Why Events is Dead (Do This Instead)

Last month, I found myself in a cramped conference room with the CEO of a mid-sized tech firm. He was visibly frustrated, staring down at a spreadsheet that might as well have been a list of missed opportunities. "Louis," he said, "we dropped $250,000 on our last event and got nothing but a few polite handshakes and an inbox full of generic 'Thanks for attending' emails." It was a familiar scene—another company pouring resources into events, hoping for a magical pipeline boost that never materialized.

Three years ago, I was a firm believer in the power of events. They were the heartbeat of our marketing strategy at Apparate, a chance to connect, engage, and convert. But as I analyzed the metrics of over 4,000 event-driven campaigns, a stark reality emerged: the returns were dwindling, and the costs were climbing. In the age of digital transformation, the traditional event model was crumbling under its own weight.

In this article, I’m going to share why the old way of doing events is dead and what approach has actually delivered results for us and our clients. I promise you’ll walk away with a fresh perspective and actionable insights that can save you from repeating the same costly mistakes. But first, let’s dig into what’s really going on beneath the surface of these so-called networking goldmines.

The $10,000 Booth Nobody Stopped At

Three months ago, I received a call from a Series B SaaS founder who was visibly frustrated. They had just returned from a major tech conference, where they had splurged on a $10,000 booth. This was supposed to be their big breakthrough—an opportunity to capture the attention of industry leaders and potential clients. But instead of a bustling hub of activity, the booth was more like a ghost town. Visitors passed by, heads down, clutching their complimentary tote bags stuffed with brochures from a dozen other neglected booths. The founder's voice was heavy with disappointment as they recounted the event. “We barely got a handful of leads, and none of them were qualified,” they said. It was a familiar story, one I'd heard from many clients who'd placed their faith—and their marketing budgets—in the ephemeral allure of the trade show circuit.

As we dug deeper into their experience, it became clear that the problem wasn't just the event itself, but the entire strategy around how they approached it. They had followed the conventional wisdom: spend big on a flashy booth, distribute branded swag, and hope the right people would stop by. But in the chaotic environment of a large conference, surrounded by hundreds of similar exhibitors, standing out proved nearly impossible. This wasn't just about a lack of foot traffic; it was a fundamental misunderstanding of how effective engagement really works in these settings. The founder's team had invested in the spectacle, but not in the substance needed to create genuine connections.

The Allure of Visibility vs. The Reality of Engagement

The conventional wisdom is that visibility at these events equals success. But the reality is starkly different. Our experience at Apparate has shown that mere visibility doesn't translate to meaningful engagement. Here's why:

• Competing for Attention: With hundreds of booths, each trying to outdo the other, it's a sensory overload. Attendees are overwhelmed, making it difficult for any single booth to stand out.
• Lack of Targeting: At large events, the audience is often too broad. The foot traffic might be high, but relevance is low. It's like casting a wide net in an empty sea.
• High Costs, Low Returns: Booths, travel, accommodation, and promotional materials add up quickly, often with little to show for it in terms of ROI.

⚠️ Warning: Don't assume that a booth guarantees leads. I've seen countless companies burn through marketing budgets without a single qualified lead in return.

Transforming the Approach: Focus on Pre-Event Strategies

The mistake isn't attending events; it's in how they're approached. We've learned that success lies in what happens before the event, not just during.

• Pre-Event Outreach: Instead of waiting for attendees to come to you, reach out to them first. Use your existing network to schedule meetings with potential clients before the event begins.
• Personalized Invitations: Craft personalized invitations for select attendees to visit your booth or join a small, exclusive gathering. This pre-engagement can significantly increase booth visits.
• Strategic Partnerships: Partner with other companies to co-host events or booths, sharing costs and audiences for a more targeted approach.

When we implemented these strategies with the SaaS founder, the difference was night and day. By focusing on pre-event engagement, they not only increased the number of high-quality interactions but also cultivated relationships that extended well beyond the event itself.

The Emotional Rollercoaster: From Frustration to Validation

I distinctly remember the follow-up call with the same founder, after they had applied these new strategies. There was a palpable shift in their voice—from frustration to a sense of validation. Their next conference was a success, not because they had a bigger booth, but because they had a better plan. They had fewer, but far more meaningful conversations, leading to partnerships that would have been unimaginable at their previous event.

✅ Pro Tip: Focus on building relationships before the event. The groundwork laid in advance can transform your experience from a costly gamble to a strategic success.

As we wrapped up our conversation, the founder expressed a newfound clarity about event participation. This wasn't the end of their event strategy, but a new beginning. They were ready to approach the next conference with a fresh perspective.

And as I hung up the phone, it was clear to me that the real power of events isn't in the booths or banners, but in the connections you nurture before the doors even open. Next, let's dive into how these pre-event strategies can be amplified through digital channels.

