Category: Marketing

B2B networking events are a prime opportunity to connect with potential clients, establish your brand as an industry leader, and generate valuable leads. According to research by Sweap, 89% of respondents believe that events are critical to reaching key business objectives. Similar findings were reported by Bizzabo, with a staggering 97% of B2B marketers seeing on-site events as essential for achieving those objectives.

But simply showing up isn’t enough. In a sea of competitors, you need to be strategic and creative to stand out. This article explores innovative tactics to maximise your brand visibility and make a lasting impact at your next event.

Find the Right Event

 

54% of C-level decision-makers doubt a brand’s credibility due to a lack of comprehensive information (KoMarketing). Creating a strong presence at the right event will reinforce your brand’s credibility.

Make sure to join relevant B2B networking events to boost brand visibility among the right audience and gain unique insights into your customers’ needs. 

For example, if your company develops cloud software, try participating in B2B networking events tailored for IT executives. Explore opportunities to be a host or a speaker at these events as well for increased exclusivity and visibility. You can position yourself as a knowledge expert on a specific topic to build trust among decision-makers. 

Pre-Event Buzz: Setting the Stage for Success

 

Before the event even begins, you need to generate anticipation. Go beyond traditional announcements and leverage the power of social media.

 

• Make sure people know which events you are attending.
• Talk about the keynotes or activities you’ll be participating in and speakers you’re excited about.
• Better yet, tag the event organisers in your social media posts to reach as large of an audience as possible.

 

This will invite conversation and engagement from your community and beyond. It’ll also create an opportunity for you to position your brand values and strengths front and centre in the context of industry-specific interests. Don’t just announce your attendance; highlight what makes your presence unique.

 

“I’m deeply impressed about the quality of the events that Management Events are setting up. The calibre of the speakers, the flawlessness of the execution, the atmosphere, and the quality of the attendees were impressive. Management Events has become an important part of our marketing mix. We see positive outcomes from the engagements, enabling us to continue the dialogue with the accounts.”

– Senior Director EMEA Marketing, Nasuni

 

On-Site Activation: Creating Memorable Experiences

 

The event itself is your stage. 68% of B2B marketers use on-site events to generate new leads, highlighting the importance of a strong on-site presence (AdStage). This is your chance to create memorable experiences that resonate with attendees and reinforce your brand message.

 

• Prominent Branding: Ensure consistent and prominent branding across the event by partnering with the organizers. This can include strategic logo placements, a spotlight video, and being a key partner for the event. It reinforces your brand identity, making it easy for attendees to recognise you. After all, there’s a reason 60% of event marketers view event sponsorship as a good option to increase brand awareness (Sweap).
• Host A Roundtable: Position yourself as a thought leader by hosting a roundtable discussion with leaders in the industry. These interactive sessions provide value to attendees while showcasing your expertise and offerings.
• Stage Time: Step up your thought leadership by taking the stage at B2B events for a panel discussion or presenting a case study that features your brand at its best.
• Network and talk to new people: You never know who you might meet at B2B networking event. Take the opportunity to make new contacts and reignite connections with cold leads. Make sure to leave a business card. This creates opportunities to follow up with contacts made during the events.

 

“First of all, [the value of being a Premium Partner with Management Events is] brand visibility. What I really like is that there is clarity on who is the main partner. Secondly, I am very glad to see new connections, which is very surprising for me, as I have been in the industry and these events for multiple years.”

– Vice President Global Business Engineering, CGI

 

Post-Event Engagement: Nurturing Connections

 

The event doesn’t end when the doors close. Post-event follow-up is crucial for ensuring that your brand remains in the minds of your target audience, enabling your sales teams to nurture leads and maximise your ROI.

 

• Personalised Emails: Send personalised thank-you emails to attendees, referencing specific conversations and offering relevant resources. This shows you value their time and strengthens the connection.
• Social Media Highlights: Share event highlights on social media, including photos, videos, and key takeaways. Extend the conversation to reinforce your brand presence.

 

“For us, it’s very important to network. These events facilitate us to not only speak about topics which are ongoing and interesting but also to have a cup of coffee and perhaps even a glass of wine to get to know the person behind the role they fulfil. Because in the end, you do business with a person, not a company.”

– Commercial Director, TriFinance

 

Make your Mark with Strategic Partnerships

 

About 52% of CEOs believe that event marketing delivers a higher ROI than any other marketing channel (Splash). This makes it a crucial investment for B2B companies. Cvent found that 24% of organisations spend at least 26% of their marketing budget on events, while 17% allocate more than 50%, showcasing the significant investment in event marketing.

