By Alon Alroy
In the 1960s and ‘70s, marketers at B2B companies invested heavily in traditional advertising to generate awareness and ultimately gain customers.
In the early ‘90s and the late ‘00s, businesses began building strong online footprints through email, websites, and social media.
But successful marketing strategies of the future will rely less on digital experiences, and more on live events.
This trend can already be seen today. According to Forrester Research, the average B2B CMO spends 24% of their budget on events.
Live events account for the single largest marketing category, larger even than content marketing, digital advertising or website development.
The reason for this is that some savvy marketing leaders understand that live events provide marketers with a unique opportunity to connect with target audiences – something that is becoming harder and harder to do as prospects become shrewder.
Although many businesses already invest heavily in professional events, events are often still relegated to second place when it comes to conceptualizing and optimizing marketing campaigns.
In this post, I’ll explain why live events should be at the center of any good B2B marketing strategy.
Live events separate the signal from the noise
Digital marketers are used to securing only a few moments of attention from their target audience. Perhaps a prospect will glance at a paid ad, or take a few minutes to skim through a blog post. The best case scenario is usually that they invest an hour or so trialling a product, or speaking with a salesperson over the phone.
Live events, however, provide marketers with an opportunity to craft a compelling brand narrative that lasts for hours, if not for days. While it’s misleading to claim that event attendees are a captive audience – after all, they can always choose to duck out of sessions or focus on their smartphones – they will generally be more attentive to the message or value proposition being articulated than through other marketing channels.
It’s no coincidence that when the most successful brands want to make a major announcement, they do so through a live event. Apple is known for crafting a compelling brand narrative through spectacular product launches. Salesforce articulates the company’s vision for the future at Dreamforce. Bizzabo hosts an event roadshow called Eventovation to share their innovative vision with prospects and customers.
In order for marketers to create events that clearly articulate what a brand stands for, messaging must be agreed upon before the event is planned. Once finalized, the events team can think of ways to communicate this vision through overt and subtle means.
Overt forms of communication can take the form of a keynote address from the company CEO, or via case studies shared by customers who successfully used the product or service to achieve an objective.
Subtle means of communicating the vision can include the specific setting and design Go to the full article.
Source:: Jeff Bullas Blog