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In-Person, Virtual & Hybrid: How To Get The Most From B2B Marketing Events In 2022 https://ift.tt/3nZnbwn How can B2B marketers get the most from events in 2022, whether they’re in-person, all-virtual, or in any of several combinations of hybrid formats? The marketing event landscape in 2022 may not be as topsy-turvy and uncertain as it was in 2021, yet there’s no shortage of questions many events are still facing. Some have chosen to hedge their bets as long as possible, waiting to see whether an in-person format will work for their audience. Others have gone all-in with one format or another, hoping that their event won’t have to make last-minute format changes as the winds of the pandemic shift. After a near-total 98.1 percent drop in year-over-year in-person B2B exhibition industry performance during the third quarter of 2020, the most recent 56 percent decrease in the The Center of Exhibition Industry Research (CEIR) index points to some progress on the slow road back to pre-pandemic, in-person B2B event totals. Whatever an event’s format may be, B2B marketers can still enrich their professional learning and networking with the many real benefits that come from attending conferences. My first involvement with technology conferences took place in the 1980s, when the Commodore hardware and software company I worked for — Progressive Peripherals and Software — would attend what was usually the world’s largest computer-related trade show, the annual COMDEX event in Las Vegas, with up to 225,000 attendees. Later on in 1993, I was exploring options for taking the computer bulletin board system I’d operated since 1984 into new terrain, as rumblings of the nascent World Wide Web began, and attended one of the early online communications conferences, ONE BBSCON. Dr. Vinton Cerf, who in 1973 co-developed the TCP/IP protocol that the Internet uses, and who has worked for Google since 2005 as a vice president and chief Internet evangelist, spoke during the conference, and I still have the cloth ONE BBSCON attendee bag I got during the event. You can learn more about Dr. Cerf and the history of marketing on the Internet in my look at, “Classic Marketing Insights to Celebrate the Internet’s 50th Birthday.” For a decade beginning in 2007 I was involved in the operational side of the event landscape, as lead editor for social media, digital marketing and search engine conference firm Pubcon. Over the many decades I’ve been taking part in technology conferences, I’ve learned a few helpful tips for making the most of events. Let’s look at how B2B marketers can get the most from the three primary varieties of events being held in 2022 — in-person, virtual, and hybrid. [bctt tweet="“The closer you look at something,the more complex it seems to be.” — Vinton Cerf @vgcerf" username="toprank"] 1 — Capitalize On In-Person OpportunitiesIn-person events have a certain unique magical atmosphere that can’t quite be turned into a digital format with the same aplomb, and for B2B marketers fortunate enough to be attending in-person events in 2022, there are a few key advantages to focus on:
2 — Learn More From Virtual EventsDuring the pandemic, virtual events have gone from sometimes-kludgy afterthoughts to highly-polished and full-featured premium digital experiences. Established events have found new audiences, and new events have risen up as virtual conferences have proliferated. B2B marketers can benefit by keeping a few things in mind when taking part in virtual events:
3 — Double-Up On Insight With Hybrid EventsThe hybrid event truly came into its own in the later part of 2021, and this year the format is likely to see nothing but continued growth, as it combines the best of both real-world and digital experiences. When attending hybrid events, B2B marketers can get the most by coming into the experience prepared to:
Initial Challenges Can Strengthen Us In The Endvia GIPHY In 2022 some B2B marketers will attend, speak at, or exhibit during events taking place in all three of the formats we’ve explored, while others will experience just one form of event. No matter which form of marketing event you attend, the tips we’ve looked at here can give you Popeye-like strength at planning, putting you ahead of the game as you prepare, attend, and then apply the knowledge you’ve gained throughout the year ahead. Be sure to catch our own CEO and co-founder Lee Odden presenting a virtual session presentation entitled, “How B2B Content Marketers Can Dominate in Search: Be the Best Answer,” on March 23, 2022 at 3:35 p.m. CEST, at the Content Marketing World Europe 365 event, and keep posted for information about additional TopRank Marketing event presentations throughout the year. As a bonus, we wanted to share additional resources relating to how B2B marketers can benefit from the ongoing learning opportunities events offer. Below are several articles we’ve published about events B2B marketers can attend, and how to get the most from them.
The post In-Person, Virtual & Hybrid: How To Get The Most From B2B Marketing Events In 2022 appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh January 26, 2022 at 05:36AM
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