In the competitive landscape of B2B events, creativity and strategic planning are essential for boosting brand visibility. A foolproof way to maximising brand visibility at B2B events is via a strategic partnership that can deliver ROI on multiple levels.

Management Event’s sponsorship opportunities do just that. From strategic logo placements at exclusive networking and social events to opportunities for stage time in front of Europe’s top business leaders, you can put your brand directly in the minds of your target audience.

ME Matchmaking’s sponsorship opportunities include:

 

• Branding and visibility: Your brand logo featured at exclusive industry events.
• Spotlight video: Showcase your brand video directly to decision-makers.
• Roundtable with top executives: Conduct roundtable discussions with a small group of your selected executives.
• Stage time: Join a panel discussion or present a case study with your client to an audience of interested decision-makers.
• Co-host events: Co-host a social networking event for an exclusive group of senior executives.
• Co-create content: Create an article that promotes your brand as a thought leader and spread awareness of your organization, which is then channelled by Management Events to a wider audience.

 

Remember, it’s not just about being present; it’s about making your mark.

As the saying goes, “It’s not what you know, it’s who you know.” With so many changes hitting the business landscape in the last few years, we see the shift towards new ways of networking among C-level executives where an increasing number of top managers prefer virtual and hybrid formats of consuming content and building new connections. Many are also exploring options to enhance their experiences while networking online and offline – such as integrating novel inventions like the digital business card and going beyond professional insights sessions.

Here are some ways C-level executives are networking in 2024:

 

1. Attending Virtual Insights Sessions

The mass transition to virtual space in the last few years has led to the opportunity for executives to learn from some of the best minds in the world in emerging and technical fields such as generative AI, quantum computing, and enterprise architecture directly from the comfort of their homes and offices. It also gives CxOs the chance to engage with their peers from other countries, which is an effective way to cultivate a wider professional network.

The appeal of virtual insights sessions includes:

• Instant connections over chat: Chat functions of online discussions and forums connect executives to a larger audience than typical in-person sessions.
• Direct expert engagement: Attendees can directly interact with the expert who is presenting the session, participate in Q&A, and drive discussions on the most interesting and urgent topics.
• Ease of access: Joining in from anywhere at any time and being able to access the session after it’s ended.

 

2. Joining Brainstorming Sessions

The need to exchange ideas and share challenges has become more urgent, especially with the unprecedented pace of technological advancements. Roundtables, forums, panels, and moderated group discussions have become a staple for executives who want to stay up to date with industry trends, whether in-person or virtual. These are as convenient as they are efficient.

Studies show that 40% of executives network more online than in-person as there is less pressure and more flexibility (Fit Small Business). This sentiment continues even as in-person events pick up again. According to our data, 80% of C-suites find moderated peer-to-peer discussions useful.

These sessions allow executives to:

• Quickly and efficiently connect with peers from across industries and countries.
• Exchange ideas, experiences, and solutions on pressing topics affecting their industry in the time it takes to finish their morning coffee.

 

3. Learning from Leadership Development Keynotes

Today’s CxOs are prioritizing personal development as much as professional growth. Not only do they want to gain new skills, but they also want to develop new mindsets that will help them become better leaders. Many executives find turning to inspirational keynotes by world-renowned speakers to be valuable, particularly as they adjust to the hybrid world.

Attending these sessions also creates space for executives to discuss specific challenges with their peers who are likely to be experiencing similar challenges either to find a solution together or simply commiserate over a tough situation.

This sentiment is supported by our finding that shows over 400 CxOs attended the inspiring leadership-focused keynote talks by Duncan Wardle and Mel Robbins, rating the speakers 4.9 out of 5. Since then, renowned experts such as Adam Grant and Simon Sinek have graced our stage as well, offering valuable ideas on leadership and strategic thinking.

 

4. Maximizing Hybrid Networking

Though the professional virtual networking element provides a multitude of advantages, many executives still enjoy socializing with their peers in person. SDSU found that 84% of professionals still enjoy the opportunity to interact face-to-face.

There is value in face-to-face networking and connection. This is particularly so for senior executives, 70% of whom feel isolated and lonely due to the nature of their jobs. Countering this via networking in non-business settings has gained popularity among executives – such as wine tastings, cooking classes, and fine dining.

Social gatherings present:

• Opportunities to form a closer bond with their peers over shared interests and hobbies.
• A fun and engaging way to strengthen and maintain professional relationships.

 

5. Meeting Virtually with Potential Vendors

Another innovation introduced by the pandemic is virtual sales meetings. Like the virtual insight sessions, being able to hop into a virtual meeting room is more convenient, cost-effective, and time-saving for busy C-level executives.

