To say the IT industry is flooded with event-like marketing activities is an understatement. Yet, I can’t remember a single case where a marketing or sales professional from an IT manufacturer or solution provider told me that these events were critical to business growth. They keep doing it anyway, though, and the leads just aren’t following.

So, why does the IT sector still use all these events for marketing? That’s easy: it’s what they’ve always done. For some companies, there’s a shortage of marketing resources and experience, which makes it hard to do anything that hasn’t been done before. For others, it’s a way to spend MDF, which often becomes an end in itself.

The problem isn’t with marketing events: they can be very effective. Rather, IT solution providers need to figure out how to turn them into lead generation activities. Here are three ways you can make your IT marketing events more compelling (and productive):

1. The event is not the objective
Instead, the marketing event is how you plan to reach your objective, which is to drive sales. You need to fill the room — in order to have someone to market to. Once everyone is seated, the marketing effort really begins. Ask yourself, “What is my marketing strategy for attendees while I have them in the audience?” Figure out how to turn their presence into your gain.

2. Identify pain points
This is Sales 101, right? You want to find out how you can help. Develop a series of pain points that the solution you’re presenting addresses, and focus on them throughout the event. Turn it into an actual list — on paper — and hand it out to your guests, with a checkbox next to each. This is sales intelligence, fodder for your next conversation.

3. The end of the event is the beginning of sales
Follow up with everyone who RSVPed, not just those who attended. Use the pain point surveys to open the conversation, and make each call specific to the person on the other end. For prospects who weren’t able to make it to the event, offer to do one-on-one recaps.

The event itself is a means to an end. Keep your marketing efforts focused on driving new business, and you’ll see how events can become a demand generation engine.