When executed successfully, B2B event marketing efforts build your brand awareness and foster B2B connection networks to drive revenue growth. However, orchestrating a successful B2B event requires meticulous planning, strategic targeting, and the application of powerful marketing techniques.
This blog will enumerate key ideas and provide practical insights you can consider for executing a successful B2B event marketing campaign. Ensure success for your next event marketing strategy in achieving its desired outcomes by reading more below!
How to promote an event
Strategising for B2B event marketing involves using a range of digital marketing strategies to reach potential attendees and generate interest from your target audience. Here are tactics you can consider employing to amplify your event’s visibility and draw in your target audience:
Create an event website
Develop an engaging, SEO-optimized event website or landing page with all relevant details to improve visibility in search engine results. This serves as the primary source of information for your B2B event as it details the agenda, speakers, benefits of attending, and more.
Make it easy to register
Include a simple, mobile-friendly registration form on your site to facilitate easy sign-ups. Registration should be a frictionless process, as a complicated registration process could deter potential attendees.
Utilise social media to get the word out
Regularly post updates about your event on your business profiles, use relevant hashtags, and encourage your followers to share them. You can also create B2B event marketing pages on online platforms and respond to your audience’s comments and questions to reach a broader audience.
Invest in paid advertising
Utilise targeted advertising on platforms like Google Ads, LinkedIn, Facebook, and Instagram to extend your event’s reach. Doing so enables you to reach potential attendees based on demographics, interests, job titles, and more.
Take advantage of content marketing
Create and share content like blog posts, eBooks, and videos related to your event, including a call-to-action leading to your registration page. These event marketing materials can pique interest in your event and attract potential attendees.
Invest in paid advertising
Utilise targeted advertising on platforms like Google Ads, LinkedIn, Facebook, and Instagram to extend your event’s reach. Doing so enables you to reach potential attendees based on demographics, interests, job titles, and more.
Send emails
Send personalised invitations to your mailing list, followed by reminders as your event approaches. Ensure that your emails are compelling and informative, highlighting the value of attending your B2B event.
Consider influencer marketing
Collaborate with industry influencers who can promote your event to their follower base. Influencers that align with your brand and B2B event marketing theme can add credibility to your event and increase your reach within your target industry.
8 Useful Tips for a Successful B2B Marketing Campaign
A successful B2B event marketing campaign is not just about promoting a product or service but also about providing a solution that brings real value to your customers. Here are 8 useful tips you can consider to ensure success for your next B2B event marketing campaign:
1. Focus on clarity
Ensure your message, product features, and value proposition are all clear and easily understood. Avoid jargon and communicate in a language your target customers understand and appreciate.
2. Know your customer
Identify their needs, pain points, goals, and decision-making processes. Use this information to tailor your marketing messages, expand your B2B connection network, and make them more impactful and effective.
3. Improve your USP
Your Unique Selling Proposition (USP) sets you apart from competitors. Highlight the unique features and benefits your products or services offer and why they’re a better choice. Remember to continually refine your USP based on market feedback and changes.
4. Offer valuable solutions
Rather than focusing solely on product features, offer solutions. Show how your product or service can resolve your customers’ challenges or help them achieve their goals during your event.
5. Provide value-adding benefits
Beyond the basic product or service offerings, provide additional benefits that enhance value. This could be excellent customer service, customised offerings, or anything else that brings extra value to your customers.
6. Be patient
B2B sales often have longer cycles than B2C. Patience and persistence are crucial in nurturing relationships, understanding customer needs, and eventually closing deals. Regular follow-ups and consistent engagement are key to maintaining your B2B connection network.
7. Niche down
Find a niche where your product or service stands out. Focusing on a specific segment of your target audience can make your B2B event marketing efforts more effective and efficient, as it’s easier to address the unique needs and pain points of a narrower audience.
8. Master the art of switching
Be prepared to pivot your strategy based on market trends, customer feedback, and performance data. The ability to switch tactics and adapt quickly can make the difference between a successful campaign and a failed one.
Making B2B Event Marketing Work With the Ortus Club
B2B Event marketing has become increasingly essential in the dynamic and competitive business landscape. At The Ortus Club, we specialise in delivering high-quality in-person and virtual events that bring together executives and decision-makers from a wide range of industries.
Whether you’re looking to connect with C-level executives or expand your B2B connection network, The Ortus Club’s events offer a unique platform to engage with your target audience. Contact us today to learn more about how we can help you build your B2B connection network through the power of event marketing!
Thinking of scaling your B2B marketing strategies to a global audience? If you’ve reached this far into the blog, this may be your time to host an event with us. Message us today to find out more!