The Unexpected Turn: When We Stopped Running Events

Three months ago, I found myself on a tense Zoom call with the founder of a Series B SaaS company. She was visibly frustrated, recounting how her team had sunk nearly $200,000 into hosting a major industry event. The plan was to create a buzz, engage potential clients, and generate leads. Yet, as she spoke, the disillusionment was palpable. The turnout was disappointing, the leads were cold, and the ROI was nonexistent. This wasn't the first time I'd heard such a story. Over the past year, we'd seen a pattern: more and more founders questioning the viability of traditional events in a world that seemed to be moving away from them.

At Apparate, we had our own moment of reckoning. We used to invest heavily in events, believing in their potential as prime networking opportunities. Our booths were polished, our swag bags enticing, and our presentations meticulously prepared. Yet, the numbers told a different story. We found ourselves spending more time organizing logistics than actually engaging with potential leads. The turning point came when we analyzed the outcome of our last three events and realized that the combined cost was equivalent to a quarter's worth of our entire marketing budget, yet the direct impact on our sales pipeline was negligible. It was time for a change.

Why Events Often Fall Short

The allure of events is strong, but the reality can be starkly different. Here's why they often don't deliver:

• High Costs vs. Low Returns: The expenses associated with booth rentals, travel, and promotional materials often outweigh the leads generated.
• Overwhelming Competition: At any given event, you're competing with dozens, if not hundreds, of other companies for attention.
• Lack of Targeting: Events tend to attract a broad audience, many of whom may not be your ideal customers.
• Follow-Up Challenges: Post-event, the challenge of effectively following up with leads often results in them going cold.

⚠️ Warning: Don't let the excitement of hosting or attending an event blind you to the reality of the numbers. Ensure that your investment aligns with your lead generation goals.

Pivoting to a New Strategy

Realizing the inefficiencies in our event strategy, we decided to pivot. Instead of spreading our resources thin across multiple events, we focused on building deeper, more meaningful connections through digital channels. Here's how we did it:

1. Personalized Outreach: We shifted our focus to crafting highly personalized email campaigns. By tapping into data we already had, we could tailor our messages to resonate with specific pain points, leading to a significant boost in engagement.

2. Webinars Over Conferences: We began hosting targeted webinars. Unlike traditional events, webinars allowed us to control the narrative, engage directly with prospects, and capture data in real-time.

3. Strategic Partnerships: We forged partnerships with complementary brands to co-host events, thus reaching their audience while cutting costs.

In one instance, our decision to replace an expensive trade show presence with a series of targeted webinars paid off handsomely. We saw our lead conversion rate increase from a dismal 2% at the event to a robust 15% post-webinar.

✅ Pro Tip: Leverage your existing customer data to personalize outreach. It's often more effective than trying to cast a wide net at events.

The Emotional and Strategic Shift

This shift wasn't just strategic; it was emotional. We had to let go of the traditional mindset of events as the go-to solution for lead generation. Initially, there was resistance within the team—after all, events were familiar and tangible. But as the new strategy began to yield results, the validation was undeniable. Our pipeline became healthier, engagements more authentic, and the team more focused.

As we moved away from events, we didn't just save costs; we reallocated those resources to initiatives that fostered genuine connections. This not only improved our bottom line but also strengthened our brand's relationship with clients.

As I look back on that call with the SaaS founder, I realize it marked a turning point—not just for her company, but for ours as well. We both learned that while events might be dead in the traditional sense, the spirit of connection they represent is very much alive. It just requires a new approach.

In the next section, I'll delve deeper into how to build these authentic connections at scale, without the need for costly events.

From Attendee to Advocate: The Blueprint We Didn't Expect

Three months ago, I found myself on a video call with a Series B SaaS founder who had just spent over $60,000 on event sponsorship, hoping to get a tidal wave of leads. Instead, he got a trickle. Frustrated and under pressure from his investors, he wanted to know where it all went wrong. As we dug into the event strategy, it became clear that the approach was outdated. The booth was a ghost town, and the few conversations they managed to have ended up in the dreaded black hole of follow-up emails. The founder was on the brink of giving up on events altogether, convinced they were a relic of the past.

But then, something unexpected happened. Instead of shelving events, we decided to pivot our approach. We shifted focus from trying to attract random passersby to creating meaningful interactions with attendees who were genuinely interested in what the company had to offer. I remember the moment it clicked for the founder: "Why are we trying to talk to everyone, when we should focus on those who actually care?" That question led us to develop a strategy that turned attendees into advocates, and it all started with understanding the attendees' journey.

Understanding the Attendee Journey

Our first step was mapping the attendee's journey in a way that we hadn't considered before. This wasn’t just about getting them to stop at the booth but crafting an experience that resonated on a deeper level.

• Pre-Event Engagement: Before the event even started, we identified key attendees through LinkedIn and personalized email outreach. This wasn’t spammy; it was targeted, based on mutual interests and potential alignment.
• On-Site Experience: At the event, the booth wasn't just a space with pamphlets but a hub for genuine dialogue. We trained the team to listen more than they spoke, asking questions that mattered to the attendees.
• Post-Event Connection: Follow-up was immediate and relevant. We sent personalized messages within 24 hours, referencing specific conversations and shared insights, making the communication feel less transactional and more like a continuation of a dialogue.

