Top 5 strategies for a successful BtoB event

Top 5 strategies for a successful BtoB event

Targeting a specific audience

  • What makes an event work is that it targets a specific group of people.
  • They could be your business partners, your VIP customers, your regional employees, your suppliers, etc. If you don’t know who you want to reach, your event will be too vague and your message too generic to arouse anyone’s interest.
  • Have a clear idea of your audience’s expectations and needs. You should be able to describe them in 2 or 3 sentences.
  • Their interests must also be taken into account when choosing the topics you will cover at your event, and how you will promote your content before, during and after the event.
  • Make them feel at the heart of the event. To create valuable community links that foster long-term business relationships and lead generation, you need to make them feel recognized at all times. In other words, they’re not just another audience at one of your events, another face in the crowd! They’re there because you care about them and their expectations.

Examples of properly targeted audiences include: IT professionals working for small companies; start-up founders looking for investment opportunities; or medical researchers interested in the revolutionary breakthroughs in cancer treatment taking place in Europe.

Keep in mind that the event in question is not just a way for your company to communicate a message, but also and above all a way to develop and strengthen your relationship with your target audience. So that both parties have something to gain from the moment.

Offer a tempting program

How do you attract participants to your B2B event? By offering an attractive program.

A strong call to action will encourage your target audience to participate. You can focus on the benefits attendees will receive by participating in your event, and share information about the activities and entertainment they will enjoy at the event. Perhaps you’ll find some fun workshops or quality speakers. Perhaps you’ll be handing out prizes.

Whatever makes your event unique, make sure everyone knows it! Do it through social networks, sent invitations and word of mouth. But not only with potential participants. Also establish your event’s reputation among the influential people in your network, so that they can help spread the word about your event!

A little AppCraft advice: through the various events we’ve organized for our clients, we’ve noticed that asking for your audience’s opinion in advance of the event is a strategy that works. So, in the run-up to the event, send out a survey to your guests. Ask them what they need, what they hope to see and hear at the appointment. Do they want to network? Talking about a specific theme? Hear a particular speaker?

Simply asking them will show them that you’re putting them at the heart of your event. And give them a good reason to turn up on the day.

Communicating your event through the right channels

Once you’ve decided on the nature of your event, it’s time to make people want to attend. To do this, you’ll need to be creative and do your research in advance. The first step is to publicize your event and use digital and social media to reach potential participants. By advertising in places where your audience is, and using your existing contacts to spread the word, you’ll be able to get greater reach from the initial campaign. Your objective here is to target the right channels, those where your audience is present. Next, you need to determine the topics that interest your audience and focus on these when offering them an invitation. Try to give them an unforgettable experience by using a unique theme, interesting speakers or an unusual venue for this type of event, such as a farm or bar.

The event CRM you urgently need

With AppCraft’s CRM platform, you can bring all your tools together in one place and create a seamless event experience for your attendees, guests and exhibitors. You can seamlessly manage registrations, participants and content.

Be strategic with your tools

The right tools are essential for a successful event. You need tools to gather information from interested parties, communicate with participants and manage your event from start to finish. You also need tools to promote the event, and most importantly, you need the right tool that can help you measure and report on the ROI of your efforts. Here are four key areas in which you should use technology:

  • Collect information – Event management software like AppCraft’s back-office allows attendees and exhibitors to submit information about themselves, so organizers can create rich attendee profiles and exhibitor sheets. For example, a company looking for candidates to strengthen its sales team might want an exhibitor profile indicating its recruitment needs. Similarly, a participant interested in this type of position could indicate it in his or her profile before arriving at the event, so as to be alerted when an interview slot is available in the agenda of the company’s representatives.
  • Content management – Once you’ve captured all the data on your attendees’ interests and preferences, it’s essential that these preferences are taken into account in real time throughout the event. That’s where the mobile comes in. If a session gets too full, or if it becomes clear that interest in a topic is waning (due to a lack of participants), a mobile app enables your team to make changes in real time. You can then add or remove certain interventions, increase the gauges of certain workshops, notify your participants of a program change, etc.
  • Communication between participants – Of course, communication is essential! Mobile applications offer attendees ways of connecting with each other outside sessions, as well as before and after your event – enabling them to share their impressions.

Making room for conversation

The fourth way to ensure the success ofa BtoB event is to leave room for conversation. A large part of BtoB events is devoted to networking, i.e. the chance for participants to get in touch with each other, learn more about each other’s businesses and discuss potential partnerships. If a BtoB event doesn’t offer networking opportunities, participants may not see the point of attending.

Make sure that the virtual tool you choose offers sufficient space for professional one-to-one or small-group conversations between participants.

To remember: To organize a successful BtoB event, you need to do your research and use the right tools.

To recap:

  • Target a specific audience and adapt your message accordingly;
  • Offer a tempting program, co-constructed with your participants;
  • Communicate via the right channels to reach the people you’re looking for;
  • Use the right tools to give you the flexibility you need to manage your event with complete peace of mind;
  • Think of the power of networking to create and strengthen your business links.

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