#9 | B2B Event Marketing: Measure It To Manage It

One of the most underrated skillsets in event marketing is agility.

Marketers who possess the ability to intelligently adapt strategy and fine-tune tactics in the heat of a campaign will always outperform those who take time to change direction or hesitate under pressure.

To be truly agile, marketers must embrace the power of analytics and continually measure what return on investment (ROI) their campaign is generating. This allows them to proactively refine campaign tactics on the go and ensure their event has the best chance of success possible.

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#7 | Effective Multi-Channel Event Marketing Strategy

Today’s event marketers know that they must reach out and engage with their target audience across an ever-growing number of channels – both on and offline.

But a multi-channel approach isn’t about throwing out a high volume of branding and messaging across as many platforms as possible and hoping enough noise gets through to your targets. To maximise your campaign’s effectiveness marketers must take an integrated and strategic approach to how they utilise the channels at their disposal.

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#6 | Strong Brand Identity & Positioning for B2B Event Success

How do you get your target audience to choose your event over the multitude of other options? We all know that our business is extremely competitive and most events sit in very ‘crowded’ markets.

Having the best speakers and content is obviously a ‘must’. But we need go back to ‘Marketing 101’ to make sure we’re not missing the most basic and important ingredients for marketing any product or service: a strong brand identity and clear, compelling brand positioning.

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How Successful Events can Transform a B2B Media Business

Most B2B media dabble in events as a complement to their core publishing business, but few really invest in a strategic programme of events. Those that do can unlock significant value. This report investigates the success stories and sets out how a B2B media organisation can use events to transform their business.

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#4 | The Big (Strategic) Issue: Your Event Marketing Database

In Europe, GDPR and ePrivacy regulations poses significant challenges for B2B event marketing – where large databases of contacts gathered via research and list buying, not consent, are still relied upon by most event organisers to reach high numbers of prospects to attract delegates, exhibitors and sponsors to their events. (more…)

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Saying no to business to gain the competitive edge

In January 2018 MPG will be four years old. My baby is growing up.

When we launched MPG, a friend – who had been on a similar journey – told me it takes a business at least five years to ‘find itself’. I now believe her. At the start we had a strong sense of the kind of business we wanted to run, but no idea it would evolve into what it is today.

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Doomed to fail: too many marketers can’t distinguish between strategy and tactics

Helen Coetzee looks at why the inability of many marketers to understand the difference between strategy and tactics is not only failing clients, but also marketers themselves.

We have a big problem in marketing. It’s something many of us are afraid to admit and some aren’t even aware we have. It’s a problem that crosses pay grades and is one of the biggest factors in failed campaigns. (more…)

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