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.
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 the fifth straight year, in-person 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.
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.
Therefore, it’s critical to get strategic events right. Hence, strategic.
Get Your Strategy Right With Our Latest Event Ebook: 7 Ways to Make Your Event More Strategic
In our most 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 book 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.
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.
Jill has over 20 years of experience in event management, supplier relations and sales strategy. She stays ahead of industry trends and research to develop strategies and market plans for event solutions. She likes to turn everything in life into an experience, whether it involves food, red wine, activities with friends and family or a customer’s event.