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Gearing up for when you are 30 days away from your B2B event

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Events are infinitely complex. There’s always so many things that you need to get just right to plan and execute a successful event campaign. You can seldom rely on things to go according to plan. But there are ways to ensure that event executives that plan meetings at trade shows and conferences have a one-up on their scheduling challenges. Here are a few tips to prepare you for a stellar event campaign, a month before it kicks off.

Keep time on your side

Research suggests that scheduling meetings a month in advance gives senior executives time to plan their calendar more effectively. Scheduling meetings well in advance can help you achieve a higher rate of confirmed meetings with customers. So as soon as meeting confirmations have been sent, make it a point to block attendee calendars and meeting rooms. This ensures that you have an organized plan of action.

Set meeting agendas

Meeting agendas are crucial to both internal and external attendees. Studies show that meetings with detailed agendas have a 55% higher rate of acceptance. Setting a detailed agenda gives the meeting  context, and can help attendees understand what the meeting is going to be about. They can then prepare themselves and ask questions and raise valid points. Be sure to include fields such as company name, product/service being discussed, pipeline value and comments/agenda.

Optimizing meeting room utilization

Meeting rooms are a significant resource in an event, so they need to be managed optimally to prevent wastage.  Booking and customizing meeting spaces account for almost 30 to 35 percent of the event budget. For such a large investment, these meeting spaces need to be optimized and utilized to deliver the required results.

Meeting data indicates that the average meeting room at an event is used for 21 meetings. Demo stations, on the other hand, are used on average 33 times at the event. To make the most out of your meeting rooms, assess your needs early on so that the cost of meeting rooms are kept to the bare necessity.

Mapping SMEs to meetings

Addressing customer queries is monumental to closing deals. Customers need to understand how your product or service is going to benefit them. For this reason, SMEs need to be present at customer meetings to fulfill meeting objectives.

Meeting statistics show that 47% of all meetings at events include non-sales personnel. Once external attendees have accepted meeting requests, be sure to map SMEs to meetings you think will require their presence.

Create a post-event strategy

Promptly following up with customers can go a long way in keeping leads warm and closing deals faster. After meeting with prospects, time is of the essence to convert opportunities. Getting accurate and timely feedback after the meeting will tell you which part of the process needs to be replicated. There is no time to create a survey that can help you collect actionable feedback. Create a short survey containing between 5 to 7 questions. Distribute them through the event scheduling app or through mail.


Being proactive in planning an event can go a long way in ensuring it is productive. Use the above techniques to prepare yourself for your next event and let us know your thoughts in the comments below.

For more insights on B2B event marketing and event technology, visit the Jifflenow blog.

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