Sept. 6, 2025
Ep 153: Turning In-Person Connections into Qualified Leads: A Deep Dive with Hayley Denker
Send us a text >> Apply for the Tiny Marketing Club<< Ever wondered why some businesses collect stacks of business cards at events yet generate zero actual business? The difference lies in strategic event marketing that transforms casual connections into qualified leads. Marketing expert Hayley Denker reveals her proven approach to leveraging both hosted and sponsored events for powerful lead generation. Rather than focusing on immediate sales, Haley shares how intentional foll...
>> Apply for the Tiny Marketing Club<<
Ever wondered why some businesses collect stacks of business cards at events yet generate zero actual business? The difference lies in strategic event marketing that transforms casual connections into qualified leads.
Marketing expert Hayley Denker reveals her proven approach to leveraging both hosted and sponsored events for powerful lead generation. Rather than focusing on immediate sales, Haley shares how intentional follow-up systems create natural pathways for attendees to enter your business pipeline. You'll discover why simply collecting contact information isn't enough - and what to do instead.
For businesses hosting events, Haley provides tactical advice on expanding your reach beyond existing networks. She shares surprising insights about using Reddit communities and local event calendars to attract qualified prospects without appearing overly promotional. Her creative approach to on-site lead capture - from interactive demos to branded selfie stations - demonstrates how engaging experiences naturally facilitate follow-up conversations.
Sponsoring someone else's event? Forget standard logo placement. Haley explains how to negotiate for meaningful engagement opportunities that showcase your brand's unique personality. From signature cocktails with branded elements to specialized workshops, you'll learn how smaller businesses can maximize sponsorship investments without massive budgets.
The discussion extends to virtual event strategies, emphasizing how focused segments, interactive elements, and clear pathways to your broader ecosystem maintain engagement in digital environments. Throughout, Haley emphasizes the importance of setting clear objectives and embracing the "silent sell" approach - positioning yourself as an industry expert rather than pushing for immediate conversions.
Whether you're looking to host your first lead generation event or maximize your sponsorship ROI, this conversation provides actionable strategies to transform event marketing from a business card collection exercise into a consistent source of qualified leads.
Hayley Denker | Website | LinkedIn
Hayley’s career in marketing has paralleled the booming growth of social media. From restaur
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01:34 - Tiny Marketing Introduction
02:04 - Using Events for Lead Generation
03:33 - Hosting Events: Strategy & Follow-up
05:51 - Finding Attendees: Reddit & Communities
08:54 - Capturing Leads On-Site
14:36 - Creative Event Sponsorship Ideas
22:57 - Virtual Events: Engagement Tactics
27:19 - Setting Goals & Effective Follow-up
30:56 - About Haley Denker Marketing
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Welcome to Tiny Marketing.
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This is Sarah Norrblatt, and this is a podcast that helps B2B service businesses do more with less.
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Learn lean, actionable, organic marketing strategies you can implement today.
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No fluff, just powerful growth tactics that work.
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Ready to scale smarter, hit that subscribe button and start growing your business with Tiny Marketing.
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Hi, my name is Haley Denker.
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I'm the founder of Haley Denker Marketing.
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Awesome.
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So today we're talking about using events for lead generation.
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That's something that you've got mad talent in, so let's get into it.
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How did you first like stumble upon this particular lead generation strategy?
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I think my approach in general is very intuitive, so it felt like an intuitive kind of grassroots way to help our clients connect with their target audience.
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And so, even as we're talking right now using events like my clients hosting events at Lead Magnet and then my clients showing up and participating in events you know as a sponsor or an advertiser, you know as a sponsor or an advertiser both of those have kind of naturally been a part of almost all of our client strategies and especially, I would say, in the last year and a half, I think we've found a lot more of the quality leads are coming from these in-person events.
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Now, virtual events are also an awesome opportunity but in particular, like where we've seen a ton of success has been in in-person events to kind of fuel a pipeline.
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Okay, let's talk about that.
