Why is it that, year after year, events are rated one of most effective B2B marketing tactics? The answer is simple: events are personal, they’re social, and they provide the opportunity for face-to-face engagement. So what type of events are most effective? According to a report by SofwareAdvice (2014 B2B Demand Generation Benchmark), trade shows are both the most and best means of generating B2B leads. Businesses that sell services, solutions and intangible products favour events for a variety of reasons:
- To build brand and positioning
- To appreciate clients with a view to building loyalty and advocacy
- By providing relevant and valuable content, to generate interest and leads, and demonstrate thought leadership
- To build relationships with buyers and influencers from prospective clients
- To strengthen and extend relationships within existing clients.