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Level Up Your B2B Marketing: Key Events to Attend in 2019

B2B Event Marketing Trends

In the dynamic world of B2B marketing, understanding the latest trends is crucial for staying ahead of the curve. Among these trends, the impact of in-person events and the rise of virtual and hybrid events have been particularly noteworthy.

Impact of In-Person Events

There’s no denying the power of face-to-face interaction, especially in the realm of B2B marketing. According to a recent industry survey, a whopping 80.4% of organizers identify in-person events as their organization’s most impactful marketing channel (Bizzabo). This means that despite the digital revolution, in-person events continue to be a dominant force, offering unmatched opportunities for networking, lead generation, and brand visibility.

In the context of b2b marketing events 2019, this trend was no different, with in-person gatherings playing a crucial role in forming valuable connections and fostering customer relationships. If you’re keen to delve deeper into this, check out our coverage of b2b marketing events 2018 and see how the trends have evolved.

Rise of Virtual and Hybrid Events

While in-person events command a significant place in B2B event marketing, the recent global pandemic has necessitated a pivot to virtual formats. As per Bizzabo, 60% of event professionals shifted to virtual events when the pandemic hit, with 75% of events on their platform being virtual in Q4 2021.

However, the trend is not set in stone. Projections indicate a shift back towards in-person events, with only 9% of event professionals expecting the majority of their events to be virtual in 2023. This points toward a revival of in-person events, albeit with a twist.

Hybrid events, which combine the best of both in-person and virtual formats, have emerged as a key trend in B2B event marketing. They offer wider audience reach, greater accessibility, enhanced sustainability, and in-depth attendee insights. As per Bizzabo, there was an increase in hybrid events from 6% in March 2023 to a planned 18% in June 2023 (Bizzabo).

So, whether you’re planning to attend in-person b2b marketing events 2019, tune in to virtual conferences, or explore hybrid options, staying updated with these trends can help you make the most of your B2B event marketing efforts. For insights into future trends, you might want to check out our coverage on b2b event marketing trends 2022 and b2b event marketing trends 2023.

Noteworthy B2B Marketing Events

In the ever-evolving world of B2B marketing, staying ahead of the curve means keeping your finger on the pulse of industry trends, insights, and innovative strategies. One of the best ways to do this is by attending key industry events, where you can learn from thought leaders, network with peers, and discover new tools and techniques. In 2019, several marketing events stood out for their impactful content and unique experiences.

Masters of B2B Marketing Conference Highlights

One of the standout events of 2019 was the Masters of B2B Marketing Conference. Organized by ANA, the conference revolved around the core theme of “Driving Growth and Building Marketing Value.” This event offered you the chance to learn from top CMOs and marketing leaders, who shared their inspirational approaches to effective, results-driven brand marketing.

The conference aimed to connect innovative business marketing with real, tangible business growth, and also included the 2019 B2 Awards program, recognizing results-driven work in B2B marketing. The event concluded with a B2 Awards Gala dinner, a perfect networking opportunity for all attendees.

2019 B2B Marketing Exchange Insights

Another must-attend event for any B2B marketer in 2019 was the B2B Marketing Exchange event in Scottsdale, Arizona. Hosted by Demand Gen Report, this event attracted 1183 attendees and experienced a 29% year-over-year growth, making it the most successful event to date (B2B Marketing Exchange).

The event was jam-packed with activities like the opening night reception, Killer Content Awards presentation, and morning yoga, not to mention educational panels, sessions, and talks across six targeted tracks led by industry experts. The “Finnys” awards were also presented to 35 brands for their exceptional efforts in multi-touch campaigns, social amplification, and video content creation, propelling buyer engagement and content experiences to new levels.

Key Moments from Industry Events

The collaboration between Kingman Ink and Quarry at the B2B Marketing Exchange event resulted in live-drawn, visual representations of key takeaways from the event, based on tweets with the #B2BMX hashtag. This innovative approach to capturing and presenting insights underscored the creativity and engagement at the heart of the B2B marketing industry.

As you plan your professional development for the coming years, keep these key events in mind. They offer not only a wealth of information but also opportunities for networking and engagement with your peers in the B2B marketing space. Stay tuned for details on upcoming industry events, such as the B2B Marketing Exchange event in 2022, and remember to leverage these opportunities to learn, grow, and drive your marketing efforts to new heights.

Key Speakers and Influencers

When looking back at the best b2b marketing events in 2019, it’s essential to spotlight the thought leaders, innovators, and industry experts who shared their insights and expertise. These key figures play a vital role in shaping the B2B marketing landscape and providing actionable strategies for marketers like you.

Notable Marketing Experts

In the realm of B2B marketing, numerous trailblazers are leading the way with innovative strategies, thought-provoking ideas, and forward-thinking perspectives. They are not merely experts but influencers who shape the industry with their insights and experiences.

