Events marketing for B2B goes beyond the various limitations to bring businesses closer together in a dynamic and immersive environment. From roundtable discussions to networking events, these gatherings act as a powerful avenue for your business to grow your network and stay ahead of the competition.
Learn more about how B2B marketing events can help propel your business towards growth and how you can successfully host a B2B event below!
What Are the Benefits of B2B Events Marketing?
In this digital age, it is easy to overlook the impact of interactions. But, events allow your business to build your B2B connection network with authenticity—an authenticity that often leaves a profound impact on attendees. Here are some benefits you and your target audience can obtain with events marketing:
Fostering relationships
The unparalleled opportunity to foster genuine human connections lies at the heart of B2B event marketing. Building meaningful relationships at networking events can lead to long-term partnerships, collaborations, and word-of-mouth referrals—all of which are crucial for sustainable growth.
Lead generation
The attendees at marketing events for B2B are usually pre-qualified. This means they have an established interest in the industry or solutions offered. This targeted audience gives you a unique opportunity to showcase your offerings directly to leads more likely to convert.
Brand awareness
Create impactful brand experiences during marketing events to immerse attendees in your brand’s values and culture to leave a lasting impression. Positive experiences at networking events can lead to increased brand recall and recognition. This makes it more likely for potential clients to choose your familiar and trusted brand when making purchasing decisions.
Gathering feedback
Understanding customer feedback is essential to meeting the highly-dynamic market demand. B2B events present an excellent opportunity to gather direct feedback from attendees, including potential and existing customers. With your collected data, you’ll be able to fuel your marketing strategies and make more informed decisions.
Understanding competing brands
In the highly competitive B2B landscape, understanding the strategies employed by your competitors can be a pivotal marketing approach. Doing so allows you to identify the gaps in the market, highlight your unique value propositions (UVP), and position your brand at the forefront of industry innovation.
Sales acceleration
The direct and personal interactions established during in-person events create a conducive environment for your sales representatives to nurture leads and address queries on the spot. Demonstrating your products or services in real-time to interested prospects can shorten the decision-making cycle and lead to faster sales closures.
What Are the Types of B2B Events?
B2B marketing events come in various formats, each designed to serve different purposes and cater to your business objectives. Here are the common types of B2B networking events you can leverage for your business:
In-person
Considered the traditional format, in-person events require attendees to physically meet and interact at a specific location. Although in-person events allow for more genuine and personal connections, these events may require significant financial investment for venue rental, travel, accommodation, and on-site logistics for both host and attendees.
Virtual
Although technical glitches or connectivity problems can disrupt the flow of the event and impact attendees’ experience, virtual marketing events have recently gained popularity due to their increased accessibility and convenience. These online events often take place entirely through web-based channels, like company-specific websites and video streaming platforms.
Hybrid
Hybrid B2B marketing events offer a blended approach to accommodate a diverse range of attendees. Having some participants attend physically while others join virtually enables you to leverage the advantages of both types of events. However, it may take more careful strategising and planning to ensure a seamless experience for your target audience.
How to Organise a B2B Event In 5 Easy Steps
Create memorable and impactful events that help achieve your business objectives and foster lasting connections with your target audience with these following steps:
1. Keep event goals in mind
Start by defining clear and specific goals for the event to ensure that every aspect of the event aligns with your strategic objectives. Determine what you aim to achieve, whether it’s lead generation, brand awareness, product launch, networking, or thought leadership.
2. Consider your target audience
Conduct thorough research to identify your audience’s needs, pain points, and preferences. Tailor your event’s content, format, and activities to cater to their specific requirements to ensure maximum attendee engagement and relevance.
3. Promote the event before, during, and after
Create a comprehensive marketing plan that includes pre-event promotion to build anticipation and during-event engagement to keep attendees involved. Post-event efforts are crucial in following up, nurturing leads, and gathering feedback. Utilise various marketing channels, such as email campaigns, social media, and partnerships with industry influencers.
4. Optimise the digital experience
Whether you’re organising an in-person, virtual, or hybrid event, providing a seamless digital experience is essential in expanding your B2B connection networks.
Select a user-friendly platform for virtual events that facilitates networking, live interactions, and access to event content. Consider providing digital resources, such as event apps or virtual event hubs, for in-person or hybrid events to enhance attendee engagement and enable easy access to session materials and information.
5. Capture ROI
Measuring the return on investment (ROI) is critical for assessing the event’s success. Define key performance indicators (KPIs) based on your event goals and track them throughout the event. These can include attendee feedback, social media engagement, sales conversions, and more.
What Are the Qualities of a Successful B2B Event?
Creating a successful B2B event requires strategic planning, seamless execution, and attention to key elements that ensure a valuable experience for attendees. Here are some qualities that are essential for making a B2B marketing event successful:
Provide networking opportunities
One of the primary reasons attendees participate in B2B events is the opportunity to connect and build meaningful relationships. Consider providing ample formal and informal networking opportunities to facilitate interactions between attendees, exhibitors, speakers, and sponsors, such as networking sessions, matchmaking tools, and interactive activities.
Engage attendees with insightful speakers
Captivate your audience, provide valuable insights, and inspire attendees. Look for thought leaders, industry experts, and successful practitioners who can share relevant knowledge to impart new perspectives and actionable takeaways to your attendees. Diverse perspectives and innovative ideas contribute to an enriching event experience.
Deliver entertainment
While B2B events primarily focus on business objectives, incorporating entertainment elements, such as live performances, interactive games, or thoughtfully curated experiences, can enhance the overall experience for attendees. Entertainment can also help break the ice and foster a more relaxed and enjoyable atmosphere conducive to B2B connection networking and relationship-building.
Maximise event technology
Event management platforms, mobile apps, and virtual event tools enable you to enhance your attendee experience, facilitate interactions, and streamline event logistics. Consider choosing a reliable and user-friendly virtual platform with features like live streaming, virtual exhibitor booths, and networking functionalities for virtual or hybrid events.
Partner with the Right B2B Event Marketing Experts
Event marketing has become increasingly essential in providing memorable and valuable opportunities for businesses to network and build relationships with potential customers and partners. At The Ortus Club, we specialise in creating and delivering high-quality events that bring together executives and decision-makers from various industries.
Whether you’re looking to connect with industry executives or expand your network, The Ortus Club’s events offer a unique platform to engage with your target audience. Our small, intimate events are tailored to your specific event marketing needs.
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!
