During the course of hosting scores of industry events both in person and more recently, in the virtual world, we have frequently been asked about how best to understand our audiences’ business needs, and about which are the best types of questions to ask during a sole partnership event.
So, we wrote this article just for that reason. So, you can ask the right questions to an audience targeted specifically for you. “What benefits will me and my sales and marketing team get from asking questions?” – I hear you say? Plenty! You can refresh your knowledge of your demographic, qualify leads better, you can compare it to your market reports, heck, you can even collect the data the audience gives you and create your own market report!
Asking the right questions before the event
This is the part where you can filter who is the right prospect for you. Do your sales and marketing team target those who work at companies with 1,000+ employees or more? Do they target only those who are decision-makers and specific job titles? Maybe there are budget criteria’s your ideal prospect must have. This would be the part you would ask, whilst they are signing up for your event.
Another useful question to ask as part of the delegates registration form is what topic of interest/insights they are looking to get from your presentation. That way, you can create or amend it to be tailored to the majority.
Asking the right questions during the event
We would recommend asking no more than five questions during your presentation. As engaging as it can be to your audience, it can also get annoying stop-starting all the way through.
The type of questions typically asked by our partners within their events vary, but here are some ideas to inspire you.
An example of a question which was asked during one of our Candidate Experience Virtual Conferences, 2021, was “My organisation knows how to create an immersive and exciting assessment centre when the process is delivered virtually”. The client asked this to get an idea of how well their audience understood Assessment centres and their technology capabilities. From the results they collected they could see just as many people in the audience didn’t understand how to create an immersive assessment centre, as those who did.
Totaljobs recently held a poll asking 100 or so of their delegates “Are you currently hiring from outside of your industry?”. As they had already done a survey of 5,364 UK workers, April 2020, asking that same question. It was a good tactic to not only showcase Totaljobs as an authoritative figure in their field, but a way of gaining insight into their audience during that webinar, and comparing their stats to those audiences responses. Which had a similar result.
When selecting your questions knowing you’re about to speak in front of 100+ people, find out what information your sales and marketing team would like to know, and make sure some of your questions add value to your prospects as well.
What benefits does It have for me post-event?
So, you have asked your pre-event questions and during your event. You’ve collected enough data to be able to go to your sales and marketing team and know exactly how many attended your event, but also who made it through as a qualified lead. But now you also have a talking point and a platform to send the answers you got from your discussion to your leads after your event.
Information you collect from your session, through us, should be more than just getting your brand name out there. Collecting further information about your audience, who you already know are interested in the topic you are presenting, is invaluable to your sales and marketing team.
But also remember; you are trying to create value for them, not just so they keep attending your webinars, and build a rapport with your brand, but also because if you ask too many questions without enough focus, then you’ll lose their attention quicker than a cat on a mouse.
Balance your questions to benefit your agenda, and to improve the experience of attendees at your webinars and watch your online events skyrocket in popularity and value!
Want to try your hand at a sole partnership? Want to make sure we have the audience you are looking for? Contact the partnership team and we’ll let you know if there’s an untapped opportunity.
A delegate is just a prospect you haven’t met yet!