Leveling up your B2B marketing strategy in 2024 is a given. B2B event marketing, in particular, is a core aspect of B2B marketing that has seen many new and unconventional trends. This piece will show you some B2B event marketing trends to look forward to in 2024.
Brands have been organizing events to build awareness, increase conversions, network with key industry leaders, and develop relationships with other businesses. To accomplish this effectively, event organizers have devised out-of-the-box ideas to market their events and ensure attendee satisfaction.
And with the end of this year, you can expect even more new B2B event marketing trends (2024), and we’re excited to guide you ahead! Although some core components of B2B event marketing (such as high-quality content and digital advertising) will remain timeless, there are emerging trends in the event industry that you should know about.
But first, here’s why you need to stay on your toes with B2B event marketing trends (2024) as an event marketer:
- So you can stay up-to-date with the latest industry best practices and innovations.
- To help you better understand the needs and preferences of your attendees and tailor your events to appeal to them.
- To differentiate your events from competitors and gain a competitive advantage.
- Improve your events’ effectiveness and ROI by implementing successful strategies and techniques.
- To stay ahead of the crowd, anticipate market shifts, and know what’s working and what’s not.
That’s why we have compiled the top 11 B2B event marketing trends (2024) that will do the trick for you this year. In this piece, you’ll see what trends to look out for and how Eventible can improve your overall performance and consumer satisfaction.
Upcoming B2B Event Marketing Trends (2024) To Watch Out For
Here are a few B2B event marketing trends (2024) to watch out for.
1. Video Marketing
Video marketing is one of the most effective B2B event marketing trends (2024) to watch out for in this year as it allows companies to showcase their products and services to potential customers effectively. It is essential in the B2B industry, where the marketed products and services are often more technical and need more detailed descriptions.
One reason the video is ruling the advertising space is that it simultaneously engages the most senses—the eyes and ears. Plus, many people are better visual learners.
By using video, companies can easily demonstrate the features and benefits of their products, which can help capture the attention of potential customers and encourage them to learn more.
In addition to effectively showcasing products and services, a video is a powerful tool for building trust and credibility with potential customers. It allows companies to put a face to their brand, which can help create a more personal connection with potential customers.
In the competitive world of B2B event marketing, these are crucial factors that can help companies stand out to audiences at every stage of the marketing journey and succeed.
2. Artificial Intelligence
AI has started revolutionizing the marketing industry in general and will likely be a critical factor in how B2B event marketing is done in 2024. With AI and machine learning, marketers can gather and analyze vast amounts of data to gain valuable insights into their target audience. This can help them create more personalized and effective marketing campaigns tailored to their audience’s needs and preferences.
Furthermore, AI can help automate tedious and time-consuming tasks like data entry and analysis. This can free marketers to focus on more strategic and creative tasks, such as developing new marketing strategies and engaging with their audience.
Recently, AI has also been helping businesses create content quickly, e.g., blog posts, newsletters, landing page copy, and product descriptions, only needing slight edits. This saves marketers the costs and time to hire content creators for bulk projects.
By leveraging the power of AI, B2B event marketers can create more effective and engaging marketing campaigns that drive better results and generate higher event ROI.
3. Social Media Marketing
Social media channels will continue to play a significant role in B2B event marketing. These platforms provide an efficient way for event organizers to promote events to their target audience, where they spend most of their online time today. Event organizers can use targeted advertising and engaging content to reach and engage with their target audience in real-time, increasing event awareness and driving attendance.
Secondly, social media platforms also provide a valuable tool for event organizers to engage with their attendees and keep them informed about the latest event updates. Using social media apps like Facebook, Instagram, or TikTok, event organizers can share announcements and other vital information with their attendees and schedule changes, which will help enhance the overall event experience.
Finally, social media channels provide a platform for attendees to connect, fostering a sense of community and creating a more interactive event experience.
