Event marketing plays a key role in building relationships with business partners, acquiring sales opportunities and strengthening the company's position as an industry expert and leader in a selected product segment .
Activities in this area are more focused on providing substantive value, strengthening the network of contacts and creating opportunities for cooperation. Each of them aims not only to promote the brand, but above all to strengthen relationships with business partners, provide valuable content and support sales in the long term.
Event marketing in B2B focuses on building trust, expert position and facilitating long-term, fruitful cooperation .
The most frequently organized marketing events in B2B:
1. Industry conferences and congresses
Conferences or congresses are events that attract professionals from a given bc data industry. A conference usually differs from a congress in the scale of the event , which increases its importance. Congresses are considered to be more prestigious events, bringing together a wider group of participants, often people with a higher position.
Both conferences and congresses are organized with the aim of presenting new solutions, trends and innovations. They allow companies to share knowledge and gain new business contacts, which often translates into future sales opportunities.
They can be organised in person or online, with in-person events providing better conditions for networking and establishing direct contacts.
The most important forms of brand communication during industry conferences and congresses are:
giving a lecture during a forum speech
participation in discussion panels
engaging in behind-the-scenes discussions and networking
branding, implemented through the media offered by the organizer
The basic marketing function performed by conferences and congresses is to build expert position, educate and exchange knowledge and experiences, and thus create a brand image and establish business contacts.