OCTOBER 15-17, 2024 | NEW YORK CITY

B2B Event Marketing 101: 5 Things Event Planners Need to Know

Photo by Daniele Franchi on Unsplash -- idea, marketing idea

Event organizers readily admit that B2B event marketing is important for company growth and industry advancement. But it’s also one of the most challenging. While technology and evolving innovations keep the in-person event relevant, not every aspect of B2B event marketing is keeping up with the demand for more impactful sessions and sophisticated surveys. And these passive metrics of a successful event make it tougher to gauge event ROI. 

One study shows that 80% of marketers believe that B2B events are mission-critical for success. Another 23.8% of business marketers say that fitting company events into their marketing plan is the biggest challenge. And 19.1% say it’s their second biggest challenge. 

So, what do you need to know as a New York event planner about today’s B2B event marketing? We’ll dive into the latest trends and insights to provide you with all the direction you need to capitalize on B2B event marketing today and in 2024.

1. B2B Event Marketing, Defined

B2B event marketing is defined as the use of in-person and/or virtual events as part of a company’s marketing strategy in promoting products or services to other business entities. Any organization with a target audience of other businesses or companies can tap into the many benefits of the B2B event. As an event planner, you can capitalize on this opportunity as you seek to land new business clients who need help with their conferences, meetings, parties, and trade shows.

2. Recognizing the Different Types of B2B Events

A B2B event can come in all shapes, sizes, and types. Event planners not yet offering these B2B event services could find incredible revenue opportunities within these New York event types.

  • Product launches
  • Meetings
  • Trade shows
  • Industry conferences
  • Exhibitions
  • Corporate dinners
  • Recruiting events
  • Webinars and workshops
  • Award ceremonies
  • Company fundraisers
  • Conferences

3. Why B2B Events Need to Be on Your Radar

B2B events continue to be one of the most effective methods for brands to connect with their business target audiences. And it’s a segment within the events industry that is growing exponentially to include virtual and hybrid engagements as well. As an event planner, these types of events need to be on your radar as they represent an emerging market of potential clients. When you’re able to jump into this B2B event arena, you can find your niche and scale your event planning business to new heights. 

4. Insights for Building an Effective B2B Event Marketing Strategy

When working with new B2B event clients, event organizers will need a unique approach to planning. Provide your clients with a marketing strategy roadmap that ties their event into their existing marketing endeavors. Here are some best practice suggestions to consider.

  • Knowing the B2B event’s target audience.
  • Identifying the B2B event’s core goals.
  • Choosing the best-fit event type and format.
  • Designing a brilliant B2B event experience and itinerary.
  • Leveraging innovative and sophisticated technology.
  • Tapping into all the relevant metrics to analyze every B2B event element.

5. How to Coach Business Clients on Integrating Events

Remind your B2B event clients about the importance of seamlessly integrating the event with existing marketing and advertising efforts. Work with them so you, as their event planner, understand their goals and targets. Consider these insights when having these integration discussions with your business event clients.

  • Ensure your objectives align with your B2B event.
  • The event should support the overall marketing strategy.
  • Connect marketing teams to collaborate with the B2B event.
  • Keep your event messaging consistent with core marketing messages.
  • Merge event content with other marketing campaigns for improved effectiveness.
  • Use every digital marketing channel to boost the B2B event’s reach.
  • Measure every performance metric and detail to confirm an event’s successes and pain points.

FAQs About B2B Events

These tend to be a few of the most frequently asked questions about event planning for B2B events.

What are the advantages of B2B events marketing?

Benefits of B2B event marketing include:

  • Stronger prospect and business client relationships.
  • Improved lead nurturing and generation.
  • Boosted brand awareness.

What’s the difference between B2B and B2C events?

A B2B event will attract business, organization, or entity representatives. These guests, ideally, are the target audience of the business client you’re event planning for with this event. Alternatively, a B2C event targets an individual consumer as the primary audience for your event planning business client.

What key factors should be prioritized with B2B events?

  • Business customers are built on trust.
  • Business customers want efficiency and convenience.
  • Business customers want measurable results.
  • Business customers value strategic partnerships long term.

Start leveraging B2B event marketing as part of your business strategy and keep these insights handy to guide your efforts. Remember, you’ll always find great suggestions and business-boosting trends right here in our ongoing blog series. So, check back often and keep an eye out for announcements for details about The Event Planner Expo 2024!

Share:

Most Popular

Get The Latest Updates

Subscribe To Our Newsletter

No spam, notifications only about new products, updates.


By submitting this form, you are consenting to receive marketing emails from: . You can revoke your consent to receive emails at any time by using the SafeUnsubscribe® link, found at the bottom of every email. Emails are serviced by Constant Contact

Categories

About Us

The Event Planner Expo is the premier destination for Event Planners, Corporate Decision Makers, Meeting Planners, Marketing & PR Professionals. It’s so vital for you to position.

Contact Info

Phone 212-254-3700 Email info@theeventplannerexpo.com

Social Media