B2B Trending Conversations: Event Planning Edition

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Summer is here, and so is another installment of B2B Conversations, our weekly roundup of what’s trending and most-shared in the B2B social space. With plenty of big B2B events just around the corner, we’ve dedicated this week’s edition to event planning. From growth hacks and invitation dos and don’ts to essential items no B2B event planner should go without to the in-house vs. outsourcing debate, we’ve curated content that’s sure to help make your next big event a success.

Growth Hacking for B2B Event Planners

Growth hacking has evolved into an integral part of many startup teams, with successful companies in both the B2B and B2C space using perfected techniques to improve user acquisition and fuel expansion. Growth hacking and event planning are a match made in heaven; after all, everything about event planning is designed to get more people to engage with your company and its products or services. B2B event planners who embrace growth hacking set specific and measurable goals, learn from their mistakes and experiment to succeed, offer their audience relevant and exciting content and consider long-term results. Remember that events go viral when attendees are incentivized to refer associates through social deals, and don’t forget to constantly remind potential attendees how awesome your event is!

Event Invitations

Have you fastidiously planned every aspect of your next customer event, crossing every “t” and dotting every “i” but still aren’t getting the positive reaction you expected from your email invitations? Chances are you didn’t design a program that aligns with your audience’s expectations. Corporate event producers shouldn’t be surprised to receive emails rejecting your event, writes Ventana vice president and research director Tony Compton, and some of the most common reasons for their rebuffs include:

  • There’s nothing special about your event experience.
  • You’re trying to make up for a lack of compelling content with a flashy destination.
  • A lack of serious interest from vendors.
  • Your event is mentally and physically draining, as good as it may look on paper.
  • Too many panel discussions.
  • Too many thinly-veiled sales pitches.
  • If you claim innovation, you should reflect it!

Avoiding these perils and pitfalls will ensure greater interest and, ultimately, increased and more energized attendance at your next customer event.

Essential Items for Event Planners

While every event professional has their own personal list of items that help them get the job done, there are certain things that no successful event planner can do without. Kelli White, one of the planning pros at Event Manager Blog, compiled this countdown-style listicle of 14 essential items that are sure to help you rock your next big event. Some are obvious—who could do without an organized filing system, well-maintained calendar or extra electrical chargers? Others may not come to mind so quickly, like extra copies of vital documents, stress relief mechanisms or a positive attitude. Use this guide as a handy checklist for your next event and show your clients and attendees that you really take pride in your business and understand their needs and desires.

In-House vs. Outsourced Event Planning

Congratulations, you’ve been tasked with organizing your company’s next big conference. While you know you’ve got the organizational skills and the creative team to pull it off, you also remember all the things that went wrong with your company’s last event. You wisely decide to consider hiring external pros to handle your event planning this time, and need tips on when it’s best to tackle planning on your own and when you would be better served by outsourcing. Marketing consulting leader KMA One offers this rule of thumb:

As a company reaches 1,000 -10,000 employees, the potential need for outsourcing drops dramatically. In organizations of this size, sufficient resources can usually be found in-house to perform a function, as well as having resources to handle backup coverage.

Outsourcing offers lower costs, better rates on essential services, specialized skills and experience, creative ideas and other benefits. But there are no right or wrong decisions regarding the in-house vs. outsourcing debate. What’s right for one company may be a disaster for another; stay up to the minute with industry trends and tips from event management industry leaders while focusing on your attendees and you’re sure to make the best choice for your event.

What’s In a Name?

Are you struggling to come up with a great name for your next B2B event? Let your heart not be troubled, event planning guru Melanie Woodward offers 8 steps you can follow to come up with the perfect name for your big day. Start by having a brainstorming session; write down every word that comes to mind. Then consider your target audience and narrow your list down to a handful of options. Make sure your choices are memorable and easy to pronounce and spell, and that they’re descriptive and original. Check to ensure the corresponding URL is available and your name is legally available. Test the name out with a sample group from your target audience and listen carefully to feedback. Follow these 8 steps and you’re sure to choose a great name for your B2B event.

We’ll be back next week with another B2B Trending Conversations, this time by Sarah Dawley. If you specialize or are interested in B2B native advertising, be sure to check out Sarah’s last column here. Have a wonderful Canada Day and Fourth of July and we’ll see you back here soon!

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