B2B events are designed to achieve important outcomes which typically fall into one of four categories:
- Generate new leads and revenue for an organization
- Generate interest and excitement for a company’s products and/or services
- Teach attendees something of value
- Facilitate networking opportunities between event participants
The question is: why do these outcomes fail to be realized?
While events can fail for many reasons, we contend that the main reason they most often fail is due to a one-size-fits-all approach. Various types of attendees participate in events. Yet many events deliver the same experience to all.
Instead, aim to create event experiences that fulfill the wants and needs of each attendee type. Then, tailor the experience even further to accomplish the goals of each individual. This approach will dramatically increase the usefulness and relevance of what’s being presented at your event–and will help you reach your desired outcomes.
The role of personalization
The explosion of media and marketing channels today means people are bombarded by information, messaging, and advertising. The relevance of the content that’s being presented directly affects how much the individual retains. Irrelevant content is often easily tuned out.
Event content is no exception.
Your prospects, customers, and other event attendees are expecting valuable information and connections throughout the lifecycle of the event. Making them sift through everything being presented in order to find what is most valuable to them is time consuming, frustrating, and mostly ineffective.
As an event professional or marketer, your job is to ensure that the experiences you offer are directly benefiting each individual while helping to address his or her unique requirements as they move along in the buying process, otherwise your event will not mean a whole lot to your attendees.
In order to best personalize the event experience you should be able to answer the following questions for each attendee:
- Who is the attendee? An executive? An end user?
- What is the attendee struggling with? What solutions is he or she looking for?
- Where is the attendee at in his or her buying process?
- What type of content and connections is each attendee looking for?
- What will help drive the decision-making process and therefore, accelerate the buying cycle for this individual?
The good news is that this process of gathering attendee data and personalizing the event experience can be accomplished by integrating event technology and marketing automation (MA). This integration allows you to use existing data to design engaging event experiences and to share valuable attendee data generated during events to enhance the sales and marketing follow-up process.
The benefits of personalizing the event experience for attendees and avoiding a one-size-fits-all approach are plentiful. How will you avoid this common source of event failure and make your events more engaging and successful in the year ahead?
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