Bring your A-game to B2B events

Choosing the right event

At the end of the day, the event is about people connecting with people. Put the customers first. How can we engage with them to give them a richer experience? Jeanette Thompson, Marketing and Brand Strategist

When asked what they would like to see more of at their next B2B event, a majority of B2B attendees mentioned networking, hands-on workshops, peer-to-peer roundtables, and collaborative or interactive formats. So, the first step is ensuring your events allow for those human-driven experiences.

Another popular response was personalized agendas. For a bonus to lead quality, look for events that let attendees curate their own experiences. The schedule should also leave plenty of openings for the one-on-one time they crave.

Among younger audiences, micro events are gaining popularity. Small, local events are easier to attend because they’re often shorter and closer to the key audience, and they provide a better setting for intimate experiences and participation-driven formats. Some marketers can string multiple small events together by taking their show on the road.

If you’re looking to target executives and other high-ranking decision makers, the allure of exclusive, invitation-only events can be a compelling draw while guaranteeing a small pool of quality leads.

Finally, it’s worth making sure the event organizer provides a platform that integrates well with your broader marketing and sales technology. Good tech integration ensures you can measure the event’s impact accurately and action the data effectively.

Doing more with your event booth

Jeanette noticed some standout trends in her recent tradeshow visits.

“I saw lots of moving displays. People were touching the products or seeing them in motion,” she says. “A lot of booths were illuminated or glowing, and those stood out more than the flat, 2D-printed materials.”

Event collateral

A customizable blueprint for event success

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If you’re travelling often or over long distances, it’s tempting to just bring simple banners and signs that you can easily reassemble and disassemble. There are ways to get creative without hauling a ton of equipment, like printing 3D models of your product or playing a looping video that tells your brand’s story.

When it comes to printed assets, Jeanette advises bringing branded materials that arm your booth with product information visitors can take away to do their own research.

“Brochures and one-pagers are useful to an audience considering a product. To put your best foot forward, make sure they’re high quality and representative of your brand.”

Your onsite team should also look professional and on-brand, wearing company swag to give your presence a unified look.

Showing up strong on the show floor

We’ve seen plenty of connections happen beyond the booth, so you should explore opportunities to host a talk or workshop.

“It’s an opportunity to contribute something, to do more for the audience and give away knowledge without the sales pitch,” Jeanette explains. Attendees will often recognize speakers on the floor and approach them with follow-up questions, so it’s a good way to be remembered. “When companies put in the effort to be seen as a thought leader, that’s valuable.”

She adds that whatever you do at the event, make sure you put the customer at the core of every decision. “At the end of the day, the event is about people connecting with people. Put the customers first. How can we engage with them to give them a richer experience?”

Keeping it all consistent

To make the most of the event, your goals should be set well in advance. Understand what you want customers to get out of their interactions with you and how to make meaningful connections.

Take opportunities to share your expertise as a thought leader.

Cohesion in your brand visuals is important, but you should also plan on how to speak consistently and communicate your value to potential customers on the floor.

“Rather than thinking about how to sell the product, think about how to build trust in your brand at every touchpoint: before, during, and after the event,” Jeanette explains.

Pre-show outreach can include announcements to let customers know how they can find you. We often recommend building a landing page that carries your message for the event and provides a clear way to keep in touch with your team.

“Follow up in a personalized way, rather than a mass email,” Jeanette suggests. “If you’re a bigger brand, you can plan a drip campaign with personalization and something to offer, like a whitepaper that provides helpful information beyond the tradeshow.” That offer could be the extra bit of value a buyer needs to make a purchase decision.

Think of it as a user journey that connects the digital and in-person spaces. With clear objectives based on audience research, you can create touchpoints for customers to connect with you at the event — and remember you for future decisions.