Multi touch point marketing is rapidly picking up momentum in the B2B events industry, and your event sales team need to get on board.  

Your B2B customers have high expectations and want to be engaged via the medium that best suits them, at their own convenience and in a way that is tailored to their every need. Just as importantly, your sponsorship clients are demanding much more for their hard-won buck. As a consequence, your sales team need to add value for sponsors at the same time as offering a more integrated and personalised experience for delegates across multiple touch points.

The term ‘event producer’ is pretty old school. The once straightforward task of managing and marketing an event programme doesn’t really exist anymore. Now, as someone responsible for building an event programme you need to adopt a more editorial role. Furthermore, you are required to be an ‘industry expert’. In other words, you need to understand the content and context of your event and the interests of the B2B audience your event aims to reach.

B2B Marketing recently published its 2014 Content Benchmarking report, and summarised the key points in an infographic which sparked our imagination, so we put together our top takeaways as digestible, actionable insights.

WARNING: Publishers are invading your territory! Are you prepared for the battle?

Just as we have our challenges in the B2B events space, B2B publishers are also feeling the pinch. The old model of B2B publishing just isn’t working anymore. Not only are publishers seeing a reduction in advertising revenue, but their readers no longer want to pay up. With so much freely available information online, paying subscribers are declining in numbers. As a result, B2B publishers are encroaching on conference territory. And why shouldn’t they? 

List updated: August 2016

Almost every time I speak to event industry leaders about reinvigorating their event marketing, the topic of online communities comes up, followed by the question: how are the big players in events driving online engagement with their communities?

I have now sat in a room with too many small event company owners and CEO’s who are somewhere between intensely and mildly frustrated by the performance of their sales teams, to not share some ways towards sustainable improved results and mental health

In challenging economic times, the B2B events experience must consist of a whole lot more than a good excuse to escape the office. We know that delegate budgets are being squeezed and employees have little time to spare, and in the context of this environment, it is likely that mediocre events will fail.

It’s not news that delegate sales are declining. In fact, I think it’s safe to say, that for B2B event marketers it’s one of our biggest headaches. But, don’t worry, this is not a ‘woe is me’ blog it’s all about adopting some PMA (positive mental attitude) and focusing on the benefits of face-to-face. Let’s take the bull by the horns and address the delegate sales squeeze…

In a recent blog post we discussed the importance of inbound content for B2B event marketers. Of all the many strands of online content marketers have at their disposal, video is perhaps the most compelling and engaging. It is also a firm favourite amongst B2B audiences.

The conference and events industry are scratching their heads about what they can do to drive delegate attendance, conference ticket sales and in general how they can achieve sexier marketing.

As discussed in the first blog in this series, contemporary customers are looking for more than a purely transactional relationship with your brand – they want to interact with you. It's true. Part of that relies on creating interesting and consistent content for your audience to engage with (blogs, videos, interviews, ebooks, photos) but, as an extension to your inbound marketing for events, it also involves building a community. Establishing a community will help retain customer loyalty amongst the glut of event marketing competitors all clamouring for attention, as well as attract the "right" kind of new customer. A community is a two-way conversation. A living, breathing thing that's interactive and social. Ok so there will always be some bystanders in the crowd that just watch and listen - but many will also participate and share, which is where the community weapon really plays out.   

As event marketers we all know that B2B lead generation is an expensive and time-consuming business. Those ye olde ‘push’ tactics simply don’t yield the volume of quality leads we’re all desperately hunting.

Having spent time at Confex last month I couldn’t help thinking again – is there a big opportunity waiting to be grabbed by the Exhibition companies?

The events and conference industry has kicked off to a nice buoyant start this year and we're seeing lots of enthusiasm and commitment for change. We set out to identify the most talked about key trends, predictions and insights that have the conference and events industry buzzing and will most likely impact your business in the not too distant future (if not already!).