How Vanessa Lovatt Turned Speaking into a Lead Capture Channel
Event Tech World founder generates new members directly from conference talks using SpeakerStacks
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Follow-up was falling through the cracks
Vanessa Lovatt runs Event Tech World, which means she speaks regularly at event industry and marketing events. Speaking helps her understand her community better and find new members and partners.
But there was a problem: follow-up was falling through the cracks.
"Badly is the answer! This was a great big gap, and I had very little resource, both time and budget, to make this happen."
Before SpeakerStacks, her only metrics were the number of people who came up after a session and LinkedIn connection requests. No systematic capture. No real way to prove whether speaking was worth the significant time investment.
Simple setup, repeated for every event
Vanessa keeps her setup simple. Before each event, she creates a QR code and landing page with two pieces of content that attendees can access in exchange for their contact details.
"I have a number of proprietary reports and industry reports that I am able to share. They are usually well received, and I'm absolutely delighted to share them because the whole reason for creating them was to get them into the industry, so everybody is winning!"
She clones the same campaign repeatedly, so there is no need to rebuild from scratch each time. Setup takes minutes, not hours.
Create QR code & landing page
Share reports as lead magnets
Clone & reuse for each event
New members from day one
After four events, the results are clear: new members directly attributed to QR code scans.
"I have definitely generated new members as a result of folks scanning the QR code. That, for me, is a great measure of success and makes it totally worthwhile doing!"
On cost versus return, Vanessa is direct:
"I think I'd just call it a no-brainer. The direct and hidden costs of a speaking engagement are massive! SpeakerStacks is such a modest amount on top to make sure that it actually pays off. I really do mean it is a no-brainer!"
I'd just call it a no-brainer.
"The direct and hidden costs of a speaking engagement are massive! SpeakerStacks is such a modest amount on top to make sure that it actually pays off."
A better experience for everyone
Beyond lead capture, using SpeakerStacks has changed how Vanessa approaches speaking entirely.
"I'm definitely preparing more in advance now to ensure folks scan the QR code so that I can capture their details. Making sure I really build the value of what I'm offering them via my SpeakerStacks landing page so that they also want to give me their contact details and really feel it's worthwhile. It's made me plan more carefully, but without a huge amount of extra effort. It's actually made it a better experience for the audience members!"
Follow-up is now simple:
"Instead of trying to find people on an event app or taking photos of their badges afterwards, if they're really interested in what I've got to offer, they've given me their email addresses! I mean, I don't know what could make it any easier."
Vanessa's recommendation
"I would 100% recommend this to marketers who are finding places for their teams to go and speak at events! I'd also recommend it to sales teams who go out and about and speak at events regularly, and need a really powerful way to capture interest and strong intent signals from those in the audience."
In one sentence: "The easiest way to get contact details from the audience members who're interested in what you have to say and what you have to offer."
Vanessa Lovatt
Vanessa Lovatt is the founder of Event Tech World, a community and resource for event technology professionals. She speaks regularly at event industry and marketing conferences.
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