16 Feb The event treasure hunt in 2017
Why events are more than ever a good investment
In my articles in the fall of 2016 you could read about ways to boost the ROI of your events while creating a more personalized and state-of-the-art visitor experience.
Now is the time to read how you can support the predicted B2B trends for 2017 while uncovering the treasure of your events.
A flood of articles and reports about B2B marketing trends for 2017 have been issued in the past few months. These articles often talk about the same trends, like:
- Account Based Marketing
- Personalized Content
- Sales Enablement
- Reporting on ROMI (Return on Marketing Investment)
Now what’s the link of all these trends with events?
In this era of “digital glorification” events are the last standing marketing tactic that enable personal, real-time interaction with prospects and customers. A conversation in a booth, live on-site interaction through apps (voting, content downloads, “serious” gaming, Q&A, survey), a meeting during the break, networking at the closing cocktail: it all potentially generates more information about your customer in a day than through digital nurturing in a year.
You read it well: “potentially”, because work is left to be done to optimize the event investment and uncover the treasures they hold!
With proper data collection in place about your event visitors’ behavior, needs and feedback you can build your Account Based Marketing, pinpoint your content and deliver qualified leads to your sales team. With KPI’s and some simple measurement tools (an Excel sheet could do the job) you can report on your event-related ROMI to your management team. Re-read our previous articles to review our suggestions on these topics.
The technology exists to get all of this done and uncover the treasure of events, delivered through personal, human interaction.
I believe for all the reasons above that 2017 is more than ever the year to invest in events. Contact us to learn how you can optimize your events and support the trends of 2017.
We wish you a successful New Year.