💡 Key Takeaway: Craft an attendee experience that makes them feel understood and valued, not just another number on a lead sheet.

Transforming Attendees into Advocates

What happened next was transformative. By focusing on quality over quantity, we turned attendees into advocates. How? By making them feel like partners in the journey rather than targets.

• Empowerment Through Content: We provided attendees with valuable, exclusive content post-event—insights and reports they couldn't find elsewhere.
• Community Building: We created an online community where these attendees could connect with each other, share experiences, and discuss industry trends.
• Feedback Loops: Regular check-ins with these new advocates allowed us to refine our approach. We asked for their opinions and actually implemented their suggestions, creating a sense of ownership.

The Unexpected Results

Within two months, the results were undeniable. The founder reported a 200% increase in meaningful interactions from the event, and more importantly, those interactions converted into deals at a far higher rate. The advocacy effect was in full swing; satisfied attendees were introducing the company to their networks, multiplying the reach far beyond the event itself.

This shift didn't just enhance the ROI of events; it fundamentally changed how the founder viewed them. Instead of a static marketing tactic, events became a dynamic, interactive platform for building lasting relationships.

As we wrapped up our conversation, the founder was visibly relieved. The panic of wasted investment had transformed into excitement about a new direction. Events weren't dead after all; they were just evolving.

And that’s the lesson we carried forward: if you want to turn attendees into advocates, you need to shift your focus from selling to engaging. Next, we'll explore how to scale this approach without losing the personal touch that makes it effective.

Is This the Death of Events or Just the Start of Something New?

Three months ago, I was on a call with a Series B SaaS founder who'd just burned through $150,000 on an event that was supposed to skyrocket their lead generation. Instead, they were left with a handful of business cards and a bitter taste for flashy expos. Their story was all too familiar. We’ve all been there, right? You walk into these grand halls, lights ablaze, booths decked out in the latest tech, yet the return on investment is as elusive as ever. I could hear the frustration in their voice, a frustration that resonated deeply with me because I've been on the other side of that line too many times to count.

Last quarter, we dissected a similar scenario with a mid-sized tech firm that had also "invested" in a high-profile industry event. Their goal was clear: capture leads and convert them into customers. But what they ended up with was a disheartening mix of uninterested foot traffic and shallow conversations. My team and I dug into their strategy and discovered the crux of the problem. The event was just that—a singular event—without the ongoing engagement or follow-up that turns a fleeting handshake into a lasting partnership. It was an expensive lesson in the difference between simply showing up and truly connecting.

The Shift from Events to Engagement

The truth is, the traditional event model is faltering because it relies too heavily on the premise of being a one-stop shop for networking and lead generation. What we've learned is that the real value often lies in what happens after the event, in the sustained and meaningful interactions that follow.

• Pre-Event Engagement: It's crucial to start conversations before the event even begins. This means reaching out to potential attendees, setting up meetings, and fostering a sense of anticipation.
• Real-Time Adaptability: During the event, adapt your approach based on real-time feedback. If a particular pitch isn't resonating, pivot quickly.
• Post-Event Follow-Up: This is where the magic happens. Tailored follow-ups and personalized content can transform brief encounters into solid leads.

💡 Key Takeaway: The future isn't about the event itself; it's about the connections you cultivate before, during, and especially after the event. Plan for the long game.

Embracing Digital-First Strategies

In response to these changing dynamics, we've shifted our focus at Apparate to embrace digital-first strategies. Here's why this approach is gaining traction and how it's transforming the way we engage:

• Scalability: Unlike physical events, digital strategies can scale infinitely without the constraints of venue size or location.
• Targeted Reach: With digital tools, we can hone in on specific audiences with precision, ensuring that our message reaches the right ears.
• Measurable Outcomes: The analytics available through digital platforms provide immediate feedback, allowing us to refine our approach in real time.

During a recent campaign for a client in the fintech space, we transitioned from traditional event marketing to a digital-first approach. The results were staggering: a 40% increase in qualified leads and a 25% reduction in cost-per-lead. This wasn't just a fluke; it was a testament to the power of strategic digital engagement.

✅ Pro Tip: Leverage digital channels not just for outreach, but for ongoing dialogue. Use webinars, virtual roundtables, and interactive content to keep the conversation alive.

Bridging the Gap to Continuous Connection

So, is this the death of events, or are we on the cusp of something new? The reality is that events, as we knew them, are evolving into something more dynamic and integrated. It's no longer about the event itself but rather the continuous connection we can foster through digital means. This shift isn't about abandoning events but about enriching them with a digital backbone that supports ongoing engagement.

As we continue to navigate this landscape, the key lies in blending the best of both worlds—harnessing the immediacy and intimacy of in-person interactions with the reach and flexibility of digital strategies. The transition isn't always easy, but it's necessary for those of us looking to build lasting relationships in an ever-connected world.

And with that, let's explore how we can seamlessly integrate these strategies into our broader marketing efforts.