Instead of having to travel for a few weeks every year to attend tradeshows and exhibitions or directly to a potential vendor’s office for an exploratory meeting and sales pitch, executives can do all this online. In fact, 85% of C-levels are more eager to join a 30-minute virtual meeting than an in-person one (LinkedIn).

These vendor meetings are an excellent avenue for executives to expand their network of potential strategic partners. The convenience of meeting online means executives can swiftly identify if a potential vendor is worth further exploration and build a network of solution providers they can tap into when needed.

 

6. Using Digital Business Cards

One of the classic things about in-person networking is exchanging business cards with the people you meet – whether out of formality or a genuine desire to stay in touch. However, the traditional business card can be easily lost, difficult to organize, and tedious to refer to.

Savvy executives are now opting for digital business cards instead. An executive can simply have a single NFC-enabled card or QR code that contains their details. To ‘exchange’ cards, they can simply tap it on a person’s phone (or have their QR code scanned) and watch as their details are downloaded instantaneously. This novel and exciting new business card is:

• Instantly accessible: Executives can have their contact information available at any moment
• Eco-friendly: Instead of stacks of business cards that can run out, executives will only have a single card to carry around.
• Seamless and effortless: With just one tap, executives can exchange contact details with new peers. This is especially useful at events where they’ll meet dozens of people in just a few hours.
• Enables real-time updates: With a digital business card, CxOs can not only share more information in an instant – such as ongoing projects and interest areas – but also update any information when needed.
• Dynamic: Having a digital card opens the door to creating a more interactive presentation of their professional self as opposed to a static logo on a piece of paper.

 

7. Diversifying their network

On a macro level, C-suite executives understand the value of diversity in their organizations. Plenty of research supports the suggestion that a diverse workforce leads to increased creativity, innovation, and employee satisfaction which in turn boosts productivity and revenue. Companies that lack diversity, in turn, suffer. McKinsey found that companies in the bottom quartile of gender and ethnic diversity within their executive teams financially underperform by about 66% compared to top-quartile companies.

Similarly, executives are looking to inject diversity into their professional networks as well as recognize the benefit of different perspectives and insights. Executives are actively looking beyond their industries, sectors, and functions to build a robust network – joining different events and social gatherings that bring together their peers from across the board. For example, Aurora Live’s Executive Days and CxO Connections feature tech and business leaders from various industries and functions in a space where executives share ideas and engage in lively discussions together.

 

“A diverse mix of voices leads to better discussions, decisions, and outcomes for everyone.”

– Sundar Pichai, CEO of Alphabet Inc & Google

B2B networking is one of the pillars of sales and marketing. In fact, the closing rate for customers obtained via business networking is 40% (Hubspot). Mastering the art of B2B networking is essential for every sales professional to build relationships with potential customers, learn about new opportunities, and stay ahead of the competition.

However, it can be a tough task as there are some B2B networking mistakes that even experienced salespeople might make that can them valuable time and resources. Fortunately, with every challenge there are solutions.

 

1. Being Unprepared

 

The worst thing you can be at a networking event, either virtual or physical, is unprepared. Not knowing who might be attending or the agenda of the events will lead you to uninteresting, surface level conversations. More importantly, you need to know which attendees are within your target market is so you can focus on networking with the right people. In sales, a buyer persona is your biggest asset and can lead to a 171% increase in sales for companies as they understand who their target market is (Zipdo).

In that vein, doing a little research on the specific people you want to network with at events will save you a lot of time and give you the best opportunity to connect with the right people.

Steps:

• Request a list of attendees prior to the event (if possible) and research them and their companies. Look up any interviews they might have done and find out about their latest projects. This can help spark conversations.
• Make a shortlist of who you’d most like to meet and connect with them on LinkedIn before the event.
• Make a note of the interesting sessions at the event, especially those related to your product or services, so you can attend and find attendees to connect with who were interested in the same session.

 

2. Overselling

 

Networking is a skill that requires subtlety and precision. A salesperson who turns every conversation into a sales pitch and only talks about their own products and services is setting themselves up to fail.

Instead, focus on active listening – that’s a big part of communicating and forging a connection. People want to know that their needs and challenges are heard. Listen to understand and tailor your responses accordingly. Networking is about building relationships, not making a sale.

Steps:

• Begin a conversation by asking about specific topics that were discussed at the event.
• Guide the conversation towards their needs, challenges, and interests in that area.
• Ask open ended questions and listen attentively so you can ask relevant follow-up questions.

