Framework Quick Reference
When to use this: You need to rapidly fill the pipeline with qualified leads and can commit to producing high-value virtual or live events with industry experts.
What you’ll achieve: Thousands of qualified leads from a single event, growing your email list to fuel future events in a self-reinforcing flywheel.
Who this is for: B2B companies with the ability to attract quality speakers, produce virtual events, and follow up with targeted nurture campaigns or deeper engagement offers.
How it works: Host virtual summits or events on topics that qualify attendees by interest, capture registrations to grow email list, convert during/after the event, then nurture non-converters for future events.
What you’ll need: Event platform, speaker coordination, promotion plan (email + social), and post-event nurture sequence with deeper engagement offers like bootcamps or trials.
Time to results: 2-8 weeks to plan and promote first event, immediate lead capture at launch, with compounding returns as email list grows for subsequent events.
Need to pack the funnel, like — tomorrow?
One proven framework for capturing a cohort of leads in one fell swoop is the event-led lead gen campaign.
You can generate thousands of leads for your business with a single event. And you can qualify those leads by carefully picking the topic of your event to demonstrate need and interest.
It also works as a flywheel.
Driving event sign ups grows your email list, which grows future event sign ups.
Putting on events — even virtually — isn’t as straightforward as publishing a blog post. But with the right technology and strategy, it doesn’t have to be a massive undertaking. Most content teams can execute this framework.
In Action: Circle
The community platform Circle hosts free and undeniably valuable virtual summits featuring live speakers and a community aspect.
These events generate thousands of qualified sign ups.
During the event, when interest is at its peak, attendees learn about the product and get nudged to sign up for themselves.
After the event, Circle offers a follow-up offer. An even more engaging and targeted offer for attendees — a bootcamp. This deepens their relationship with the brand and puts them on a fast-track to both sign up for the product and actually start using it.
It’s like getting someone into the dealership and then taking them on a test drive with the sales person in the car.
And if they don’t convert?
No worries. They’re still a lead. They’re in the funnel. And Circle can continue to nurture them and get them to sign up for the next event they host.
Explore the full collection: Essential Content Marketing Frameworks for a Zero-Click World
