Editor's Note: The second part of this two-part article looks at what specific steps marketers can take to turn events into opportunities to not just "fill seats," but to also build brand and generate leads. You can read part one of this article on RainToday.com.

If you enter an event situation with a broad set of objectives – rather than only filling seats – you'll find yourself with an exciting and effective brand awareness and lead generation opportunity.

Because you are providing recipients with a value-based offer, they are more likely to receive your marketing messages in a positive light. Plus, you're setting yourself up as an industry expert – the one who not only recognizes the problems your prospects have, but who also can provide the solution.

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