B2B Event Marketers Value Viral Impact but Success Lags Behind

According to a report  released by FreemanXP and the Event Marketing Institute, viral impact is valued by the majority of today’s B2B event marketers, but only a small amount believe their viral marketing efforts are effective.

Looking at the data more closely, viral impact is at least somewhat important to 65 percent of respondents, however, only 13 percent of them said that they are experiencing success.

“This disconnect is also suggested when considering 78 percent of B2B respondents say attendees share information and content gathered at shows with others,” wrote the authors of the report. “There is also the opportunity for B2B exhibitors to reach non-attendees via social platforms during shows, as in many industries only a subset of potential industry members and buyers are able to attend the typical convention and trade show.”

During events, 73 percent of respondents said that they use social media to promote specific features of the gathering. About 55 percent said they utilize it to share photos.

Additionally, data shows that only 23 percent of respondents are using social media to reach non-attendees and industry members.

“Live events provide an authentic platform with which to engage and expand audiences and fully galvanize brand communities,” the researchers continued. “Through effective preplanning and real-time monitoring, brand managers and event organizers can cultivate and curate content that extends moments into movements by inspiring audiences to participate and share.”

However, statistics show that even when little planning is put into events, marketers reap the benefits of one-on-one interaction with industry experts.

The True Value of Event Marketing

In the “State of B2B Marketing 2015” report published by Regalix, live events were overwhelmingly named the most effective offline distribution channel for marketers. Approximately 84 percent of respondents said that events, conferences and trade shows were the most effective for accomplishing marketing goals in 2014.

That being said, it’s worth noting that other distribution channels were favored more than physical events when marketers were asked about their plans for 2015. Social media (62 percent), company website (57 percent), and SEO (54 percent) were named the top distribution channels that marketers see using more in the coming months. Physical events received 17 percent of the vote.