10 Things B2B Businesses Must Do To Maximize ROI From Physical Events

Physical marketing events offer B2B businesses unique opportunities to engage directly with prospects, showcase their offerings, and build lasting relationships. However, maximizing ROI from these events requires strategic planning and execution. Here are ten actionable strategies B2B businesses can do to maximize ROI from physical events.

Top 10 Strategies to Maximize RoI from Physical Events

1. Set Up an Engaging Booth

Why It Matters

An engaging booth draws attendees in, encouraging them to interact with your team and learn more about your offerings.

How to Do It

• Interactive Displays: Use interactive elements like touchscreens or VR experiences to engage visitors.
• Live Demonstrations: Offer live demos of your products or services to showcase their value in real-time.
• Eye-Catching Design: Design your booth to be visually appealing and on-brand, with clear signage and attractive visuals.

Example

A B2B tech company sets up a booth with live demos of their software, allowing attendees to interact with the product and ask questions in real-time.

2. Host Contests and Giveaways

Why It Matters

Contests and giveaways can attract more visitors to your booth and create a memorable experience for attendees.

How to Do It

• Draws and Competitions: Host a draw or competition where attendees can win prizes by participating in activities or providing their contact information.
• Branded Merchandise: Offer branded giveaways such as pens, notebooks, or tote bags that attendees can use and remember your brand by.

Example

A B2B marketing firm hosts a quiz contest at their booth using Slido, offering a chance to win a free marketing consultation. This not only draws in a crowd but also generates leads for follow-up thereby maximizing the RoI from the event.

3. Facilitate Networking Opportunities

Why It Matters

Networking is crucial for building relationships and uncovering potential partnerships.

How to Do It

• Meeting Areas: Set up comfortable meeting areas where you can sit down with key prospects or VIPs for in-depth discussions.
• Networking Events: Host side events like breakfast meetings, lunches, or happy hours to create relaxed environments for networking.

Example

A B2B logistics company sets up a lounge area at their booth with refreshments and comfortable seating, encouraging attendees to stop by for informal networking thereby maximizing the RoI from the event.

4. Personalize the Experience

Why It Matters

Personalization can make attendees feel valued and more connected to your brand.

How to Do It

• Custom Messages: Address attendees by their names and tailor your pitch based on their interests and needs.
• Follow-Up Materials: Prepare personalized follow-up materials that address specific pain points discussed during the event.

Example

A B2B financial services firm uses attendee data to create personalized presentations and follow-up emails, making each prospect feel uniquely catered to.

5. Leverage Event Apps

Why It Matters

Event apps can enhance attendee engagement and provide valuable data for follow-up.

How to Do It

• Schedule Meetings: Use the app to schedule meetings with attendees in advance.
• Push Notifications: Send push notifications to remind attendees about your booth, sessions, or special events.

Example

A B2B cybersecurity company uses the event app to schedule demos and send reminders about its keynote presentation, ensuring high attendance and engagement. This helps them maximize the RoI from the event.

6. Engage with Live Social Media Updates

Why It Matters

Live updates on social media can amplify your event presence and reach a broader audience.

How to Do It

• Live Tweets: Tweet key takeaways, interesting insights, and behind-the-scenes photos during the event.
• Instagram Stories: Share live updates, Q&A sessions, and attendee interactions on Instagram Stories.

Example

A B2B SaaS company live-tweets their panel discussion, using event hashtags to increase visibility and engagement.

7. Capture High-Quality Content

Why It Matters

Capturing high-quality content during the event can be used for post-event marketing and to extend the event’s impact.

How to Do It

• Professional Photography: Hire a professional photographer to capture key moments and interactions.
• Video Interviews: Record video interviews with attendees, speakers, and your team to create engaging post-event content.

Example

A B2B healthcare solutions provider records customer testimonials at their booth, which are later used in marketing campaigns. 

8. Host Informative Sessions

Why It Matters

Hosting sessions can position your company as an industry leader and attract a targeted audience.

How to Do It

• Workshops and Panels: Host workshops or panel discussions on relevant industry topics.
• Product Demos: Offer in-depth product demos in a dedicated session room.

Example

A B2B software company hosts a workshop on data analytics, showcasing their product’s capabilities and providing valuable insights to attendees.

9. Provide Refreshments

Why It Matters

Offering refreshments can make your booth more inviting and encourage longer visits.

How to Do It

• Coffee Bar: Set up a coffee bar where attendees can grab a drink and chat with your team.
• Snacks: Offer light snacks or treats to attract visitors.

Example

A B2B manufacturing firm sets up a coffee station at their booth, creating a relaxed atmosphere for networking and discussions.

10. Plan for Post-Event Follow-Up

Why It Matters

Effective follow-up ensures you capitalize on the connections made during the event and move leads through the sales funnel.

How to Do It

• Capture Lead Information: Use lead capture forms, badge scanners, or business card collections to gather attendee information.
• Immediate Follow-Up: Send personalized thank-you emails within 24-48 hours of the event, with specific next steps or additional resources.

Example

A B2B marketing agency follows up with all booth visitors the day after the event, providing them with personalized content and scheduling further meetings. This helps maximize the RoI from the event.

Conclusion – How to Maximize ROI From Physical Events

Maximizing ROI from physical events requires a well-thought-out strategy that includes engaging booth experiences, personalized interactions, effective use of technology, and thorough follow-up. By implementing these ten strategies and avoiding these event marketing pitfalls, B2B businesses can ensure they make the most of their event participation, generating valuable leads and building lasting relationships.