How Virtual Event Promotion Drives Demand Generation Success for Tech Companies

Introduction

‍In the rapidly evolving B2B technology landscape, virtual events have become a critical tool for demand generation teams. From webinars to online conferences, virtual event promotion offers a scalable way to engage prospects, build relationships, and generate high-quality leads. However, simply hosting an event isn’t enough. To ensure demand generation success, marketers must implement an effective promotion strategy. In this post, we’ll explore how virtual event promotion can drive demand generation success for tech companies and highlight how Site Ascend can help enhance these efforts.

What Virtual Event Promotion Means for Demand Generation Marketers

‍Virtual event promotion refers to the strategic marketing efforts designed to drive attendance, engagement, and conversions for online events. For demand generation marketers in tech companies, virtual events are key opportunities to showcase products, engage with decision-makers, and move prospects down the funnel.

By focusing on targeted outreach and leveraging data-driven strategies, marketers can ensure that they attract the right attendees—those most likely to become qualified leads. Virtual events align with the broader goals of demand generation by creating touchpoints throughout the buyer’s journey, allowing companies to capture key insights that guide future marketing efforts.

Common Challenges Marketers Face

‍Despite their effectiveness, many marketers encounter challenges with virtual event promotion:

• Low Event Attendance: Even with great content, it can be difficult to drive attendance without a strategic promotion plan.
• Unqualified Leads: Marketing teams often struggle with attracting the right audience, leading to poor-quality leads and longer sales cycles.
• Lack of Engagement: With virtual events, ensuring that attendees remain engaged is a constant hurdle, leading to missed opportunities for follow-ups or conversions.
• Siloed Marketing and Sales Efforts: Disconnects between marketing and sales teams can result in missed follow-ups and inefficiencies in lead qualification.

Solutions That Work

Promoting virtual events effectively requires more than just sending email invites and hoping for sign-ups. Many tech companies struggle to attract the right audience—decision-makers who will engage with the content and convert into pipeline opportunities. Site Ascend solves this challenge by taking a targeted, outbound-first approach to virtual event promotion.

High-Touch Outbound Dialing for Registrant Procurement

Rather than relying on passive digital promotion, Site Ascend directly reaches out to ideal prospects via outbound calling. Our U.S.-based contact center connects with director-level and above decision-makers, securing registrations from the most valuable attendees—those with real purchasing power.

Ongoing Engagement with SMS Workflow

Registration alone doesn’t guarantee attendance. Many virtual events suffer from high no-show rates. To combat this, Site Ascend implements an SMS workflow to remind and re-engage registrants leading up to the event, increasing attendance rates and ensuring better ROI for your marketing efforts.

Pay-Per-Registrant Model for Clear ROI

Unlike traditional agencies that charge fixed fees for event promotion, Site Ascend operates on a pay-for-performance model. You only pay for confirmed registrants, ensuring that every dollar spent contributes directly to your demand generation goals.

Focusing on Decision-Makers, Not Just Attendees

The value of a virtual event isn’t just in the number of attendees—it’s in who attends. Site Ascend targets director-level and above prospects, ensuring that your event attracts high-value decision-makers who can influence purchasing decisions.

By leveraging targeted outbound dialing, SMS engagement, and a performance-based model, Site Ascend ensures that your virtual event is filled with qualified, high-intent prospects—maximizing demand generation impact and driving real sales opportunities.

Done

Actionable Steps for Marketers

‍Here are actionable steps demand generation teams can take to maximize virtual event promotion efforts:

1. Leverage Data: Use historical data to identify the most engaged segments within your ICP. Tailor your event promotion to reach this group via the right channels, such as email, social media, and paid ads.
2. Create Engaging Content: Focus on providing valuable content during the event that addresses your target audience's pain points. This increases engagement and keeps your attendees coming back for more.
3. Follow-Up Promptly: Work closely with your sales team to ensure timely follow-up with event attendees. A quick response to interest signals can shorten the sales cycle and improve conversion rates.
4. Use Technology: Implement tools that help track engagement throughout the event. This data is invaluable for understanding which prospects are most likely to convert.

Comparison of Market Solutions

‍Virtual event promotion can be handled by in-house teams or outsourced to agencies like Site Ascend. In-house teams may struggle with limited resources, inconsistent follow-up, and unoptimized outreach strategies. By outsourcing to a specialized partner like Site Ascend, marketers can benefit from:

• Pay-for-performance model: Site Ascend only charges based on the leads and opportunities generated, making it a risk-free investment.
• Onshore sales teams: Our dedicated, onshore team engages directly with prospects, ensuring a personalized approach and improving engagement rates.
• Director-level prospect focus: Our sales team engages with decision-makers, helping to accelerate the sales process and ensuring that only high-level, qualified leads are pursued.

Conclusion

‍Virtual event promotion is a powerful tool for driving demand generation success in the tech industry, but only if done correctly. Site Ascend’s services—ranging from B2B appointment setting to lead qualification—help ensure that your virtual events generate qualified leads and meaningful engagements. Ready to take your virtual event promotion to the next level? Contact Site Ascend today to start a pilot program and see firsthand how we can drive results for your demand generation efforts.