An event marketer making a note of B2B event marketing trends (2023) in his laptop
Businesses can adapt and innovate their event marketing efforts to deliver impactful and successful B2B events by staying informed about emerging trends and incorporating relevant strategies. Pic Courtesy: Pexels

Leveling up your B2B marketing strategy in 2023 is a given and B2B event marketing, in particular, is a core aspect of B2B marketing and one that has seen many new and unconventional trends, and this piece will show you some B2B event marketing trends to look forward to in 2023. 

Brands have been organizing events to build awareness, increase conversions, network with key industry leaders, and develop relationships with other businesses. And to effectively accomplish this, event organizers have been coming up with 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 (2023), 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 (2023) as an event marketer:

  1. So you can stay up-to-date with the latest industry best practices and innovations.
  2. To help you better understand the needs and preferences of your attendees and tailor your events to appeal to them.
  3. To differentiate your events from competitors and gain a competitive advantage.
  4. To improve your events’ overall effectiveness and ROI by implementing successful strategies and techniques.
  5. To stay ahead of the crowd and anticipate shifts in the market, and know what’s working and not.

That’s why we have compiled the top 11 B2B event marketing trends (2023) 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. 

Table of Content

  1. Introduction
  2. Upcoming B2B Event Marketing Trends (2023) To Watch Out For
    2.1 Video Marketing
    2.2 Artificial Intelligence
    2.3 Social Media Marketing
    2.4 Influencer Marketing
    2.5 Web3
    2.6 Sales-enabled PR
    2.7 Podcasts
    2.8 Blogging
    2.9 Purpose-driven branding
    2.10 Virtual Events
    2.11 Diversity and Inclusion
  3. Key Takeaway
  4. How Eventible Helps You Spot The Best Event Marketing Trends

Upcoming B2B Event Marketing Trends (2023) To Watch Out For

1. Video Marketing

Video marketing allows you to showcase the value of your event in a visually engaging way that can be more compelling than text alone.

Video marketing is one of the most effective B2B event marketing trends (2023) to watch out for in this year as it allows companies to showcase their products and services to potential customers effectively. It is particularly important in the B2B industry, where the products and services being marketed are often more technical and need more detailed descriptions. 

One reason why video is ruling the advertising space is it engages the most senses – the eyes and ears simultaneously. Plus, many people are better visual learners.

By using video, companies can easily demonstrate the features and benefits of their products, which can help to capture the attention of potential customers and encourage them to learn more.

In addition to effectively showcasing products and services, a video is also a powerful tool for building trust and credibility with potential customers. This is because it allows companies to put a face to their brand, which can help to create a more personal connection with potential customers.

In the competitive world of B2B event marketing, these are crucial factors that can help companies to stand out to audiences at every stage of the marketing journey, and succeed.

2. Artificial Intelligence 

AI can be used to analyze customer data and identify potential leads for B2B events, allowing marketers to reach out to them with personalized invitations and offers.

AI has started to revolutionize the marketing industry in general and will likely be a key factor in the way B2B event marketing is done in 2023. 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 you create more personalized and effective marketing campaigns tailored to your audience’s specific needs and preferences.

Furthermore, AI can help automate many tedious and time-consuming tasks, such as data entry and analysis. This can free up 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 and saving 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

By using social media effectively, you can increase awareness of your event, engage with attendees, and drive ticket sales.

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 are spending most of their online time today. By using targeted advertising and engaging content, event organizers can reach and engage with their target audience in real-time, and in turn, increase event awareness and drive 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. By 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 to enhance the overall event experience. 

Finally, social media channels provide a platform for attendees to connect with each other, fostering a sense of community and creating a more interactive event experience. 

Most industry leaders, mentors, and speakers have social media accounts and that is 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 will likely turn up more attendees.

4. Influencer Marketing

Influencers are individuals who have a large following on social media and are seen as experts in their field. By partnering with influencers, event planners can reach a wider audience and increase awareness of their event.

Influencer marketing builds up from the last point we made under social media marketing and many times, they intersect.  For instance, Tiktok influencers, in particular, have propelled the marketing industry this year, and it’s highly likely that more influencer platforms will impact B2B event marketing in 2023. 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 who have a strong fan base in a particular niche, B2B event marketers can reach a highly relevant and engaged audience. As a result, it will increase attendance and improve the overall success of the event.

5. Web3 

Web3 technologies can be used to create decentralized reputation systems that allow attendees to rate and review events and event organizers.

