In 2024, events are the most effective channel for generating leads , according to 61% of marketers. It is therefore no coincidence that it is the main marketing expense item for 45% of B2B companies (source: B2B digital marketing barometer 2024 in France , Plezi).
This is the whole purpose of this article
we share with you the steps and email data best practices to develop event marketing synonymous with ROI and growth. On the program Event marketing concerns all the techniques used to create, organize and promote events. It is one of the most used marketing levers in B2B, particularly to meet leads or customers. The objectives of these meetings are numerous:
Building trust : Before being buyers
B2B professionals are first and foremost humans… Who need to trust other humans. Events are moments of sharing, meeting and interaction, which allow us to focus on relationships, before transactions.
Improve awareness : organizing an event is a lever for visibility and credibility. It allows your company to position itself as an expert in the eyes of participants. A good point for brand imag.
Generate leads : As we how is early retirement possible? have seen, 61% of B2B marketers believe that events are the most effective channel for lead generation. This format, which is conducive to interactions and relationship building, helps accelerate the sales funnel.Convert leads into buyers : while 61% of marketers confirm the effectiveness of events in obtaining leads, only 35.6%
consider this lever as effective in cmo email list obtaining MQLs and 42.4% in obtaining customers. However, this marketing lever remains a conversion tool that values the human and the relationship, before leading to the transaction.
Building customer loyalty : creating events is also a relevant format for engaging current customers. An invitation to a conference or a thematic breakfast is a small attention that can make all the difference… And perpetuate the relationship of proximity and trust. At Plezi, we have created the User Club, a regular evening dedicated to our beloved users.
