How to Use LinkedIn Events to Generate High-Quality Leads (The Trojan Horse Strategy)

If I told you there was a list of 500 people who have explicitly raised their hands and said, "I am interested in [Your Topic]," would you want it?

Of course you would.

Most people pay thousands of dollars for that kind of intent data. But on LinkedIn, it is sitting there for free, hiding in plain sight.

It's called LinkedIn Events.

While everyone else is fighting for attention in the main feed, smart founders are using the "Trojan Horse" strategy to mine event attendee lists and build high-value relationships.

Here is exactly how to do it.

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The 3 Types of LinkedIn Events (And How to Work Each One)

Not all events are created equal. You need a different strategy for each format.

1. The Webinar (High Volume, Low Intimacy)

• What it is: A LinkedIn Live video stream or Zoom link.
• The Vibe: Passive. People watch while multitasking.
• Your Strategy: Be the "Note Taker."
  • Since most people are distracted, your detailed summary post (Step 5) becomes highly valuable. You become the person who "paid attention so they didn't have to."

2. The Audio Event (High Intimacy, Low Volume)

• What it is: Clubhouse-style audio rooms on LinkedIn.
• The Vibe: Interactive. Speakers invite audience members "on stage" to ask questions.
• Your Strategy: Get on Stage.
  • Raise your hand. Ask a smart question.
  • Do not pitch. Ask a question that makes the speaker look good but highlights your expertise.
  • Example: "I help SaaS founders with X, and I've noticed Y trend. How do you see that changing in 2026?"
  • Result: Everyone in the room checks your profile immediately.

3. The In-Person Event (High Trust, Low Scale)

• What it is: Physical meetups listed on LinkedIn.
• The Vibe: Serious networking.
• Your Strategy: The "Pre-Event Coffee."
  • Message 3-5 key attendees before the event.
  • "Hey [Name], saw you're going to [Event]. I'm heading there too. Want to grab a quick coffee 15 mins before it starts? I'd love to hear about what you're building at [Company]."
  • Result: You walk into the room already knowing people. You look like an insider.

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Advanced Search: Finding Hidden Gems

Most people just search "Marketing" and click Events. That's too broad.

Use Boolean Search to find specific, high-intent gatherings.

The Formula: [Target Audience Role] AND [Problem Keyword] NOT [Competitor Keyword]

Examples:

• Targeting SaaS Founders:
  • "SaaS Founder" AND "Churn" AND "Webinar"
  • Finds events where founders are learning to fix churn.
• Targeting HR Directors:
  • "HR Director" AND "Compliance" OR "Regulations"
  • Finds events about new laws (high pain point).
• Excluding Junk:
  • "Marketing" NOT "Student" NOT "Entry Level"
  • Filters out events for job seekers.

Pro Tip: Look for "Recurring Events." Weekly audio rooms often have a loyal, engaged community that is easier to break into than a one-off massive webinar.

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The "Follow-Up" Sequence: Converting Attendees to Calls

You've connected. You've exchanged a few messages. Now what?

Do not let the lead die in the DMs. Use this 3-step sequence to move them to a call.

Message 1: The "Value Add" (Day 1 Post-Connection)

(Sent 24 hours after they accept your connection request)

"Thanks for connecting, [Name].

I saw you asked a great question about [Topic] during the event. I actually wrote a quick guide on that last month.

Happy to send it over if it's useful? No opt-in needed."

Why this works: It's permission-based. You are giving, not taking.

Message 2: The "Soft Ask" (Day 3-4)

(Sent after they reply "Sure" to Message 1)

"Here you go: [Link to PDF/Post]

Curious—is [Topic] a big focus for [Company Name] this quarter, or was it just general interest?"

Why this works: It transitions from "content" to "business priority."

Message 3: The "Pivot" (Day 7)

(Sent if they confirm it's a priority)

"Got it. That makes sense.

We're actually helping a few other [Industry] founders solve [Problem] right now using a similar framework.

If you're open to it, I'd be happy to share what's working for them? No pitch, just comparing notes.

Let me know if you're against a quick chat next week."

Why this works: "Comparing notes" is low pressure. "Against a quick chat" (Chris Voss technique) makes it hard to say "Yes" (which means "No, I'm not against it").

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The Ultimate Authority Move: Hosting Your Own Event

Once you've mastered attending events, the next level is hosting them.

