B2B (business-to-business) event marketing refers to a wide array of activities where businesses promote their products or services to other companies through various types of, as the name suggests, events.
Participating in B2B events provides an effective platform for businesses to interact directly with potential clients, forge new partnerships, establish brand authority, and learn about industry trends. Read on below to explore practical strategies you can maximise and yield the best results from your event marketing efforts!
Effective B2B Events Strategies
Implementing strategic B2B events can yield impressive results but requires careful planning and execution. Although B2B event marketing strategies continually evolve in line with innovations and advancements in consumer behaviour, here are 7 B2B event marketing strategies and key considerations for your next B2B event plans:
1. Define your goals and objectives
Begin by clearly outlining what you want to achieve from the B2B event to help centre your marketing efforts in resonating directly with your goals. Each goal will require a different approach and planning. Clear objectives will help guide your event planning process and ensure all your marketing efforts are aligned to achieve these goals.
What are your marketing goals vs. event goals?
Your marketing goals represent your overall strategic objectives, such as increasing market share, lead generation, or customer retention. On the other hand, event goals are more specific targets tied to each event, like showcasing a new product, networking, or providing customer education.
2. Identify your target audience
Knowing who you want to attract to your B2B event involves understanding your ideal customers, their needs and interests, and how your product or service fits into their operations. An in-depth understanding of your audience will guide your messaging, event choice, and content to align with their preferences and challenges.
Who are your customers, and what do they need?
Defining your target audience involves identifying the businesses that can benefit most from your products or services. You’ll need to understand their industry, size, location, and decision-making processes. Consider segmenting your audience into specific personas and tailoring your messaging to increase engagement for your B2B event marketing objectives.
3. Choose the right format
Choosing the suitable B2B event marketing format is critical to planning your business’s most valuable event marketing strategy. Ensuring your B2B event is relevant and accessible to your target audience increases engagement and generates more conversions.
How can you best target and attract your leads?
Depending on your goals and target audience, the format of your event can significantly vary. If the aim is to educate potential customers, a webinar or a seminar might be the best format as it allows the audience to focus on your speaker/s. If business networking is the objective, conferences or trade shows are appropriate to foster a knowledge-sharing environment.
4. Choose the right location
When choosing the venue for your B2B event, consider the nature of the interaction you wish to foster, the kind of experience you want to provide your attendees, and the practical aspects such as geographic reach and technological requirements.
What type of event best suits the needs of your target audience?
Consider logistics like parking, public transportation, accommodation, and other amenities when planning in-person events. For virtual events, your chosen platform should be user-friendly, offer opportunities for interaction, and accommodate your event’s needs, such as breakout rooms for workshops or a chat function for networking opportunities.
5. Promote your event
Consider not being present at every channel simultaneously to avoid overload and presenting your B2B event marketing efforts as a scam. Prioritise being at the right platform at the right time for the right audience.
What online and offline strategies would work best in reaching your audience?
Effective promotion strategies depend on where your audience is most active. Online methods include email marketing, social media promotion, and SEO. Offline strategies could involve direct mail, print advertising, or television or radio ads. Combining both for a hybrid B2B event marketing strategy often yields the best results.
6. Create an engaging agenda
Create a compelling agenda to attract attendees and keep them engaged during your B2B event. Ensure to invite speakers who are respected in your industry and can offer valuable insights. Ensure your content aligns with your audience’s interests and provides tangible value.
What types of content will help you engage customers and achieve your goals?
Crafting an engaging agenda involves understanding your audience’s needs and presenting valuable, interactive content that serves those needs. Design activities for your B2B event, like keynote speeches, panel discussions, workshops, and product demonstrations, to share relevant insights with your target audience.
What results will they achieve by attending?
Communicate the benefits of attending the event to increase attendee sign-ups and lead generation for your B2B event marketing plan. Offer attendees exclusive resources or tools to support professional and personal development. Consider creating networking opportunities to help the audience forge new connections and partnerships.
7. Follow up after your event
The end of the event is not the end of your marketing efforts. To continue the engagement, send out follow-up emails to attendees with key takeaways, additional resources, or even an event recording. Doing so is an excellent opportunity to nurture the leads you’ve generated during the event by scheduling follow-up calls or meetings.
Host your executive knowledge-sharing event with The Ortus Club
Whether you’re looking to connect with C-level executives or expand your network, The Ortus Club’s events offer a unique platform to engage with your target audience. By partnering with The Ortus Club for your B2B event marketing needs, you can gain valuable insights into your target audience and position your brand as a trusted and valuable resource.
By partnering with The Ortus Club, your business can rely on B2B events to increase brand visibility, establish yourself as a thought leader, and connect with other industry leaders. Contact us today to learn more about how we can help you reach your business customers through the power of B2B event marketing!
