A Guide to B2B Event Marketing
Estimated Read Time: 7 minutes
Intended Audience: Microsoft Partners
Hosting a successful B2B event is about more than just gathering business professionals in one place—it’s about creating meaningful interactions, sharing insights & knowledge, and building strategic partnerships that last. Maximize the impact of your events, whether they’re in-person, virtual, or hybrid, by using proven strategies honed through our extensive experience with Microsoft Partners.
Define Clear Objectives
Every impactful event starts with a clear understanding of its purpose. Defining specific, measurable objectives ensures every decision supports your desired outcomes. Without this clarity, even a well-executed event can fall short of delivering real value.
Think about what you want your event to achieve. For instance:
- Are you looking to generate new leads? Focus on activities that capture attendee information and encourage post-event engagement.
- Is your goal to strengthen existing relationships? Design your event around networking opportunities and meaningful, personalized interactions.
- If you’re aiming to establish thought leadership, prioritize opportunities for your brand to share expertise through keynote sessions, panels, or demos.
At the Ragan Internal Comms Conference, Klarinet Solutions, a Microsoft MSP/CSP, aimed to increase visibility among communication professionals while showcasing their expertise in cloud solutions and SharePoint services. This goal influenced every aspect of their approach, from the materials they presented to the interactions they formed at their booth. By focusing on positioning themselves as thought leaders in their field, Klarinet ensured their participation aligned with their larger business objectives.
For EFOQUS, a Microsoft SI, a customer appreciation event served a different purpose. Instead of seeking new leads, the goal was to nurture loyalty among existing clients across various regions. This approach prioritized creating an intimate, welcoming environment that celebrated customer relationships rather than driving sales. Every element of the event, from personalized invitations to the curated atmosphere, reinforced this objective.
Plan Strategically
Once objectives are set, the next step is to translate those goals into a practical, actionable plan. Strategic planning is about creating a roadmap for the event that ensures every detail aligns with your objectives and resonates with your audience.
Start by understanding who your target audience is and what they value. Crafting an event that speaks directly to their needs ensures stronger engagement. For instance, internal communication professionals attending the Ragan Conference were drawn to Klarinet’s booth not only because of its visual appeal but also because the content and interactions were tailored to their challenges in workplace communication.
Key elements of strategic planning include:
- Format Selection: Choose a format—virtual, in-person, or hybrid—that best supports your goals and audience preferences. Klarinet’s choice to participate in an in-person conference allowed for face-to-face engagement, critical for building trust and credibility in their field.
- Booth Design and Layout: For conferences, ensure your booth is inviting and easy to navigate. Interactive features, like Klarinet’s branded frisbees, made their space approachable and encouraged attendees to engage naturally.
- Content Strategy: Plan the materials and activities that will be most impactful. From live demos and presentations to printed brochures, everything should reinforce your brand message and provide value.
- Team Preparation: Ensure your team is equipped with clear messaging, talking points, and knowledge of the event’s goals. At EFOQUS’s customer appreciation event, the team’s focus on building meaningful conversations and gratitude created a lasting impression on attendees.
Attention to detail during the planning phase ensures smooth execution on the day of the event. A strong plan doesn’t just address the logistics—it creates a cohesive experience where every touchpoint supports your objectives and leaves a lasting impression.
Create Engaging Content
Content is what captures attention and sustains engagement. It goes far beyond the presentations and panel discussions that take place during the event—it includes every touchpoint before, during, and after the event. From pre-event teasers to on-site interactions and post-event follow-up materials, your content should be strategically designed to reinforce your brand’s message and deliver value to your audience.
- Pre-Event Content:
The content journey begins well before the event itself. Pre-event materials like teaser videos, countdown posts on social media, and targeted email campaigns build anticipation and provide attendees with valuable context. Share what they can expect to learn, who they will meet, and how your event will address their pain points. Tailored messaging helps your audience understand why attending is worth their time. - On-Site Content:
During the event, the content you deliver must be engaging and interactive. This includes live presentations, workshops, and panel discussions that address industry-specific challenges and provide actionable insights. Interactive elements like live polls, Q&A sessions, and product demos can encourage active participation. Additionally, the materials you distribute at the event—such as one-pagers, brochures, and branded swag—are just as important. They provide attendees with something tangible to take away, helping them remember your key messages long after the event is over.
For instance, at the Ragan Internal Comms Conference, Klarinet Solutions focused on approachable and interactive on-site content. Their booth included branded frisbees that served as both an icebreaker and a way to draw attendees into deeper conversations. This fun and memorable element was paired with informative one-pagers and brochures that showcased Klarinet’s expertise in streamlining internal communications.
