How to Target the Right Prospects at Large Events

Large conferences and trade shows are exciting—but without a strategy, they can be overwhelming. Hundreds or even thousands of attendees, multiple sessions, and a crowded exhibition floor can make it difficult to focus on the prospects that matter most. For B2B startups and life sciences companies, targeting the right attendees is the difference between wasted effort and measurable pipeline growth.

1. Start With Your Ideal Customer Profile (ICP)

Before the event:

• Clearly define your ICP: company size, industry, decision-maker roles, budget, and region.
• Segment attendees based on relevance to your product or solution.
• Identify high-value accounts that can generate measurable revenue.
  

Tip: Use the conference’s attendee list or AI tools to filter prospects according to your ICP.

2. Leverage Pre-Event Research

Don’t wait for walk-ins. Research the audience:

• Identify companies presenting, sponsoring, or speaking.
• Use LinkedIn and other social platforms to locate decision-makers.
• Look for attendees showing intent signals, such as engaging with event content or industry discussions.
  

Example: A SaaS startup attending Slush mapped 50 high-value leads ahead of time and pre-booked meetings with them—ensuring every conversation had potential to convert.

3. Multi-Channel Engagement

Reach prospects before, during, and after the event:

• Pre-event: Personalized emails, LinkedIn messages, or content sharing.
• During the event: Booth interactions, roundtables, or networking sessions.
• Post-event: Follow-ups with demos, case studies, or next-step calls.
  

Combining channels ensures your outreach is consistent, visible, and effective.

4. Prioritize Decision-Makers

Not every attendee can make a purchase. Focus on:

• Heads of R&D, procurement leads, or C-level executives in life sciences and tech.
• Identify influencers who can advocate internally for your solution.
• Use lead scoring to determine which prospects are worth more time.
  

Pro Tip: Small conversations with the right person often beat dozens of generic interactions.

5. Use Technology to your Advantage

AI and analytics can help identify and target high-potential attendees:

• AI-driven event platforms can highlight active or engaged prospects.
• CRM tools can track who has been contacted and when.
• Automation can schedule meetings, reducing manual coordination.
  

This ensures your team spends time selling, not searching.

6. Track and Adjust in Real-time

Even during the conference:

• Monitor which prospects are engaging most at the booth.
• Reallocate SDRs to prioritize high-value conversations.
• Adjust messaging based on interactions or competitor activity.
  

Being agile increases your chances of closing deals while the event is still happening.

7. Final Thoughts

Targeting the right prospects at large events requires planning, precision, and technology. By defining your ICP, researching attendees, prioritizing decision-makers, leveraging multi-channel outreach, and tracking interactions in real-time, startups can transform overwhelming conferences into predictable sales pipelines.

With the right strategy, every interaction—whether in the booth, during a roundtable, or via a pre-booked meeting—becomes a step toward high-value conversions.

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