In 2024, events are the most effective channel for generating leads , according to 61% of marketers. It is therefore no coincidence that it is the main marketing expense item for 45% of B2B companies (source: B2B digital marketing barometer 2024 in France , Plezi). Digital, face-to-face, hybrid... All these events are now part of companies' B2B marketing strategy . But to obtain results (yes, the famous leads, then customers, which impact growth), you still need to know how to leverage this lever. This is the whole purpose of this article: we share with you the steps and best practices to develop event marketing synonymous with ROI and growth.
On the program: B2B event marketing: what is it? 7 Steps to Launch Your Event Marketing Strategy (and Generate ROI) B2B Event Strategy: 6 Final Tips B2B event marketing: what is it? Event marketing: definition and objectives Event marketing concerns all the techniques used to create, organize and promote events. It is one of the most used marketing levers in B2B, particularly to meet leads or customers. The objectives of these meetings are numerous: Building trust : Before being buyers, B2B professionals are first and foremost humans… Who need to trust other humans. Events are moments of sharing, meeting and interaction, which allow us to focus czech republic telegram database on relationships, before transactions. Improve awareness : organizing an event is a lever for visibility and credibility. It allows your company to position itself as an expert in the eyes of participants.
A good point for brand image… Generate leads : As we have seen, 61% of B2B marketers believe that events are the most effective channel for lead generation. This format, which is conducive to interactions and relationship building, helps accelerate the sales funnel. Convert leads into buyers : while 61% of marketers confirm the effectiveness of events in obtaining leads, only 35.6% consider this lever as effective in obtaining MQLs and 42.4% in obtaining customers. However, this marketing lever remains a conversion tool that values the human and the relationship, before leading to the transaction. Building customer loyalty : creating events is also a relevant format for engaging current customers.
An invitation to a conference or a thematic breakfast is a small attention that can make all the difference… And perpetuate the relationship of proximity and trust. At Plezi, we have created the User Club, a regular evening dedicated to our beloved users. Summer 2024 User Club While event marketing is an excellent lever for driving the marketing funnel (from brand discovery to customer loyalty), be careful: this is not a reason to invest massively (or even exclusively) your entire marketing budget in it ! In parallel with your actions in “paid media” (such as organizing events), have you thought about increasing your efforts on “earned media”, such as Content Marketing, SEO, Social Media? All these levers are complementary, to attract business opportunities and transform them.
Formats & types of B2B events When it comes to B2B event marketing, companies have 3 options. Participate, sponsor or organize an event project. For example, during the lockdown, we organized “Saloon”, a 3-day digital event dedicated to marketing. In person, we also used to organize the Plezi Day , a day of conferences and workshops to progress in Inbound Marketing, dedicated to our leads and customers. We also regularly participate in events, such as the B2B Summit. This is an opportunity for us to bring together our marketing and sales teams, to meet other B2B players… And of course, to promote our services. For Plezi (and maybe for you too?), organizing or participating in physical events is always a joy. Because a few years ago, remember, we were all temporarily deprived of them.
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