HOST
London
LOCATION
7
ATTENDEES
Marketing
INDUSTRY
UNITED KINGDOM, JUNE 20, 2024 — Marketing leaders roundtable London, gathered for an executive dinner event strategy hosted by The Ortus Club at The Rubens at The Palace in Central London. The subject of discussion entitled “The Future of Event Marketing: Creating Meaningful Connections Beyond ROI” covered how personalised, intimate B2B event personalisation London is revolutionising the way in which brands connect and engage, as well as measure success, in 2024 and beyond.
THE SETTING
Fine Dining Encouraging Honest Conversation
Taking place at Rubens at The Palace, the event provided a gracious and relaxed environment, creating the ideal circumstances for frank dialogues among senior marketers. The fine dining experience echoed the theme of quality over quantity, mirroring the discussions around the growing preference for small, high-impact events.
Interested to find out how the event was shaped and the work that went behind it?
THE GUESTLIST
A Private Gathering of Industry Leaders
The invitation-only event was a private gathering of the highest-level marketing and sales executive teams at the top technology, financial service, hospitality and professional service firms. These were CMOs, Head of Marketing and Partnership Directors who attended the event to learn about best practices and discuss new strategies for the event marketing roundtable as it relates to 2024.
THE DETAILS
Building Trust and Collaboration, An Ortus Club Experience
The guests experienced a signature Ortus Club dining experience where they were offered individually designed menus, customised event materials and smooth and attentive service promoting good conversation. The round table was moderated by Jess Circi, Co-founding Partner of The Ortus Club and achieved the brand’s aim “to build trust through space, generate insight and foster collaboration. Also participating in the event was Marcella Tortora, Head of Partnerships at The Ortus Club, who expressed her views on partnership and innovation in event-driven marketing.
THE TOPIC
Stronger Ties Between Marketing and Sales
The conversation focused on how marketing leaders are redefining success in their bespoke corporate events ROI. While ROI continues to be one of the top metrics, the participants stressed the importance of emotional bonds, increased brand intimacy and lasting partnership opportunities that smaller, more context-driven events provide. They also talked about how working more closely with the sales teams creates better alignment and helps to ensure that events can generate real business results.
THE INSIGHTS
Lessons about Adapting to Data Privacy and New Outreach
Marketing heads unanimously agreed that short-term ROI does not express the true value of event marketing. The group shared that lasting relationships, trust, and longer-term relationships show greater success. During the conversation, the participants discussed how close cooperation between sales and marketing will lead to stronger results, since shared objectives and better communication lead to improved coordination and, therefore, greater conversions.
The panel stated that a CMO on a company board could amplify the impact of marketing by changing it from a supporting actor to a significant engine of business growth. They also discussed that traditional ROI measures do not always give a credible definition of success, particularly as related to the long sales cycle of B2B marketing. They noted, too, that the prominence of personal branding is increasing and that channels like LinkedIn can be sources of confidence and lead generation.
According to participants, virtual events are expected to make a comeback, as they are more affordable and more scalable. More prescriptive data privacy laws, such as GDPR, and lower engagement through email technologies are forcing marketers to look to partnerships to reach their audiences in more ethical and effective ways.
KEY TAKEAWAYS
- Smaller events create stronger connections. More individualised relationships develop more supply and loyalty in small, personal, invitation-only events than can be achieved in large convention-type functions.
- Partnership produces better results. When sales and marketing work hand in hand, events are programmed with coordination and goals in mind, and the events are so much more successful.
- Long-time relationships create real value. Trust and thought leadership are more valuable today than the short-term results from investments.
- Tradition and innovations are fused. The future holds a blend of event marketing that incorporates hospitality, data-driven insights and personalised touches.
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