How To Plan ROI-Based Events In The Corporate Sector

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How To Plan ROI-Based Events In The Corporate Sector

B2B events, which make up an average of 12% of all B2B marketing expenditures, are the largest component of an organization’s yearly marketing budget, according to Forrester Research. The net value acquired following the conclusion of a corporate event, such as a user conference, roadshow, product launch, or sales meeting, is measured by a B2B event ROI. The value accrues from event attendance, audience engagement, customer retention, extensive brand exposure, and other incalculable advantages in addition to money creation opportunities.

The investment of resources into organizing an event goes beyond only the financial assets; it also includes the skill, time, lost opportunities, and other resources that help to increase the return on investment (ROI) of the event. Therefore, it makes sense that one of the most important event marketing requirements is to create a ROI-driven approach that produces noticeably higher returns, justifying event spending in the corporate sector.

PRE-EVENT MARKETING

Investing in Hybrid Events: As the hybrid event model evolves, expanding local events to a global target audience will help you attract the largest possible audience. The twin-powered event structure drives ticket sales, generating potential leads, and increases brand exposure globally while luring vastly increased sponsorship investments, resulting in maximum ROI. A virtual/hybrid event sponsorship package typically costs $8,456 according to Marklectic.

Describe Event KPIs: The Key Performance Indicators are the measures that the brand uses to implement its strategies. The most popular KPIs include information on website traffic, event registrations, event check-ins on social media, inquiries, social media mentions, new sales, profit, survey results, cost per lead, customers, and a lot more.

Aligning Internal Stakeholders: Before devoting the time and money to host a corporate event, it’s important to establish clear expectations with the key internal stakeholders (sales, marketing, customer success, etc.) to ensure that everyone is on board with the organization’s goals. Resources are pooled, marketing budgets are optimized, and pipeline opportunities are maximized when internal stakeholders work together in concert.

Create a Comprehensive Promotion Strategy: The success of the event is determined by the promotion strategy, so it is crucial to think outside the box and look beyond email marketing to drive prospect engagement, event registrations, and attendance, which ultimately result in potential business leads.

A full schedule combined with an integrated cross-channel marketing strategy that emphasizes the following areas will probably produce targeted results with a rather quick turnaround.

  • Client channels (advocates, customer communities)
  • Influencer networks (executive networks, social media influencers, etc.)
  • Associates and agencies (technology partners, resellers, etc.)
  • Demand gen (email, web, social, paid, etc.)

Utilise The Power of Technology: It is no secret that planning an event takes a lot of time and effort, but the power of technological innovation has significantly empowered organizers with event management solutions that enable organizations to greatly simplify complex processes while saving an estimated 20–30% of their event costs and increasing event attendance by up to 20% (Frost and Sullivan).

Advancement of Prospect Engagement: After registration, there should be a pre-event warm-up campaign that encourages the desired behaviors, such as upgrading to paid registrations, selecting sessions or tracks, setting up one-on-one meetings, app downloads, and social sharing. This campaign should include concise information sharing on important breakout session topics, industry insights, webinars or speaker podcasts, etc.

LIVE-EVENT MARKETING

Active Prospecting: Active Prospecting uses a systematic methodology of rigorous prospecting, prospect filtration, and scheduling one-on-one meetings with highly-targeted CXOs and Key Decision-makers within the prospect organizations as a knockout proposition for lead generation in relation to in-person industry events, conferences, and expos.

POST-EVENT MARKETING

Lead Nurturing And Repurposed Content Marketing: Marketing teams employ post-event analytics, which include a large database of attendees and useful information about audience engagement patterns, to create laser-focused lead nurturing tactics that turn attendees into highly qualified prospects. A mix of sales material and high-value gated assets, such as eBooks and B2B marketing coaching sessions, are combined with reused content to generate on-demand offerings as a crucial component of the post-event marketing plan. In order to develop leads that could potentially become customers, a repurposed content marketing strategy engages attendees and communicates with no-show registrants and other prospects.

Optimising Strategy for Future Events: According to a Markletic poll, 88% of event organizers use post-event analytics and NPS surveys to assess the event’s performance in relation to KPIs. The marketing teams are able to optimize the brand’s strategy to host upcoming hybrid or virtual events with the goal of increasing the ROI for the company thanks to the insightful information about the event’s performance.

CONCLUSION

Corporate event planning across the various event formats necessitates high-value investments that demand demonstrable rationale backed by a significantly superior ROI. Organizations can concentrate on organizing ROI-driven corporate events that successfully garner broad brand exposure and build deeper audience engagement while creating high-quality networking opportunities for the attendees with a series of laser-focused strategies around the pre, live, and post-event marketing phases.

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