Marketing reflects the current state of a society and vice versa. It’s like the classic chicken and egg story. We can’t really pin-point which came first. Take a look at the marketing trends over the last 5 years, and you’ll instantly know how rapidly marketing has evolved. The digital revolution has become old as compared to the mobile app revolution, which in turn, is getting outraced by virtual reality and artificial intelligence. In the blink of an eye, we have a new channel to market on and a new audience to cater to. This is interesting and challenging at the same time. Marketers have to be constantly on their toes and keep upgrading their skill sets if they want to keep up with the new technology bred generation.
B2B marketing is comparatively more process oriented than B2C marketing. Changes take longer to happen unlike consumer driven marketing. B2B events for example, involves large corporations and their stakeholders who follow a set pattern of the buying cycle. Even then, the last couple of years have witnessed an unprecedented increase in event management technologies. These platforms and apps have changed the way the new age B2B marketers manage event marketing.
Let’s take a look at how B2B event management has evolved through the techniques of Millennial versus Traditional marketers.
Traditional marketers hardly interact with their prospects prior to the event. The only form of communication is through emails and formal invites to meetings. Millennial Marketers, on the other hand, employ all possible social networks to communicate with their stakeholders, before and after the event.
Traditional marketers typically use Excel sheets and Outlook calendars for scheduling and tracking their event activities. Millennial marketers use smart event management technologies to manage all their activities without spending much time on scheduling operations.
Outdoor banners, booth banners, flyers and brochures are the only marketing channels used by traditional marketers. Millennial marketers get the conversation going way before the actual event day using different thought leadership channels that builds credibility in an non-intrusive, non-salesly way.
Traditional marketers use events only for brand building purposes. Their primary objectives include driving more footfall to the booth and getting more attendees to their meetings. Millennial marketers focus on advancing sales at events using strategic meetings with only relevant people.
Millennial marketers work closely with the sales teams to help them deliver great event experiences to potential and existing customers alike. Traditional marketers have a more isolated approach to marketing. Not all their event activities focussed on brand building help in building a sales pipeline.
Event ROI is one of the crucial parameters that Millennials marketers consider while planning their events. They are adept at evaluating the impact of meetings on building a stronger sales pipeline. They use intelligent event solutions with smart data to measure how effectively the marketing budget was spent. In the absence of usage of these technologies, Traditional marketers fall short when it comes to accounting for the huge expenses.
It’s a good time for Traditional marketers to adopt the ways of new age event marketing. If chosen wisely and implemented correctly, event technologies can expedite scheduling, tracking and managing B2B meetings at events. Marketers can definitely use the extra time to focus on building meaningful customer relationships and supporting Sales to close more deals.