Most industry leaders, mentors, and speakers have social media accounts where their fans engage with them. When you have an upcoming event, and your keynote speakers/stakeholders repost them on their accounts, your campaigns will reach more highly qualified leads and likely attract more attendees.
4. Influencer Marketing
Influencer marketing builds on the last point we made about social media marketing; they often intersect. For instance, TikTok influencers, in particular, have propelled the marketing industry this year, and more influencer platforms will likely impact B2B event marketing in 2024. Influencers notably reach a wider audience and connect with potential attendees using a more authentic engagement style.
Influencer marketing allows B2B event marketers to tap into the networks of well-respected and trusted individuals within their industries. By partnering with influencers, B2B event marketers can leverage their credibility and expertise to promote their events and drive more attendance. Influencers can also provide valuable insights and perspectives on the event content and help you create a buzz around the event on social media.
What’s more, influencer marketing can help B2B event marketers target specific demographics and industries more effectively. By working with influencers with a strong fan base in a particular niche, B2B event marketers can reach a highly relevant and engaged audience. This will increase attendance and improve the event’s overall success.
5. Web3
In 2024, web3 technology is expected to become more mainstream and widely adopted. This will significantly impact B2B event marketing, as it will provide new opportunities for businesses to engage and connect with their target audience.
One critical benefit of Web3 for B2B event marketing is the ability to create immersive, interactive experiences. With Web3, businesses can leverage augmented reality, virtual reality, and other cutting-edge technologies to create engaging, personalized experiences for their attendees. This can help them differentiate themselves from competitors and give them a memorable event experience.
In essence, Web3 technology can help businesses capture and analyze event data in real-time, providing valuable insights into attendees’ interests and behavior. This data can be used to refine and improve future events, helping businesses maximize their events’ value and increase engagement with their target audience.
Overall, integrating web3 technology in B2B event marketing will provide new opportunities for businesses to connect with their audience and drive value from their events. It will also help companies to stay ahead of the curve and differentiate themselves in a competitive market.
6. Sales-enabled PR
Sales-enabled PR is expected to impact B2B event marketing in 2024 significantly. Businesses can effectively target and engage their audience at events by integrating sales techniques into PR strategies. This will allow them to generate leads and convert attendees into customers, ultimately increasing sales.
Additionally, sales-enabled PR will enable you to tailor your messaging and approach to specific individuals or groups at events. This personalized approach will enhance the overall experience for attendees and improve their engagement with sponsors, hosts, and other stakeholders. As a result, B2B event marketing in 2024 will likely see an increase in qualified leads and conversions.
7. Podcasts
As podcast popularity continues to grow, more businesses are beginning to realize the value of incorporating them into their marketing strategies.
One way podcasts will impact B2B event marketing is through the creation of branded podcasts specifically designed to promote upcoming events. These podcasts will feature interviews with speakers, panel discussions, and other engaging content that will help generate buzz and interest in the event.
Podcasts will also provide a valuable platform for sharing insights and expertise from industry experts, which can help position the event as a thought leader in the industry. This will not only attract attendees but also help you to build a strong reputation for the event and the host organization.
Podcasts are especially great because your target audience can listen to them while on the move—e.g., in their cars, during breaks, etc.
8. Blogging
Blogging will continue to be an essential tool for B2B event marketing. It allows event marketers to showcase the value and relevance of their events to their target audience. Through blog posts, event marketers can share industry insights, highlights of past events, and information about upcoming events.
Blogging also helps event marketers drive organic traffic to their event websites and improve their search engine optimization (SEO) rankings. By publishing high-quality, relevant, timeless, and user-generated content on their blogs, event marketers can enhance their ranking in search engine results pages and increase the visibility of their events.
Furthermore, blog posts help you engage and build relationships with potential attendees and partners. By regularly publishing content on your blog, you can demonstrate your expertise and establish yourself as a thought leader in your industry. This can help to build trust and credibility with your audience, encourage them to attend, and attract more sponsors to partner with your future events.
