Ways B2B Marketers Can Make Profit from B2B Event Marketing

B2B event networking is one of the most effective ways businesses can increase brand awareness and conversion rates.

These events offer an excellent platform for all the companies in the B2B landscape to generate leads and develop personal relationships with the prospects resulting in more sales. It can be an expensive investment for B2B organizations to participate in networking events and not get the expected results. Marketers with the best networking strategies will attract the right target audience and increase the success factors.

Many businesses participate in multiple B2B events to get more exposure. Not all can get a higher ROI by participating in industry-centric events. Moreover, many B2B marketers lack the funds, resources, or knowledge to embrace networking events in their marketing strategies. In this article, let’s explore how marketers can make the most out of events, expos, and other industry-specific events.

Also Read: Seven Pillars of Effective B2B Marketing Strategy

Result-oriented B2B Events Strategies

Following are a few crucial strategies that B2B marketers can consider to ensure a successful B2B event marketing strategy and maximize their investment.

Determine the goals and objectives

Before B2B marketing embarks on a journey to organize or participate in a B2B event, it is crucial to have an in-depth understanding of the organization’s goals and objectives. B2B marketing teams need to understand whether they want to get more clients, are looking to create brand awareness, or want to develop relationships with existing clients through participating in the event. Understanding this will help organizations make accurate decisions about the event type the organization should participate.

Concentrate on the fundamentals

Enterprises that want to make participation in a B2B event successful need to focus on the fundaments. There are various aspects that businesses need to consider to make an event successful, but concentrating on the basics will help to increase the chances of success and prevent potential bottlenecks.

Here are the four fundamentals that B2B marketers need to focus on:

• Purpose

Marketers need to define the purpose of participating in an event and understand what goals or agendas the stakeholders want to achieve through this event. Additionally, B2B marketing teams should develop a plan based on the organization’s goals.

• Audience

Another fundamental that B2B marketers need to focus on is the target audience or event participants. Enterprises need to understand better the needs and challenges of the participants participating in the event. This approach will help to customize the interactions in the particular event and develop a trustworthy relationship with the client.

• Location

Location can tremendously influence the success of B2B event participation. What is the location of the event? This is an essential aspect that B2B marketers need to focus on to interact with clients. B2B marketers can participate in B2B events happening in new markets where they want to tap to penetrate a new market with ease.

• Timing

The fourth basic consideration B2B marketers need to consider while participating in an event is the timing. Especially timing plays a crucial role in both logistical and marketing purposes in B2B marketing. Marketing teams must participate in events organized at a feasible time for the prospects or target audience to attend. Attending events after the financial year ends and businesses allocate new budgets is the best time to increase the conversion rate.

Select the right format

The B2B industry conducts multiple events, and businesses must select the right format to ensure success. Events in the B2B sector range from conferences, trade shows to online webinars and other networking events. Businesses can select the event format they want to participate in based on the organization’s needs and engage with their target audience.

Promote The event

Once the organization has explored, evaluated, and selected the event they plan to participate in. The organization must start spreading the word about participating in the upcoming B2B event. B2B marketing teams can leverage social media channels, B2B email campaigns, and other promotional strategies to spread awareness about their participation. Promotion of the event participation is the only way to attract an audience that would specifically attend the event to meet the organization. Enterprises with the maximum reach will have a successful B2B event participation with higher ROI.

Engage with the audience with an agenda

Once the organization has gathered multiple people to attend the B2B event, they must keep them engaged. B2B marketing teams need to interact with the target audience based on the agenda of the event participation. Interacting with the customer based on various interests, preferences, and pain points will help to increase customer engagement. Enterprises that offer educational content through industry veterans and conduct networking activities will lure the target audience. Moreover, organizations can use content marketing and syndication techniques to reach their target audience and make an impact.

Also Read: Five Effective Ways for Humanizing B2B Marketing Efforts

Post-event Follow up

Interacting with the B2B event’s target audience will help organizations improve their ROI. Enterprises must maintain connections with the guests after the event as well. B2B marketing teams can send thank-you notes, goodies, and surveys to get event feedback from prospects. Furthermore, marketers must design and execute a lead nurturing campaign for the leads generated through the B2B event. An effective lead nurturing campaign will ensure the prospect has the latest updates on the products and services needed to overcome operational bottlenecks.

B2B event marketing is an effective B2B presales strategy for increasing leads in the leads funnel and reducing sales cycles. Business leaders can consider the B2B event marketing strategies mentioned above to maximize their investment.