Live events are a critical part of any B2B event marketing plan. Whether you're planning digital events (such as webinars) or in-person events (conferences, trade shows, etc.), your company can expect increased sales, higher brand awareness, and a better understanding of your products and services.
According to a recent Event Marketing Institute study, more than 80% of respondents agreed that an event marketing plan is important for their organizations and more than 40% consider it critical. But while cross-channel event marketing plans play a critical role for B2B companies, just 29% of companies say their event marketing plans are very integrated with their other marketing campaigns.
Today's B2B marketers know just how important event marketing plans can be: The Event Marketing Institute conducted another study that found that event budgets will grow twice as quickly during 2012 as they did the year before.
Establish your event marketing goals. Whether you're planning a webinar for 500 attendees or an executive dinner for a dozen, you need to create your event marketing plan with a clear picture of the result at the end of the process.