You don't need a fancy setup.

• Format: LinkedIn Audio Event (Zero tech setup, just your phone/mic).
• Topic: "How [Target Audience] can solve [Specific Pain Point]."
• Guests: Invite an industry expert (co-hosting doubles your reach).

The Benefit:

• You own the attendee list.
• You get the emails (if you use a registration form).
• You are the "Host," which instantly positions you above the "Guests."

Comment Rocket Integration: Use Comment Rocket to promote your event. Set up a campaign to comment on posts related to your event topic 2 weeks before the date.

• Comment: "Great point! We're actually discussing this exact debate in our Audio Event next Tuesday. Would love to hear your take there."
• Result: Drives highly qualified traffic to your registration page.

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Step 2: The "Networking Tab" Backdoor

This is the feature most people miss.

When you click "Attend" on an event, you unlock a special permission.

Usually, you cannot message someone outside your network without sending a Connection Request or using an InMail credit.

BUT...

LinkedIn allows you to message fellow event attendees for free, even if you are not connected.

1. Click "Attend."
2. Click the "Networking" tab inside the event page.
3. You will see a list of all 1,000+ attendees.
4. You can filter them by Job Title (e.g., "CEO" or "Founder").

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Step 3: The "Contextual Connection" Script

Do NOT scrape the list and blast them with a pitch. That is spam, and it will get you banned.

Instead, use the "Trojan Horse" approach. Connect with them based on the shared context of the event.

The Script:

"Hey [Name],

Saw we're both registered for the [Event Name] next Tuesday.

I'm really interested in the section on [Specific Topic from Description].

Curious—is there a specific problem you're hoping the speaker covers?

Cheers, [Your Name]"

Why this works:

1. It's relevant: You aren't pitching; you are discussing the event.
2. It asks a question: It invites a reply.
3. It qualifies them: If they reply, "Yeah, I'm struggling with X," you now know their pain point.

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Step 4: The "Pre-Game" Warm-Up

If you want to be recognized at the event (even if it's virtual), you need to engage beforehand.

Use Comment Rocket to track the Event Host and the Speakers.

In the week leading up to the event, the speakers will post about it.

• "Can't wait to speak at [Event] next week!"

Your Move: Drop a high-value comment on their post.

"Really looking forward to this, [Speaker Name]. Specifically hoping you dive into [Topic]. I've seen a lot of founders struggle with that recently."

This puts your face in front of the speaker and the other attendees who are engaging with that post.

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Step 5: The "Post-Event" Summary Strategy

The real magic happens after the event.

50% of people who register for a webinar don't actually attend. But they still want the value.

The Strategy:

1. Attend the event and take detailed notes.
2. Write a LinkedIn post summarizing the "5 Key Takeaways from [Event Name]."
3. Tag the speakers.
4. The Growth Hack: Go back to your DM conversations with the attendees (from Step 3) and send them the link.

"Hey [Name], in case you missed the session today, I wrote up a quick summary of the key points. Thought it might save you some time: [Link to Post]"

This positions you as a helpful authority, not a salesperson.

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What to Do If the Attendee List Is Hidden

Sometimes, event hosts will hide the attendee list to prevent scraping.

If you click "Networking" and it says "This list is private," don't panic. You can still find the attendees.

The "Comment Section" Hack: Go to the main Event Page. Scroll down to the "Comments" section. People who are excited about the event will often post: "Registered! Can't wait." or tag their friends.

Action:

1. Scan the comments.
2. Reply to them: "See you there, [Name]! Are you also in the [Industry] space?"
3. Connect with the people who are actively engaging. These are actually higher-quality leads than the silent attendees on the list.

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Automating the Workflow (Safely)

You can use tools to automate parts of this, but be careful.

• Safe: Using a tool to identify events.
• Safe: Using Comment Rocket to engage with speakers.
• Risky: Using a scraper to extract all 1,000 attendees and auto-DM them.

If you want to automate the outreach, keep it low volume (max 20 messages/day) and highly personalized.

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Conclusion

Events are a goldmine because the "Why are you talking to me?" question is already answered.

"We are talking because we are both here."

Use that context to start conversations, and use your content to convert them.

Want to automate the engagement part? Check out Comment Rocket to ensure you never miss a speaker's post.