1. Big conferences.
We typically find that a big conference has the ability to drive about 10% of the attendance as net-new. The reason is, it's a big enough conference, it made a big enough splash that you were able to find new people, and new people were able to find you and actually attend your event.
2. Satellite Happy Hours.
This is building off of other big events. If you're able to find a trade show or a large conference like Dreamforce and have a satellite happy hour or dinner around that event, that's another way to actually drive net new leads. There are also people who are just at that trade show and show up to your happy hour.
3. Partner dinners.
One of my favorite ways to drive net new leads is to partner up. Pick a company or a media publication that has a similar audience to yours and host an event together. What we often find is about half the guest list is yours, half the guest list is theirs, and their guest list often includes a lot of net-new leads.
The most effective way to drive net-new is with sponsorships, and this includes trade shows, field marketing activities, curating events, cross promoting an event or simply sponsoring an event and putting your logo on it. Because sponsorships are such an effective way to drive net-new leads, there are three tactics that I found effective to make sure you're capturing as many leads as possible.
Let's dig into it a little more.