The sales technology (salestech) landscape is a dynamic one, brimming with innovation and fierce competition. In this ever-evolving space, B2B events offer a powerful platform to showcase your solutions, forge connections with potential customers, and generate high-quality leads. But how do you cut through the noise and ensure your salestech event stands out?
This blog delves into effective B2B event marketing strategies, along with valuable content syndication tactics, to help you turn your salestech event into a lead generation powerhouse.
Pre-Event Buzz: Attract the Right Audience
Long before the event kicks off, you need to lay the groundwork for a successful turnout. Here's how to attract the ideal sales professionals:
Know Your Audience: Don't waste time with generic marketing blasts. Identify your ideal customer profile (ICP) – the specific sales teams or individuals you want to reach. Understand their pain points and challenges within the salestech domain. Craft your messaging to resonate with their specific needs.
Content is King: Develop a compelling event theme that tackles current industry trends and addresses the challenges faced by your target audience. Offer valuable content teasers – sneak peeks at speaker presentations, exclusive reports, or insightful blog posts on your tech publication – to pique their interest and encourage them to register.
Multi-Channel Marketing: Leverage a strategic mix of marketing channels to spread the word about your event. Utilize targeted email marketing campaigns segmented by buyer personas. Run social media ads focused on specific demographics and interests. Partner with relevant salestech influencers to extend your reach and leverage their audience.
Interactive Registration: Make the registration process informative and engaging. Briefly highlight the event agenda, showcase your esteemed speakers, and emphasize valuable networking opportunities. Consider offering early-bird discounts or exclusive downloadable content to incentivize registrations.
Content Syndication Strategies: Amplify Your Reach
Once you have a solid marketing plan in place, consider these content syndication strategies to broaden your event's reach and attract a wider audience:
Guest Blogging: Collaborate with prominent tech publications in the salestech industry. Offer to write guest blog posts that explore the event theme, highlight the expertise of your speakers, or provide valuable insights on specific salestech challenges. Include a clear call to action (CTA) directing readers to register for the event.
Industry Partner Content Sharing: Partner with other relevant salestech companies or organizations. Share each other's event content across social media channels and email newsletters. This cross-promotion allows you to tap into new audiences interested in related topics.
Social Media Syndication: Leverage the power of social media platforms like LinkedIn and Twitter to share snippets from your blog posts, speaker interviews, or highlight key event takeaways. Utilize relevant hashtags and industry communities to ensure your content reaches the right audience.
Event Day: Delivering an Engaging Experience
Now that you've attracted a strong audience, it's time to ensure their event experience is valuable and memorable:
Format Flexibility: Consider offering a hybrid event format, catering to both in-person and virtual attendees. This caters to a wider audience with geographical or scheduling constraints.
Industry Expertise: Secure well-respected speakers who are thought leaders or successful practitioners in the salestech field. Focus on interactive sessions like workshops, panel discussions, and live product demonstrations that showcase the practical application of salestech solutions.
Networking Opportunities: Facilitate networking through designated spaces, online chat forums, or speed networking sessions. Encourage interaction and relationship building between attendees and industry experts.
Data Capture: Utilize registration forms, polls, and surveys to gather valuable data about attendee demographics, interests, and specific challenges they face. This data will be crucial for personalizing post-event outreach and lead nurturing.
Post-Event Follow-Up: Nurturing Leads into Sales
Don't let the momentum die down after the event. Here's how to nurture your leads and convert their interest into sales:
Content Repurposing: Extract valuable content from your event, such as presentations, recordings, or key takeaways, and repurpose them into downloadable resources or blog posts for your tech publication. Share them with attendees and new leads to extend engagement and establish yourself as a thought leader in the salestech space.
Targeted Lead Nurturing: Segment your leads based on their interests, interactions during the event, and the data you captured. Develop targeted email campaigns that offer relevant salestech content, case studies, and free trials to continue nurturing them through the sales funnel.
