Top tips for B2B event marketing

Creating personal connections is essential for truly impactful brand marketing. Especially in the B2B sector. As your target clients wade through your corporate competitors trying to work out which business has the strongest offering, a personal approach will make your business stand out from the rest. One of the best ways to achieve this? Event marketing. 

We’ve created a three-part B2B Events Marketing Guide to walk you through the key steps to achieving a successful event marketing strategy. In this blog, our Senior Outreach Manager, Sara, distills five top tips from the in-depth guides to ensure your next B2B event is full-proof, from start to finish! 

1. Hardy tools 

We’re lucky to live in a digital age with lots of apps and online tools available to ensure your event runs smoothly. This is especially important if you’re planning a large scale event with 200+ attendees. During the event, when you’re in the thick of it, event software can be used for guest list management, lead generation and data capture. 

2. Beyond the room

Not everyone will be able to physically attend your event, but they might still be interested. Make your event content readily available for these ‘virtual guests’ to view online – from webinars to live streams on social media or soundbites and video content, which can be accessed during or after the event. 

3. Sweat it

An event might only last half a day, but the content you generate from it could be used for a year-long campaign if you capture enough of it! During the event, capture as much as you possibly can. From photography and videography, right through to taking notes from insightful talks and requesting guest feedback. 

4. Bums on seats

Planning logistics or booking venues, catering and entertainment is just the first step. Once you have all the event details in place, the key is promoting it well in advance. After all, you might have secured the best event programme in the world, but unless you get bums on seats there won’t be anyone to enjoy it! 

5. Set your goals (and budgets)

Before diving in, it’s important to determine your goals from the outset. After all, hosting a snazzy drinks reception for clients is fun, but ultimately pointless if you don’t have a clear objective to justify the expense. Think about how the event supports your wider marketing strategy and brand message. Determine your budget and then outline realistic goals based on this max spend. 

Whether you’re planning an event for 10 people or 10,000, the same processes apply. In our three-part B2B Events Marketing Guide, we outline the key steps to walk you through each stage of the process; from pre-planning, through to the event delivery, and even post-event actions to maximise ROI.

Access the B2B Events Marketing Guide & 2020 B2B events calendars now: 

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