Spring has finally sprung! And just as nature is experiencing a season of renewal and growth, we reflect on how B2B media and events businesses are taking advantage of new opportunities and accelerating growth with a focus on commercial revenues.

Commercial marketing is a vital component of any B2B media and events business looking to expand its reach and acquire new clients. With the right strategies in place, commercial marketing can lead to significant growth and flourishing revenues for businesses of all sizes.

Consider the following questions when contemplating how to invest in this area:

• Is there a consistent flow of well-qualified, warm leads to support your sales team adequately?
• Do you possess the necessary marketing skills and resources for effective commercial marketing?
• Are your commercial marketing and sales functions seamlessly integrated with appropriate systems and processes?
• Are your sales pipelines optimised with lead nurturing to boost conversion rates and sales?
• How much visibility do you have regarding marketing and sales performance, including lead generation, lead conversations, average order value, and length of the sales cycle?

In this newsletter, we will explore how integrated marketing and sales, a good martech stack, paid media, web analytics (including GA4), and email marketing can help businesses maximise their potential. By incorporating these elements and consistently refining strategies based on data and insights, businesses can generate leads, increase conversions, and ultimately drive revenue growth.

#1 Why is commercial marketing the ‘goldmine’ for spex revenue growth?

Spex clients will drive revenue growth in most events businesses in the next couple of years but you need to ensure the value proposition for sponsors and exhibitors is positioned and communicated well to positively influence both returning and new spex clients.

In this article, we share MPG’s recommended step-by-step process to achieve a well-integrated spex sales and commercial marketing setup.

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#2 Integrated marketing and sales is essential for revenue growth

By aligning marketing and sales strategies, businesses can ensure that they are targeting the right audience with the right message, leading to increased conversions and revenue.

In this article, we provide you with a comprehensive guide that emphasises the importance of integrating marketing and sales in order to achieve sustainable growth for a business. The article highlights the three stages of the sales and marketing funnel, which are awareness, engagement, and conversion, and explains how marketing and sales can work together to optimise each stage. The article also discusses the challenges that businesses face when trying to integrate marketing and sales and provides practical solutions to overcome those challenges.

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GET MPG’S GUIDE TO SALES AND MARKETING INTEGRATION

#3 Investing in martech for sustainable growth

In today’s business landscape, investing in martech is no longer a luxury but a necessity. Cutting corners in your approach to martech can lead to technical debt that holds your business back.

A good martech stack is essential for effective commercial marketing. It allows businesses to automate repetitive tasks, track customer interactions, and gain valuable insights into customer behaviour. This can help businesses optimise their marketing efforts and improve overall performance. User-friendly platforms, like HubSpot, allow businesses to have a single view of their customer and include marketing and sales automations without the need for internal technical teams. For larger businesses that have internal technical teams to support martech integrations and optimisations, enterprise-level platforms like Adobe/Marketo and Salesforce or MS Dynamics are potentially a good investment to enable integrated sales and marketing.

In this article, we discuss the top 5 investments business leaders should be making for long-term, sustainable growth.

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#4 Why you should use paid media to acquire new sponsors

Paid media (PPC) can be an effective way to support commercial marketing efforts. By targeting specific audiences with strategic messaging, businesses can increase brand awareness and generate leads.

Paid Media, alongside other channels can help you:

• Reach beyond your existing database to new, relevant leads; expanding your dataset and pushing more, brand-new sponsor opportunities into your sales pipeline.
• Support other marketing efforts such as email and social media, pushing your conference to ‘top of mind’ and making it more likely sponsorship leads will be driven towards you.
• Via automation, reach, nurture, and convert more relevant contacts faster to become qualified sponsorship leads. Paid media allows you to quickly increase the volume of relevant contacts you can engage with to convert to warm leads – without needing to add much more in terms of a marketer’s time (you just need to put more money in your campaigns once you’ve got them well-targeted).

In this article, we share with you the dos and don’ts of paid media for attracting, nurturing, and converting leads.

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#5 Email marketing’s role in supporting the commercial marketing funnel

By nurturing leads with targeted messaging and personalised content, businesses can move potential customers closer to making a purchase. Email marketing can also be a great way to stay top-of-mind with current customers and encourage repeat business.

If your brand has both memberships and events, and you are sending lots of emails to the same data sets as the event product develops (e.g. new speakers are announced and new agenda sessions are added), you need sophisticated tools and a smart strategy that is well integrated with your membership product marketing.

In this recent article, we shared email marketing dos and don’ts for conference marketing. We focused on delegate acquisition, which is important to satisfy your sponsors, but these principles can also apply to your commercial marketing emails.

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#6 Measuring the results of the joined-up marketing and sales effort

Success is driven by strong visibility of campaign effectiveness, and also core KPIs supported by commercial marketing activity – i.e. # of marketing qualified leads (MQLs); # of sales made from these MQLs; conversion rate from MQL to sale; revenue from MQLs; average order value of sales from MQLs; and ideally also the length of the sales cycle.

Web analytics, including GA4, is crucial for understanding how users interact with a website. By tracking user behavior, businesses can gain valuable insights into what works and what doesn’t, leading to more effective marketing strategies. GA4 in particular offers more advanced tracking options and can help businesses better understand the customer journey and conversion funnels.

The needs of sponsors are also becoming more sophisticated and sponsors are demanding much deeper audience engagement. Without a well-optimised website, and robust measurement in place, you won’t be able to provide your sponsors with critical information to support them in investing with you in the future.

In this article, we share with you the 3 things you won’t be able to do without having GA4 implemented.

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Commercial marketing is the key to great riches! However, it’s essential to get it right. By implementing these strategies, you can unlock your business’s potential and drive revenue growth.

We hope that the insights we’ve shared in this newsletter will help you achieve success in your commercial marketing efforts!