In 2023, web3 technology is expected to become more mainstream and widely adopted. This will have a significant impact on B2B event marketing, as it will provide new opportunities for businesses to engage and connect with their target audience.

One of the critical benefits 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 you differentiate yourself from competitors and give attendees a memorable event experience.

In essence, web3 technology can help businesses capture and analyze events’ 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, the integration of 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 businesses to stay ahead of the curve and differentiate themselves in a competitive market.

6. Sales-enabled PR

In the context of event marketing, sales-enabled PR could involve promoting an event through press releases, media outreach, and other PR tactics in order to generate interest and drive ticket sales.

Sales-enabled PR is expected to have a significant impact on B2B event marketing in 2023. By integrating sales techniques into PR strategies, businesses can target and engage their audience at events effectively. This will allow them to generate leads and convert attendees into customers, ultimately resulting in increased 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 2023 is likely to see an increase in the number of qualified leads and conversions.

7. Podcasts

y having event organizers and/or speakers as guests on a podcast, you can promote the event and give listeners an idea of what to expect.

As the popularity of podcasts continues to grow, more and more businesses are beginning to realize the value of incorporating them into their marketing strategies.

One way in which podcasts will impact B2B event marketing is through the creation of branded podcasts that are specifically designed to promote upcoming events. These podcasts will feature interviews with speakers, panel discussions, and other engaging content that will help to 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 can keep attendees informed & engaged, & can also be a way to generate additional buzz & interest in the event. It can also help extend the reach & impact of the event, & can also be a useful way to attract new attendees to future events.

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. Event marketers can share industry insights, highlights of past events, and information about upcoming events through blog posts.

Blogging also helps event marketers to 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 and encourage them to attend and attract more sponsors to partner with your future events.

In conclusion, blogging will be an essential component of B2B event marketing in 2023. 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

By aligning the event’s branding and messaging with a larger purpose or mission, you can create a sense of shared values and common goals among attendees, which can foster a more collaborative and engaged atmosphere.

In 2023, the importance of purpose-driven branding for B2B event marketing will continue to grow. This is because consumers and businesses alike are becoming increasingly focused on aligning their values with the brands they support.

Having a clear brand purpose and mission helps 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 it helps you create a sense of community and belonging among attendees, fosters stronger connections, and leads to more successful networking and business opportunities. And at your events, you’ll have extremely qualified attendees who relate to your brand’s goals and are more receptive to your marketing campaigns and more likely to convert.

In the end, having a purpose-driven brand is crucial for B2B event marketing in 2023 as it can help to differentiate a brand, build trust and loyalty, foster community, and drive engagement and attendance.

10. Virtual Events

Virtual events can be more cost-effective and eco-friendly compared to in-person events, as they do not require participants to travel or utilize physical space.

Virtual events have already begun to impact B2B event marketing, and this trend is expected to continue and evolve in the coming years. In 2023, virtual events are expected to be an integral part of B2B event marketing strategies.

One of the main ways that virtual events will impact B2B event marketing in 2023 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 businesses to expand their reach and increase their brand awareness.

Additionally, virtual events can provide businesses with valuable data and insights about their audience. With the use of 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 2023, providing businesses with new opportunities for growth and engagement.

11. Diversity and Inclusion 

When planning B2B events, it’s important to consider diversity in terms of the attendees, speakers, and vendors involved. This can help to create a more inclusive and welcoming atmosphere for all participants.

Even in 2023, diversity and inclusion will continue to have a tremendous impact on B2B event marketing. As the business world becomes increasingly global and interconnected, companies will need to cater to a wider range of clients and stakeholders. This means that event marketing strategies will need to be inclusive and reflective of the diverse backgrounds, experiences, and perspectives of these individuals.

Furthermore, diversity and inclusion will also impact the way that B2B events are organized and executed. Companies will need to ensure that their event teams, speakers, and attendees are representative of the diverse communities that they serve. It will require proactive efforts to recruit and retain diverse talent, as well as create an inclusive and welcoming environment at events. 

By embracing diversity and inclusion in their B2B event marketing, companies can foster stronger connections with clients and stakeholders, and ultimately 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 just that.

Event marketers are leveraging 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, have a huge role to play in shaping the future of B2B events. 

The biggest key takeaway of all is to implement all or as many trends 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 and we pride ourselves on helping you collect event feedback post-event, and also providing a platform to get your upcoming event in front of more highly-qualified eyes all over the world.

By joining Eventible, you also get access to comments, reviews, and most importantly, key data 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, what event activities stood out to attendees the most, and can mirror the same to ensure the success of your events!

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