A number of organizations rely on events to bring in a sizable chunk of business. Every event marketer knows the challenges of getting prospects to commit to attending events. But it is not enough to focus on attendance. What matters at B2B events is converting these prospects into customers. One way to do so is categorically breaking down the sales funnel.
Before we dive into the funnel, it is important to note the colossal significance of smarketing. Smarketing plays an integral role in moving customers through the sales funnel. A coordinated sales and marketing partnership has a positive effect on conversion rates. Taking a holistic approach to the sales process ensures that opportunities are and qualified more and transitioned to sales smoothly. Effective smarketing also helps sales teams identify key triggers to when sales need to step in and further leads to through the funnel.
Top of the funnel
The top of the funnel is when you, as an event marketer need to build awareness around your event. Making event information visible to prospects is the first step in the process. Your website is almost always the first point of contact to potential customers. Ensure that your website is live early and updated and as soon as possible.
Once this is done, you have to concentrate on reeling in relevant traffic to your site. Pay special heed the best practices in incorporating a CTA and SEO. Double up by frequently adding content and promoting the site through PPC, social media, email and content marketing. You could also utilize the reach of media partners at this stage. They can further promote your event site through social media channels.
The mid-funnel is trickier to handle than the top of the funnel. This is where you nurture leads that are genuinely interested. Therefore, the quality of leads plays a crucial role at this stage. It is important that those prospects that visited your site are more than just clicks. They need to be validated.
Get prospects to use the CTAs that redirect them to the landing page so that they can fill out the registration forms for your event. This way you get validated names, email IDs, company information and attendee profiles.
Once you’ve collected information, these profiles can be compared with the ideal attendee persona. You should also come up with strategies for various stages of the buyer’s journey and create ways to implement them into your plan.
The bottom of the sales funnel predominantly involves the sales team. But this certainly does not mean marketing can hang up their boots. This is where a coordinated understanding between sales and marketing comes into play.
Do not stop marketing activities even after you’ve acquired attendees. This will give them something to look forward to. Highlight the benefits of attending the event. Update them with information that they are not yet aware of. Create a buzz around your product. Follow-up with friendly emails and phone calls. Personalize them as much as possible. Listen to what attendees are saying and gauge their expectations. Drive loyalty by incentivizing where possible. Try cultivating relationships with potential attendees as well as with your existing customer base.
In conclusion, don’t forget to follow up on the opportunities that you have just tapped into. Ensure that every point of contact is perfect and has the intended value addition. Driving loyalty can have many benefits. Remember that repeat attendees will make up a huge part of your list the next time around.