B2B Marketing Blog

What to do if your B2B content marketing doesn't work?


So, you've finally convinced your boss to switch some of your focus from outbound to inbound channels, you've been given the go ahead and created some sweet content and made a good sounding plan. The only problem is, that results just aren't there. 

After the initial screaming and holding your head in your hands part, you're likely next thought is "what the heck do I do now?" What do you do when content marketing doesn't work? Here's our 3 point, no-panic action plan....

Topics: Content Marketing Inbound Marketing

#INBOUND16 Conference takeaways for B2B marketing + Gary Vaynerchuck keynote

Topics: B2B Marketing Inbound Marketing

5 real-life innovative event marketing examples

Let's be honest, event marketing can be very formulaic and innovation within the industry doesn't come in abundance. When I was asked by the PPA to do a session on innovation in events it was a great opportunity to talk about some of the guys who I feel are pushing the boundaries and adding a fresh angle to events and how we approach them. So here goes... 

1. Money 20/20: The power of video

With 40,000+ youtube hits to date this definitely generated a stir ... and in an industry that is traditionally seen as "conventional" and a bit "stiff" this was a very bold and almost risky tactic. Granted, it's not to everyone's taste but it lends itself to a great viral and memorable campaign. Hard to know what the results were in terms of uplift in sales but surely achieved a digital footprint in terms of branding and awareness. They used sponsors, vendors and staff in the video which is a great way to get buy-in and excitement for the concept and ultimately the event. Credit to these guys for doing something different! 

Topics: Event Marketing Event growth

B2B Inbound Marketing Stories: How To Sell Out Your Event In Seconds

In our latest edition of B2B Inbound Marketing Stories, we spoke with Kelvin Newman, founder of BrightonSEO, the UK's largest SEO conference and MD of Rough Agenda, one of the new breed of B2B events companies shaking up the conference scene. In the interview, Kelvin reveals the secret sauce behind selling out his event in just 60 seconds and shares some pointers on how larger, traditional events businesses can incorporate a start up mentality to steer them to revenue success.

Watch the full interview, or pick up the key highlights below...

Topics: B2B Marketing Marketing Ideas Event Marketing Conference Marketing Inbound Marketing Event growth

3 models for event companies to make more money from B2B content

Whether you know it or not, like it or not, having a successful event or a series of successful events in the same or similar topic, is the basis of a community - it's all about the gathering of people that share a common interest. So what better way to engage with your community than through great content.

The events sector has a big advantage compared to most industries, in that you have experts at your fingertips - whether that's your production team, stakeholders, speakers or advisors. That allows access to knowledge, thought leadership and future shaping ideas with "relative" ease. 

Topics: B2B Content Marketing Event Marketing B2B communities Event growth

[Video] Inbound Marketing for Events: Interview with John Whitaker, dmg events

Our series of Inbound Marketing Stories continues with John Whitaker, Head of Marketing from dmg events - a global events business that manages over 80 events in over 25 countries. John shares his experiences and learnings with his inbound marketing journey so far. 

 

Topics: Content Marketing Event Marketing Inbound Marketing

7 ways to minimise no-shows at your B2B events

A topic that always sparks discussion amongst B2B event and conference organisers - and that's what we came together to chat about at the recent Eventhuddle event. I was also joined by legends Kevin Jackson, Kelvin NewmanScott Hope and Lindsey Fish.

Topics: Event Marketing Event growth

B2B Inbound Marketing Stories: Andrew Ferguson, BrainXchange


In our new series of Inbound Marketing Stories, we interview B2B organisations and explore their inbound marketing journey so far. 

Our first story comes from Andrew Ferguson, Co-Founder at BrainXchange who lifts the lid on his unique business model and shares the reason why he believes inbound marketing for event and conference organisers is so essential for any future success. 

  • Want to know how you can secure a 80-90% rebook rate from your event sponsors?
  • How about the secret to being able to charge double what your competitors do?
  • Or reliably booking a handful of delegates every single week without touching the phone?

You can listen to the full interview at the bottom of the post, or just digest some of the highlights we've pulled out here...

Topics: Content Marketing Event Marketing Conference Marketing Inbound Marketing

Announcement: BrightBull and Increnta form a joint venture to deliver integrated B2B digital marketing services

We are very pleased to announce that BrightBull has officially formed a joint venture with leading European inbound marketing agency Increnta. Increnta is a platinum HubSpot partner and Oracle Gold Partner with clients in 14 countries, specifically in the areas of Publishing, Training and Education, Financial Services, SaaS, Services, Healthcare and Tourism with a portfolio of 300+ clients.