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So you have two different strategies you host them and you're also attending other people.
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So let's do the host part first.
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What kind of events?
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How do you get people to attend?
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How are you generating leads?
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Sure, so two clients in particular come to mind when thinking of hosting events.
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So one of them is a women networking community.
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So very natural for them to be hosting events.
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But using them as lead gen has been really crucial, and the way that they've shifted their events to be more than just here's a networking event for you to meet people and find value in our group has been the follow-up.
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So, um, making sure that guests don't leave with just like a business card and like a good, happy feeling.
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They leave with the next step.
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So so for this particular example, for this networking lead, they leave with either a meeting already set up with a local chapter leader to talk about next steps, a sign up, you know, an invitation to sign up for something virtual next week, a coffee connection, but they there, there has been some call to action and next step in place so that they're put into a pipeline and already brought to that next step.
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Another example has been in the power of being able to list your events on other places and not just rely on your own social and email list but, you know, listing on everything from, you know, your local, town and city events calendars.
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There are so many different ones, to Eventbrite to even Reddit.
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Reddit has been an awesome place to find people who are looking for whatever type of event you're doing and to say, oh hey, I've heard that this is this and plop the link.
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We get so many people that way to attend our events.
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Okay, that shocks me.
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Reddit scares the hell out of me because people are just so mean, right Right, so brutal and they're so anti-marketing.
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So this is Well, I'll tell you a secret I don't post as a marketer.
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I don't post as an advertiser.
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It's so anonymous there you could get away with it Right.
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I post anonymously as like oh, I just happened to see this myself, because oftentimes it's true, like you know, oftentimes I'm also attending the event, or my friends will think the event is cool and they're attending it.
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I happen to be attending this.
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Okay, it's not a big deal, right?
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I'm going to be showing up, but it's a great.
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A lot of people are.
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You know.
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There is a dark side of Reddit, but there is a big.
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There are communities there of people looking for what you have to offer.
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So maybe people are looking for something to do that doesn't involve alcohol, and maybe you have a non-alcoholic spirit, you know brand, and you're going to be doing a tasting at you know, a local coffee shop or something like that.
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There are people on Reddit who have already created and generated this community, so it's only natural for you to show up and let them know that you're having an event yes, I mean, that makes sense.
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So do you just do a search and like filter it by time?
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yeah, very old school um.
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This is when we really try to like get into the mindset of that ideal client.
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So, um, going beyond using this like non-alcoholic um brand example, going beyond non-alcoholic, you know um mocktail class um.
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So you know um sober bars, going beyond thinking about that and also searching like sober, curious for um even health and wellness, and just flopping this in all of these communities that you think people might be interested, um tends to like really get the message out there, which is why, again, events can be so successful, because you're not just talking about like.
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You know, here's my product, here's my product.
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Yeah, we're talking about like come have a good time with like-minded people.
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If it's like a wellness event, if it's a networking event, a business event you're able to talk about.
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You know me, sarah, I talk about the vibe all the time.
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You're like setting up this vibe.
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You're setting up this is the kind of person that enjoys what we offer.
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So it doesn't feel as salesy or marketing, it feels like more community building.
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Yeah, that makes so much sense.
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One other thing I wanted to glob onto there is the setting up the next meeting in that first event.
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So question do you do that in like a nurture sequence after like with attendees, or are you doing that in person?
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um, um.
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So three different ways that we do that.
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One well, first, so yes, we absolutely are collecting all emails, having a nurture sequence and also making sure that in our nurture sequence like most of our clients who do this will use some kind of CRM that there's a personalized touch point.
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So, yeah, maybe it's an automated email first, but then is there someone like we have our team, take meticulous notes and be like I met the following people.
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So if you and I connected at event, if I hosted an event and you and I connect in, we're making a note that in some point of their follow-up there should be a personal note from me.
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There should be like hey, sarah, I so loved meeting you whether that's a LinkedIn message, a DM, something.
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We're not just sending out a nurture sequence, we're also really engaging with them, following them on their socials, connecting with them on LinkedIn.
