Event Marketing


5 Ways to Attract More Attendees to Your B2B Event


Ariel Valley


It's no secret that live events are one of the most powerful lead-conversion tools in the B2B world. But with hundreds, sometimes even thousands, of corporate events happening in major cities all over the world every week, your event needs to stand out.

Ready to start running great events? Download the workbook, How to Run an Event That Isn't Terrible.

These are our top 5 ways to cut through the noise and attract more attendees to your events.

Try new channels

1. Try New Channels

There are more social media sites popping up every day that event marketers need to be aware of. A quick Google search regarding “which platforms should my business be on?” prompts a long journey of pages filled with listicle articles that make my head spin. (What brand needs to be on 50+ channels!?)

The trick is to figure out which channels your audience is on. Most organizations start with basics: Facebook, Twitter, LinkedIn, and maybe Instagram. You’re most likely sending emails, and your sales team is making phone calls. These tactics are used everywhere because they work; but just because your strategy is working, doesn’t mean it can’t work even better.

Some of the most successful channels we’ve seen our customers use lately have been LinkedIn’s InMail and SMS (text message). InMail has created a unique space for event marketers to find and connect with potential registrants that extends beyond email but has a more personal touch than a public social message. SMS had also proven to be a leading conversion tool, especially for reminding registrants to attend your event.

Nail down your martech

2. Nail Down Your MarTech

Event teams are already wearing a lot of hats. Your event technology needs to be easy to use and trustworthy.

In a survey from EventMB, 79% of event teams said that their most important consideration when purchasing event software is support, followed by features (78%), and analytics (69%). It’s clear that event teams are all really looking for the same thing—a helping hand to prove ROI and get attendees in the door.

Our Tip: When you’re evaluating software, make sure you have your end goal and current challenges clearly written out. It’s easy to let the appeal of a new system take over when, in the end, it doesn’t really meet all of your needs.

Personalize Your Messaging

3. Personalize Your Messaging

You’re putting a ton of time and effort into creating an event that your customers and prospects will love, but simply putting on the event won’t be enough to get them there. Make sure you’re making the most of your event outreach by testing out send times, different channels, and even days of the week you’re contacting people.
In addition, take advantage of the contact data you have. Segmenting your contacts by different categories, such as job function, can help you better align your messaging to each persona.

As a general rule, keep your personalization consistent. For example, if you made it clear that you know their name, email, and job title already, then make sure you’re using progressive profiling on your forms so they won’t have to re-enter the information.

Make A Connection

4. Make A Connection

Many people love attending events for B2B organizations because it’s the only time they can interact 1-on-1 with the people who work there. This is your chance to get to know your audience on a more personal level and ask questions about how your product can better their lives. From individual meeting sessions to smaller FAQ sessions, make a point to have these vital break-out sessions during your event.

Another great way to connect with your audience is by centering your event around an initiative that your audience is passionate about. Some examples include:

  • Sustainability: Make your event green by using compostable products, exclude paper materials and encourage people to keep everything digital, and focus on controlling food waste. You can even take it up a notch by finding an eco-friendly venue.
  • Support A Cause: Center your event around giving back to a nonprofit that your audience cares about. (This is where competitions can be great fun!)
  • Shared Interest: Sometimes the best way to connect with your audience is by not talking about your product at all. A similar interest, such as sports or a movie, is sometimes the best way to make a lasting impression.
Take Risks

5. Take Risks

At the end of the day, events are about creating a fun, shared experience for you and your customers. Don’t be afraid to break away from the traditional conference room setting and show off your organization’s personality.

Link to the workbook, How to Run an Event That Isn't Terrible.
Isn't it time to level up your scrappy marketing team with a weekly dose of high-octane content?!? 💯
Available on iTunesAvailable on StitcherAvailable on Soundcloud

Show Notes