B2B sales are slow. Most customers are repeat customers, so building and maintaining partnerships is key.
Our team has extensive experience in various areas of marketing, including events. We are constantly learning, analyzing the experience of our Russian and foreign partners, testing new formats in search of effective promotion methods. Having held hundreds of B2B events of various formats, we have accumulated many cases and in this article we will tell you what you should pay attention to and how to reduce costs when organizing online events.
In the long term, holding B2B events stimulates sales:
A favorable environment is created for establishing contacts and expanding the base of potential clients;
There is an opportunity to present new products and services of the company;
The company's expertise website development service is demonstrated , which inspires trust among potential clients;
Increases loyalty of existing customers by providing useful information and sharing experiences;
The company's image is created and maintained through external PR, publication of materials on the results of the event, etc.
During the period of remote work, like many companies, we reviewed our event plan and focused on online.
So, we have finally moved on to the top important points that you should pay attention to when organizing B2B events.
Keep a schedule of events
All customer-facing employees should be aware of the company's events: when and what is happening, which clients have already registered, who has been invited, and who needs to be invited.
Often employees, especially those who work with clients, ask questions to event managers: what is happening this month, where can I get an invitation, who was at the last event? There can be an endless number of such questions, and they all require attention and additional resources.
To optimize the interaction of marketing and sales, as well as to strengthen the resources of the event direction, we conduct all events on the Marketing Creatio platform. The functionality allows you to fully manage the process, starting from fixing the dates of events, selecting an audience and team for each event, and ending with analyzing the responses of participants after the event.
All necessary information on events is also available to the commercial department. Managers can independently track registered and invited participants, download invitations and send them to their clients, without intersecting with other employees in the database, such as telemarketing.