Driving successful event marketing strategies was a key theme at Cvent CONNECT 2018. During “The State of B2B Event Marketing 2018: A Benchmark Research Report” breakout session, Matt Heinz, principal of Heinz Marketing, provided a roadmap for optimizing B2B event marketing.
Challenges to Reaching Our Customers
- Busier than ever: We don’t always have time to do the things we want to do, and attending an event is another to-do.
- Self-educated: Content can be found online
- Skeptical, distrustful and jaded: Attendees are skeptical of event content, and sometimes view it as thinly veiled sales pitches.
Cutting Through the Noise
- Email remains the "workhorse": Email marketing generates the best results pre/during/post event. Be cautious of overusing this channel, as prospects will simply unsubscribe.
- Optimize Technology: The mix of technology used for events is overwhelming.
- Uncertainty about ROI: 25-50% of marketing budgets is spent on events, but proving how events drive revenue is difficult.
- Marketing to sales disconnect: 50% of marketers say that the marketing to sales hand-off is ineffective, making it harder to close sales.