ABM Tactics

Exclusive Experiences and Influencer-Inspired Content Encourages Live Event Approaches

SUBTITLE GOES HERE

TLDR:

Nearly half of all B2B marketers cite live events as cornerstones for meeting their business objectives. Industry insiders recommend taking personalization to strategies involving live events. The overwhelming majority of B2B brands prefer to get their information from influencers. Influencer marketing is a growing field and many companies are starting to take advantage of influencers to add a human touch to their brand. 

Digital marketing is a growing field, especially with the amount of content B2B companies are pouring out. Lately, though, there has been a lot of emphasis on live events and influencer marketing. 

And for good reason. Nearly half of marketers say that live, in-person events were excellent for meeting their business objectives. Exactly half spend around 1/5 of their marketing budget on in-person events. 

Because of the appeal of events to reach a broad and diverse audience, companies have tended to bring influencers to represent their brand at such occasions. Influencers bring their own unique view on the company that’s sending them— in other words, they’re not a corporate cut-out.

The way event marketing normally goes is companies send a rep to work at a booth, where they usually give a boilerplate pitch and maybe follow up. That’s not working anymore. These events need to be personalized, according to Jonathan Tam, the Senior Research Director of ABM Strategies at SiriusDecisions. 

Events are a big opportunity for such personalization, and 74% of marketers agree. Most B2B buyers prefer to get their content from influencers for this very reason. These people aren’t brand set-ups—they’re friends. And friends are a better source for buying decisions than sales reps.

It’s all about adding a human element to a brand. Some companies take this to heart. For instance, SAP pairs its top-tier executives with influencers to do Boomerang videos and clips. 

This practice brings in massive engagement numbers. For instance, at the 2019 SAPPHIRE NOW conference, which shows-off the latest tech, 1/5 of social engagement was stemmed from the way people interacted with influencers. What this says is that there’s immense interest in influencer marketing. 

In-person events can be leveraged to generate awareness, build trust, and deepen engagement numbers.

Original article from DemandGen Report on 5 June 2019. 

The ABM Journal

The ABM Journal was created because we got tired of sifting through all the noise about ABM and wanted to gather only the very best and useful Account-Based Marketing information in one place. In addition to our own research and insight, we aggregate executive level summaries, insights and takeaways—along with some of the top ebooks and other resources available.

Leave a Reply

Your email address will not be published. Required fields are marked *

Related Articles

Back to top button
Close