It turns out in-person B2B events are more effective than thought leadership in B2B

It’s a bit of an eye-roll to talk about the dramatic impacts of the pandemic these days, but in this case, it’s relevant. When the world shut down in 2020, everyone went home, and events of all kinds ceased to transpire. Like the five-day in-office expectation, in-person B2B events went online and seemed unlikely to return in person in full force. But, according to a 2023 LinkedIn study, the B2B buyer is back on board, and in-person events are seen as the most effective of the B2B marketing channels.

In the study, 21% of marketing leaders said in-person B2B events were the most productive marketing activity, followed closely behind by thought leadership content at 20%. Most productive, of course, should translate to the most quality leads. 

That 1% is admittedly negligible, but when we look at what marketers plan to invest in, the gap widens. In-person events are the #1 focus for 60% of respondents, followed by video at 59% and thought leadership at 57%.

TL;DR

• In-person events lead B2B marketing strategies: A 2023 LinkedIn study shows that in-person B2B events are considered the most effective B2B marketing channel, even surpassing thought leadership.
• Rising budgets signal event opportunities: Despite increasing costs, 60% of B2B leaders report budget increases, with APAC leading the charge, indicating a strong push for more in-person events.
• Hybrid and digital remain essential: Digital and hybrid events complement in-person efforts by extending reach, repurposing content, and keeping audience engagement alive post-event.
• Maximise ROI with a strategic approach: Successful events hinge on pre-event marketing, capturing real-time data, and repurposing content to drive long-term value and brand positioning.

But B2B marketing events are expensive!

Yes, B2B events are expensive and getting more expensive every year. According to Knowland’s 2024 State of the Meetings Industry report, event planners expect food and beverage and audio/visual costs to increase up to 50%. The same report says that costs are the top area of dissatisfaction for 47% of event planners.

But budgets have gone up. Six in 10 B2B leaders say their budgets increased last year, and over 2 in 3 predict that their budgets will continue to increase. Additionally, the report highlights regional variations, with the APAC region seeing the highest increase, where 71% of respondents reported a budget increase in 2023 compared to previous years.

What about digital?

Digital events are the priority for 49% of the LinkedIn study respondents, and hybrid events for 39%. The benefit of digital in any form is its potential for reuse. A digital event, like a webinar, can be shared as a video, it can be sliced up into bite-sized videos for social media marketing, and it can be used to compliment or inspire thought leadership content.

Remember, video is what 59% of marketers intend to invest in, and thought leadership is the focus of 57%. B2B in-person events may be one of the best channels for marketing, but anything digital or video ticks the event, as well as the video and thought leadership boxes, all in one.

The takeaway here would be that in-person B2B events are undeniably invaluable. However, a multi-faceted approach, combining both digital and in-person marketing efforts, would be the truly golden strategy.

Pre- and post-event marketing

If you focus on B2B events as a primary marketing strategy, it has to be expertly marketed. You need to hit your attendee goals.

Pre-event

According to Forrester, 94% of events teams consider pre-event email marketing the most important form of communication when promoting an event. A targeted and well-timed email campaign can ensure your event reaches the right audience and boosts engagement before the day.

You should also consider creating a content strategy that involves thought leadership and/or video content to provide value upfront, making it easier for potential attendees to see the benefit of showing up in person.

Crafting pre-event blogs, teaser videos, and social posts can help create a sense of anticipation while giving a taste of the insights attendees can expect at the event.

Post-event

Post-event marketing has a few precious benefits:

• It allows you to highlight the value you provide to your market, giving you reusable video and thought leadership content to support those strategies.
• It gives you attendees insights that can be used to make your next events even better.
• It allows you to follow up with your audience, build greater rapport and nurture them as leads.

For 92% of B2B events teams, post-event attendee engagement is just as important as the event itself. This can include sharing event highlights, key takeaways, and on-demand video content through email and social channels.

Not only does this reinforce the value of attending your event, but it keeps your brand top-of-mind for future opportunities. Additionally, repurposing content from the event—such as recording sessions or creating blog posts from keynotes—extends the lifespan of your event beyond its live day.

Step-by-step guide for marketers to execute profitable B2B events

In-person events come with high costs and logistical challenges. Here’s a structured approach to making these events profitable.

Pre-event planning: Aligning goals with budget

Before diving into event execution, you need a solid plan that balances your budget with clear goals.

• Set specific objectives: Define what success looks like (e.g., lead generation, brand awareness, product launch). Align these goals with your available budget, ensuring that every dollar spent moves you closer to those objectives.
• Target the right audience: Use firmographic segmentation to invite high-value prospects. Ensure your marketing and sales teams are aligned on which attendees offer the most long-term potential.

Tip: Consider creating tiers of invitations—VIPs get personal invites, while broader audiences receive email campaigns.

Pre-event marketing: Build anticipation and increase attendance

Once the event is planned, a well-structured pre-event marketing strategy is critical to driving attendance.

