The B2B Content Marketing 2016 Benchmarks, Budgets, and Trends—North America report presented many key findings on how companies are effectively using specific strategies and tactics for their content marketing plans. According to this year’s report, 81 percent of respondents are using in-person events as a Business-to-Business (B2B) content marketing tactic, with 75 percent rating in-person events as the most effective tactic they have implemented within their content marketing strategy. This is the sixth consecutive year that events have trended as the most effective B2B tactic within the report.
Not only do events provide value in building relationships with current and prospective customers, but also by linking events to an overall marketing strategy, they allow a company to maximize public relations, social media, and sales activities. We’ve included some of the top key takeaways on why you should include events in your B2B marketing mix.
Generate Brand Awareness
Brand awareness is a top goal when it comes to event marketing. The same B2B Content Marketing 2016 Benchmark report found that 73 percent of marketing professionals surveyed stated brand awareness as the number one goal of event marketing strategies and tactics.
In-person events, such as a trade show or customer appreciation event allow brands to express their identities and key messages in ways that appeal to all of the senses of an audience to ultimately make for a memorable experience. Experiential marketing is a great way to cut through the clutter of events to increase brand awareness.
For any brand, building relationships with current and prospective customers is key to the sales process. When entering the purchasing decision cycle, many modern consumers want more than just a sales pitch. Events provide brands with the unique opportunity for customers to interact with companies’ products, services, and/or solutions.
Events also provide face-to-face interaction that can lead to more authentic personal relationships and offer a way for brands to get immediate feedback and learn from their consumers.
In-person events present an ideal environment to capture current customer and prospective customer data. Collecting leads allows for a brand to implement a timely and targeted post-event follow-up while a brand is still fresh in the mind of its prospects. Content plays a critical role in how a brand nurtures leads along the sales pipeline. If a brand can identify specific content that will resonate with current and prospective clients based on the data collected during the event, the brand will more likely be considered to be a driving factor in moving individuals through the sales pipeline.
At Martino Flynn, we’re always looking to provide our clients with ideas that do more. Are you ready to integrate events into your content marketing strategy? Contact us to learn more about our trade show marketing capabilities.