Three Ways Strategic Events Are Driving B2B Marketing Strategies

Jill Anonson
Jill Anonson

People wearing leis and listening to a speaker while attending a strategic event

Right now, 67% percent of B2B marketers find significant value in the role of strategic events—those business-building productions including sales kickoff meetings, global and user conferences, expos, product launches and press events—within their organizations.

According to WebDAM, they think event marketing is their most effective strategy.

No surprise there, as strategic events afford marketers the benefit of invaluable face time when factors like the digital transformation and an increasing focus on cyber security top their list of growing challenges.

What’s more, they deliver big potential for big results for consumer and B2B marketers alike. Here’s how.

Strategic Events Help Tackle Top Business Issues

Businesses need to differentiate themselves now more than ever—no surprise there.

Top business challenges like sales and market share, product and brand awareness, and customer loyalty and satisfaction have even the most successful organizations continuing to seek an edge.

Strategic events provide that edge. Take brand awareness and, accordingly, brand image.

According to research by Event Marketer Institute and Mosaic, 74% of event attendees say they have a more positive opinion about the company, brand, product or service being promoted after the event.

Furthermore, eight out of 10 people who take part in an experiential marketing event pass on their experience to someone else—and that’s a hard edge to pass up.

They Cut Through the Clutter

For over five straight years, face-to-face events have topped the list of most effective B2B marketing tactics.

According to the Content Marketing Institute’s 2015 B2B Content Marketing Trends—North America report, they’re deemed more impactful than strategic elements like webinars, videos, blogs, case studies and white papers and ebooks.

And it makes sense, as consumers today increasingly seek experiences over things.

It’s a shift driven largely by Millennials—who now make up more than a third of today’s workforce—and event marketers are aligning themselves accordingly.

Experiential events provide attendees face-to-face opportunities to touch, feel, and experience a product or brand, and they offer marketers an invaluable platform to emotionally impress an image and tactically influence an opinion.

Strategic events also create an opportunity for both to establish a more meaningful relationship nearly impossible to create in the digital space.

They Drive Results

When done right, strategic events drive hard-dollar returns.

Those returns can be astounding, as nearly half of all brands realize an ROI of 300%–500% with their events and experiences.

En route to hard dollar returns, strategic events also drive standalone results that ultimately impact the bottom line—things like an organization’s sales lead database, its digital media presence and more.

Therefore, it’s critical to get strategic events right. Hence, strategic.

Get Your Strategy Right With Our Event Ebook: 7 Ways to Make Your Event More Strategic

In our recent event-focused download, we give you the guidance to enhance your event strategy, no matter your experience.

Whether you’re just beginning to delve into the world of strategic events or you’ve been operating them for years—even decades—the ebook is a how-to resource that will guide you through designing and operating your event from start to finish.

Whether you’re a novice or a pro as events relate to your overall marketing plan, it will help you build and enhance your strategy every step of the way.

From pre-event to onsite to post-event strategies and tactics, the resource walks event marketers and planners through each of the three fundamental event stages.

Throughout, it offers insights related to key considerations like how event objectives should align with your big-picture corporate objectives, and how data should drive event design.

The free downloadable ebook 7 Ways to Make Your Event More Strategic by ITA Group outlines:

  • Seven defined strategies for making your event more strategic
  • Why events are a critical piece of any successful marketer’s plan
  • How events can be leveraged to impact your organization’s bottom line

Download the ebook today and start leveraging the power of strategic events to enhance your overall B2B marketing strategy.

7 Ways to Make Your Event More Strategic Ebook Download

Jill Anonson

Jill Anonson

Jill Anonson has over 20 years of diverse experience in event management, incentive travel and sales strategy, and serves as the Events Strategy Advisor at ITA Group. Focused on continuous improvement and challenging standards, she consults clients and team members with impactful strategies and innovative ideas that deliver successful business outcomes. She is a Certified Engagement Practioner, and certified through Pragmatic Marketing.