Virtual Roundtables for US Buyers: How B2B Sponsors Reach Senior Decision-Makers

A practical guide to running a virtual roundtable for senior buyers across the United States.

Why a virtual roundtable suits US buyers

A virtual roundtable is a moderated video discussion for a small group of senior people who share a problem. Eight to twelve guests talk to each other, led by a moderator, for about an hour. Nobody presents to an audience.

For US sponsors, the format solves a practical problem. Senior buyers in the US are spread across several time zones, travel a lot and protect their calendars. Asking for one hour on a video call is an easy yes compared with a day away from the office. It also lets you bring together people from New York, Chicago and San Francisco who would never share a room.

How to run a virtual roundtable for US buyers

1. Choose the audience before the topic

Write down the titles and companies you want at the table. A group of similar roles from different organizations gives the best conversation, and nobody is selling to a colleague.

2. Pick one question

Choose a single question your guests would discuss without you, such as how they are handling a change in their market or a decision their team is facing. Avoid broad themes. A direct question gives people something to say.

3. Plan around US time zones

If your guests sit across the US, 11:00 am Eastern is 10:00 am Central and 8:00 am Pacific. That works for most people. Late afternoon on the West Coast is a poor slot for guests in the East, and early morning on the West Coast loses the Pacific time zone. Tuesday to Thursday is usually best. Avoid Mondays, Fridays and the weeks around major US holidays, such as Thanksgiving, the Fourth of July and the end of December.

4. Keep the group small

Around ten guests is right. Everyone can speak more than once, and the moderator can draw out the quieter people. Above twelve, people start to watch instead of take part.

5. Invite personally

Send each invitation as a short personal note from a named person. Say who else is attending, what the question is and how long the session runs. A follow-up message a week later helps. Mass emails rarely fill a senior table.

6. Moderate lightly

Ask each guest for a first view, then open the discussion. The moderator guides, and the sponsor takes part as one voice at the table. Keep any talk about your product to the minimum.

7. Follow up within 48 hours

Send every guest a short summary of the main points, including the ones who could not attend. Then contact the people who showed interest one to one, and refer to something they said during the session.

Running a roundtable across the US and the UK

Many of our sponsors want guests on both sides of the Atlantic. The overlap in the working day is small. A session at 11:00 am Eastern is 4:00 pm in London, which works for both. The clocks change on different dates in the two countries, so for a couple of weeks in the spring and autumn the gap is one hour narrower. Check the time in each location before you send the invitations.

Virtual roundtable or executive dinner?

A virtual roundtable is faster to organize and easier for guests to attend. An executive dinner builds a stronger personal relationship. Many sponsors use both, starting with a roundtable and inviting the best contributors to a dinner. Our guide to hosting an executive dinner covers the in-person side.

Common mistakes

• Ignoring time zones. A time that suits the East Coast can lose the West Coast.
• Choosing a product theme. Guests come for a problem they share, not for a demo.
• Inviting too many people. A crowded session becomes a webinar.
• Skipping the follow-up. The session is the start of the relationship, and it needs a next step.

Guests in other regions need a different plan. See our guides to virtual roundtables for Canadian buyers, European buyers, buyers in the UAE and Australian buyers.

How ELN runs virtual roundtables for US sponsors

ELN builds the guest list around your ideal customer profile, handles the invitations and registrations, and provides the moderator. We run sessions for buyers in the US, Canada, the UK and Europe. See our B2B virtual roundtables page for the format, and our guide to running a virtual roundtable for the detail on each step. If you need the right people recruited for an event of your own, look at our delegate acquisition service.

Frequently asked questions

How many guests should a virtual roundtable have?

Around ten. That is small enough for everyone to speak and large enough for a varied conversation.

How long should a virtual roundtable last?

About an hour. Shorter than that and the conversation does not develop, and longer and attendance drops.

What is the best time for a roundtable with US guests?

Late morning Eastern time, Tuesday to Thursday, suits most guests across the US. Check the Pacific time zone before you fix it.

Can ELN run a roundtable for US and UK guests together?

Yes. A late-morning start on the US East Coast is late afternoon in London, which works for both groups.

Next step

If you would like ELN to build a virtual roundtable around your target accounts in the US, get in touch and we will talk through the audience, the date and the format.