• Email campaigns: Build a sequence of targeted emails designed to attract the right audience. Start with awareness, followed by more personalised messaging as the event date approaches.
• Action: Create an early-bird offer or exclusive benefit to generate urgency and drive early registrations.
• Content marketing: Publish thought leadership articles or teaser videos to show the value of attending the event. These should be focused on the key issues your event will address.

Tip: Engage speakers early to create promotional content that teases their session.

During the event: Maximise engagement and capture data

On the day, your primary goal is to create a memorable experience while gathering valuable insights from attendees.

• Use technology for a seamless experience: Leverage apps or digital tools that allow for easy check-in, real-time audience feedback, and networking opportunities. This keeps attendees engaged and gives you a rich source of data for post-event follow-up.
• Capture content: Record sessions, keynotes, and interviews with attendees for future use in marketing. Video content from the event will be a valuable asset for months to come.

Tip: Have a content team on-site to create live social posts and short videos to generate buzz during the event.

Post-event follow-up: Extend the life of your event

Your event shouldn’t end when the doors close. Follow up with attendees and continue marketing to them based on the value delivered at the event.

• Immediate post-event emails: Send thank-you emails with links to recorded sessions and key takeaways. Keep the momentum going by offering attendees special offers or invitations to future events.
• Action: Create a post-event survey to capture insights and improve your next event.
• Repurpose content: Break down recordings into shorter clips for use in future webinars, blog posts, or social media campaigns. This also ties into your video marketing strategy.

Tip: Write blog posts or articles summarising key sessions, reinforcing your thought leadership status.

Maximise ROI with hybrid events and digital extensions

If your budget is tight, consider integrating digital components into your in-person event strategy. Hybrid events can lower costs while expanding your reach.

• Livestream the event: For those who can’t attend in person, offer a live stream or on-demand option to extend your audience. This also allows for post-event engagement by repurposing the content.
• Host smaller follow-up webinars: After the event, you can host online sessions with speakers or experts to keep attendees engaged and continue the conversation.
• Action: Create exclusive digital content to offer to attendees post-event, such as interviews or in-depth discussions.

Track metrics and learn for future events

No event is complete without proper evaluation. Review the data you gathered from registration, attendance, engagement, and post-event follow-up.

• Measure success: Analyse data points like leads generated, attendee feedback, and post-event engagement. Compare these metrics to your original goals to understand if your event was successful.
• Improve based on feedback: Use feedback from attendees to refine your approach for future events, focusing on areas such as content, engagement, and logistical improvements.

Tip: Regularly evaluate your event’s ROI in relation to other marketing efforts to adjust strategy for future events.

What type of event is your B2B business best suited to?

Just because in-person B2B events are the highest priority amongst B2B marketers at the moment doesn’t mean it’s right for all B2B marketers.

Best fit for in-person events

• High-ticket and complex products

1. 1. • Examples: Manufacturing, Healthcare, Engineering
      • Why: Face-to-face demos and trust-building are crucial for selling complex, high-value products.

• Relationship-driven industries

• • • Examples: Professional Services, Financial Services
    • Why: In-person events facilitate deeper conversations and long-term relationship building.

• Trade show-oriented businesses

1. 1. • Examples: Construction, Agriculture, Energy
      • Why: Trade shows provide opportunities for hands-on product interactions and lead generation.

• Best fit for hybrid events

• Global-scale businesses

1. 1. • Examples: SaaS, IT, Logistics
      • Why: Hybrid events reach both local and global audiences, blending in-person and digital interaction.

• Scalable solution providers

• • • Examples: Cloud Solutions, Business Intelligence
    • Why: They can showcase products on-site while offering in-depth digital tutorials for online attendees.

• Thought leadership focused

1. 1. • Examples: Marketing, Legal, Education
      • Why: Hybrid events extend the reach of expert panels and keynote presentations to a wider audience.

Best fit for online events

• Cost-conscious businesses

1. 1. • Examples: Startups, SMBs, Non-Profits
      • Why: Online events cut down on venue and travel expenses, making them affordable for small budgets.

• Digital-first companies

• • • Examples: SaaS, Digital Marketing, E-Commerce
    • Why: They thrive in virtual settings, using online platforms for product demos and engagement.

• Niche market providers

1. 1. • Examples: Specialty Consulting, Compliance Services
      • Why: Online events easily attract geographically dispersed, niche audiences without the need for travel.

The takeaway

In-person B2B events have made a strong comeback as a top B2B marketing channel, offering great opportunities for building relationships and generating leads. But with rising costs and logistics to consider, it’s important to have a balanced strategy. By blending in hybrid and digital elements, you can maximise the impact of your events, extend your reach, and repurpose content for ongoing engagement. A multi-channel approach—combining the power of in-person experiences with the flexibility of digital—ensures you meet both short-term and long-term goals, driving more leads, better ROI and keeping your brand front and centre.

Whatever event style works for your business, The Lead Agency maximises your marketing. Contact us for B2B digital marketing expertise.