With the expansion of online events came the promise of engaging target audiences in a simple and cost-effective way. It has also been recognised that online platforms have limitations, and benefits, when it comes to sharing knowledge and information, time pressures and demonstrating thought leadership, as well as the greatest challenge – maintaining online attendees’ attention. The most important investment is time, money and audience-relevant content.
B2B Marketing’s Online Events Best Practice Guide looks at how changing behaviour among business buyers allied to new technology is transforming the role of events in B2B marketing. Formats, platforms and structures of online events are explored, as well as achievable objectives and how to engage with specific individuals.
B2B marketers can use the report to improve online event planning and online event management to meet their marketing objectives. It is a key resource for anyone involved in using online events as a key communications platform, heads of interactive or online marketing, heads of marketing, marketing communications managers, marketing directors, events marketing managers, digital marketing managers, vice presidents of marketing.
This guide will help you:
• Understand the fundamentals of online events – a background on online events and their evolving role.
• Understand platforms, formats and structure – plan a programme of webinars, webcasts and/or virtual conferences using varied formats and structures.
• Use online events to meet marketing objectives – different marketing objectives you should be achieving through online events.
• Generate and nurture leads – create business leads without incurring large expense.
• Improve audience engagement levels – practical guidance on how to engage with specific individuals.
This guide covers:
• Metrics – simple parameters you can analyse to judge the success of your event.
• Integration with your marketing activity – promote and drive interest in individual events.
• Event design and structure – length and timings of your events.
• Feedback – collecting feedback post-event to keep your audience engaged will prompt action points for follow up and sales engagement.
• Pricing – what pricing structure is right for you?
Section 1 – Introduction – the changing world of events
1.1 Traditional role of B2B events
1.2 The impact of the digital revolution
1.3 Changing behaviour of business decision makers
1.4 Push versus pull marketing – the role of content
1.5 Repercussions for face-to-face events
1.6 New online formats
1.7 Challenges and opportunities
1.8 The law of two feet
Section 2 – Online event formats
2.1 Planning process
2.3 Content types
Section 3 – Objectives for online event usage
3.1 Building/enhancing brand
3.2 Generating leads
3.3 Nurturing leads
3.4 Launching products
3.5 Customer service
3.6 Training and communication
Section 4 – Audiences for online events
4.1 Aligning audiences for content
4.2 Persuading the C-suite
4.3 Influencing management
4.4 Educating a technical audience
4.5 Reaching executives
4.6 Measuring and maximising
4.7 Summary and key learnings
Section 5 – Integrating online events into your marketing strategy
5.1 Multi channel marketing
5.2 How to build depth to multi channel marketing
5.3 When to use online events
5.4 Case study: Acronis
Section 6 – Designing your online events
6.1 Initial planning
6.2 Selecting your speakers
6.3 Content and delivery
6.4 Structuring your event
6.5 Management on the day
6.7 Metrics and measurement
Section 7 – Choosing a platform
7.1 Standard best practice in technology procurement
7.2 Understanding your objectives
7.3 Planning for long-term requirements
This guide is suitable for:
• Marketing directors
• Heads of interactive/online marketing
• Heads of marketing
• Vice presidents of marketing
• Digital marketing managers
• Marketing communications managers
• Events marketing managers
• Anyone involved in using email as a key communications platform