B2B Event Marketing

INTRODUCTION:

Businesses run the world. The best among them are those who present and provide the finest innovative ideas to the world. With great networking and excellent marketing, customers get more attracted towards the company and are left satisfied, and then the sales go up and up.

B2B(Business to Business) event marketing is a unique way of channelling the marketing strategies by investing in events that helps in elevating the sales as well as strengthens the inter-personal relationship with the customers. It has been effectively proven to be the best marketing technique that is implemented by many well-renowned firms.

WHY IS B2B EVENT MARKETING IMPORTANT?

B2B event marketing serves a distinctive platform, where all the decision makers of different companies sit together, face to face, to discuss business. This strengthens not only the inter-relationships but also their innovative approach towards the business. This marketing channel allows putting sales in front of the perspective customers and thus, shortens the sale cycle and also saves the valuable time. B2B event marketing strategies help boost up the business goals through sales diversification and acceleration, product and brand awareness, increased event revenue, customer withholding and deepening personal connections.

About 90% of CEOs believe in the power of live events and plan on investing in them more in the future. Similarly, 95% of marketers believe that marketing events provide opportunities to deepen relationships in an increasingly digital world.

HOW B2B EVENT MARKETING WORKS?

B2B marketing techniques work the same way as any other marketing, but with a unique approach. B2B companies tend to follow more trustworthy ways to attract audience with face-to-face promotions of their products and services. They put a lot of effort and money in building stronger relationship with their prospects.

These companies focus on open portrayal of the best of their products by organising different events, both online and offline. The ROI gets increased from organizing these expensive events. Investment, both in time and money, is much required for event marketing.

DIFFERENT TYPES OF B2B EVENT MARKETING

B2B companies put a lot of effort and money in organising marketing events for their customers, through different ways.

ONLINE EVENTS

WEBINARS

Webinars are virtual seminars held exclusively on online platform. Ideas and opinions can be shared by the host company through workshops and presentations, with its customers and sponsors.

LIVE STREAMING

Live streaming is also a virtual event that allows live broadcasting to the target audience. Many organisations have turned to ‘live streaming’ of their products and services to ensure greater exposure of their brand and customer retention.

OFFLINE EVENTS

EXHIBITIONS
Exhibitions provide a platform for open face-to-face demonstration of products and services, that helps attract more and more customers. With the help of their valuable feedbacks and opinions, companies tend to improve their performance. Companies have the opportunities to create a good impression in front of the interested customers.

CONFERENCE
A company or firm organises conferences, with advanced and detailed program, that last for days. Conference marketing needs huge investment, both in time and money and therefore, holds opportunities for generating more sales and bigger gains. These conferences attract huge number of audience, thus, ensuring greater exposure and brand recognition.

TRADE SHOWS
The purpose of Trade Shows is to bring together the members of a specific industry to demonstrate, discuss and promote their products and services. These platforms are not open to public. The representatives and members are allowed to present their ideas to the potential customers. Companies can strengthen relationships with prospects and influencers

VIP DINNERS
People tend to favour those who treat them well. Organizations organize VIP dinners, with their customers, to deepen their relation on a more intimate level. Discussing business over food and drinks, with the trustworthy group, often brings out the best their company could provide.

IMPORTANT TIPS FOR B2B EVENT MARKETING

• Identification of event goals
  • A pre-planned structure of marketing is required for the smooth sailing of sales.
  • Launching of the product with proper details and description.
  • Showing the effective uses of the product to the customers.
  • Promoting the product through all platforms.
  • Taking feedback from customers and adding them to the product
  • Driving more traffic towards the product.
• Promoting on various platforms
  Promotion of the product plays a very important role in educating the target audience about its launching and its effective applications. Promotion on social media platforms like Facebook, LinkedIn, Instagram and Twitter helps reaching out to maximum number of interested customers.
• Finding the right association partners
  With the help of a second head, business can effectively multiply. The right partners can help you tick up the listed plans for the product and can ensure bigger gains through their relations and connections. However, finding trustworthy partners is a very tough job.

CONCLUSION
“Good marketing makes the company look smart. Great marketing makes the customer feel smart.” –Joe Chernov
The best sales are those which excel at marketing and are great at building relationships. B2B event marketing provides the key to strengthening human interactions. With a healthy mix of all events, both offline and online, business can reach the sky and remember sky is not the limit.