What is B2B Event Marketing?

What is B2B Event Marketing?

In a enterprise setting, companies will want different companies as a lot as they want prospects. That is particularly the case with a business-to-business marketing agency, which can not operate with out its shoppers. However how do companies go about accruing shoppers? They should seek for them, and amongst these methods is B2B occasion advertising.

Earlier than we enterprise any additional, although, let’s first get again to fundamentals. What’s B2B occasion advertising, why is it so necessary, and why do you have to make investments it in? Learn on for all of the solutions.

What’s B2B occasion advertising?

‘B2B’ stands for ‘business-to-business’, which pertains to the transactional relationship between two companies. To refer again to the above instance, a business-to-business advertising company is constructed upon enterprise relationships. The company supplies its shoppers with advertising methods, which is able to (if the company is any good) enhance the shoppers’ model picture, and the shoppers pays for the privilege. This can be a totally different idea from B2C relations, which focuses on the transactional relationship between enterprise and client.

As for the ‘occasion advertising’ side of the phrase, this pertains to occasions by which companies partake with a purpose to market themselves to different companies. While just like B2C occasion advertising, by which companies partake with a purpose to win potential prospects, B2B occasion advertising is born of the intention to kind new enterprise relationships. Historically, companies or hosts will maintain these occasions offline, however with the 2020s’ rising development of working from residence, digital occasions are additionally commonplace.

What are some frequent examples?

Exhibitions and commerce exhibits

Exhibitions are fairly probably the most typical type of B2B occasion advertising—and of B2C advertising, too. Have you ever ever been to a market consisting of a number of enterprise stalls? If that’s the case, you will have attended a commerce present exhibition occasion. A commerce present is a thematic tapestry, and every stall types a singular thread on this technicoloured showcase of companies and their greatest merchandise. That is the bandwagon you’ll wish to be part of as a) you may be accountable solely on your stall, versus the entire occasion, and b) you’ll be roughly spoon-fed your foot visitors. If there ever have been a time to carry out a product demonstration, it will be at an exhibition of any variety.

On the subject of exhibiting, there’s a little bit of give-and-take. Numerous money and time goes into setup, rental/attendance charges, and making ready your merchandise for presentation or demonstration. Exhibiting can do wonders for enterprise lead technology, however companies ought to carry out a cost-benefit evaluation earlier than committing


You understand what they are saying: ‘should you can’t come to the social gathering, let’s deliver the social gathering to you’. This philosophy is on the coronary heart of all roadshows. Let’s say you will have a store in just one location. It’s going to draw the locals—or maybe some very devoted non-locals—however you’ll make an even bigger buck with a number of retailer places. While roadshows should not everlasting fixtures, they will cowl loads of floor. If you additionally think about that folks choose native occasions to happenings additional afield, you’ve bought your self a proof as to why roadshows work.

If a enterprise is conducting a roadshow sequence, that signifies that they’re internet hosting the identical half- or full-day occasion for a succession of days throughout a number of places. The intention is to generate enterprise leads and to unfold model consciousness far and broad. For those who can catch extra fish by casting a wider internet, think about what number of extra you would accrue with a number of nets in many alternative locations.

In fact, holding a number of occasions in a number of places will imply a number of venue rent charges. You’ll additionally must pay all employees concerned to compensate for the massive parts of their time. Roadshows are a high-risk/high-reward initiative and also you’ll desire a technique in place earlier than you get began.

VIP dinners

If exhibitions and roadshows are free-for-alls, VIP dinners are invitation-only occasions. Consider them as a date the place one enterprise is attempting to entice the opposite right into a enterprise relationship.  How can the internet hosting enterprise butter up the attending enterprise? They might bathe them with items and reside music, and even rent a celeb speaker. Total, although, a VIP dinner is a chance to debate potential enterprise over a meal and a few drinks. It’s a relaxed ambiance the place folks can take the time to nut out particulars or to make clear any excellent questions they could have.

Oftentimes, a enterprise will host a VIP dinner on the night of an exhibition or convention. This can be a mutually useful endeavour that not solely feeds off the optimistic vibes from earlier but additionally blends the companies’ schedules in a seamless approach.


Conferences are just like the ‘massive weapons’ of occasion advertising. You’d solely provoke one among these if your enterprise has loved appreciable success. Conferences require excessive budgets and an entire lot of effort. The thought, nevertheless, is that every one that money and time will repay itself to you in spades. If it’s a ticketed occasion, for instance, the viewers admission charges ought to nourish your depleted funds, and ideally flip over a big revenue. In case your convention attracts lots of and even 1000’s of attendees, this may additional justify your expenditure. Like roadshow occasions, conferences can lengthen over a number of days—the important thing distinction being, although, that it doesn’t repeat the identical content material. You might publish particulars of the upcoming occasions in a program.

A convention is a type of ‘go-big-or-go-home’ occasions that, when executed effectively, ought to generate a wealth of enterprise leads and income. Think about operating one later down the observe as soon as your enterprise can stand by itself two ft.

Is there something additional so as to add?

B2B occasion advertising is a robust lead-generating device that may construct enterprise relationships, unfold model consciousness, and enhance enterprise success. It will probably take many types—be these digital or offline—however there’s something to be mentioned about in-person networking. It’s tactile, it’s extra private, and there’s solely a lot you may talk from an internet platform. You need to use this data to higher win potential shoppers through in-the-flesh types of occasion advertising.

B2B occasion advertising operates on the entrepreneurial philosophy that it’s good to spend cash to earn cash. Organising such occasions may be high-risk/-high-reward, which is why it is best to think about your technique earlier than you provoke any occasion. Begin small by organising a market stall, for instance, and you’ll ideally work your approach as much as internet hosting roadshow occasions or possibly even conferences.

Behind each profitable occasion is a brilliant B2B occasion advertising technique. For those who want some assist discovering yours, a business-to-business advertising company can equip you to work from the bottom up. Contact 121 Group right this moment and discover the technique that greatest works for you and your enterprise.

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