{"id":7063,"date":"2024-04-01T17:53:04","date_gmt":"2024-04-01T17:53:04","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/unlocking-b2b-growth-with-event-led-strategies\/"},"modified":"2024-04-01T17:53:04","modified_gmt":"2024-04-01T17:53:04","slug":"unlocking-b2b-growth-with-event-led-strategies","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/unlocking-b2b-growth-with-event-led-strategies\/","title":{"rendered":"Unlocking B2B growth with event-led strategies"},"content":{"rendered":"


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Events play a crucial role in fostering connections and driving growth in B2B marketing. However, traditional methods of measuring event success often fall short.\u00a0<\/p>\n

Enter event-led growth (ELG) \u2014 a transformative strategy focused on win rates rather than mere attendance. This article tackles the limitations of traditional event metrics and how ELG is revolutionizing B2B marketing events.<\/p>\n

The problem with traditional event metrics<\/h2>\n

In nearly 30 years of B2B events \u2014 as CMO, CRO and CEO \u2014 I rarely see companies successfully measure event results and when they do, it\u2019s rarely a satisfying metric.\u00a0<\/p>\n

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The most common and misguided metric is \u201crevenue in the room\u201d which isn\u2019t much different than a car dealer measuring results as the total value of unsold cars on their lot. This steers decision-making to a volume metric that brings together as many prospective buyers as possible regardless of their commonality and stage of consideration, potentially diluting the power of connections and a specific, winning brand experience.<\/p>\n

The better metric is win rate. For simplicity and speed, the win rate can be defined as \u201cpipeline progression rate.\u201d Did a qualified buyer move to the next stage due to the event experience?\u00a0<\/p>\n

When events are focused on win rate among the attendees, it transforms the event planning process from the start. Rather than four events of 400 people in a year, the event plan looks like 50 events of 32 people in a year. The 400-person event can be good, but it will take a lot of specific sessions to overcome the main hall sessions which usually focus on broad use cases of your product. At some point, having dozens of sessions at one event is more difficult than having many smaller events with few, if any, sessions.<\/p>\n

On the other hand, the 50 small events will have curated content, curated attendees and intentional experiences linking your brand to the interesting connections. The smaller events rely much less on serendipity while reliably producing authentic experiences. Your event staff, execs and account executives can join the unique behind-the-scenes conversations and build genuine connections.\u00a0<\/p>\n

Time and again, I\u2019ve witnessed buyers in smaller events sail through the lengthy stages of product discovery and selection because their problem is aligned with the problems of the rest of the room, co-creating a narrative about solutions with your product.\u00a0<\/p>\n

Dig deeper: 4 keys to digital events planning<\/a><\/em><\/strong><\/p>\n

Introducing event-led growth (ELG)<\/h2>\n

You\u2019re not wrong to be intimidated by growing your event plan by 12x, but there\u2019s no need to reinvent this wheel \u2014 it\u2019s happening across the industry.<\/p>\n

This trend toward a better metric is driving another movement: event-led growth. ELG is a rethinking of the go-to-market force that drives marketing strategy. The foundation of ELG was built on two other go-to-market motions:\u00a0<\/p>\n