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Why you should use experiential marketing at your next B2B event

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Experiential marketing has become a strong buzz word in the event industry. But what is it and why is everyone talking about it? To start off with, experiential marketing is a type of marketing that get customers directly involved with the marketing and branding process through active participation. Companies are now exploring and adopting a more personalized model of marketing activation. Companies are increasing the in-person event budgets and are investing in technologies that help their events go above and beyond a simplistic event approach.

In this blog, we give you 5 reasons why event professionals need to get on board with experiential marketing.

Brand awareness

In all likelihood, attendees might know little to nothing about the product or service. In some cases, they may even be unaware of the problem that they may have. The booth, therefore, is the first ever interaction they have with the brand. This poses an excellent opportunity to build awareness and get them to consider investing in your product. When customers are given the opportunity to experience a brand that they know very little about, they tend to get a more in-depth interaction with the brand and associate certain external triggers to the product.

Giving customers a first-hand experience

The first aspect of taking this approach to marketing activation is that it allows customers to look at a brand from an intricate angle. Customers are able to form impressions based on what they have taken from using or interacting closely with the brand directly. Marketers, in turn, are able to record customer responses in a real-time and how they interact to certain aspects of the product.

Targeted audience

One of the biggest advantages of using such an approach at events is that marketers are able to address a very specific target audience. This method also gives marketers the ability to instantly strike a chord with customers by engaging them holistically.  When marketers have access to a focused target demographic, they are able to map them to pre-defined buyer personas and provide them with information, as required.

Related: 5 aspects of buyer psychology to address for B2B sales

Understanding customer expectations

A number of meetings with prospects are pre-booked. Customers may not have used the product, but they may know about what it does and may even be in talks to sign-up. In such cases, experiential marketing goes a long way in showing them the product’s capabilities and ease of use. This, in turn, helps customers raise relevant questions that help marketers understand their expectations of the product.

Integrating with social media and content marketing

Social media and content marketing go hand-in-hand with experiential marketing. Once customers are tied into the experience, it becomes very easy for marketers to factor in the context through specifically curated content and get them to talk about it by engaging them on social media. Furthermore, marketers can identify what sort of engagement will get customers to advance them through the sales cycle by basing them on where they are in the buyer’s journey.

Related: Outbound marketing and inbound marketing are two faces of the B2B sales coin.


With 2017 just around the corner, companies are expected to invest more of their marketing budgets on experiential marketing to help get customers on board. It is a comparatively newer trend, and yet, in a short period of time, it has become an integral part of the marketing process.

For more insights on B2B events and corporate event planning, visit the Jifflenow blog.

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