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We're also capturing as much information from them as we can on site.
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So if we can set up a call on site, we're making sure that we have like the tech to do that really easily.
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So we have an iPad set up that has, you know, a calendar for, like, next meeting.
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Oh, let me like set this up for you really quick bar qr codes, um, throughout.
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You know the event with some of our lead magnets.
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So for that, uh, women's networking community, we have a bunch of resources like um, um, seven tips to network better at your next event, and we have all of those around so that we're learning a little bit more about what type of content they're looking for.
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Raffle entries we have lots of ways to capture their information and potentially even again book that next step on site.
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And then we're also designing the event for engagement so that, again, we're able to follow up with them in a much more natural way afterwards.
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So what I mean by that is um, um, interactive demos, branded selfie stations, um content on site, or or at least places to create content on site.
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There's this amazing photo wall and they're posting a picture.
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It's so natural for us the next day to reach out and be like oh my gosh, we loved meeting you last night, which starts that conversation up again.
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We just had a.
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I coached a photographer.
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She was going to be a sponsor at an event.
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She's like I want to be really engaging.
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I don't necessarily want to do everybody's headshots at this event.
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So what she did was she set up a table with all these different props and created an opportunity for people to create a flat lay with their business card.
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Oh, that's so cute.
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Some of them were these giant like gold paper clips, some of them were flowers, some were sunlit, like all these different things, so you can kind of curate your brand and take a picture.
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Um, and people loved it and we're coming and I've never seen that before.
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It's so clever, it was so great, and that really helped.
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In afterwards People were posting that photo and tagging her.
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So, just in case she wasn't able to meet every single person that she was interacting, she was collecting their information that way too, which was really strategic.
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That is brilliant.
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I love that.
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Okay, so for context, anybody who is listening or watching and doesn't understand how to use a CRM for an event like this, I'll give an example.
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So if you used HubSpot, you would be able to collect that information from an iPad right there on the spot.
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You can scan their cards and it'll go right into it.
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You can also schedule the next meetings right on there because it's part, it's integrated into the CRM.
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So those are a couple of ways.
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And then, when you were talking about like adding in a task for personalization, that's something that you can do as a task, in a sequence, so you can have the initial like thanks for coming email automated and then the next task is connect on LinkedIn, send them a DM, and it has your notes right in there because everything is in the same space.
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I don't use HubSpot, but all my clients do, and that's why I use that as an example.
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Yeah, one of our clients uses Entreport and it's very similar, and they can then, and then they'll start to assign those tasks out.
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So for that women's networking group, they have a bunch of different chapter leaders so they'll, based on location, assign it to the appropriate person.
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That's smart.
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Yes, you have a sales team.
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It's, it's a great resource.
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Yeah, that is really smart, especially because you work with a lot of um what's the word I'm looking for where they're in lots of different locations, multi-location service industry yeah, multi-location, we'll call it that.
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Franchise is the word that I was thinking.
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Multi Multi-location works also, so the person who's hosting the event is not necessarily the person that would need to talk to that person later.
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So that makes sense for like to be able to assign out on the CRM, yep.
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So let's get into that second piece of it, the sponsored events.
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So you gave that awesome example of the photographer.
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Can you show me a couple other ways we can use sponsorship and events, especially if you're smaller and you might not have a massive budget?
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So, okay, I'll give you two examples that um for even for my own business.
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So I sponsored an event and I did.
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I never want to sponsor an event where the only the only thing that I'm getting is, like, my logo on something.
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I really want a way to kind of engage with people a little bit further.
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So I know there was, there was an event that I sponsored where I was the drink sponsor, so I got to come up with a signature drink and then I also asked if I could do cocktail napkins and stirrers.
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And they said of course.
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So I did these really fun cocktail napkins that had a QR code that you could scan.
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If you know me, you know I'm obsessed with all things like country and cowboy boots.
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So our cocktail was the spicy cowgirl and it was like margarita.
