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How B2B event marketing can take advantage of online tools

Chances are, a company's business-to-business marketing strategy will include at least one event. Event marketing plays a crucial role in raising awareness and increasing interest in a new product or service. Fifty-seven percent of marketers reported having significant success in accelerating lead generation and growing their sales pipeline using event marketing (1).

Unfortunately, event marketing can be highly cost-prohibitive due to the sheer amount of extraneous expenses involved, whether for renting out a space for a trade show, hosting a conference or launching a product. How then, are companies with razor-thin profit margins or minimal marketing resources supposed to take advantage of event marketing?

The answer is through online event marketing. Utilizing online tools such a webinars and video conferences, marketers can easily and inexpensively promote, host and discuss an event. 

Companies can generate pre-event buzz through mailing lists, social media postings and specialized website content, and marketers can reward those who share and further disseminate details about the event. During the event, marketers can invite attendees to use hashtags and upload photos to create additional buzz. And after the event, marketers can provide follow-up details and reminders to attendees and recap the event on the company's website or app (2).

(1) The State of B2B Event Marketing

(2) How Event Marketing Should Fit into your Online Marketing Strategy

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.