B2B event marketing is essentially an offline/hybrid marketing channel that allows you to directly interact with your audience to aid in brand awareness, generating and accelerating leads, building relationships, and increasing customer retention.
While it’s true that digital channels such as social media platforms are dominating the marketing world, the time it takes to convert a lead into an actual sale online is longer due to the lack of personal communication and human touch.
At a B2B marketing event, personal interactions make it easier to show potential clients the value of your product/service. 65% of attendees have said that B2B marketing events have helped them better understand a company’s product/service. You can essentially skip a few stages of the marketing funnel than if you were doing it digitally, allowing you to convert a lead into a sale faster.
Not only are B2B marketing events great for lead generation, but they also provide endless networking opportunities and help to position your brand in the spotlight within your industry. Marketing events also make for great content if you’re hosting them.
You can post about them on your social media, write about the event before and after, and provide recordings of the different talks and seminars for educational video content.
There are many different types of B2B marketing events that you can either attend or host. The events you choose will depend on a few factors such as your marketing budget, your company’s growth stage, and what you’re looking to achieve.