In Marketing + Publishing, Conferences Best for B2B Attendance, Getting Execs’ Attention

If you’re looking to sell registrations and reach C-Suites, publishing conferences are the way to go — but you must promote them effectively!

Publishing conferences and publishing events are without question among the strongest pillars of the Mequoda Method, so much so that we host many ourselves during the course of the year.

Events generate revenue, create opportunities, and build relationships. They provide exponential chances to promote your digital publishing brand and for repurposing content.

So, eMarketer certainly doesn’t have to sell us on the effectiveness of publishing conferences, but it’s encouraging to see that the marketing and B2B realms are in alignment, as well, according to recent studies. Let’s take a closer look at those to wrap up the week!

In B2B Publishing, Conferences Are Likely Top Event for Attendance

When it comes to event attendance for B2B marketers, conferences, trade shows, and webinars blow away such competition as product launches, entertainment, receptions, and press conferences.

“Data from Demand Metric looked at the types of events that US B2B marketers have hosted or attended. Conferences (80%), trade shows (69%) and webinars (55%) were the top event types that these marketers participated in,” according to eMarketer.

“Additionally, 44% of respondents have hosted or attended partner events, and more than one-third have gone to company-hosted field events. Press conferences and executive briefings were the least-hosted or -attended events.”

Decision-Makers Drawn to Publishing Events

Looking to influence C-Suite execs? Events are your best bet, outpacing public relations, social media, and email marketing.

Download a FREE copy of 7 Ways to Monetize your Portal Audience, and discover how today's top publishers are generating revenue through memberships, events, clubs, sponsorships, and more.

“Chief Nation and Chief Wine Officer polled 171 B2B technology and service marketing decision-makers in the UK and the US from September 2015 to October 2015,” according to eMarketer.

“Almost half of respondents said that events were very successful methods in targeting C-suite decision-makers. And 51% of B2B tech and service marketers said that events were successful, meaning almost all respondents reported positive results from events.”

Social Media Promotion Helps Drive Event Marketing

While social media may not sell tickets to events, they create an atmosphere to sell tickets by promoting what are essentially promotions. This is important — so important that 75% of event producers deem social “very important,” a Maximillion survey said.

The most popular channels for such prom0tion? In order, Facebook, Twitter, and LinkedIn.

“Event marketers most commonly used social media to increase event awareness, with 58% of respondents choosing that answer. Nearly half used social to increase awareness of their brand more generally, and 20% used it to increase ticket sales for the event. Social media appears to work well for event promotion: 44% of respondents said it was effective in increasing event awareness. It was less effective as a direct-response channel, with just 10% saying it helped increase ticket sales,” according to eMarketer.

“According to 2015 research from Econsultancy, events and conferences are the No. 1 offline marketing tactic client-side marketers are planning to increase budget for this year — for the second year running. It’s also the offline marketing tactic respondents were least likely to say they were decreasing budgets for — again for the second year running. This suggests most marketers are happy with their event efforts. If they’re promoting those events via social, they might be even happier.”

Looking for more information on producing publishing events? Check out the way we handle our Institutes and Summits!

To read more about publishing events in the news, visit eMarketer.

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