- Post-Event Content: Your content strategy doesn’t stop when the event ends. Follow-up materials like session recordings, whitepapers, and case studies provide additional value and help extend the impact of the event. These resources can reinforce your key messages and keep your brand top of mind. Personalized follow-up emails that reference specific discussions or sessions attended can also demonstrate that you value each attendee’s unique engagement.
Engaging content is not just about what you say but how you say it. Use visuals like infographics, videos, and animations to simplify complex topics and make your messaging more compelling. Incorporate storytelling to connect emotionally with your audience, and always tie the content back to their specific needs and challenges.
By creating a cohesive and comprehensive content strategy, you ensure that every touchpoint—whether digital, physical, or conversational—adds value and strengthens your relationship with attendees.
Promote Effectively
Promotion is the engine that drives your event’s success, ensuring maximum visibility and engagement. A well-executed promotional strategy ensures your target audience not only knows about your event but also feels compelled to attend. To achieve this, promotion should start early, use a multi-channel approach, and speak directly to your audience’s interests and needs.
Begin with an early “save the date” announcement to secure interest and get on your audience’s radar. As the event date approaches, gradually release more details to build excitement. Highlight what makes the event unique, such as expert speakers, exclusive content, or opportunities to engage with your brand. Consistent messaging across email, social media, and other platforms ensures your promotions remain top of mind.
For EFOQUS’s customer appreciation event, the Mavens crafted a campaign that emphasized exclusivity and connection. Invitations were sent early to give attendees time to plan, featuring personalized messaging that conveyed gratitude for their ongoing partnership. Follow-up emails teased the intimate nature of the event and hinted at special touches attendees could expect, ensuring they felt valued and eager to attend.
To ensure your promotional efforts are effective:
- Start early: Announce your event well in advance and follow up with regular updates.
- Leverage multiple channels: Use a mix of email marketing, social media, blog posts, and paid ads to reach your audience.
- Highlight unique benefits: Showcase why attending is worthwhile, whether it’s exclusive insights, networking opportunities, or engaging activities.
- Build anticipation: Share sneak peeks or behind-the-scenes content to generate excitement.
During the event, keep the momentum going with live updates, behind-the-scenes moments, and attendee highlights. Afterward, follow up with thank-you messages, recaps, and resources like session recordings to extend engagement and reinforce connections.
Follow-Up Promptly
Following up after an event is just as important as the event itself. It’s during this phase that you turn initial interactions into lasting relationships and meaningful results. Thoughtful and timely follow-up ensures attendees feel valued and keeps your brand top of mind.
For Klarinet Solutions, follow-up after the Ragan Internal Comms Conference included personalized emails sent to booth visitors. These emails thanked attendees for stopping by and offered resources about Klarinet’s internal communications expertise. By referencing specific interactions, Klarinet continued conversations started at the booth, nurturing leads and building stronger connections.
Long View Systems, a Microsoft CSP and MSP, used a similar approach after the SMC Tech Conference. Their follow-up strategy included thank-you messages accompanied by links to session recordings and exclusive cybersecurity resources. This helped reinforce the value of their expertise while encouraging attendees to explore solutions that aligned with their needs.
To make your follow-up more effective:
- Act quickly: Send thank-you messages within 24-48 hours to maintain momentum and keep your event fresh in attendees’ minds.
- Provide value: Include relevant resources, such as recordings, guides, or discounts, to extend the impact of the event.
- Personalize communications: Reference specific sessions, discussions, or interests to make attendees feel recognized and appreciated.
- Gather feedback: Use surveys to understand what attendees enjoyed and where improvements can be made, showing you value their input.
- Schedule next steps: For high-value leads, arrange follow-up calls or demos to deepen engagement and explore opportunities.
The follow-up phase is where you build on the initial connections made during the event, turning interest into action and relationships into long-term partnerships. By demonstrating value and continuing the conversation, you ensure your event’s success extends well beyond its closing moments.
Need Help with Your B2B Event Marketing?
Hosting a successful B2B event requires strategic preparation, engaging execution, and thoughtful follow-up. By setting clear objectives, delivering value through compelling content, and building meaningful connections during and after the event, you can create experiences that drive results and strengthen relationships.
Maven Collective Marketing specializes in crafting events that deliver real business outcomes. From strategic planning to post-event engagement, we understand the importance of creating events that resonate with your audience and support your business objectives. With extensive experience working alongside Microsoft Partners, our team brings the insights and creativity needed to turn your event vision into reality.
Whether you’re planning a conference, webinar, or client-focused event, Maven is here to help you execute with precision and achieve measurable success. Contact us today to learn how we can support your next event.
