularly. The key is to be strategic. Start by choosing the right platforms for your audience.
LinkedIn is ideal for B2B executives and professionals, while platforms like Facebook, Instagram, or even TikTok may be more effective for broader audiences or casual event formats.
Once you’ve selected your channels, create a content calendar. Begin posting weeks in advance and increase frequency as the event date nears. Use visuals like branded graphics, countdown timers, and speaker quotes to maintain interest. A dedicated event hashtag can help centralize the conversation and make it easier for attendees to engage and share updates.
Featuring speakers, attendees, or behind-the-scenes previews humanizes your promotion and builds anticipation. To expand your reach further, consider running targeted social ads to reach new audiences or retarget users who have previously interacted with your brand. Just ensure that every social post includes a link to a simple, user-friendly registration page.
Collaborate: Partner Marketing and Co-Hosting
You don’t need to handle event promotion alone. Partnering with complementary businesses, industry associations, or influencers can significantly expand your reach. Co-hosting an event not only splits the promotional workload but also brings together different audience segments under one shared experience. Your partners can promote the event to their own networks through email, social media, or their websites.
Joint promotions—such as co-branded content, shared landing pages, or exclusive incentives—can encourage broader participation. You might also get featured in partner newsletters or community groups, creating more touchpoints for discovery. This strategy is especially useful if you’re entering a new market or targeting a segment you haven’t fully tapped into yet. Collaborations enhance credibility and often lead to higher-quality leads, especially when audiences already trust your event partner.
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Post-Event: Lead Nurturing and Insights
Generating leads during an event is just the start. What happens after matters most for turning those leads into real business. Use event management solutions to follow up with a thank-you email that includes a session replay, speaker highlights, or extra content. This adds value and keeps your brand fresh in their minds. You can also add a short survey to get feedback and show you care about their experience.
Turn your next event into a sales opportunity.
Once you’ve collected feedback and engagement data, segment your leads based on behavior, such as those who attended, asked questions, or downloaded materials. Use this information to tailor your follow-up strategy.
Launch a short lead-nurturing sequence with helpful blog content, case studies, or invitations to future events. For high-interest prospects, pass them directly to your sales team for personalized outreach.
Finally, analyze your event metrics. Which platforms drove the most signups? Which sessions had the highest engagement? Use these insights to optimize your future event marketing efforts.
Choose the Right Tools for the Right Audience
Effective event lead generation isn’t about using every option. It’s about choosing the right mix that fits your audience and business goals. When good content, timely emails, social media, and an event management tool like Eventbrite work together, you can create a smooth experience that helps turn interest into action.
Whether you’re planning a small webinar or a large conference, using the right event management tool and strategy can help you generate event leads and build lasting relationships with your target audience.
