Event marketing
In short
Event marketing is the use of live and virtual events to meet target buyers, build relationships, and create pipeline. It covers conferences, trade show booths, webinars, workshops, roundtables, and private dinners.
Events give teams direct time with buyers that other channels rarely provide. They differ from field marketing, which tailors programs to a specific region or segment, and often uses events as one of its tools.
Types of B2B events
- Hosted events: Your own webinars, workshops, user conferences, and dinners. You control the audience and message.
- Sponsored events: Booths and sponsorships at industry conferences and trade shows.
- Virtual events: Webinars and online summits that scale without travel.
- Small-format events: Executive dinners and roundtables with a handful of target accounts.
How to run an event program
Before the event
Set a goal such as meetings with named accounts. Build an invite list from your target accounts, and have SDRs book meetings ahead of time.
During the event
Give each rep a short list of accounts to meet. Capture notes on conversations, not only badge scans.
After the event
Follow up within days, with messages that reference the conversation. Separate follow-up by intent: attended a session, visited the booth, or had a meeting.
Example
Say a team hosts a dinner for 12 target accounts rather than buying a booth. The SDRs invite specific people, the AE hosts, and follow-up is personal. A small room can create more qualified conversations than a thousand scanned badges.
Measuring event marketing
Measure meetings held with target accounts, opportunities created and influenced, and cost per opportunity. Badge scans and attendance are activity numbers, not results. Allow for a lag between the event and the deal.
Common mistakes
- No pre-event outreach: Hoping people walk up to the booth wastes the spend.
- Slow follow-up: Interest fades within days.
- Generic follow-up: A mass email ignores what happened at the event.
Event marketing FAQs
What is event marketing in B2B?
Event marketing in B2B is the use of live and virtual events, such as conferences, webinars, workshops, and dinners, to meet target buyers, build relationships, and create pipeline. It gives teams direct time with decision makers that other channels rarely offer.
What is the difference between event marketing and field marketing?
Event marketing is a channel focused on running or joining events. Field marketing is a broader approach that tailors programs to a region or segment, often using events along with local campaigns and sales support. Events are one of the tools field marketers use.
How do you measure event marketing ROI?
Track meetings held with target accounts, opportunities created and influenced, and cost per opportunity, compared with total event spend. Badge scans and attendance are activity metrics. Because deals take time, review results over a window that matches your sales cycle.
What makes an event marketing campaign successful?
Clear goals, an invite list built from target accounts, outreach before the event, a plan for who meets whom, and fast personal follow-up afterward. Small, well-chosen audiences often outperform large events with little pre-event preparation.