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Um, if you know me, you know I'm obsessed with all things like country and cowboy boots.
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So our cocktail was the spicy cowgirl and it was like margarita.
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And then I got these um drink toppers that I think a lot of brides use, but I put my logo on it and it like it's made out of like sugar or you know something that dissolves, but for the first couple of minutes, my logo's on top of it.
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So I like created something that was people would talk about later.
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Yeah, that was worth me, you know sponsoring, and of course I wore my cowboy boots and I talked to people about it, so that was great Coming up.
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In my local community there's a multi-chamber event, so it's all of these different chamber of commerce um coming together.
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What's the plural of chamber of chamber of commerce is?
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in these.
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We're not commerce.
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Maybe that's that's right.
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Um, but they offer, you know you can do a table.
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And I reached out and I said and I don't actually, this is like literally happening this week.
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I have a call with them next week, so I don't even know if this is possible.
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This is how I'm thinking about these opportunities.
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I said you know, a table isn't totally how I would want to market my brand.
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Are there any other opportunities?
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Here are five ideas I have on how I could add value to your event.
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And I said I could set up a panel talking about, you know, marketing your business.
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I could live.
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Audit some businesses I could create like a content creation station.
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Audit some businesses I could create like a content creation station.
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I wanted to and I'm fully willing to like pay to play, to be there.
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Yeah, it's just a better way to demonstrate kind of who I am as a marketer and what I would want my clients to do.
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We did for this plumbing company.
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We did a local event.
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They had a table and they were planning on just doing like brochures and giveaway keychains.
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This was a local town day, very family friendly event.
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So I said we have to do something, some engaging game for the kids, because then the parents are going to bring the kids over, the kids are going to play the game and then we can talk to the parents.
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So we did that clog your toilet game with the clean baths and the kids were playing and the owner would then introduce himself to the parents, talk to them, give out his card, and he got some really great clients from that event.
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It's just about remembering that this is, this needs to be an intentional engaging opportunity.
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An intentional engaging opportunity.
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If you don't have a follow-up plan and you're not looking at this as a way to generate leads, not just clients, then you're just throwing a party, then you're just putting your peers out on a table.
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It needs to be something really engaging and that really expresses the personality of your brand so that you're memorable later.
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You are so creative.
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I love it.
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One thing, though, that I want to just highlight that you said is you can push back.
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You're giving these people money.
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It's okay, if you don't like the options, to suggest other options.
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Oh, all the time.
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A lot of my clients will be like oh, we sponsor this event every year.
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Haley, can you send them our logo?
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And what I'll do is I'll reach out and I'll say, hey, here's Clive's logo attached, wondering if there's any other ways that we could get involved with this event.
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We're so excited, wondering if there's any other ways that we could get involved with this event.
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We're so excited.
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Could we bring branded water bottles for everybody?
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If it was like a wellness class, could we and I'm really approaching it not in a what do we get for our sponsorship way, but how can we add value?
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Because the organizers really appreciate that and they're thinking we're this wonderful partner.
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It really is win-win because we're creating a better, more engaging event for their attendees and they just want their attendees to have a great time and come back again next year.
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So, yeah, definitely reach out.
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If you see an event that is full of your ideal clients, reach out and ask if there's a way for you to be involved, to donate something in kind, to do a speech.
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I'm constantly reaching out and asking people if they need another speaker, if they need, you know, pens or something.
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I'm constantly trying to get involved with more events in a more creative way.
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I actually wouldn't just give events.
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You realize I'm not the pen girl, okay, so let's talk a little bit about the virtual side of it.
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So all of this is semi-replicable, replicatable.
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All of this is semi-replicable, replicatable online in virtual experiences.
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So how can you create an engaged experience?
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during a virtual event.
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Um, a couple of things that we've.
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I think the most important thing in marketing an event is to still remember that there are you know, I'm sure you've talked about before in your show different client personas and for your ideal client, and I think for a lot of people when they market an event specifically, they forget some of the best practices of marketing, which is, if you're trying to reach everybody, you might not reach anybody.
