Written by: Vickie Sullivan  |  November 28, 2023

B2B Events Get More Strategic

Speakers hitting the B2B events circuit know attendance and audience engagement are top priorities. Good news: Over half of B2B event organizers say attendance has grown over the past year, according to a recent study from Bizazabo. (Let’s not ignore, though, that almost 30% say that audiences have shrunk.)

The top challenge: Fitting the event into a wider marketing plan. That is why over 70% of respondents say they struggle to prove the return on investment (ROI) of in-person events to their C-suite executives. And this is what smart speakers explore before pitching topics to organizers.

For years, speakers worth their fee have asked about meeting objectives up front. What’s new now: They must ask questions about overall marketing strategy and what the audiences bring to that plan. If you know the meeting’s role, you can customize your presentations to the outcomes that go beyond attendee engagement.

Listen: Questions to Ask About Event Market Strategy 

The days when events stand alone are gone. Organizers are under a lot of pressure not only to create a great experience but for the event to contribute to the company’s bottom line. Speakers who help make that case become more valuable than the typical talking heads.

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