In today's competitive agency landscape, finding new business opportunities has become more challenging. Traditional methods like cold outreach often fail to cut through the noise. As agencies look for more authentic ways to connect with potential clients, hosting events has emerged as a powerful, yet often overlooked, tool for driving an effective business development strategy and fostering sustainable growth.  

Beyond simple networking, events offer a unique but strategic platform for agencies to build meaningful relationships, showcase expertise and nurture sales pipelines in a more organic and engaging way. Whether it's a small roundtable, an industry panel, or a full-scale conference, events allow agencies to position themselves as industry thought leaders while delivering real value to attendees. 

Boosting brand awareness and stakeholder profiles 

Events serve as a platform to boost visibility and elevate key stakeholders, especially for smaller agencies. By putting forward agency leaders as speakers or participants in panel discussions, agencies can position themselves as industry thought leaders. It is a great way to raise agency profiles, but also establish credibility within the market. 

Inviting respected individuals to participate can also attract a wider audience, enhancing both the event and the agency’s reputation.  

Generating content from your events 

There is value in repurposing event content across various platforms. From social media posts and blog articles to infographics and videos, the content generated can fuel your marketing efforts.  

Continuous content creation, whether it’s interviews, key takeaways, or behind-the-scenes footage, keeps your brand top of mind and strengthens your position as a thought leader in your field. Post-event interviews, for instance, can help to make sure people know about the amazing experience they had. 

Soft selling though value exchange 

A gentle approach is not always the chosen approach, with people preferring fast and immediate results. Rather, it seeks to create and nurture trust with existing and potential customers, positioning your agency as a partner rather than just a service provider. Events help create an environment that is non-intrusive. It provides a space where agencies can showcase their expertise and value to in turn engage with potential clients and soften the sales process. For instance, by simply incorporating a Q&A session at the end of a panel discussion you further enhance the experience and allow attendees to experience the value in a more natural manner. 

Nurturing the sales pipeline and building credibility 

Events allow you to maintain ongoing engagement with potential clients and to fill the nurture gap to maintain strong relationships. Consistent event participation helps agencies to keep their brand front of mind.  

By regularly hosting or attending events, you keep your pipeline engaged, ensuring your agency remains top of mind when clients are ready to make decisions. The knowledge and expertise shared at these events build your credibility, making it easier for prospects to trust your agency when it’s time to move forward. 

Client retention through participation 

Involving current clients in your events can significantly enhance client satisfaction and retention. Showcasing client work in panel discussions or case study presentations not only strengthens partnerships but also helps retain clients by making them feel valued. This dual benefit strengthens relationships and encourages loyalty, as clients feel valued and recognised. Moreover, happy clients often become advocates for your agency, leading to referrals and new business opportunities.  

Gaining insights and improving new business strategy 

Events can provide an opportunity to gain crucial market insights about new business development strategies for advertising agencies. Through direct conversations, surveys or panel discussions agencies can gain valuable feedback about market needs and trends. Understanding the pain points and interests allows for more targeted outreach and can shape offerings to better align with client expectations and needs.  

Thinking about running an event to grow your agency’s pipeline, but don’t have the time or resources? Ingenuity can support you every step of the way—from concept to execution—ensuring your event becomes a powerful tool for business growth. Let’s get started today, find out how we help agencies grow here or get in touch with Emma Robson