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So, to remember that there are still different people that need to connect your message, to even want to attend the event.
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Some people want to make sure that they're going to get.
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You know, people learn in different ways.
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Some people will want this kind of experience, some people want that kind of experience.
00:20:14.769 --> 00:20:24.208
So, um, segmenting your list based off of behavior and what you know different people in your audience want, and letting them know that this event is for them.
00:20:24.848 --> 00:20:33.309
I think is important um and then providing different ways to continue to um, to continue the engaging part.
00:20:33.309 --> 00:20:56.273
So I know for events before we've offered sponsorship opportunities for virtual events and what that's looked like has been the hosts of the event and the speakers will have a branded Zoom background of someone else's logo and they'll talk for a couple minutes and have that logo there Offering.
00:20:56.273 --> 00:21:13.053
I know, if you're doing a virtual event, there's so many different platforms, but even Zoom offers different ways that you can engage with whether you're doing polls, having somebody moderate the chat, so that it can still feel like you're encouraging people to ask questions.
00:21:13.053 --> 00:21:20.310
I know if ever I do an event, I'm like please come off mute, you won't throw me off, ask a question at any time.
00:21:20.310 --> 00:21:33.067
But that might not be the way that you work, but you still want people to be engaging in the chat and I think, like breakout rooms can also be a great way to keep people engaged.
00:21:33.107 --> 00:21:52.951
I think that's the probably the challenge with an online virtual event is it's not like in person where you can walk around and and kind of interact, but you can replicate that with an online event by using breakout rooms, by asking questions, doing polls and connecting them to something outside of the event.
00:21:52.951 --> 00:22:22.326
So, whether that's referencing a podcast, referencing a Facebook group, a past post of yours, a certain website, referencing an email that's coming or something that you're going to give away in a future email, making sure that they're part of your ecosystem of things that you're doing and they're not just showing up to this event and then leaving should be a big part of your strategy, and I think it's more of a challenge for online.
00:22:23.347 --> 00:22:47.273
Yeah, I think keeping your virtual event like focused, so you might have 20 minute increments, so people are like actively doing something during those 20 minutes and then you shift so people don't get bored as easily keep them as tight as you can too, like they don't have to be long, they can be just segmented.
00:22:47.914 --> 00:23:04.734
And then if you're doing sponsorships for someone else's virtual event, you can get um your information, like maybe you do a training video that appears on the thank you page for that virtual event and it moves them to your segment.
00:23:04.734 --> 00:23:07.046
Yeah, so there are options like that.
00:23:07.046 --> 00:23:10.680
Or getting your logo in the lower thirds of someone's virtual event.
00:23:10.680 --> 00:23:18.298
You can be the moderator for one of those breakout rooms, a very specific one that is like your special skill.
00:23:19.785 --> 00:23:20.987
Yeah, I love those ideas.
00:23:20.987 --> 00:23:33.227
It's all about keeping people engaged and making sure again that they're leaving with the prompt of the next step of engaging with you Now.
00:23:33.307 --> 00:23:37.366
is there anything else that you want the audience to know before we wrap up Now?
00:23:38.351 --> 00:23:42.084
is there anything else that you want the audience to know before we wrap up?
00:23:42.084 --> 00:23:46.686
Again, I think it's like any other marketing campaign in that you want to make sure that you have a really clear objective.
00:23:46.686 --> 00:24:00.938
So is the goal of your event to and I ask this again whenever we're hosting an event and we have sponsors, I remind the sponsors what would make this really successful for you.
00:24:00.938 --> 00:24:05.876
Do you want to get email addresses because you have a great nurture sequence you know works.
00:24:05.876 --> 00:24:07.811
Do you want to book, consult calls?
00:24:07.811 --> 00:24:11.265
Are you looking to get new member signups right from the event?
00:24:11.444 --> 00:24:16.336
Having a goal will help you figure out kind of what you want and what you should do.
