It’s a great report and I recommend reading it but what stood out for me was the answer to the question of what is the most effective marketing technique in B2B?
It wasn’t webinars, it wasn’t blogging, and it wasn’t case studies. It was in-person events such as trade shows, conferences or lectures where people meet face-to-face. That result was surprising to me at first since I thought it would be something like blogging or some other online activity. Nope.
After I thought about it a bit more, however, it made sense. When you meet people face-to-face, you can make a strong personal connection. Look at them in the eye, shake their hand and have a real-time conversation (how novel). Making this connection is what content marketing is all about.
When you can combine that world of the digital and in-person events together, you have something that harnesses the distribution power of social media merged with making personal connections.
In-person events are even more effective when you use social media tactics before, during, and after an event. Before it starts, you can let people know the agenda, who is presenting, and what people can do there. This information can be posted on your website and your other social media platforms.
If you promote and create a hashtag for the event, attendees can monitor who else is attending on Twitter and discuss their plans. During the event you can tweet to let attendees know what’s coming up and post materials, such as slide presentations. Once the event is over, you can post this same material for attendees and also for those couldn’t make it. For example, you could post a video of the presentation and include a PDF of the slides.
By combining both social media tactics and in-person events, you can reach people on a large scale and also make close connections by meeting someone face-to-face. The best of both worlds.