The human touch can be so powerful. Despite seemingly everything moving online, there is still power in building relationships by meeting face-to-face and those benefits can be felt through B2B event marketing. But how can you make it them deliver for your business? Well, here are 10 tips and strategies for B2B event marketing success that you need to know. 

Why should people come to see you? 

To be successful with B2B event marketing you need to make sure you have clear benefits for your audience. After it’s all said and done, what points will they take home with them? If someone asked, ‘what did you learn?’ would they be able to accurately represent what you were trying to get across? 

Have people who know what they’re talking about 

Elevate your approach with expert speakers who know what they’re talking about. While your teams may be capable, it’s always a good idea to get someone else in if it will raise your profile, if possible, a well-known name to elevate the knowledge that you’re offering your audience. 

Let people know 

How will people know whether to attend or not if they are not given awareness of when it’s on? Get the word out early and give longer lead times to people, this will work better for you when it comes to attracting numbers as people’s diaries are less cluttered the further ahead you go. 

What’s the value attending in person? 

Is there added value for attending in person rather than through digital means? Will you be going through exclusive content, perhaps a Q&A session, or handing out a tangible product at the end? If so, make sure people know so there is value by attending in person. 

Don’t forget the 80/20 rule 

While the end goal will be to sell your product or service, people attending will be arriving for the content you’re going to deliver. As a result, make sure you take heed of the 80/20 rule and spend 80% on the content and 20% on your selling process. By focusing on the content, you can engage with your audience and build trust before pushing the sale. 

Standing room only 

It’s natural that people’s plans change. It happens to even the most popular events, so counter that by overbooking. While in the worst-case scenario it might mean that some people end up standing, but if you don’t overbook then you could be left with more than a few empty seats, which isn’t a great look. 

Make sure you have support 

While you may have started out thinking that you can do everything on your own – do you need to? You can lean on support from elsewhere to make your B2B event bigger and better, from speakers, to sponsors, to partner marketing support and much more. Why not reach out for some expert B2B event marketing? (We can help with that last one by the way!) 

Where is your audience? 

Have you thought about where your audience is located and where they might want to learn? Choosing an appealing venue in a good location with plenty of transport links will make it easier for people to choose to attend.  You’ll find the take up will be much better. 

Drum up support and excitement before the event 

With no build-up, you’ll have no take up. Make sure you drum up excitement for the event by getting the word out on what people will learn, take away and any special speakers or guests people would want to gain access to. It’s an event so make sure people are aware ahead of time and get them excited. 

Follow up after 

The event is done, now what? Well, don’t let people who attended (and those who couldn’t attend) forget about you. Make sure you follow up with them after and remind them of the information and if possible, personalise your approach so that it fits their specific needs. 

How Genius Can Translate Tech and Transform It into Turnover  

For B2B event marketing you need you need engagement and end results to make it work. Genius has a strong track record for delivering targeted, sizeable B2B event audiences for our clients. So, if you’re looking to use a marketing channel that is designed to elevate your brand, product or service in-person, then look no further than Genius to help take you forward. Get in touch to chat with a member of our friendly team!