Topics: B2B Marketing Inbound Marketing B2B communities

Must-read event marketing reports of 2016 (so far)

We all like to think we’ve got the best marketing knowledge available, but when time is tight, how do you choose what to read?  So our team spent the time you don’t have, reading through all the latest marketing reports and shortlisting the best of the best. The result? Our list of the must-read event marketing reports to come out of 2016 (so far at least!). The only condition of entry to the list is that the report must be freely available. For those who are super pushed for time, we’ve also selected a couple of key nuggets from each that you can benefit from even if you haven’t had time to read the reports.

Topics: Event Marketing Conference Marketing Event growth

Event marketing KPIs: Are you sure you're measuring the right thing?

We all love measuring our results and every team will have a set of event marketing KPIs that they live and die by. But, how long have yours been around? 10, 20, 30 years? If you check back with your predecessors and those who’ve been in the business a long time you might find the reality quite scary. If you’re still measuring the old way and moving towards marketing the new inbound way, you’re not going to have the info you need to make smart decisions. (Here’s a clue – if your direct mail hit rate is still top of the tree, you might need to have a re-think!)

Topics: Event Marketing Conference Marketing Event growth

"New school" event marketing: The 12 key traits to harness and nurture

A while ago we wrote what turned out to be a hugely well received portrait of an "old school" events leader. Amid the wry smiles and knowing looks shot at certain team members in different events businesses, some of you asked a question that in hindsight seemed like a very natural progression. If that’s an old school events leader, what does a "new school" one look like?

Topics: Event Marketing Conference Marketing

Event sponsorship growth: How to attract and secure high value deals

With declining delegate revenues and events still feeling the pinch of a new business ethic, shaped by recent economic austerity, landing the big kahuna event sponsorship deals is more important than ever before. But with companies wanting more for less and keeping a tight hold on the purse strings, how can you increase the value of event sponsorship?  

Topics: B2B communities Event growth

Lead generation for events is broken

So you think your events business is great at lead generation because you’re handing a tonne of names over to sales each week? You couldn’t be more wrong. Lead generation for events is officially broken in the vast majority of events businesses. Why? For starters, because a click-through is not a lead, yet most companies treat them as such. Find out why your lead generation process may be broken and what to do to fix it.

Topics: B2B Marketing Event Marketing Lead Generation

Online event communities: The true cost of inaction

You’d have to have been hiding under a rock the last few years not to be aware of the growing number of online event communities springing up. But there’s a huge difference between being aware and actually putting that nagging sense of “should do” into action and sprinting ahead of all the others (without getting disqualified of course!) If you’ve so far lacked the motivation to fully commit to building your online event community, here’s your incentive.

Topics: B2B Marketing Event Marketing B2B communities

How to monetise B2B content from your online community

Your team of marketers may already be creating valuable, insightful and market-leading content by the buckletload, and driving additional views to your website, as well as increasing your social media followings; but have you thought about content that will bring in additional revenue? Here is how to monetise B2B content from your online community - you could be sitting on some very easy wins. 

Topics: B2B Marketing Content Marketing

How to ramp up response rates in your email marketing for events


Do you sometimes find yourself on autopilot when creating email marketing for events? Do you churn out the same old communications for every campaign (dates for diary, discount reminder, agenda announcement...yawn)? If you're nodding along and feeling a touch guilty, don't worry, you are not alone. This is a very common state of affairs in events businesses. You're busy. Like really busy. And email is the thing you do most of, so it's not surprising that a few shortcuts and a lack of thinking creep in. But, never fear, help is at hand.

Topics: B2B Marketing Email Marketing Event Marketing

B2B prospect profiling: How to profile your leads using content


One of the trickiest thing your marketing team must do, in order to better understand and target your audience, is profile your customers and prospects, before they go to sales.

Topics: B2B Marketing B2B Content Marketing

Social media marketing for events, in 140 characters or less


Social media and event marketing are not natural bedfellows time or culture wise, even though social media marketing for events can be one of the most effective channels. That’s because event marketers are used to doing a marketing task and crossing it off their list. Social media isn’t like that unfortunately - it's an ongoing effort requiring the marketer to be “present” over the full campaign. Event marketers also tend to lean towards old school, with outbound “broadcast styles of communication (which is our mission to change!)

Topics: B2B Social Media Event Marketing

Cracking the code: Content marketing for events

Event marketers are some of the busiest people in the whole world. Forget taking a lunch break, they barely have time to breathe a lot of the time. One of the most common questions I get asked is “how do I find time to create content?”

Here we crack the event marketing content code and unlock the time you need to create killer event marketing content, without being in the office until midnight:

Topics: Content Marketing Event Marketing