Did you know that 67.3% of B2B marketers are unwilling to invest in field marketing because they think they can’t measure its success?
This feeds into two often-repeated myths about B2B field marketing:
- It’s expensive
- It’s impossible to track
At GenTech Marketing, we believe this mindset is limiting. Field marketing can be done on a budget and can be tied to pipeline and revenue. You can make the most out of trade shows and events. We’ve proven this at GenTech Marketing.
How a Single Billboard Created Lasting Impact
Last year, we bought the smallest billboard in Times Square during a major conference and created a massive social media campaign around it. The results were outstanding:
- Over 1M organic views by our target audience on LinkedIn
- Around 10,000 hours of videos watched on LinkedIn
- Over 100 people saw the billboard during a conference keynote
The campaign continues to bring in customers long after the billboard came down.
Finding the Right Field Marketing Balance
Remember how people buy—even software: through memorable experiences with your brand. Technology and features often come second. Memorable moments convert, especially when executed with intent and precision.
When planning conference attendance, you can choose to:
- Repeat the usual, predictable activities
- Stand out with unique, unforgettable experiences
- Or balance both approaches
At GenTech Marketing, we opt for the latter. We’ve been able to pull off significant ROI from our conference presence by combining creativity with strategic planning.
8 Steps to Create Out-of-the-Ordinary B2B Event Experiences
Conference season is upon us. Here’s how you can make your event strategy stand out.
1. Get Your Entire Team Brainstorming
Gather a diverse group of creative minds from beyond your marketing team. Discuss where you’re going and what fun, memorable activities you could execute. Start with some initial ideas to get the conversation flowing.
2. Research the Event Location
Investigate the event area. Are you in the city? Outside the city? Where will people be entering or staying? Use tools like Google Maps to understand the area and weather conditions. Plan your activities accordingly without initially worrying about budget and execution.
3. Put Together Your Plan
Define a budget and determine the number of people needed. Events require a lot of energy, so plan activities that are well-defined, booked, and easy to execute. Ensure your team has a clear event plan to handle any unexpected challenges.
4. Adopt a Can-Do Attitude
Plan initiatives with the mindset that you can’t fail. Even if things don’t go as planned, remember that your unique approach will stand out. Embrace any challenges creatively to keep your team motivated and engaged.
5. Capture the Moment with Nonstop Content
Your in-person audience is only a fraction of your potential reach. Take pictures, record videos, and interview attendees to share the experience online. Post real-time updates on social media to expand your impact beyond the event.
6. Give Memorable Gifts
Plan giveaways as special, memorable gifts rather than generic items. Make the act of giving personal and engaging. Ensure attendees know about the giveaways and hand them out personally.
7. Leave a Lasting Impression
After the event, thank attendees with personalized messages and share highlights from the event. A follow-up email with pictures or memories can reinforce the positive experience and encourage future engagement.
8. Capture Everything in Your CRM
Document all interactions and attendees in your CRM. This allows your marketing team to calculate ROI and track long-term impacts. Even if immediate ROI is low, these interactions can lead to significant future opportunities
Our Creative Event Ideas
At GenTech Marketing, we’ve brainstormed and executed a variety of creative event ideas. Here are a few:
- Billboard ad in Times Square during a conference
- Inviting people to play paintball
- Sailing in the Copenhagen canals
- Hosting a cocktail and drinks event
- Hiring people to walk around with banners during another conference
- Booking a tattoo artist during a company event
- Hosting 1:1 meetings in a pedicab in Central Park, New York City
We executed every second one of these ideas, and the rest are still in the planning phase.
Go host memorable events, and your buyers will remember them forever. Oh, and they’ll book meetings too. GenTech Marketing booked 97 meetings at a single event by doing things differently.
