The question of whether virtual events should be part of your lead generation mix is a really important one for Australian SMEs right now. The short answer is: potentially, yes. But it’s not a blanket recommendation. We’ve seen a significant shift in how businesses approach events, and virtual options offer unique advantages – and some drawbacks – compared to traditional face-to-face gatherings.

For many businesses, the cost of physical events – venue hire, travel, catering – can be substantial. Virtual events dramatically reduce these expenses, opening up opportunities to reach a wider audience without blowing the marketing budget. This is particularly valuable for SMEs targeting national or even international markets. However, cost savings shouldn’t be the sole driver. A poorly executed virtual event can be worse than no event at all.

Here are a few key things we’re seeing work well for lead generation through virtual events:

• Focus on interactivity: Webinars where attendees just passively listen are losing effectiveness. Think workshops, Q&A sessions, live demos, and virtual networking spaces. The more engaged your audience, the more valuable the leads.
• Content is king (still): Virtual events aren’t a shortcut to quality leads. You need genuinely valuable content that addresses your target audience’s pain points. Think educational sessions, industry insights, or exclusive previews.
• Data capture is crucial: Registration forms should capture more than just name and email. Ask questions that qualify leads – industry, company size, specific challenges they face. This allows for more targeted follow-up.
• Integration with your CRM: Seamlessly integrate your virtual event platform with your Customer Relationship Management system. This ensures leads are automatically added to your database and nurtured appropriately.

We’re also noticing a trend towards ‘hybrid’ events – combining a small, in-person component with a larger virtual audience. This offers the best of both worlds, allowing for networking and relationship building alongside broader reach. Looking ahead, we anticipate that sophisticated data analytics from virtual events will become even more important, allowing businesses to precisely measure ROI and optimise future campaigns. Don’t underestimate the power of analysing attendee behaviour within the virtual environment.

Ultimately, the decision depends on your specific business goals, target audience, and resources. If you’re looking for a cost-effective way to generate qualified leads and expand your reach, a well-planned virtual event could be a great investment. We recommend starting small, testing different formats, and closely monitoring your results to see what works best for your business.