• by Mat Zucker , 2 hours ago

The latest High Growth Study from Hinge confirms that B2B events are a keystone for building the relationships that drive business. That’s especially true in professional services, where it’s not uncommon to invest 25% or more of the marketing budget toward conferences and seminars.

Bringing more to, and getting more from, all kinds of events is a top priority today. After two years of experimentation as a CMO, here’s what I’ve found works best.

Prioritize intimacy. While massive industry conferences give you the opportunity to shake more hands, medium-sized or intimate experiences drive more business. You get more time to really connect with people, so they experience your expertise personally, and it's easier to follow up.

I saw that point clearly last year, both at a members-only event for 100 people in New York organized by the Association of National Advertisers and a 200-person conference in Hong Kong with the Marketing Society. Beyond names in my address book, both events triggered relationships that led to proposals.

Mimic SaaS. No one does intimacy more routinely than SaaS companies, and professional services marketers need to copy their playbook. Last year, I attended four curated dinners at fancy restaurants for fewer than 50 senior marketers. The food was delicious, yes, but more importantly, the dinners got me interested in the companies’ products and connected me to peers I wanted to know. The dinners developed brand awareness and product consideration in a way an event booth never could.

Target conversations. Go ahead and track impressions and opt-ins, but realize the ultimate metric for ROI is conversations. Whether an event leads to a proposal today or a relationship for tomorrow, it starts with a scheduled conversation. That’s the true signal your participation is paying off.

Heighten experience. Since the pandemic, the bar for hosting business events has risen sharply. Sure, the programming is expected to be entertaining; but the hospitality must be flawless. People need to feel looked after, from the quality of the food to the warmth of the welcome. So, actively introduce attendees to each other. And put a gift book on every seat with a locally sourced chocolate, along with the WiFi code. 

Extend value. Do something to make the event more worthwhile for people, and they’re more likely to engage. For example, my team sends a summarized highlight reel to attendees’ inboxes by 5 p.m. the day after each event. So, when people return to the office and get the inevitable question, “How was it?” they have something smart to say. And they know who to thank for it. “We take the notes, so you don’t have to” makes a memorable impression.

The big idea isn’t to go big, it’s to go deep. Authentic connection and service win. It’s the modern expression of the original B2B mantra: Who, not how many.