When the Small Business Development Center invited me to speak about “Turning Cold Leads Into Warm Leads,” I saw it as more than just a chance to educate. I saw an opportunity to understand what my audience truly cared about and to build relationships that could continue beyond the event.
As an ELITE Expert with Constant Contact, I help others connect through email marketing. This time, I used my own presentation to do the same.
Here’s what happened.
Start With the End in Mind
Before I accepted the invitation, I asked myself one question: What do I want people to do after hearing me speak?
That question changed my approach. My goal wasn’t to sell from the stage. It was to earn the right to stay in touch. I wanted attendees to walk away with something valuable and a reason to keep the conversation going.
I Built the System Before the Slide Deck
Before I opened PowerPoint, I opened Constant Contact. I created:
Two lead magnets offering practical resources for solving common email marketing challenges
An automated email series that welcomed new subscribers, delivered the resources, and encouraged further engagement
A short survey to learn what attendees most wanted to understand about email marketing
A booking link for anyone ready to schedule a consultation
Everything worked together, so the presentation became an experience with a natural next step. You can create the same structure using Constant Contact’s Landing Pages, Automation Paths, and Surveys. Here's what they look like:
My On-Stage Call to Action
During my talk, I shared examples of how important messaging timing is and that it is important to start building a database. Then I said, “If you’d like the resources I mentioned, scan this QR code and they’ll arrive in your inbox.”
It was simple and conversational. Not a pitch, just an authentic invitation to keep learning together.
The Results
By the numbers, I presented to an intimate audiences of 35 business owners and grew my database by 15 new contacts who wanted to stay connected, booked four follow-up conversations, and built deeper relationships with attendees. Each contact was tagged in Constant Contact based on their specific interests, allowing me to personalize future communication instead of sending one-size-fits-all messages.
What stood out most was how much people appreciated that I asked what mattered to them before offering next steps.
Lessons Learned
If you’re preparing to speak at a chamber meeting, conference, or local workshop, think beyond the presentation itself. Ask what your audience would find most relevant and how you can continue the conversation afterward.
Constant Contact gives you everything you need to capture interest, automate follow-up, and grow relationships that last.
Automations keep new contacts engaged
Tags help you personalize content
Surveys and landing pages collect insight and build trust
What I’d Do Differently
If I could add one more piece to the process, I would have incorporated a microsite using Constant Contact’s free Lead Generation Landing Page. You can find it under Audience and Lead Magnet. It’s a simple way to house your resources, sign-up form, and booking link all in one place. You can even create a shareable QR code that links directly to it, making it easy for your audience to connect in real time during your presentation.
Final Thought
Speaking opportunities allow you to understand, connect, and building trust with your audience. When you use Constant Contact to create meaningful interactions before and after you speak, every audience becomes part of a lasting conversation.
About the Author
Kelly Biggs is a Constant Contact ELITE Program Member and Principal Consultant at WSI Biggs, based in Atlanta, Georgia. She helps small and midsized businesses simplify marketing, strengthen visibility, and build lasting relationships through email strategy, automation, and AI-powered growth.
