Earlier this year, MarketingProfs and the Content Marketing Institute published their 2017 B2B Content Marketing report that said 68% of B2B Marketers will use event marketing as a tactic this year. Not only that, but B2B marketers are also likely to use more than 8 different types of content marketing tactics alone, which got us thinking—how can events play a part in impacting your broader marketing strategies?
This post was originally published on Attend by Event Farm’s blog and was written by Melissa Talbot.
If you’re not hosting field events as part of your marketing strategy, you should. When done right, events are the perfect way to engage your prospects and customers. After spending the early part of my career on the event planning side of the house, I know what it takes to host a great event that can accelerate pipeline and drive revenue—and I also know what to avoid at all costs. I’m going to use an event I recently attended as an example of what NOT to do when hosting field marketing events; keep reading to learn more about the mistakes you should undoubtedly avoid.
You should consider your organization’s database as something that’s living and breathing. As prospects move through the various stages of the buyer’s journey, their contact information changes, and your sales reps (hopefully) learn more about them and their pain points. Your email exchanges and phone calls are all recorded in your CRM, and you can see which new pieces of content different prospects have engaged with.
As an event that has seen explosive growth since it started five years ago, HubSpot’s INBOUND is one of the biggest marketing and sales industry events. Not surprisingly, some of the biggest brands—including LinkedIn and Dunkin’ Donuts—tap into INBOUND’s reach by sponsoring the event.
Keeping up with event marketing trends is difficult—but we’ve been lucky enough to work with some of the best in the industry to keep our content fresh and informative. We realize, however, that event marketers are busy, so we’ve compiled 10 of the best ideas from our content to share with you in the most efficient way possible.
HubSpot’s INBOUND doesn’t need much of an introduction. As an industry-leading event for marketing and sales professionals, it has experienced explosive growth since it started five years ago as a 3-day event that drew around 2,500 attendees. Last year’s INBOUND drew over 19,000 attendees from 92 countries—and this year’s event has already secured some impressive headlines, most notably with the announcement that Michelle Obama will appear as a keynote speaker.
From the rise of inbound marketing to the advent of account-based tactics, organizations are trying to find a balance between the wide reach of online marketing and the personalized strategies that more successfully convert prospects to customers. Continue reading “4 Reasons to Use Experiential and Interactive Marketing”
The role of technology in meetings and events has moved beyond its initial purpose of simply providing convenience. While convenience is important, there’s more room now to get creative with tech offerings that will leave lasting impressions and engage audiences. As long as your meeting and event tech is approachable and intuitive, you’ll be able to excite any audience, no matter their technical know-how. Continue reading “Using Event Tech to Create Impactful and Engaging Attendee Experiences”
Every organization is aware—maybe even to a painful extent—of the buyer’s journey. There are job functions and roles within each organization that are focused on specifically engaging with prospects who are at the top, middle, or bottom of the funnel, and ironing out the details of how to best engage with prospects as they move through the buyer’s journey is an ongoing process.
Marketers are increasingly turning to events as a key touchpoint that allow them to engage with, educate and influence prospects, and they’re seeing results—an impressive 98% of consumers are more inclined to purchase after attending an event. At a certain point, however, some of those prospects will become customers. Then what? Continue reading “3 Reasons Customer Events Will Drive Business Results”
FreemanXP is an experiential marketing agency that helps brands create personalized, innovative and immersive experiences. Event Magazine named the company the 10th-best brand experience agency, and their big-name clients—like Visa, Salesforce, Microsoft and Google—speak to that accolade.
Last year Event Farm’s CMO, Alexandra Gibson, interviewed FreemanXP’s VP of Special Events, Richard Toscano, as part of our Future of Event Marketing online series. They discussed everything from the specifics of catering with comfort food to the broad, overarching strategy of creating on-brand and immersive experiences for attendees. We’ve included highlights from their conversation below—to access the entire interview (and 11 other recordings with industry experts), register for our Future of Event Marketing series here. Continue reading “Thinking Outside the Box: How FreemanXP Creates Immersive Brand Experiences”