A B2B event can be a conference, a convention, an awards dinner – anything that brings together various suppliers from the B2B industries for a specific purpose. Hubilo, an event management software company, describes B2B events as “where various organizations and businesses come together. These companies belong to the same industry or to related industries. Apart from event activities such as conferences, talks, speeches, etc., these events help companies to organize in-person meetings. They can meet and discuss ways in which they can mutually benefit the organization. As this is where businesses interact, it is necessary that you have a large audience. You need multiple companies to be at your event to make sure it’s a success. Depending on the size of your event, you need everyone from startups to multinational conglomerates.
B2B Event Marketing Ideas for a Successful Event
It’s a big question, which begs the question – how can you effectively market your B2B event? What are the best marketing event ideas that can generate interest and attract large crowds? Finding unique or compelling ways to communicate the importance or interesting nature of your event is key to your event marketing success.
Here are some B2B marketing event ideas that can help you increase attendance at your event.
1. Create a need
It’s not enough to invite business people to your event, you need to make sure they understand why it’s important. You don’t want them to just want to come, but you want them to feel they need to come. How does your event solve a problem? How will you help them find a solution? Talking about what speakers will bring to the table – such as new knowledge or insightful statements – or what other businesses they might be able to partner with is often seen as helpful and important to attendees.
2. Create a sense of anticipation
You don’t want to bore your guests with constant communication, but you want to make sure they feel excited about what’s to come. One way to do this is to start talking about your event early and provide more and more interesting details along the way. Emailing customers when a new panel is added or a new guest speaker joins are ways to slowly build their interest over time and continue to convince people of the importance of your event.
3. Get the details right
You won’t have full event details the day you start sending out communications and registering the invite date – things are subject to fluctuate and change. But giving a few details ahead of time about keynote speakers or other things that might catch your guests’ attention is a great way to get your event marketing off to a good start. Another place to pay attention to detail is in your marketing assets, such as signage and other materials. Having an event logo, for example, is an important way to stand out and be memorable for guests. These types of details deserve special attention and can make a big difference in your marketing.
4. Partner with your sponsors and speakers
Can you tap into the market or track your speakers or event sponsors? Can you send joint emails to their email marketing list to announce the event and raise awareness of the event? Harnessing the power of event partnerships can help make your event a bigger success.
5. Don’t forget your digital marketing tools
Marketing a B2B event is similar to marketing just about anything else for your business, as you have the same tools and are likely targeting the same audiences. The use of landing pages, digital ads, email and social media tools are tools that should be used throughout the event marketing process. Websites, for example, and dedicated landing pages can not only share event details, but also serve as a platform for event registration. You can host reviews of attendees at previous events and highlight past speakers. Overall, Hubilo notes that a website has a lot of marketing power, noting, “Your event website can communicate your brand ideologies, detail conferences and seminars that are part of your event, list sponsors of your event. He can do everything to make your event appear better. Sending emails and social media posts regarding updates, speakers, etc. should also be part of your B2B event marketing mix.
6. Don’t Forget Your “In-Event” Marketing
Think of your event as a brand in its own right. Many B2B events are annual or recurring events, so marketing needs to go beyond just getting people to attend that one-time event. Using social media tools, text notifications, or even an event branding app can help you keep guests informed and engaged throughout the event. Post-event social media emails and follow-ups keep the engagement and conversation going around your event, as well as start setting the scene for the next event. This helps you develop and maintain long-term relationships with vendors and attendees.
Planning and marketing a B2B event takes a lot of work and planning, but there are many ways to increase awareness of your event, increase your attendance, and enable you to have a more successful event.