{"id":12320,"date":"2024-06-17T10:42:02","date_gmt":"2024-06-17T08:42:02","guid":{"rendered":"https:\/\/www.infopro-digital-media.fr\/participation-aux-salons-et-evenements-professionnels-b2b-quel-interet-pour-votre-entreprise\/"},"modified":"2024-06-26T16:33:31","modified_gmt":"2024-06-26T14:33:31","slug":"participation-in-trade-shows-and-events-b2b-whats-interesting-for-your-company","status":"publish","type":"post","link":"https:\/\/www.infopro-digital-media.fr\/en\/participation-in-trade-shows-and-events-b2b-whats-interesting-for-your-company\/","title":{"rendered":"Participating in B2B trade shows and events: what&#8217;s in it for your company?"},"content":{"rendered":"\n<p>In France, two out of three B2B companies have invested or plan to invest in trade shows and professional events in 2024, and 87% have maintained or increased the budget allocated to this performance lever compared to 2023.<\/p>\n\n\n\n<p>It must be said that participation in trade shows, whether through a booth and\/or a speaking engagement, allows the company to unlock several advantages <strong>throughout the entire marketing value chain<\/strong>, from LeadGen to brand awareness, including customer retention and benchmarking.<\/p>\n\n\n\n<p>Let\u2019s break it down\u2026<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-public-speaking-a-triple-digit-roi-on-acquisition\">Public speaking, a triple-digit ROI on acquisition<\/h2>\n\n\n\n<p>A study conducted between 2018 et 2023<sup>ii<\/sup> on thousands of B2B companies ranked lead generation channels based on their long-term return on investment.<\/p>\n\n\n\n<p>With a <strong>record ROI of 856%,<\/strong> public speaking at events takes the top spot. Essentially, for every \u20ac100 spent, the company generates an average profit of \u20ac856, provided the participation is well-prepared and executed according to best practices:<\/p>\n\n\n\n<ul>\n<li><strong>A speaker who masters their subject <\/strong>and provides feedback, unique data, and\/or innovative methods, going beyond empty speeches and theoretical presentations;<\/li>\n\n\n\n<li><strong>An engaging format that is sufficiently &#8220;long&#8221; <\/strong>to allow the speaker to develop their reasoning and provide value (Keynote, round table with a reasonable speaking time, Masterclass, etc.);<\/li>\n\n\n\n<li><strong>An event where the audience matches or closely resembles the company&#8217;s ideal client profile.<\/strong><\/li>\n<\/ul>\n\n\n\n<p>According to the same study, speaking at events results in <strong>a very competitive acquisition cost<\/strong> (\u20ac518), which is lower than SEO (\u20ac647), SEA (\u20ac802), and podcasts (\u20ac1,472).<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\">Humanize the brand and bring authenticity to communication<\/h2>\n\n\n\n<p>Participating in trade shows, whether through a booth, a speaking engagement, or both, allows a company to <strong>humanize its brand and infuse authenticity<\/strong> into its communication.<\/p>\n\n\n\n<p>Physically meeting your audience enables you to deploy natural storytelling, utilize non-verbal communication to add depth to your message, and <strong>personally embody the company&#8217;s value proposition.<\/strong><\/p>\n\n\n\n<p>In the era of information overload and the influx of generic AI-created content, face-to-face interactions bring freshness and even conviviality to marketing efforts. Authenticity is a <strong>key expectation expressed by audiences<\/strong>. This is evident from several indicators:<\/p>\n\n\n\n<ul>\n<li>On LinkedIn, <em>first-person <\/em>posts tend to perform best, indicating a preference for personal and authentic content;<\/li>\n\n\n\n<li>Prospecting emails that include a video of the salesperson speaking generate a 19% higher response rate compared to text-based emails (<a href=\"https:\/\/www.infopro-digital-media.fr\/en\/b2b-4-reasons-for-putting-speech-at-the-heart-of-todays-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">discussed here<\/a>)\u202f;\u00a0<\/li>\n\n\n\n<li>Decision-makers are more inclined to consume <em>subjective <\/em>content, such as case studies, columns, opinion pieces, and interviews.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\"><strong>Building brand awareness<\/strong><\/h2>\n\n\n\n<p>By strategically placing a booth, actively participating in workshops and roundtable discussions, and delivering well-crafted <a href=\"https:\/\/www.btob-leaders.com\/pitch-d-ascenseur-vente-b2b\/\" target=\"_blank\" rel=\"noreferrer noopener\">&#8220;elevator pitches<\/a>&#8221; you can position your brand within a highly qualified microenvironment and solidify its image in the minds of participants.<\/p>\n\n\n\n<p>The presence of your visual elements at the event, the relevance of your contributions, and possibly your awards or nominations will <strong>provide social proof to your prospects<\/strong>.<\/p>\n\n\n\n<p>Beyond the immediate impact, participating in professional events can generate content that you can leverage for weeks or even months afterwards: recorded speeches, on-site photos to showcase on LinkedIn, insights to integrate into your upcoming content, and more.<\/p>\n\n\n\n<p>Pre-event preparation is also crucial, as organizers often promote your brand through posts and emails, enhancing its value among a targeted audience actively seeking new partnerships.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\">Inviting your best clients to foster loyalty<\/h2>\n\n\n\n<p>Inviting clients to professional trade shows you participate in is a <strong>highly effective loyalty-building technique. <\/strong>Take care of their access and logistics and tailor a personalized journey that includes:<\/p>\n\n\n\n<ul>\n<li><strong>An enriching and enjoyable experience for your clients: <\/strong>networking opportunities, participation in insightful sessions, gala evenings, etc.<\/li>\n\n\n\n<li><strong>Marketing benefits for your company:<\/strong> presenting a joint business case, client testimonials in front of interested prospects, social proof, etc.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\">Benchmarking and taking the market pulse<\/h2>\n\n\n\n<p>The macroenvironment of marketing and sales has never been more dynamic: a new generation of AI tools, the emergence of the B2B super-buyer, the disappearance of third-party cookies, turbulence in Google&#8217;s algorithm&#8230;<\/p>\n\n\n\n<p>Participating in professional trade shows <strong>also means challenging your ideas<\/strong>, drawing inspiration from the best practices of peers, staying updated on the latest innovations, and returning with actionable ideas to refine your strategy and boost growth.<\/p>\n\n\n\n<p>However, to capitalize fully on your participation in professional events, you must <strong>avoid common mistakes that limit the ROI of this marketing channel<\/strong>. This will be the focus of the second episode of this report.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In France, two out of three B2B companies have invested or plan to invest in [&hellip;]<\/p>\n","protected":false},"author":30,"featured_media":12023,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[93],"tags":[197],"thematique":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.5 (Yoast SEO v19.10) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Participating in B2B trade shows and events: what&#039;s in it for your company? - Infopro Digital Media Why take part in trade shows and events?<\/title>\n<meta name=\"description\" content=\"Participating in professional trade shows unlocks several advantages throughout the entire marketing value chain. 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