Collecting & Managing Leads from a Virtual Event Is a Little Different: Here’s How to Do It

finger touching screen

Holding a virtual event? Lead collection and management is just as important for an online event as it is for an in-person event. And the nature of online events is such that the data you gain is often more complete and more valuable than the data you get from a live one. (Learn more about why here.) It’s all in how you gather it—and what you do with it.

Online Events Lead Collection: How-to

Virtual events have been around for a long time, but 2020 quickly made them a mainstay, and many in the event planning industry expect many aspects of virtual events to stick around permanently.

There’s a lot that makes a virtual event totally unique from a physical event. One thing it shares with a physical event is the need to collect data, and, in many ways, online events do that better. It’s much easier to track attendees online at a virtual event than to track where they go at a live trade show or conference. And everywhere your attendees go online, they’re generating useful data.

The simplest and most effective way to collect leads at a virtual event is via the registration process. People who sign up to the event are generally willing to hand over a not insignificant amount of information. This might include:

  • Email address
  • Industry
  • Company
  • Job title
  • Location
  • Gender
  • Age

Or anything else you feel is useful for your purposes and appropriate to ask for.

Follow up the registration process with a survey page, and you can glean even more data.

And that’s it. The beauty of virtual events lead collection is that the registration process handles it for you. Each attendee has their own unique login identifier, which means they can automatically be tracked as they interact with event content. And each unique user is also associated with the data they already provided, including their email address and other details. You can easily match demographic information to attendee behavior for even more valuable data. You can even advertise to those users elsewhere online with a retargeting strategy.

people pass a paper across a table with computers

Next, Manage the Leads from Your Virtual Event

After a successful event, you’ll find yourself with a number of new leads of varying quality. Of course, few leads are likely to automatically become sales. There’s often a process involving several months of relationship management before you actually make a sale off any of the leads you gather at any event, including one online.

As with in-person events, it’s best to have a lead-management strategy ready to be deployed once your virtual event is over. Don’t wait until afterwards to decide how to manage leads! Leave it too late, and you risk losing the momentum you built up during the event.

Rank Leads

First, you’ll want to rank your leads according both to level of qualification and priority. These aren’t necessarily the same thing, as some highly qualified leads might not be ready to receive sales messages yet, while others might be ready immediately. The important thing is to identify which is which and treat them accordingly.

For a team that’s used to working live events, this may be a difficult adjustment to make, as it’s harder to read people when there’s no personal interaction involved. Instead, look at what attendees do at the event and where they spend the most time. For instance, you might identify high-priority leads as attendees who spend a lot of time looking at product pages or visit those pages a number of times, and attend a virtual product demonstration.

Nurture Leads

Once leads are in your sales funnel, the process looks similar to whatever you’d use to nurture leads from a live event. But with virtual events lead collection, you have the added bonus of the extra user-generated data you obtained during the event itself. Those data represent unique user experiences that can help you categorize and rank leads. This allows you to send marketing messages that are highly targeted. For instance, if you send a follow-up email the day after the event, it might include slightly different content depending on what that recipient did at the event. Another option is to let people continue to access the content after the event. For example, if someone signs up for a webinar and then doesn’t attend, email them a link to the content the next day.

Sometimes it can be tough to take the relationships built at an in-person event to the internet. Maybe an attendee really likes having face-to-face conversations and isn’t so responsive when things go online. With a virtual event, you remove this question; everyone who attended is happy to learn and interact online. In some ways, this makes them easier to nurture afterwards, especially if you focus on providing value to attendees. If they’re not ready to buy now, they might be in the future—and you’ll be there, having already put in the work to develop a relationship.

Track Your Results

Don’t forget that it’s also important to monitor leads as they move through your sales funnel—not only because it’s how you decide when to make a sales pitch, but because it helps you determine how well your tactics are working. This is particularly important now, as the effects of coronavirus on the sales cycle aren’t necessarily predictable. While many businesses are retrenching, some industries are experiencing an upturn in business. Keep a close eye on leads as they move through the sales process, so you can make adjustments as necessary.

leads letters with magnet pulling them

Online Events Lead Collection Is Simple and So Effective

When it comes to lead collection, virtual events outshine physical gatherings. You get the chance to collect user-generated data about what attendees do at your virtual event with an accuracy that in-person events can’t yet achieve. Use this data to inform and improve your lead-management strategy, and you have a winning formula on your hands.