 

3. Fumbling Your Introduction

 

A big challenge of networking events, especially in-person ones, is the limited time you may have to speak to everyone. There’s a lot of movement and social interactions happening, which means you must make a good impression immediately or risk losing people’s interest.

Something as simple as a firm handshake can provide a good first impressions for 72% of people who are meeting in-person. Approaching with confidence is also key as 70% of communication is non-verbal. Your posture, demeanour, and how you choose to approach someone will set the tone for the rest of the conversation.

Steps:

• Prepare two to three simple introductions you can use when meeting people that will set you apart. Make sure to include who you are, what you do, and your interest. End the introduction with a question for the person you’re talking to that will push the conversation forward.
• Prepare conversation boosters you can call on when needed if an interaction seems to be struggling. These should be open ended questions about their interest, current events, or share experiences.
• In a virtual setting, you can include a link to your LinkedIn profile or website as part of your introduction.

 

4. Being Inflexible

 

When attending any networking event, be it virtual or in-person, you will meet all kinds of personalities. A style of approach that works on one person may not work for another, which means you must be flexible in your style of communication.

Attention is key. If you notice someone only speaks up when asked different questions, do that. There may be those who prefer talking about current events or others who prefer exchanging business cards first before talking about anything. You need to be adaptable and mirror the style of the person you’re networking in – that is how you can build trust and familiarity. This is especially true for in-person networking which professionals agree gives them the ability to read body language and facial expressions (77%) which can lead to building stronger business relationships.

Beyond that, Gitnux found that 80% of B2B buyers expect a B2C-like experience, which tends to be more personalised. This is where you can shine, by adjusting your style to suit the person you’re talking to.

Steps:

• Pay attention to how the person speaks and their body language to mirror their stance and subtle movements.
• Listen actively and adjust your tone, pace, and language to match the person you’re engaging with.
• If you notice that the person you are talking to is disengaged, politely excuse yourself and offer a business card as a gesture of good faith. Do not take it personally.

 

5. Ending A Conversation Abruptly

 

How you end a conversation is just as important as first impressions. It’s your final chance to make a mark with the person you’re talking to and sometimes, it can be exactly what they remember you for. Fumbling your exit is a B2B networking mistake that can undo all the great work you’ve done so far to cultivate a professional connection.

If you remember to do just one thing, let it be an offer to connect on social media such as LinkedIn or Facebook, which are the two largest platforms used by business professionals. In fact, 35% of businesses professionals note that a conversation on LinkedIn has led to fresh opportunities including business partnerships. Make the most of that.

Steps:

• Make sure to give out your business card, if you hadn’t already, at the end of the conversation. When receiving a card, make sure to accept graciously and stow it away in a separate pocket from your own.
• Thank them for their time and insight. Tell them you enjoyed the chat and recount any key points that stood out to you.
• Keep it light, friendly, and suggest a follow-up conversation or meeting. Offer to connect on LinkedIn.

 

6.  Mishandling Business Cards

 

Though it may seem arbitrary in a digital age, business cards are still an important element of B2B networking. Exchanging them is a sign of respect and a quick way to exchange contact details. Research suggests that 63% of people throw away business cards within 7 days of receiving them, but that sales still increase by 2.5% for every 2,000 business cards handed out. It’s a numbers game that you can win by giving out your cards to as many people as possible.

On the other hand, what you do with business cards that you receive is equally important. Receiving a business card isn’t just an exchange of contact details, it’s an invitation to stay in touch. You do not want to mishandle that gift and risk losing the connection you just made.

Steps:

• Give out your business card while clearly pointing out any personal contact details such as a personal phone number or extension.
• When you receive a business card, take a pause to look at it properly and ask a question about the information on the card i.e the company’s location, the person’s title, the design of the card.
• Ensure that you place the business card in a separate pocket or card holder to keep it from getting mixed up with your own.

 

7.  Not Setting a Follow-up

 

The whole reason for networking is to create connections and grow possibilities. This is especially true given that 69.7% of attendees consider in-person B2B conferences as the best opportunity to lead about new products or services (Bizzabo).

So not following up on connections made while networking is essentially letting a lead go cold. All that work would have been wasted otherwise. It’s also important not to start follow-up with a sales pitch.

Steps:

• Before exiting the conversation, make sure to offer connecting on online by exchanging LinkedIn profiles and/or email addresses.
• Offer to meet again sometime soon to share more insights on the conversation you were just having. If you sense potential, invite them to schedule a one-to-one meeting.
• Make sure to follow-up within the first 48 hours to thank them for their time. Reference a point in the conversation you had and make it clear that you are happy to continue the conversation.

