GoodFirms, a global B2B ratings and reviews platform, has released its latest research report, Top Tips for Successful B2B Event Management: From Registration to Sponsorship.
The report examines the evolving nature of B2B event management, highlighting the top objectives, best practices, and emerging trends shaping the industry.
The survey found that networking remains the primary driver for hosting B2B events, with 91.2% of respondents citing it as a key purpose. Other motivations include brand promotion (82.4%), enhancing employee engagement (78.8%), and building partnerships (73%). Additional objectives include marketing and lead generation (69.5%), public relations (61.3%), and product launches (53.7%).
The study also explored the types of events organisations are hosting, revealing the prevalence of company meetings (83.4%), team-building activities (73.5%), annual gatherings (61.8%), and both local and international conferences (59.2%). Seminars (52.9%) and other event formats were also identified as significant contributors to corporate engagement strategies.
Key Success Factors in B2B Event Planning
The GoodFirms survey sheds light on critical factors impacting the success of B2B events. The target audience was identified as the most influential element by 95.3% of respondents, followed by budget considerations (87.6%), proper event planning (72.7%), venue selection (63.4%), and effective publicity (48.2%).
Strategies for successful event registration were also highlighted, including email invitations, event websites, QR code check-ins, and registration desks. Self-service kiosks and social media links were noted as additional tools to streamline the process.
GoodFirms’ findings underscore the importance of sponsorship in event success. Media sponsorships were the most popular choice (65.9%), followed by financial sponsorships (47.3%), promotional sponsorships, and prize sponsorships.
Future Trends in B2B Event Management
The research emphasises the growing role of virtual and hybrid events, along with artificial intelligence, in transforming the B2B event management industry. These trends are expected to simplify event planning processes and enhance outcomes for businesses.
For example, 92.4% of surveyed businesses reported using email invites for event registration, while 52.7% utilised QR codes. Event attendance was cited by 78.8% of participants as a key metric of success, with 63.7% pointing to post-event sales as another significant measure.
The report concludes that adopting technology-driven solutions and leveraging insights from dedicated event management companies will help businesses achieve better results from their B2B events.
GoodFirms’ study also explored sponsorship approaches that maximise event impact. In addition to media and financial sponsorships, respondents noted the value of in-kind contributions and digital tools in supporting event objectives.
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