Do You Have a
Pre / In / Post Event Strategy?
All thought leader insight comes from senior level marketing thought leaders who have participated in Frost & Sullivan Brand & Demand closed-door Virtual Think Tanks.
THOUGHT LEADER Insight
B2B events are powerful tools for networking, lead generation, and brand exposure. However, the success of a B2B event is not guaranteed; it relies on well-thought-out strategies. In this article, we'll explore the top three B2B event strategies that can help you maximize the impact of your business events.
the triple threat
INTRO
3
Event Strategies
to Ignite
ROI
1
Determine what you want to achieve from the event.
Is it lead generation, brand awareness, or customer retention?
Tailor your marketing efforts to reach your ideal audience.
Utilize email marketing, social media, content marketing, and targeted advertising to create buzz.
Reach out to prospects and existing customers individually, inviting them to the event and explaining why it's valuable for them.
PRE-EVENT
POST-EVENT
IN-EVENT
What are we gonna do in advance? What conversations do we want to get started ahead of time? What are we going to have with each of the accounts at the event? Then, what is the post-event plan?
– Troy O'Bryan, Head of Commerical Growth, HP
THOUGHT LEADER INSIGHT
Does Your Event Strategy Have Both Digital & Physical Touchpoints?
2
In today's world, the line between physical and virtual events has blurred. The hybrid event setup combines the best of both worlds, offering attendees the flexibility to participate in-person or remotely. More importantly, it expands
the opportunity for outreach in both the physical and digital space.
THOUGHT LEADER INSIGHT
As you do live events, how does the digital experience live? In a packaged way that people
can consume in any way and from any device
based upon the journey they seek.
– Keith Pearce, Chief Marketing Officer, Alteryx
Is Your Event Focused on Targeted Prospects
or a Wider Net?
3
When it comes to B2B events, quality should always trump quantity. Focusing on creating value for attendees and exhibitors can lead to better long-term results than simply aiming for large attendance numbers.
Design a content-rich agenda that addresses the specific pain points and interests of your target audience.
Pro tip: start distributing that content BEFORE the event.
CURATED
CONTENT
Facilitate meaningful connections by pre-planning who you'd like to meet with and when. Then, reach out to that network to iron out the necessary details.
TARGETED
NETWORKING
Define clear KPIs, allowing
you to measure the success
of the event in terms of lead generation, brand exposure, and ROI.
MEASURABLE
ROI
Encourage attendees to actively engage with content through Q&A sessions, live polls, workshops, on-site podcasts or interviews.
INTERACTIVE EXPERIENCES
THOUGHT LEADER INSIGHT
Less is more. Doing fewer number of impactful events works better from a customer perspective and internal productivity. Going out with a holistic customer story as opposed to a siloed product works even better.
– Vedanarayanan Vedanthan, Marketing Leader, Microsoft
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4 B2B CONTENT STRATEGIES TO DRIVE DEMAND
5 ABM / ABX STRATEGIES TO DRIVE PIPELINE
Set clear objectives
Targeted promotion
Personalized outreach
Create interactive sessions, workshops, and networking opportunities to keep attendees engaged and foster meaningful connections.
Use event technology to gather attendee data and insights that can help you tailor your post-event follow-ups.
Encourage attendees to share their experiences on social media,
using event-specific hashtags and mentions to increase your
event's online visibility.
Engage attendees
Collect data
Promote real-time interaction
Reach out to leads and attendees promptly after the
event while their memory is still fresh.
Share event highlights, session recordings, and relevant
content to provide ongoing value and maintain the
engagement momentum.
Evaluate the success of your event against your pre-defined objectives and make adjustments for future events.
Immediate follow-ups
Content distribution
Analyze & adjust
A hybrid event allows you
to connect with a global audience, breaking down geographical barriers, while still allowing you to meet
your prospects in-person.
REACH
Reduce overhead costs associated with venue
rentals and travel expenses while still delivering a valuable experience. And, even if
you're not taking part in
the big conference, it
doesn't mean you can't
spin your own event off of it.
EFFICIENCY
Leverage digital platforms to gather valuable attendee data for more targeted follow-ups and stronger ROI.
DATA
Respond to changing circumstances, such as unexpected travel restrictions, by seamlessly transitioning between physical and virtual components. You can even bring an audience in live from around the world to see what's happening.
ADAPTABILITY
Successful B2B events are not just about what happens on the day but rather a carefully orchestrated series of actions before, during, and after the event. This three-phase approach ensures that you extract the most value from your event investments.