LinkedIn Events is a feature that allows users or companies to create online events (webinars, workshops, panels, etc.) and invite people to attend virtually. For a sales rep at The Mellow, LinkedIn Events present two big opportunities: attending events where your prospects are gathered, and hosting events to attract prospects. Both can significantly boost your lead generation if done right. Here’s how to make the most of LinkedIn Events:
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Discover Events Relevant to Your Niche: Start by finding events on LinkedIn that office managers, designers, or workplace decision-makers might attend. Click on the Events tab under LinkedIn’s search (you may have to search for a keyword and then filter by Events). Try keywords like “Workplace”, “Office Design”, “Facilities Management”, or “Employee Wellness”. For example, there might be a “Bay Area Workplace Wellness Summit” or a webinar like “Designing Productive Office Spaces in 2025.” Also, look at events your connections are attending (LinkedIn sometimes shows these in your feed or notifications).
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Attend Strategically: Register for a few high-interest events. When you attend:
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Networking Tab: Before the event, check the Attendees or Networking section on the event page. LinkedIn often lets you see who’s attending (especially if it’s a public event) and even allows you to send messages to fellow attendees. This is powerful – attendees have signaled interest in the topic, making them warmer leads. You could reach out with a note like: “Hi [Name], I saw you’re also attending the Workplace Design webinar next week. I’m looking forward to it – the topic of biophilic design really interests me. Maybe we can compare notes after the session? Cheers!”. This breaks the ice with a common event as the context.
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Engage During the Event: Many LinkedIn events (if they are LinkedIn Live or webinars) have a live chat or Q&A. Participate! Ask a thoughtful question to the speaker or echo something insightful (“Great point about natural light improving mood – we’ve seen similar effects with indoor plants”). Your name will be visible to all attendees in the chat, again raising awareness. Some attendees might even connect with you because of your question.
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Post-Event Follow-ups: After attending, you have the perfect excuse to message attendees or the host. Send a quick thank-you or a discussion point: “Really enjoyed the event on office design today. The section on open-plan pitfalls was eye-opening. What did you think of the part about remote participants, [Name]?”. If it’s someone you really want to engage, suggest a casual follow-up: “Would love to continue the conversation – perhaps a virtual coffee to trade ideas on improving office environments?”. Because you shared an event experience, the outreach feels natural, not cold.
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Host Your Own Events: Collaborating with our marketing team, you could spearhead hosting a small LinkedIn Live or webinar. For example, “Lunch & Learn: 5 Quick Office Greenery Hacks (20-minute webinar).” Promote it through The Mellow’s LinkedIn page and your own network:
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Invite Prospects Directly: You can send direct event invites to your connections. Consider personally inviting hot or warm prospects: “Hi [Name], we’re hosting a short virtual session on improving office design with plants, and I thought it might interest you given your role. It’s informal and educational – would love to have you join if you’re free!”. This shows you’re offering value (free knowledge) not just a sales pitch.
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Leverage Content in the Event: During your event, deliver real value (tips, case studies, Q&A) to build credibility. Encourage attendee interaction (polls like “What’s your biggest office design challenge?”) to learn about them. Make sure to mention you’re open to connecting on LinkedIn with attendees – many will send you invites if they liked the event.
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Gather Leads: If you use LinkedIn’s built-in event registration form, you might collect names/emails of people who attend. Even if not, the attendee list is accessible. After the event, you can reach out to those who came (or even those who registered but didn’t show up – they still showed interest). A friendly follow-up could be: “Thanks for attending our Lunch & Learn on office greenery! As promised, here’s the PDF of the plant care cheat-sheet we mentioned. If you have any questions or want to chat more about ideas for your office, I’m happy to help.” This follow-up provides the resource (delivering on your event’s value) and opens the door for further conversation.
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Promote Events in Relevant Communities: Share the event in LinkedIn Groups or tag relevant people (without spamming). For example, in an Office Managers group, you might post: “Hi everyone, just wanted to let you know we’re hosting a free webinar on March 5 about low-maintenance plants for offices. It’s purely educational and we’ll share a handy plant guide. Feel free to join if interested! [Event Link].” Ensure the tone is community-oriented (it should feel like you’re offering something beneficial, not just self-promotion).
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Utilize Event Hashtags and Posts: In the lead-up to the event, make LinkedIn posts about it. Use a hashtag if the event has one. E.g., “T-minus 3 days to our #OfficeGreenery webinar – prepping some live demos of our favorite desk plants. Can’t wait to share these tips!”. Even people who don’t attend might see this and think “they seem to know their stuff about plants,” planting a seed (no pun intended) in their mind about The Mellow.
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Capitalize on Event Buzz: During and after the event, pay attention to who’s engaging. New comments, new faces connecting – these are your warm leads. They’ve effectively “opted in” to hear about office design (by attending or engaging), so they’ll be more receptive when you reach out. One tactic: make a list of everyone who asked a question or was particularly active – they are likely very interested. Send each a tailored message continuing the conversation around their question or comment.
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Repeat and Refine: Try to attend or host events regularly (e.g., attend one relevant event per month, host a webinar quarterly). Over time, you’ll build a reputation. People might start recognizing you (“Hey, you asked a great question at the last meetup!”). Track which events yielded good connections or conversations and prioritize those types. For hosted events, gather feedback and improve each time (maybe topics that appeal more, better timing to get more attendees, etc.).
Leveraging LinkedIn Events is about meeting prospects where they are already learning. By being present and active in these virtual events, you position The Mellow as a knowledgeable and helpful player in the office design arena. Whether you’re learning alongside prospects or teaching them something new, events create shared experiences – a perfect foundation for a sales relationship. So keep an eye on that Events calendar and make it a part of your prospecting toolkit!