B2B Event Audience Acquisition Masterclass

For virtual, hybrid and in-person conference and exhibition-style events: learn how to attract the right audience in terms of profile and size - for both fee-paying and free-to-attend event models.

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COURSE AVAILABLE UPON REQUEST |
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Learn MPG’s winning strategies and marketing techniques for B2B events

Analyse your target audience and build a strong database:

Create a market map: analyse and segment your event’s target audience and identify segments to prioritise and target
Build a powerful database: how to structure, grow and maintain a strong event marketing database that delivers a high quality event audience

Develop effective event marketing messaging:

Define your event USPs: identify and articulate your event’s unique selling points
Define your event benefits: determine the best ways to show how your event solves your customer or members’ problems

Create a high performance marketing communications strategy:

Set commercial marketing objectives: set SMARTER objectives that keep event marketing resources focused on results
Optimise channels and tactics: both inbound and outbound, including:
- Event website
- Content marketing
- Email marketing
- Marketing automation
- Social media
- Pay-per-click (PPC)/Digital advertising
- SEO
- Media partnerships
- Advocacy marketing
- Telemarketing
- Direct mail

Performance measurement of event marketing:

Track engagement & bookings from event marcomms: what is possible to measure and how to put practical, meaningful event marketing measurement in place
Analyse and act on event marketing results: turn analytics and data into valuable intelligence for marketing decision-making

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Your Trainers

MPG Academy trainers are also B2B marketing practitioners whose ‘day job’ it is to deliver strategies, operations and campaigns for a range of B2B conference and exhibition organisations.

Colette Leong-Son Managing Director, Events Infopro Digital

MPG has delivered excellent training courses for Infopro Digital’s marketers. Their practical techniques have made a great impact. I have no hesitation in recommending MPG as a safe pair of hands when it comes to upskilling your marketing team!
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Chris Lester Event Director Bauer Media

The consultancy, outsourced marketing and inhouse training MPG has delivered for Bauer has been brilliant. We’ve enjoyed working with various MPG marketers and specialists – they’ve become part of our team!

Claire Urry Executive Director China-Britain Business Council

MPG delivered a great series of tailored marketing workshops for the team at China Britain Business Council. This helped us formulate our membership growth strategy and gave us useful, practical guidance on improving our digital marketing tactics.

Irene Schultz-Gerstein Senior Manager Association of the Luxembourg Fund Industry (ALFI)

The marketing training MPG delivers is very valuable. We’ve gained new knowledge and skills about the latest content-led and digital marketing techniques – essential for communicating with our international audience of senior business executives.

Tania Marshall Global Marketing Director FT Live - The Financial Times

The marketing training programme that MPG delivered for my team was exactly what our marketers needed as strong inbound and digital skills are now so critical. The delivery and format of the training was tailored to what we needed and had great impact.

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