We were recently invited to contribute a chapter to B2B Marketing‘s ‘Guide to Online Events’, specifically a section on how to choose the right online event platform to reach your target audience.
The chapter intro reads:
“The growing use of online events in B2B marketing is hardly surprising when you consider some of the key benefits on offer: The cost is lower than physical events, there are more measurable outcomes, the creation of fresh marketing assets, the likelihood of message amplification post- event – the list goes on and on.”
“There’s no doubt that online events offer significant advantages to marketers. But is an online event the right option for reaching your target audience? You will have read all about the objectives for using online events earlier in this guide, but here we’ll be looking at how to align your content and platform choice to the right audiences. For example, should you consider a webinar or an online exhibition if you want to reach a CIO, or would your budget be more wisely spent setting up an offline meeting?”
The other chapters cover topics including the different types of online event formats, setting your objectives, and integrating online events to your overall marketing strategy.
It’s an excellent read for any marketer looking to use online events in their mix. We encourage you to take a look at the full guide available here.
You could also join the discusion in B2B Marketing’s Linkedin Group.
Look out for more articles from Klaxon to come on B2B Marketing.
Comments (4)
g.a.w.d. -
April 19, 2012 at 12:49 am
First of all, congrats on the recent chapter contribution to “Guide to online events”. I absolutely love the idea of online events, which I had not really ever considered. Being able to host a webinar, or whatever ONLINE, as opposed to in person has a distinct advantage that sticks out to me. They are able to SHARE via facebook, twitter and other sharing platforms! That means you can optimize your online event page for those things. Great ideas for me. Thanks!
Jinny -
April 23, 2012 at 10:25 am
Thanks for this Andy and I agree with the previous post, a Webinar sounds like a great idea if simply a twist on a conference call.
Jeff -
April 25, 2012 at 1:27 pm
Hi Andy,
Webinars have been started a few years back. I don’t know any lead generation activity that matches webinars in terms of new leads and new subscribers.
Thanks.
Vinyard Roy -
May 3, 2012 at 12:44 pm
Hi Andy,
Thanks for “Guide to online events”. I love the idea of online events, and I totally agree with the first post by g.a.e.d.
Thanks_