By Shay King, Co-Founder, Forefront Events
After 18+ years in B2B events, I’ve seen it all: brands who walk away with warm leads and closed deals and others who leave with little to show. And here’s the kicker: they often had the same sponsorship package.
So, what separates high-performing sponsors from the rest? It’s not budget. It’s strategy.
These 5 secrets will help you unlock ROI and drive real pipeline.
🔍Secret 1: Leverage the Pre-Event Briefing – It’s a Goldmine
If your sponsorship includes a speaking slot or panel seat, don’t treat the pre-event content call as a formality. It’s where you’ll learn:
- The real pain points your audience is talking about
- The insights the event organiser gathered from months of delegate research
- The topics that will actually drive attendance
Pro Tip: Align your message with what the audience cares about, not just what your sales deck says.
🎤Secret 2: Speak to the Audience, Not at Them
Audiences can sniff out a product pitch within seconds. The best sessions:
- Deliver insight, not sales spin
- Share honest stories – even lessons learned from failure
- Spark conversations that continue after the session ends
Pro Tip: If you’re joining a discussion, use it to show thought leadership without dominating the mic. You won’t control the narrative but that’s where authenticity lives.
👥Secret 3: Ditch the Booth Table – And Actually Talk to People
Great sponsors don’t sit behind laptops waiting to be approached.
- Stand beside a high-top table – it invites interaction
- Smile, engage, and look open – body language matters
- Don’t let your booth feel like a wall; make it a gateway to conversation
📋Secret 4: Use the Delegate List to Create a Hitlist (But Don’t Spam)
Ask for the attendee list 2–3 weeks out and work with the event team to plan smart, warm intros.
Important: Resist the urge to bombard attendees on LinkedIn. We’ve seen it go down like a lead balloon time and time again. A well-timed in-person intro from your account manager? Way more effective.
🎯Secret 5: Set Clear Objectives and Tell the Organiser
Want qualified leads? Product feedback? Launching a new solution? A pipeline boost? Tell us.
Events are a partnership – when you’re clear on your goal, we can help make it happen but only if we know what success looks like for you.
- Suggest speakers for panels
- Influence session topics
- Share your ideal delegate profile with us early – yes, even a target account list
The more we know, the more we can do.
Bonus: What Event Companies Don’t Want You to Know 👀
💡 Bigger doesn’t always mean better. Small, focused events often deliver higher ROI with more meaningful conversations.
💡 Not all delegate lists are created equal. Vet the organiser. If the list feels padded or fishy – trust your gut and ask other sponsors.
💡 Last year’s success won’t repeat itself. Rebook early to shape the agenda and secure the right audience. The sooner you’re in, the more leverage you have to influence outcomes that actually drive ROI.
Final Word
Sponsorship isn’t just a logo or a booth. It’s a chance to build trust, start sales conversations, and position your brand as the go-to solution.
So if you’re considering event sponsorship soon, think beyond exposure and start planning for measurable outcomes.