While most buyers today will evaluate your products and services on their merits – delivering memorable and emotional experiences at business events can distinguish you from your competitors.
Marketing leaders in the B2B space drive hyper-growth by bridging the gap between the corporate office and the field. If you are investing in field events, and not generating desired outcomes, consider thinking like a B2C marketer. To do this, you need to differentiate the experience. Nothing replaces the value of a person-to-person interaction, motivates attendees to act and inspires buyers to advance the buying process.
What kind of experience will your team create to achieve this significant interaction? This is where thinking like a B2C marketer enters the arena. It’s an opportunity for your field events to be differentiated and memorable.
Gasp – think like a B2C marketer? But this is B2B! Don’t panic! You have already started the process by completing segmentation and targeting your buyer personas. Take it a step further.
Successful field events don’t view the event experience from a group perspective. They view the event at an individual persona level. No two people are exactly alike, which means no team’s business challenges are exactly alike. Therefore, the path leading to your solution is… not… alike. One size does not fit all in terms of product, so carry that thread through into your field events.
1 Brand Experience
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