{"id":6765,"date":"2022-01-26T11:38:04","date_gmt":"2022-01-26T11:38:04","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/26\/how-to-get-the-most-from-b2b-marketing-events-in-2022\/"},"modified":"2022-01-26T11:38:04","modified_gmt":"2022-01-26T11:38:04","slug":"how-to-get-the-most-from-b2b-marketing-events-in-2022","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/26\/how-to-get-the-most-from-b2b-marketing-events-in-2022\/","title":{"rendered":"How To Get The Most From B2B Marketing Events In 2022"},"content":{"rendered":"

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\"B2B<\/p>\n

How can B2B marketers get the most from events in 2022, whether they\u2019re in-person, all-virtual, or in any of several combinations of hybrid formats?<\/p>\n

The marketing event landscape in 2022 may not be as topsy-turvy and uncertain as it was in 2021, yet there\u2019s no shortage of questions many events are still facing. Some have chosen to hedge their bets as long as possible, waiting to see whether an in-person format will work for their audience. Others have gone all-in with one format or another, hoping that their event won\u2019t have to make last-minute format changes as the winds of the pandemic shift.<\/p>\n

After a near-total 98.1 percent drop in year-over-year in-person B2B exhibition industry performance during the third quarter of 2020, the most recent 56 percent decrease<\/a> in the The Center of Exhibition Industry Research (CEIR) index points to some progress on the slow road back to pre-pandemic, in-person B2B event totals.<\/p>\n

\"Marketing
Whatever an event\u2019s format may be, B2B marketers can still enrich their professional learning and networking with the many real benefits that come from attending conferences.<\/p>\n

My first involvement with technology conferences took place in the 1980s, when the Commodore hardware and software company I worked for \u2014 Progressive Peripherals and Software \u2014 would attend what was usually the world\u2019s largest computer-related trade show, the annual COMDEX<\/a> event in Las Vegas, with up to 225,000 attendees.<\/p>\n

Later on in 1993, I was exploring options for taking the computer bulletin board system I\u2019d operated since 1984 into new terrain, as rumblings of the nascent World Wide Web began, and attended one of the early online communications conferences, ONE BBSCON. Dr. Vinton Cerf<\/a>, who in 1973 co-developed the TCP\/IP protocol that the Internet uses, and who has worked for Google since 2005 as a vice president and chief Internet evangelist, spoke during the conference, and I still have the cloth ONE BBSCON<\/a> attendee bag I got during the event. You can learn more about Dr. Cerf and the history of marketing on the Internet in my look at, \u201cClassic Marketing Insights to Celebrate the Internet\u2019s 50th Birthday<\/a>.\u201d<\/p>\n

For a decade beginning in 2007 I was involved in the operational side of the event landscape, as lead editor for social media, digital marketing and search engine conference firm Pubcon.<\/p>\n

Over the many decades I\u2019ve been taking part in technology conferences, I\u2019ve learned a few helpful tips for making the most of events.<\/p>\n

Let\u2019s look at how B2B marketers can get the most from the three primary varieties of events being held in 2022 \u2014 in-person, virtual, and hybrid.<\/p>\n

\u201cThe closer you look at something,the more complex it seems to be.\u201d \u2014 Vinton Cerf @vgcerf <\/a><\/span>Click To Tweet<\/a><\/span><\/p>\n

1 \u2014 Capitalize On In-Person Opportunities<\/h2>\n

In-person events have a certain unique magical atmosphere that can\u2019t quite be turned into a digital format with the same aplomb, and for B2B marketers fortunate enough to be attending in-person events in 2022, there are a few key advantages to focus on:<\/p>\n