In today's B2B landscape, building meaningful connections with potential customers is more crucial than ever. Salestech, a rapidly growing field focused on leveraging technology to improve sales processes, offers a powerful toolkit for B2B event marketing. But with the rise of virtual events and ever-evolving audience expectations, crafting a winning event strategy requires a multi-faceted approach.

This blog explores key salestech B2B event marketing strategies for 2024, highlighting how to use technology to:

  • Craft engaging and informative events
  • Maximize lead generation and nurture
  • Measure success and optimize future events
  • Amplify your reach through content syndication

Engagement is Key: Interactive Experiences and Personalized Content

Gone are the days of static presentations and one-size-fits-all content. B2B event attendees crave interactive experiences tailored to their specific needs. Salestech tools can help you achieve this by:

  • Live Polling and Q&A: Platforms like Mentimeter or Slido allow real-time audience participation, gauging engagement and tailoring the event flow based on attendee interest.
  • Interactive Workshops and Breakouts: Utilize tools like Klaxio or Airmeet to host breakout sessions focused on specific industry challenges or product demonstrations.
  • Gamification: Platforms like Bunch or Badgeville can incentivize participation through points, badges, and leaderboards, boosting engagement and knowledge retention.

Personalization Through Salestech: From Registration to Follow-Up

Personalization is another key to event success. Salestech can help you segment your audience and deliver targeted content throughout the event lifecycle:

  • Pre-Event Engagement: Utilize marketing automation tools like HubSpot or Pardot to send personalized email blasts highlighting relevant sessions and speaker bios based on attendee interests.
  • Dynamic Content Delivery: Platforms such as ON24 or GoToWebinar allow for dynamic content delivery, where attendees see presentations or product demos tailored to their pain points.

Lead Generation and Nurturing: Capturing and Converting Interest

B2B events are prime opportunities to generate qualified leads and nurture existing relationships. Here's how salestech can streamline the process:

  • Interactive Registration Forms: Capture valuable data about attendee needs and buying stages through interactive forms using tools like Typeform or Paperform.
  • Smart Badge Scanning: Implement badge scanning with tools like Aventri or Eventbrite to gather data on session attendance and booth visits, allowing for personalized follow-up.
  • Real-Time Lead Scoring: Utilize sales intelligence platforms like LeadGenius or ZoomInfo to score leads based on their engagement during the event.

Measuring Success and Optimizing for the Future

Analyzing event data is crucial to understanding what resonated with attendees and what needs improvement. Salestech tools can help you:

  • Event Analytics Dashboards: Platforms like Marketo or Salesforce Event Monitor provide detailed insights on registration rates, attendance, and engagement metrics.
  • Post-Event Surveys: Utilize SurveyMonkey or Typeform to gather feedback on content, format, and speaker performance to guide future events.

Content Syndication Strategies: Amplifying Your Reach

Don't limit your event's impact to just the attendees. Leverage content syndication strategies to extend reach and generate even more leads:

  • Repurpose Presentations and Recordings: Utilize platforms like Wistia or YouTube to host recorded sessions and presentations, allowing potential customers to discover your content on-demand.
  • Partner with Tech Publications: Partner with relevant salestech publications like Ciente to promote your event content and gain exposure to a wider industry audience.
  • Social Media Promotion: Utilize social media platforms like LinkedIn or Twitter to promote key takeaways and insights from the event, fostering audience engagement and organic reach.

Conclusion: A Salestech-Powered B2B Event Strategy for Success

By strategically integrating salestech tools, B2B event marketing can become a powerful engine for lead generation, brand awareness, and customer relationship building.

Remember, successful B2B events are not one-off events, but rather building blocks in a larger sales and marketing strategy. By fostering meaningful connections, delivering personalized content, and leveraging technology to analyze and improve, you can create events that leave a lasting impression and drive real business results.

So, are you ready to take your B2B event marketing to the next level with salestech? Start planning your next event with these strategies in mind, and watch your lead generation and brand awareness soar.