  • Nancy Duarte: A communication expert with 20 years of experience, Duarte specializes in incorporating story patterns into business communications. Her work and insights have been featured in renowned publications like Fortune, Time Magazine, and Forbes.

  • Tamara McCleary: The CEO of Thulium.co, McCleary was named the #1 most influential woman in martech by B2B Marketing and ranks in the top 1% of global social media influencers by Klear (B2B Marketing Exchange).

  • Larry Kim: As CEO of MobileMonkey, Kim is the eighth most popular author on Medium. He focuses on areas such as AdWords, Facebook Ads, entrepreneurship, and start-ups.

Insights from Marketing Leaders

In addition to the experts, various marketing leaders have shared invaluable insights at B2B marketing events. These leaders come from diverse backgrounds and specialize in different aspects of B2B marketing, providing a well-rounded perspective on the industry.

  • Carla Johnson: A Global Keynote Speaker & Best-Selling Author, Johnson has been named one of the top 50 women in marketing, a top 10 influencer in B2B marketing, and consistently a top influencer in content marketing (B2B Marketing Exchange).

  • Darryl Praill: Chief Marketing Officer at VanillaSoft, Praill specializes in demand generation, inbound and content marketing. He is passionate about mentoring others, marketing accountability, process, metrics, and automation (B2B Marketing Exchange).

These key speakers and influencers have provided significant contributions and insights into the field of B2B marketing. Their expertise and strategies have shaped the narrative of B2B event marketing and continue to guide marketers in their journey. As you navigate the world of B2B marketing, consider these leaders as sources of inspiration and insight.

Evolving Event Dynamics

The landscape for B2B marketing events has seen significant shifts, especially due to the effects of the Covid pandemic. As we navigate this new landscape, understanding the changing dynamics of these events becomes essential for any marketer.

Attendee Expectations Post-Covid

The Covid pandemic has led to a “Great Reshuffle”, impacting over 70 million people and significantly affecting attendee acquisition efforts for events (Freeman). This reshuffle has altered what attendees expect from in-person events. Measures such as time-shifted, curated, and personalized content are now in demand to meet the needs of new audiences.

Moreover, younger attendees are showing a strong preference for events that align with their values. Sustainability, diversity, equity, and inclusion (DEI), transparency, health, wellness, and privacy are some of these key values that they want reflected in the events they support. Understanding these expectations is crucial when planning your next B2B marketing event.

Budget Considerations and Predictability

In a post-Covid world, budgets are constrained, and there’s a greater need for predictability in event outcomes. Marketers are now turning to data-mining technology to accurately predict registration and revenue results. This provides confidence for organizers navigating the new event landscape and allows for more strategic budget allocation.

The industry is also seeing a shift in how success is measured. Instead of focusing on quantity, there’s a shift towards quality. Sentiment analysis is giving way to behavior analysis, and return on investment (ROI) is being reevaluated to consider return on objective and opportunity. This shift is based on current industry data and societal trends post-Covid (Freeman).

As B2B marketers, understanding these evolving dynamics is key to successfully planning and executing your next B2B marketing events. Keep an eye on these trends as you plan your B2B marketing events for 2022.

Future of B2B Marketing Events

As the global events industry experiences substantial growth, B2B marketing events are also evolving rapidly. The focus is shifting from traditional in-person events to hybrid and virtual models. However, the pendulum is swinging back towards in-person events, bringing new opportunities and potential for the industry.

Shifting Industry Focus

In the wake of the pandemic, the majority of event professionals pivoted to virtual events. In fact, 60% of event professionals made this shift, with 75% of events on Bizzabo’s platform being virtual in Q4 2021 (Bizzabo). However, this trend is not expected to continue indefinitely. In 2023, only 9% of event professionals expect the majority of their events to be virtual, indicating a shift back towards in-person events.

Despite the swing back to in-person events, hybrid models also gained traction during the pandemic. These events, which combine in-person and virtual elements, have been recognized for their ability to reach a wider audience, provide greater accessibility, boost sustainability, and offer deeper attendee insights. On the Bizzabo platform, there was an increase in hybrid events from 6% in March 2023 to a planned 18% in June 2023. It’s clear that b2b event marketing is evolving, and you’ll need to adapt your b2b event marketing strategy to keep up.

Growth Opportunities and Projections

The future of B2B marketing events looks promising, with significant growth opportunities on the horizon. According to Verified Market Research, the global events industry is expected to reach $2.194 trillion by 2028, a significant increase from the $887 billion it commanded in 2020.

For B2B organizations, these projections hint at the potential to leverage events as a powerful marketing channel. In fact, 80.4% of organizers identify in-person events as their organization’s most impactful marketing channel. As such, B2B marketing events are set to play an integral role in shaping business strategies and driving growth in the coming years.

So, whether you’re planning to attend the b2b marketing expo 2022 or looking ahead to b2b marketing events 2023, stay tuned to the latest b2b event marketing trends and prepare to leverage the power of events in your marketing strategy.

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