B2B Sales, Lead Generation and Marketing Blog

Events Aren't Dead: Benefits of Hosting a Sales Event

Posted by Vendere Team on Thu, Sep 10, 2015 @ 08:09 AM

Shaking Hands at Sales EventIn this day and age of digital marketing, it can be easy to get caught up in the whirlwind of the latest online marketing trend. But before you kiss goodbye all things traditional sales and marketing, you might want to take a moment to consider whether you are truly putting your precious marketing dollars into the right channels.

One traditional strategy you might want to hold on to for a bit longer is the in-person event.

In fact, you might be surprised to learn that 70% of marketers favor in-person events over twelve other tactics, including social media, website articles, blogs, white papers, e-newsletters, case studies, and webinars.

But why?

Because events aren’t dead. And to prove it, here are 3 benefits of hosting a sale’s event:

1. Attract Higher Quality Leads

The first, and most important reason that events aren’t dead is due to the effectiveness of events to generate high quality leads.

In fact, according to the B2B Demand Generation Benchmark report:

  • 82% of marketers said they generated leads of “good or “excellent” quality at an event.

  • While 77% said they generated “somewhat high” or “very high” quantity of leads.

While sales events are more involved than other forms of marketing, it has the power to generate some of the highest quality leads possible. Depending on the value of your leads, and the scope of your product, in-person events may in fact be the best value for your marketing dollars.

2. Harness the Power of In-Person Contact

There is nothing quite like face-to-face interaction, and while other forms of digital marketing are effective and useful, never neglect or underestimate the power of a firm handshake and eye contact.

One report discovered that:

  • 77% of people believe that offsite meetings are a necessity not a luxury.

  • 85% believe face-to-face meetings are more likely to result in breakthrough thinking.

  • 82% believe that meetings bring out the best in people.

This means that having that face-to-face interaction is an important component of breaking through when it comes to sales. While having a personal, one-on-one meeting may not be appropriate at all sales stages, hosting a larger event or appearing at a trade show is a less intimidating strategy, and still allows for that personal engagement.

3. Integrate Marketing Methods

Hosting an event gives you plenty of material to incorporate into your other marketing strategies. Take advantage of your in-person events by incorporating them into your digital strategy through:

Be creative, and find ways to get more marketing mileage out of your events. Use these marketing strategies to promote your upcoming events as well as talk about them in retrospect. This provides consistency across your marketing efforts.

A few specific ways to get more out of your sales event with your digital strategies, include: writing a summary blog post of the main takeaways from the event, live tweeting during the event, and posting pictures or videos to your social media pages.

Events can be a powerful way to generate the leads your business needs to continue growing and expanding. Next time someone tries to tell you events are dead, remember that they are the preferred method of the majority of marketers for a reason: they generate results.

Topics: marketing, events

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