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What is B2B Event Marketing and why is it so important?

It’s simple, people buy from people…B2B event marketing is a proven method to accelerate pipeline generation and shorten sales cycles. Knowledge sharing is a critical part of why people attend B2B conferences. The ability to share and gain knowledge from peers to other companies in the same industry is invaluable. B2B events offer a unique setting that brings together many decision-makers at the same location.

It’s important to note that there are various types of B2B events, trade shows, user conferences, VIP dinners, roadshows and workshops. The best salespeople are ones who excel at networking and building relationships. In a survey conducted by Marketing Charts of 1000 mid-to senior-level marketers across sectors, in-person events were considered the single most effective marketing channel by a 41% share of respondents from all sectors.

Did you know?

  • 61% of marketers believe that in-person events are the most critical marketing channel which is a 20% increase from last year.
  • 85% of leaders believe in-person events are essential to their company’s success.
  • Over 57% of event marketers believe their event budgets will decrease by 2021.

The key with events is to deliver as much value as possible. It’s important for businesses now to differentiate themselves in this era of cut-throat competition. It’s vital to constantly find an edge. Events can provide businesses with this edge to help build on brand image and awareness.

The possibility to build many relationships in such a short period of time is hard to achieve through other marketing channels. Events are a great platform for interaction, building great relationships and creating trust. These relationships at personal physical levels are something that email marketing or social media, unfortunately, cannot provide.

Watch our interview with Josh Mitchell, Co-founder of the Hampshire Business Show and digital marketing agency, Mitchell & Stones. We discuss the importance of events, why they work and why they are an integral part of a business’s marketing strategy

Published On: March 2nd, 2023By


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