How to build B2B relationships that deliver results, not just business cards

Sales in the B2B sector require direct contact. And events are probably the first way that comes to mind when you think about getting to know a potential customer. And rightly so.

But will every event allow you to achieve your business goals? Should you attend every possible event? How can you get more out of them than just a pile of business cards that will sit on your desk until, after a few weeks, you send them a generic email that no one will respond to?

Before you buy a ticket, define your goal

You are going to an event to achieve a specific goal. Define it. Who do you want to meet, from which companies, in what positions? Creating a profile of your ideal customer is very helpful in business development. Also, consider what you want to achieve in a measurable way within a specific time frame after the event. If your company’s sales cycle lasts a year, the goal may be to establish relationships and gain an entry point. If you sell a service, you may want to convert the contact faster. This will define where you will find the right people.

Also, consider whether the largest conferences will actually help you achieve these goals. You will often spend your time there running between booths and talking to many people, but not necessarily from your target group. After such an event, people rarely remember specific conversations – too many stimuli, too much competition. You will come back with a hundred business cards, but the real work is just beginning.

Smaller event – greater effectiveness

Smaller, well-profiled conferences are an alternative. Meetings for a few hundred people allow for calmer conversations, more personal contact, and a better chance that you will be remembered. The number of business cards does not always mean success. Sometimes it is better to come back with just a few, but valuable contacts – people who are really looking forward to meeting you again. This not only gives you a better chance of making a sale, but also the opportunity to get recommendations and introductions to new companies. And a recommendation is one of the most effective ways to get into another organization.

Choose events wisely

Since you are reading us, you probably run a company in the space sector. So, should you attend every ESA conference? It depends. If your clients are other space companies, it’s probably worth it. But if you target other sectors, building recognition in the space industry should not be your priority. It’s worth attending a few events to reinforce your brand presence, but if your budget and time are limited, choose events from the industries your customers operate in.

Firstly, you’ll meet them in their natural environment. Secondly, you’ll learn about new companies, trends, and the language they use. Thirdly, you’ll stand out. Look for events where your customers will be, but not your competitors. It could be an intimate industry meeting, a consortium conference, an event for CTOs in a narrow specialization, or even a consumer fair where your potential customers present their products. If you go where there is no competition, but your customers are, you have a huge advantage.

Do you already know where you’re going? Great. Now get ready

Anyone can go and collect business cards. However, that’s not enough to do business. Prepare in advance. Check the list of participants in the app or on the organizer’s website, see who the speakers are, who is sharing information about the event on LinkedIn. Add these people to your network and try to arrange meetings before the event. If you know that there are companies from your target group in the city where the event is taking place, plan visits to them.

If you go to an event without any pre-arranged meetings, you are wasting potential. Of course, you can meet interesting people spontaneously, but the effectiveness of such a trip will be much lower. And after all, your time and budget are limited. Treat it as a test – if you are unable to arrange meetings before the event, perhaps your offer or the way you present it is not attractive enough for this group. This is a valuable lesson in terms of matching your product to the market.

Show yourself before you meet

LinkedIn is not only a tool for arranging meetings, but also for building an expert image. Announce your presence at the event. Publish a few short posts with reflections or opinions on topics of interest to your industry. Avoid generic content – authenticity works better. Ask your network if they know anyone worth meeting. If someone introduces you, you are one step ahead.

Make yourself memorable

Prepare materials. Consider whether general leaflets are the best solution. Sometimes it is better to prepare dedicated ones – short, specific, tailored to the industry of the recipient. It is good if they contain real examples or case studies.

Consider the form of participation in the event. It is much easier to build relationships when customers want to talk to you themselves. Maybe it is worth trying to be a speaker? Or perhaps organizing your own side event – an intimate brunch for a select group of 20 people? Such meetings give you incomparably greater access to key people and build your image as an initiator.

After the event – this is where the real work begins

We’re not going to teach you how to sell – you know how to do that. But remember not to let your enthusiasm fade away under the weight of current affairs. Set aside a few hours to organize your notes and send follow-ups. Remember the details of your conversations – they make the best impression.

Also, use automation tools – plan email sequences that activate when a contact is added to your CRM. A reminder about a contact after a few months is a simple thing, but it often determines success.

Maintain relationships. Remember to arrange meetings during subsequent trips or events. New contacts are important, but it is the ones you have already established that have the greatest potential. Your product or service is unlikely to sell itself – it is a long-term process that is worth taking care of.

Want to get more out of every event?

B2B events are not a sprint, but a marathon. It’s not about being everywhere, but about being where it really makes sense. Choose wisely, prepare in advance, use LinkedIn and follow-ups, build relationships, not a list of contacts. With this approach, you will gain not only customers, but also partners who will recommend you to others.

We have prepared a list of activities that are worth considering before an event to make it as effective as possible. Comment on our post or send us an email – we will send you a comprehensive event checklist that will help you get the most out of every trip.