Most organizations invest almost a quarter of their budgets in marketing at events live. In this respect, Covid-19 will have a prolonged impact and we need to figure out what to do with the rest of the year without events with people. There is an opportunity here to refocus, experimenting and innovating at B2B events.
Brand-building and business objectives need to find a new path. And there are several options. Before deciding how to replace events with people, it's first important to clarify what you want to achieve. What are the main objectives? By keeping an eye on the main objectives, it's much easier to assess how to create similar results from different strategies.
Consider the following aspects when reallocating resources and budget.
Virtual events and webinars. It's been one of the most obvious options, especially for sectors whose target audience is more likely to be working from home. When following this path, you need to customize your virtual events strategy to attract the right audience.
Betting on Digital Marketing. Now is the time to focus on Digital Marketing. You have to be quick to gain a competitive edge. Focus your efforts and budget on pay-per-click, social media campaigns, retargeting and digital advertising.
Upgrade your website. Digital commerce experiences are growing in all B2B sectors. A good digital experience is decisive in the decision to buy. There's no better time to improve and optimize your website, including applications that help customers understand their options, configure and compare. Invest the events budget in improving the Content Management System (CMS) and developing interactive content. With a proactive SEO strategy, you can have people knocking on your virtual door.
Bet on ABM. Adding an Account-Based Marketing (ABM) approach to your search strategy is an excellent idea for those companies that analyze the list of attendees at events to try to attract key people to face-to-face meetings. Use the same data-driven approach for an ABM strategy.
Shake things up with direct mail or e-mail marketing. Although they are not immediate options, they are good tools to have in your arsenal. Assess whether it works for you on a case-by-case basis. Use the information carefully so that it is only one-shot.
Even if there's a big event in the summer or at the end of the year, it won't be enough to generate the money we need. leads and the awarness that was expected in the first and second half of the year. If your investment is tied up with event organizers, there is an opportunity to send sponsored content or a free webinar to already registered participants. Event organizers may be looking to stay relevant to participants and keep them engaged. So it could be good for both of you.