In conclusion, blogging will be essential to B2B event marketing in 2024. It allows event marketers to showcase the value of their events, drive traffic to their event websites, improve their SEO, and build relationships with potential attendees and partners.
9. Purpose-driven branding
In 2024, the importance of purpose-driven branding for B2B event marketing will continue to grow. This is because consumers and businesses alike increasingly focus on aligning their values with the brands they support.
A clear brand purpose and mission help differentiate you from competitors and attract like-minded individuals and organizations. A purpose-driven brand can also inspire customer loyalty and trust, which is crucial in B2B event marketing.
Another key importance of purpose-driven branding is that it helps you create a sense of community and belonging among attendees, fosters stronger connections, and leads to more successful networking and business opportunities. At your events, you’ll have extremely qualified attendees who relate to your brand’s goals, are more receptive to your marketing campaigns, and are more likely to convert.
Ultimately, having a purpose-driven brand is crucial for B2B event marketing in 2024 as it can help differentiate a brand, build trust and loyalty, foster community, and drive engagement and attendance.
10. Virtual Events
Virtual events have already begun to impact B2B event marketing, and this trend is expected to continue and evolve in the coming years. In 2024, virtual events are expected to be integral to B2B event marketing strategies.
One of the main ways virtual events will impact B2B event marketing in 2024 is by providing businesses with a cost-effective and efficient way to reach a wider audience. Virtual events can be attended by anyone, regardless of their location, which allows businesses to connect with potential customers and clients from all over the world. This can help companies to expand their reach and increase their brand awareness.
Additionally, virtual events can provide businesses with valuable data and insights about their audience. By using analytics and tracking tools, businesses can gather information about who attended their event, what they were interested in, and how they interacted with the content.
This data can help businesses to tailor their marketing efforts and provide more personalized experiences for their audience. It is safe to say virtual events are expected to play a significant role in B2B event marketing in 2024, providing businesses with new opportunities for growth and engagement.
11. Diversity and Inclusion
Even in 2024, diversity and inclusion will tremendously impact B2B event marketing. Companies must cater to a broader range of clients and stakeholders as the business world becomes increasingly global and interconnected. This means that event marketing strategies must be inclusive and reflective of these individuals’ diverse backgrounds, experiences, and perspectives.
Furthermore, diversity and inclusion will also impact how B2B events are organized and executed. Companies must ensure that their event teams, speakers, and attendees represent the diverse communities they serve. This will require proactive efforts to recruit and retain diverse talent and create an inclusive and welcoming event environment.
By embracing diversity and inclusion in their B2B event marketing, companies can foster stronger connections with clients and stakeholders and drive more successful business outcomes.
Key Takeaway
Event marketing is not going ‘out of fashion’ anytime soon, especially in today’s world, where the competition to make deeper connections with attendees is fiercer than ever. Fortunately, new trends are giving businesses and event marketers more effective ways to do that.
Event marketers leverage the latest technology, such as virtual and augmented reality, to create immersive and interactive experiences for attendees. This, and many other trends like the ones we’ve highlighted above, will massively shape the future of B2B events.
The biggest key takeaway is to implement all or as many trends as possible while they are happening and also add new twists to your campaigns to help you stand out. That’s where Eventible comes in.
How Eventible Helps You Spot The Best Event Marketing Trends
Eventible is the first-of-its-kind event review platform. We pride ourselves on helping you collect event feedback post-event and providing a platform to get your upcoming event in front of more highly-qualified eyes worldwide.
By joining Eventible, you also gain access to comments, reviews, and, most importantly, key data that you can use to drive effective event marketing decisions.
From what people are saying about events they recently attended, you’ll see the out-of-the-box trends other event marketers like you are using that may not even have occurred to you. You’ll also see what event activities stood out to attendees the most, and you can mirror the same to ensure the success of your events!
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