How to make the most of B2B marketing events

If anything demonstrates the popularity and effectiveness of B2B marketing events, it’s the way they have roared back to life post-COVID. Not that long ago, with the emergence of virtual events, we thought we might never return to conference halls to untangle lanyards and swap handshakes and stories over coffee. Thankfully, this has not been the case.

There is still a time and a place for virtual events – but B2B players have realised that the opportunity to meet clients and prospects in person is irreplaceable. That personal, authentic connection is vital in increasing brand awareness, building trust and generating buzz. Done right, a marketing event is a great way to network with peers, build relationships with potential customers, and showcase your team’s expertise. B2B events consistently generate leads and get results. In fact, according to Markletic, the average ROI for events at B2B enterprise organisations is 5 to 1. 

But how can you stand out in a sea of booths and presentations? And once you’ve packed up your booth, how do you nurture those connections and close the deal?

The danger of “just turning up”

Although the stats and anecdotes look favourable, rocking up with some flashy banner stands, a tablet and sweets, pens and tote bags for you desk, doesn’t guarantee success – although I do like sweets. Like any marketing activity, you must aim to add value – why are you going, why this event? 

Consider your target audience and set goals. Taking a “checkbox approach” to an event is a waste of time, to put it bluntly. Just turning up, handing out business cards and chucking some contact details over to sales results in lost opportunities and untapped connections.

So, how can you ensure success?

Prepare for success pre-event

Success doesn’t happen by chance – it starts with meticulous planning long before the event kicks off. Firstly, it’s vital to clearly define your target audience: who are you trying to connect with at the event? There will be a lot of noise, buzz, logos, stands on the day, likely you won’t be the only business there doing what you do – and attendees will be rushing back and forth to presentations, meetings and probably the buffet as well. 

By answering this first question, you can tailor your efforts to the right people with personalised engagement plans, from your marketing materials to your personnel and their tasks on the day. Set clear objectives and align your team’s goals. Then, you can dive into the nitty-gritty of pre-event preparations, from crafting compelling narratives to designing eye-catching booths. 

Promote your presence with digital assets

Once you know which event you’ll be attending and who you’ll be targeting – let people know. The best way to do this is by extending the event experience beyond the venue using social media and email nurture journeys. Don’t overwhelm people, but make sure they know what the event is, that you’ll be there, why they should attend and why they should want to meet you.

An email marketing plan, which includes LinkedIn InMail, can help you target the exact people you’d like to meet at the event. This will improve engagement, enabling a two-way conversation where you can answer questions and share updates. You could even use social media and emails to share content such as thought leadership pieces or a short guide based on your expertise in relation to the event, or provide a link to one of your staff’s calendars to book a one-on-one meeting at the event.

On social media, you can target specific audiences with your booth details and the event’s hashtag, or use paid advertising to maximise your posts’ reach.

Add value with active engagement and useful content

Actively engage by mingling, attending relevant sessions and sparking conversations with attendees and speakers. This not only positions you as an industry thought leader but also opens doors for valuable networking opportunities. Ditch the static displays and grab people’s attention with interactive experiences like product demos, games, giveaways or VR experiences. 

Think about how your booth and staff can add value. For example, you could use live polls, social media contests and engaging presentations – all while offering valuable content through QR codes, such as e-guides, white papers, case studies. You could even schedule a live Q&A session at your booth. 

These initiatives will position your brand as a problem solver, increasing the likelihood of post-event engagement. Remember: quality trumps quantity – take the time to understand each target’s needs, challenges and buying stage to ensure you nurture the right connections and maximise your ROI. 

By becoming an active participant in an event and offering genuine value, you'll transform your B2B event presence from a passive observer to serious lead-generator.

Keep the momentum going post-event

Post-event follow-up is the golden key to unlocking the true potential of B2B event leads, and failing to act quickly after the event can make the rest of your efforts go to waste. Promptness is vital: don’t let valuable leads get back to their desks and cool off as they move on to the next thing. Aim to connect within 24 to 48 hours of the event, while memories – and feelings – are fresh. 

Create and share valuable content such as blog posts, infographics or video summaries. Continue your email nurture journey and social media plan, and take time to make a quick phone call to people you had meaningful interactions with. 

Remember to personalise follow up strategies using the information you’ve gathered, such as your audience’s needs, interests and challenges. Mention specific conversations you had or offer content you think might be relevant to them. This shows you genuinely listen and care. 

It can also be a good idea to connect with prospects on LinkedIn. This will give you a route to contact them without spamming and nurture the connection without pressure. Keep in mind, B2B sales cycles are rarely instant. Implement a lead nurturing campaign with personalised emails, invitations to relevant events and informative content drips. Stay top-of-mind without being pushy, building trust and establishing yourself as a trusted partner.

With timely and tailored communication you can significantly enhance your chances of conversion. The event buzz might fade, but the connections you made won’t.

By putting all these tips into practice, you’ll turn your B2B marketing event from a one-day opportunity to a strategic, ongoing value-adding resource. 

To unlock the full potential of your event marketing, get in touch with our award-winning team for a consultation. We have already won a Gold Award for Best Event at the Chartered Institute of Public Relations (CIPR) PRide Midlands Awards 2023, and are looking forward to sinking our teeth into more award-winning campaigns. 

Download our ‘Event marketing success blueprint’ guide now.