<img alt="" src="http://www.cben9a9s1.com/108603.png" style="display:none;">

b2b marketing strategy trade shows events

An Insider's Guide on How to Build a Success Event Marketing Strategy

Are you putting together an event marketing strategy and wondering how to see better B2B returns? Planning an event can be one of the most effective ways to build relationships with new businesses in your community.

However, to meet those businesses, you have to get them there first. That's why it's so important to hone-in on your event marketing strategy. It takes a combination of both online and offline marketing to do so.

See below for several event marketing tips and how to spread the word about your event to generate more leads for your business. Some of the steps might surprise you!

Promote Your Event

First things first, you need to get the word out about the event that you're planning. Not only is this event a great way for your company to generate more B2B leads, but for every other business that attends it as well.

Fortunately, there are several different tactics you can use in your event marketing strategy to generate interest.

First, start by building a landing page for your event. This will be the central hub in which you'll direct all interested companies to learn more, sign up, pay for event passes, or become a sponsor.

Even when you're in the earliest stages of your event planning, you can have a feature on the website where prospects can sign up to receive notifications. That way, you're capturing the contact information of leads from your landing page.

Once you start to receive a list of emails, it's important to maintain consistent email campaigns. Focus on keeping the content short and direct. This will keep your leads updated and excited for what's ahead. It will also build brand recall for your event.

Lastly, you'll want to think of ways that you can promote your event to the decision-makers of these companies. Often, it won't be the decision-maker that comes across your event. You'll need to help that employee convince the decision-maker.

That's why it's helpful to have a downloadable piece of collateral highlighting the key points of your event. Be sure to include specific details like guest speakers, flattering data from last year's event (if applicable), and discount codes for multiple attendees.

Designing Your Visuals and Messaging

Of course, no matter how strong your copy, online ads, or collateral are, nothing creates a stronger first impression than your visuals. 

It uses subliminal techniques such as color psychology to attach their emotions to your event.

Each color sends a specific signal. For example, using red would exude excitement and daring feel to your event. Using yellow would give off the impression of positivity and friendliness that your attendees will expect when they walk in the door for your event.

If there's more than one emotion that you're trying to portray, use color combinations to your advantage. Just make sure the combination looks aesthetically pleasing before plastering it over your online and offline marketing pieces.

To build a strong marketing message, you need to tell the story behind your event. It will help prospects connect with the purpose behind your event and why they can't afford to miss out on it. 

For example, maybe your event is focused on educating local businesses on how to create more environmentally-friendly business practices for their operations.

In that scenario, the brand story would define what "woke you up" to the need to educate businesses on these practices, and how your event plans to do that. This will resonate with many B2B prospects and convince them to attend and learn more.

Another benefit of brand storytelling is how relatable it makes your brand. It will boost your lead generation and sales conversions from the event with the companies that share your same ideals.

Post-Event Follow-Ups

Unfortunately, this is where the majority of companies fall short. They focus too much on their event marketing plan for the actual event rather than life after the event.

Many companies envision their event to be where they will generate revenue and sales conversions will skyrocket. The reality is that many attendees won't conduct business at the event.

Your event is for meeting new leads and growing the relationship. The lead nurturing and sales conversions come afterward (for the most part).

Take this time to prepare yourself for how to approach your leads after the event. Think through things like what call to action to use, writing out scripts for your sales staff, and strategizing your sales cadence.

Remember, there's not one all-inclusive recipe for converting your prospects into clients after the event. As long as you focus on building the relationship at the event and beyond, the ROI on your event will be extremely high!

Find Like-Minded Sponsors

Contrary to popular belief, the company that organizes the event isn't the only one who's tasked with marketing it. 

Your event marketing plan should also focus on finding reputable sponsors for the big day/week/weekend. They can give you financial relief, offer more resources, and give you access to a larger network.

For every sponsor that you get, be sure to take the time and create a marketing strategy together. Give them steps to follow and data they can use to market the event effectively. 

The sponsors for your event can become high-quality leads for your company down the line. Use the event marketing process as a way of building a relationship that can lead to a huge B2B partnership!

Create an In-Depth Event Marketing Strategy Today

Now that you've seen several aspects to consider in a strong event marketing plan, it's time to get to work!

Be sure to visit this page for more marketing tips and tricks to consider as you plan the big event.

Dora Fredenburg

Hailing from Croatia, Dora is best known in the office for her deadly side-eye her love of Instagram dogs, and her relentless pursuit to help her clients grow faster in a way that is both sustainable and good for their customers.

Add Your Comment

Want more?

Receive actionable sales advice straight to your inbox weekly.