B2B Digital Event Amplification Strategies That Work: Part I

March 4, 2020

Alexander Kesler

Alexander Kesler is the founder and CEO of INFUSEmedia, a leading demand generation firm. Alexander leads a team of digital marketing experts who specialize in B2B lead generation, content marketing and syndication, ABM and intent strategies, data processing and validation, programmatic media buying and brand amplification. 

In an increasingly digital world, the in-person experience of an event can be a significant ROI-boosting differentiator. In fact, 80 percent of marketers believe live events are critical to their company’s success. For that reason alone, events should be a meaningful part of your overall B2B marketing strategy. But how do you make sure your events are a success? Read on to discover some essential tips for marketing your events to maximize attendance. 

1. Find and Attract Your Audience with Inbound and Marketing Automation

You can harness the power of inbound marketing to attract the right people to register for and attend your event. 

To engage the right people, you need to start by creating target audience personas based on your market research. Once you have a good idea of what your ticket buyers look like, it will be much easier to plan and measure your campaign. Through inbound, you can continually leverage new data to fine-tune your strategy.

2. Automate Your Email Campaigns

Automated campaigns can do everything from capturing and nurturing the lead to pushing them further down the funnel before they commit to your event. You can adapt these campaigns to a variety of purposes, such as inviting leads to your event or reserving seats.

You’ll also want to take advantage of drip campaigns. Once you’ve inputted all your leads into a CRM tool and have assigned them different labels based on the persona or buying stage they represent, drip campaigns can periodically remind the lead of your upcoming event, send them relevant material, or nurture them after the event if they aren’t quite ready to commit.

3. Develop a Strong Social Campaign

Nothing makes the attendees roll in like a well-planned social campaign. To be more precise, according to Eventbrite, 25 percent of traffic to ticketing and registration pages comes from social media. One big reason for this is that social media posts can quickly reach a broad segment of your target audience, especially through hashtags and sponsored posts. For example, you can target relevant professionals with paid Facebook ads. 

Social media also allows higher degrees of engagement since users can easily comment on your posts or message your company directly to get more information about the event. They can also save the event on their profile to get reminders and share it with friends who fit your ideal customer persona. 

4. Make the Benefits of Attending Stand Out

There are two reasons why these benefits should be front-and-center in your marketing materials. First, people clearly need to know exactly what they should expect to gain from attending your event, aside from learning about your company. Focus on how the program will enrich their professional knowledge and propel their career forward, whether it’s early access to a revolutionary new product or service or the chance to network with prominent people in their fields. 

Second, a lot of attendees come to your event via their employers, and they need to make a good business case for why it would be beneficial both to their professional development and the company. Having the perks laid out for them makes their job easier and raises the chances they’ll attend.

To make the case for your event, you need to have a separate “Why Attend?” section or page on your event website. You can sell the benefits to potential attendees by providing compelling visuals, testimonials, stats, and even a how-to guide on convincing the boss. 

Stay tuned for parts 2 and 3 in this series.

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.