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Top 10 Things B2B Businesses Can Do to Maximize Their ROI from Event Marketing
Top 10 Things B2B Businesses Can Do to Maximize Their ROI from Event Marketing

September 9, 2024

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Event marketing holds immense potential for B2B businesses. It offers a unique platform to engage with prospects, showcase products, and build lasting relationships. However, maximizing ROI from event marketing requires strategic planning and execution. Here, we explore the top 10 things B2B businesses can do to maximize their ROI from event marketing, complete with detailed examples and expert tips.

1. Set Clear Objectives

Why It Matters

Defining clear, measurable objectives is the cornerstone of successful event marketing. Without specific goals, it’s challenging to measure success and optimize future events.

Example

A B2B software company attending a tech conference sets the following objectives:

  • Generate 100 qualified leads
  • Schedule 20 product demos
  • Increase brand awareness by engaging with 200 attendees

How to Do It

  • Define SMART (Specific, Measurable, Achievable, Relevant, Time-bound) objectives.
  • Align your objectives with overall business goals.
  • Communicate these objectives to your team to ensure everyone is on the same page.

Expert Tip

Regularly review your objectives during the planning process and adjust as needed to stay aligned with your strategic goals.

2. Choose the Right Events

Why It Matters

Attending the right events ensures you’re reaching your target audience, maximizing your chances of generating high-quality leads.

Example

A B2B logistics company targets industry-specific conferences such as the Supply Chain and Logistics Conference rather than general business expos. This ensures they connect with relevant prospects.

How to Do It

  • Research events that attract your target audience.
  • Consider the event’s size, location, and attendee demographics.
  • Evaluate past event performance and attendee feedback.

Expert Tip

Participate in a mix of large industry events and smaller, niche conferences to diversify your reach and engagement opportunities.

3. Promote Your Participation Early

Why It Matters

Early promotion helps build anticipation and ensures a higher turnout at your booth or session.

Example

A B2B consulting firm starts promoting their participation in a business solutions expo three months in advance through social media, email campaigns, and their website. They offer sneak peeks of what attendees can expect.

How to Do It

  • Leverage all marketing channels, including social media, email, and your website.
  • Collaborate with event organizers for co-promotion.
  • Use targeted ads to reach specific audience segments.

Expert Tip

Create an event-specific hashtag to track engagement and facilitate conversations with attendees.

4. Create Engaging Booth Experiences

Why It Matters

An engaging booth draws attendees in, encouraging them to interact with your team and learn more about your offerings.

Example

A B2B tech company sets up an interactive booth with live product demos, VR experiences, and a quiz game with prizes. They also offer refreshments and comfortable seating for one-on-one meetings.

How to Do It

  • Design an eye-catching booth with interactive elements.
  • Provide live demonstrations of your products or services.
  • Offer giveaways and host contests to attract visitors.

Expert Tip

Train your booth staff to be proactive and approachable, ensuring they engage with visitors effectively.

5. Facilitate Networking Opportunities

Why It Matters

Networking is a crucial component of B2B events, allowing you to build relationships and uncover potential partnerships.

Example

A B2B marketing agency hosts a networking breakfast at a conference, inviting key prospects and partners. They create a relaxed atmosphere conducive to meaningful conversations.

How to Do It

  • Host side events such as breakfasts, lunches, or happy hours.
  • Use event apps to schedule meetings with attendees.
  • Create comfortable networking spaces within your booth.

Expert Tip

Encourage your team to attend sessions and engage with attendees outside of your booth to expand your network.

6. Leverage Digital Marketing Channels

Why It Matters

Digital marketing amplifies your event presence, reaching a broader audience and enhancing engagement.

Example

A B2B SaaS company runs a digital marketing campaign leading up to a major industry event. They use LinkedIn ads targeting industry professionals and share behind-the-scenes content on their blog and social media.

How to Do It

  • Use social media to share event updates and engage with followers.
  • Run targeted ads to promote your event participation.
  • Publish blog posts and videos related to the event.

Expert Tip

Live-tweet during the event and use Instagram Stories to share real-time updates and behind-the-scenes content.

7. Offer Valuable Content

Why It Matters

Providing valuable content helps establish your expertise and keeps attendees engaged with your brand.

Example

A B2B financial services company offers a free e-book on financial planning for businesses to all attendees who visit their booth. They also host a workshop on financial strategies.

How to Do It

  • Create high-quality content such as whitepapers, e-books, and case studies.
  • Offer exclusive content to event attendees.
  • Host workshops or presentations on relevant topics.

Expert Tip

Collect attendees' contact information in exchange for valuable content, ensuring you have a way to follow up post-event.

8. Engage Attendees During the Event

Why It Matters

Active engagement during the event helps build relationships and keeps your brand top-of-mind for attendees.

Example

A B2B manufacturing company sets up interactive stations where attendees can try out their machinery. They also host live Q&A sessions and use a mobile app for real-time polls and feedback.

How to Do It

  • Use interactive elements like demos, Q&A sessions, and live polls.
  • Provide spaces for private meetings with key prospects.
  • Offer refreshments and comfortable seating areas for networking.

Expert Tip

Capture photos and videos of your booth and activities to share on social media and use in post-event marketing.

9. Measure and Analyze Event Performance

Why It Matters

Measuring event performance helps you understand what worked, what didn’t, and how to improve future events.

Example

A B2B legal services firm tracks metrics such as the number of leads generated, the quality of those leads, and the engagement level at their booth. They use this data to refine their strategy for future events.

How to Do It

  • Use event management software to track key metrics.
  • Analyze data to assess the effectiveness of your event strategies.
  • Gather feedback from attendees to identify areas for improvement.

Expert Tip

Hold a debriefing session with your team after the event to discuss performance, share insights, and plan improvements.

10. Follow Up Promptly and Effectively

Why It Matters

Following up promptly ensures you capitalize on the momentum generated during the event, nurturing leads and building relationships.

Example

A B2B logistics company follows up with all leads within 48 hours of a trade show. They send personalized emails thanking attendees for visiting their booth, include a summary of their discussions, and schedule follow-up meetings.

How to Do It

  • Send personalized follow-up emails to all leads.
  • Schedule follow-up calls and meetings promptly.
  • Use marketing automation tools to streamline the follow-up process.

Expert Tip

Segment your follow-up communications based on lead quality and interest level to ensure a personalized approach.

Conclusion

Maximizing ROI from event marketing requires careful planning, execution, and follow-up. By setting clear objectives, choosing the right events, promoting your participation early, and engaging attendees effectively, B2B businesses can make the most of their event marketing efforts. Leveraging digital marketing, offering valuable content, and measuring performance are essential components of a successful strategy. With these top 10 tips, you can enhance your event marketing ROI and drive business growth.

 


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Vivek Goel
Founder and CEO

Vivek Goel is a B2B Marketing Expert. With over 20 years of leadership experience in IT companies spanning startups to industry giants in India and the USA, Vivek brings unparalleled expertise in strategy, marketing, business growth, operations, product development, and project management.

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