This year already is chock-full of some great marketing events, as noted in this comprehensive guide of the best marketing conferences scheduled for 2017. Your business may have its own event planned for this year, and if so you’re probably engrossed in all the planning and logistics that come with putting on such a massive and important event.
While there’s no doubt that the planning and execution of your B2B event are crucial elements of its success, what you may not be thinking about at this moment is how your business will be following up on that event. That’s understandable — with so much to do in the lead-up to the event and everything that goes into running the show, looking ahead to when it’s over is probably the last thing on your mind.
However, how your business follows up on your B2B event can make a significant difference in the impact it has for you and your customers and partners. If you’re not being thorough in your approach to the aftermath of the event, it’s quite possible that all of the effort you have put into it will add up to very little in terms of demonstrable success for your business. That’s why having a plan of action for what you do after your B2B event is just as important as having a plan for what happens during the event.
In the days and weeks following your B2B event, you should concentrate on combing through the data concerning individual sessions as well as the event as a whole. Take stock of which elements of the event were popular and which might need some fine-tuning or a complete overhaul.
Engagement is a huge factor for any B2B event, and the same is true for follow-up. By debriefing the event staff as well as attendees, you will be able to identify which areas of the event were the strongest as well as any wrinkles that need to be addressed for next year.
Your sales team also should have a plan for engaging with attendees after the event to develop relationships that could blossom into new prospects. You can keep an eye on attendees through social media after the event and watch for any posts they make about the event.
You probably blitzed traditional and social media in the lead-up to your event to get the word out, but don’t forget to keep up with these channels after the fact. Putting photos and videos from the event out there through social media as well as traditional media keeps the conversation about your event going well after it’s over.
Planning online events like webinars along with other types of follow-up content also keeps attendees engaged with your event after they leave. See the infographic below for a rundown of some of the most helpful tips your business can follow after your B2B event ends, and find out how you can carry the momentum over into next year.
Author bio: Claire Holland is Director of Marketing Communications at agencyEA in Chicago, a brand experience agency specializing in experiential, digital and traditional engagement. She guides the strategic vision of the company’s brand, messaging and voice, while supporting and evolving campaign launches for clients. Holland also oversees agencyEA’s internal and external marketing communications, including digital marketing and public relations.