Ready to craft a strategy to help you gather leads at your next event and manage them effectively? Contact the experts at ProGlobalEvents!

Jack Connolly

Executive Creative Director

As an experiential creative director, Jack prefers to draw outside the lines. He tells stories with original content and impactful design to ignite meaningful conversation.


Jack brings 20 years of event industry knowledge to ProGlobalEvents. He specializes in building live & virtual platforms for audiences to connect, engage and immerse themselves in the power of a shared experience. His skills range from ideation and concept development to defining an attendee journey through storytelling and design.

Jack understands the creative process is not linear, but a collaborative process between agency and client. He manages teams of designers and technology developers to pioneer impactful brand experiences. His diverse skillset and leadership ensure for award-winning results and memorable impressions.


In 2019, BizBash named Jack one of the top event designers in North America. SXSW awarded his work the “People’s Choice in Innovation” in 2021.

Jerome Nadel

Chief Marketing Officer

Jerome Nadel is Internationally experienced design-led marketing executive (CMO and GM) with a track record of improved market position, revenue growth, and M&A. He is an advance degreed psychologist and user experience product/service design expert, board member and advisor.


Prior to joining ProGlobalEvents |ProExhibits |XtendLive, he has had a variety of chief marketing officer and chief user experience officer roles at companies including Rambus, BrainChip, Human Factors International, SLP InfoWare, Gemplus, and Sagem. He started his career in the IBM Human Factors Labs.


He is also an avid cyclist with National and multiple California State Champion titles.

Ivan Fujihara

Chief Financial Officer

Ivan brings 25+ years in senior level management experience from a variety of technology industries.  His background includes accounting management, analytics and audit management for technology companies.  He has worked with companies such as THX, Ltd, Recruitology , Double Click, Creative Labs and more.  Ivan has also served on the board of Lincoln Families, a non-profit that supports East Bay children with the objective of disrupting the cycle of trauma and poverty.

Matt Rulis

Vice President of Sales

Matt is a marketing professional and has been managing marketing strategies, campaigns and environments for a diverse client base for over 15 years. From a service perspective, Matt and his team of Account Executives focus on fostering relationships to uphold a greater than 99% customer satisfaction rating year-over-year. Additionally, with extensive experience on the client-side of the industry, he understands that alignment between expectation and budget is paramount to a successful project. As a result, ProGlobalEvents' clients can expect a competitive advantage paired with top quality products and services. Matt is an avid fly-fisherman, enjoys most outdoor activities and is a true college football fanatic.

Tom Foley

VP of Operations

Heading the fabrication side of ProGlobalEvents is exhibit and event industry veteran, Tom Foley. For over 35 years he has been responsible for building amazing exhibits and environments for clients. Tom started out in the production area and has broad experience in project and operations management. He currently oversees production, warehouse, graphics and project management departments. Tom studied machine tool technology and welding before entering the industry. As a true "builder" he also enjoys restoring and modifying classic American cars.

Dick Wheeler


Dick serves as President of ProGlobalEvents and President of ProExhibits and is a board member of CEMA (Corporate Event Marketing Association). At ProExhibits he has been nationally recognized as an innovator and driving force in the fast-growing trade show exhibit and event industry. Under his leadership in 1997, the firm received INC magazine’s INC 500 award as one of America’s fastest-growing companies. His informative articles on developments and innovations in the trade show exhibit and event industry have appeared in national trade publications. Dick has a B.S. degree from Wittemore School of Business & Economics at the University of New Hampshire and has completed the Entrepreneurial Executive Leadership Program sponsored by MIT, YEO and INC. He is actively involved in Vistage, an interactive group of over 20,000 CEO’s and presidents worldwide and is a member of CEMA and EDPA.

Jody Tatro

Chief Executive Officer

In addition to being CEO of ProGlobalEvents, Jody is also the CEO of ProExhibits. With Jody at the helm, the company has been recognized repeatedly as one of the Top 50 Women Owned Businesses in Silicon Valley. She has set the outstanding client service standards for which the firm’s account management team is noted. Jody is a recipient of the YWCA’s Tribute to Women Award, the Junior League Community Volunteer Award and is listed in Who’s Who of Women in Business. Following her graduation from California Polytechnic State University in San Luis Obispo, Jody held various sales positions in several technology companies.