TECHNOLOGY: Event management systems

How B2B marketers can harness the power of event management systems to ensure their brand's face-to-face events are a success

Marketing within the B2B sector has always embraced a personal approach to customer relations. Face-to-face marketing is increasingly taking centre stage for many B2B companies as they realise that events marketing can enable them to reach more potential new customers than other forms of contact. As Gordon Owen, sales director at Carlson Marketing, succinctly points out, "People do business with people. Whilst other channels have their place in most customer journeys, face-to-face remains crucial for the higher value, longer term buying decisions that are typical in B2B."