A strong brand presence is imperative as it builds awareness, credibility, and trust among your target audience. Companies with strong branding also inch closer to being top-of-mind solutions for potential customers. Additionally, increased brand awareness can result in significant returns over time.  

It takes an average of 5 to 7 impressions for a brand to become memorable (Action Card). Therefore, it’s vital to explore branding opportunities on different platforms. B2B events in particular offer significant branding opportunities.  

Here are ways to elevate your brand presence at both virtual and in-person B2B events.  

 

IN-PERSON EVENTS

Networking 

A B2B buyer is still a human buyer at the end of the day. Therefore, networking at in-person B2B events is a great way to grow your brand organically. For instance, ME Matchmaking customers can attend full-day invitation-only local events where you can meet and network with hundreds of top-decision makers in the region under one roof.  

Networking allows your customers to put a face to your brand.  

They may not always remember your company name, website address, or product offerings; but they are more likely to remember your face, name, and conversation. Therefore, it’s important to make a good first impression and put your best foot forward at these events.  

If possible, contact the event organizers and ask if they can share the list of attendees with you. That way, you can shortlist a number of people you want to speak to so you’re more prepared at the event. You can also comb through the event agenda and take note of interesting panel discussions, presentations, and keynote speeches you want to attend. That will allow you to establish common ground and connect over the session with the people you meet.  

On-site Branding  

Catapult your branding by exploring partnerships with authoritative organizations that have earned the respect of your target audience. For example, ME Matchmaking offers a variety of on-site branding opportunities at in-person flagship events attended by leading C-level decision-makers from Top500 companies across Europe. On-site branding can include logo visibility on stage backdrops and banners, as well as opportunities to distribute brochures about your services, and even a chance for on-the-spot product demos.  

One more angle to consider is to position your brand as a subject-matter expert and a trustworthy knowledge partner by sharing your expertise. For example, if you’re partnering with an AI event, find out if there are speaking opportunities where a representative can speak about an AI-related topic, present a case study, or join a panel. This is a great way to get your brand out there to hundreds of decision-makers at once who are already interested in AI applications.  

According to Harvard Business Review, 64% of people cite shared values as the main reason they have a relationship with a brand. It’s also important that your brand shows personal value over business value, as B2B customers are more likely to consider a brand if it does. 

 

VIRTUAL EVENTS

Join relevant webinars 

54% of C-level decision-makers doubt a brand’s credibility due to lack of comprehensive information (KoMarketing).  

Therefore, your brand needs to have a strong digital presence.  

Other than content creation and social media engagement, make sure to join relevant webinars to build your brand and gain unique insight into your customers’ needs.  

For example, if your company develops cloud software, try to join cloud-related virtual insights-sharing sessions. Similar to in-person events, explore opportunities to not only join relevant webinars but to be a host or a speaker for increased exclusivity and visibility. In virtual and physical spaces, you can position yourself as a knowledge expert on a specific topic to build trust among decision-makers.  

Be active and engaging 

Utilize online channels to communicate with other virtual event attendees. For example, use the chat box to ask questions to the other participants and get to know them better; and eventually introduce yourself and your brand. Have a look at the attendees and connect with them on other platforms such as LinkedIn.  

Other than networking with virtual event attendees, consider online branding opportunities at these events. For example, ME Matchmaking by Management Events offers coveted logo placements during virtual insights sessions about topics that are popular among C-levels and are relevant to your brand.    

 

PICK THE RIGHT EVENT

As there are plenty of B2B events to choose from, do your research and attend the right events so your branding efforts don’t go to waste. Your research should include considerations such as: 

• Scale: Are you interested in attending small events with less than 100 attendees or events with hundreds of people? The event chosen must be tied to a purpose, whether it’s to introduce a new product or network.  
• Format: There’s a wide range of business events from intimate forums and dinners to exhibitions and trade shows. Go back to your needs as well as your budget, as you will most likely need to pay to enter those events.  
• Industry: Check the agenda of the event carefully to ensure that it’s beneficial to the industry your company is in. Is it related to your company and service? Is it of interest to your target audience?  
• Topics: If there are panel discussions and presentations, make sure the topics are of value to you and your target group.  
• Attendees: Find out who has attended or spoken at past events – dig deeper to find out their seniority and job functions too.  

Once the event has been chosen, set clear goals: 

• Define your target audience and ensure that the decision-makers in your target group are at those events. 
• Establish a solid brand message – Be familiar with the USPs that your product can offer to your target audience.  
• Prepare your team to represent the brand – Go through talking points, digital business cards, printed materials, and more. 

Lastly, have a strong presence at the event, and remember to practice active listening during your conversations with your prospects.