Category: Event Marketing

Event sponsorships have long been a tool for B2B marketers to connect our sellers with buyers. As we return to in person events, selecting the right event sponsorship investments are evermore critical. Over the years, I’ve managed both small and large event sponsorship budgets from $50,000 per year all the way to several million dollars per year. But there are 3 cardinal rules that I use to evaluate event sponsorships and sponsorship ROI. Rule #1: Industry Impact As companies grow, the position of a company in its industry grows in importance. Choosing the right event can demonstrate your leadership in… Read More

Last week I joined 100k+ people in Las Vegas for CTA’s Consumer Electronics Show. A great time was had by many, for sure. But, I thought I’d review my experience through the lens of an experienced B2B marketer. Here are a few notable lessons. It’s NoisyTo give you a sense of cacophony, there were over 3200 exhibitors at CES this year. That’s a lot of logos, brand messages, and products features to remember — never mind absorb. On top of that its Vegas, baby and there is a myriad of distractions. For B2B Brands, a memorable experience is the key… Read More

As B2B marketers events has always been an imperative in our marketing efforts. But ensuring our event plans are aligned to our go to market is always a bit of a challenge. And some industry events are boondoggles and provide little or no business value. Here are a few ways to ensure your Event strategy conforms to your overall go to market. Key #1: Analyze The Event AudienceLooking across hundreds of event plans that we’ve evaluated over the years one big misstep is investing in events that don’t have the right audience to support your business and marketing strategy. It’s… Read More

With the Covid-19 pandemic, the way events were held changed. Suddenly, there was no possibility of people gathering in large numbers and, if not cancelled, events became virtual. Now that we are on the other side of the pandemic, most events of the future will be hybrid – consisting of in-person and virtual elements that complement each other for both IRL and the virtual attendees. This new approach will greatly impact how attendance, logistics, and sponsorships are navigated. Hybrid events will certainly bring unique challenges with them. Event management tech now has to take virtual meetings into account. It is… Read More