00:24:16.336 --> 00:24:21.849
A goal will help you figure out kind of what you want, what you should do.
00:24:21.849 --> 00:24:23.594
Um, design your event to be engaging whether that's almost, you know.
00:24:23.594 --> 00:24:29.332
Take content, having them do something, have them interact, because then they're just gonna connect and remember you more.
00:24:29.332 --> 00:24:41.895
Um, and then the follow-up is everything again, making sure that after the event you're thanking them, you're showing them photos If you had a professional photographer there you're showing them pictures.
00:24:41.895 --> 00:24:48.433
Making sure that it just doesn't end at the end of the event.
00:24:48.433 --> 00:24:49.056
I think is key.
00:24:50.644 --> 00:25:17.528
Yeah, I think that that is something that we should just pause on for a second, because having that next step, I just want the listeners to attach to that, have that next step available and ready for them and know that this is just a first step in building that longer-term relationship with them and building that longer term relationship with them.
00:25:17.588 --> 00:25:21.494
Yeah, it's a much harder leap to.
00:25:21.494 --> 00:25:34.318
If you're going to an event and you're like I want to sell my product, I want to get new clients at this event, that's a pretty hefty goal, yeah, you know, and it might.
00:25:34.318 --> 00:25:41.365
It really might turn out better for you might actually convert more people if you bring them through a nurture sequence.
00:25:41.365 --> 00:25:48.153
So maybe your goal isn't, how you know, looking for the clients, it's engaging people, bringing them in.
00:25:48.153 --> 00:25:51.255
They join your email list and then you're going to convert.
00:25:51.255 --> 00:25:56.257
You might convert more and get more clients that way, just because it takes a little bit longer.
00:25:57.346 --> 00:26:06.449
Yeah, I just posted episode 151 where I shared this training called the silent sell, and it's basically about that.
00:26:06.449 --> 00:26:12.733
Like if you try and sell directly on an event, you're going to turn a lot of people off.
00:26:12.733 --> 00:26:23.156
It's more about building that relationship and handpicking the people who have already raised their hand and shown you I want to be sold to, and then nurturing the rest.
00:26:23.765 --> 00:26:25.067
Yeah, yeah, it's.
00:26:25.067 --> 00:26:29.116
It's setting yourself up as an industry expert and showing.
00:26:29.116 --> 00:26:50.125
That's why, like when I show up to an event, I want to do something like out of the box creative, because I want people to know like that's where we really shine, is doing things really differently, um, and the people that are drawn to that are going to want more of that, and then then I can tell them and this is how you can get support from us later.
00:26:50.125 --> 00:26:55.807
But if I started my event just talking about all of you know, marketing support, we kind of would fade into the background.
00:26:56.208 --> 00:27:01.917
Yeah, just to be another tuning it out for sure, as soon as someone smells sales.
00:27:01.917 --> 00:27:09.578
Yeah, right, right, exactly, yeah, completely agree with you there.
00:27:09.578 --> 00:27:14.869
So can you tell the audience how they can find you and work with you?
00:27:15.751 --> 00:27:23.516
Yes, so I'm hayleydenkermarketingcom at hayleydenkermarketing on Instagram and on LinkedIn.
00:27:23.516 --> 00:27:35.346
I actually love I'm loving LinkedIn lately more for like conversations and people just kind of asking questions about marketing and like you know.
00:27:35.346 --> 00:27:37.855
So I love talking about this stuff.
00:27:37.855 --> 00:27:44.329
So if anyone wants to like connect with me on LinkedIn and just like talk about this stuff, I love that and then working with us.
00:27:44.329 --> 00:27:53.017
So, again, we're mostly focused on service-based industries that are kind of at that point where they just want marketing off of their plate.
00:27:53.017 --> 00:28:00.671
Maybe you know your team is at the point where they can't have marketing as their side job anymore.
00:28:00.671 --> 00:28:06.109
They have to really focus on sales and they need to focus on running the business and you want to pass it off to a team.
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