The theme of your B2B event is not suitable

[tonmoypramanik]

If not, I recommend you to go read some things about it before going further. Knowing your Personas is a sine qua non condition to organize an effective B2B event.

The challenge for you in B2B is to organize an event around a theme that addresses a common problem among your prospects – you already know that and you do it! – and which is adapted to the level of maturity of your prospects.

If B2B events do not attract crowds, it is (largely!) mainly for this reason.

Buyer journey: the length of the sales cycle - Inbound Marketing
A B2B prospect conducts his thinking in 3 stages: he must first become aware of his problem and understand it ( Awareness ) and then look for solutions and compare them ( Consideration ). He ends with a Decision phase to validate that his choice is the best.

So what does that mean?

In fact, almost all events offered by B2B companies revolve around Decision- level themes .

In other words, they are targeting mature prospects who have identified solutions like hong kong email list yours as the best option and who already know you.

The problem is that the majority of prospects you invite to your event are in the Awareness and Consideration stages .

It's obvious for open days, but for the rest too, you'll see.

A very caricatured example to make it simple:

Let's say you're a seller of electric scooters for businesses.

Offering a workshop on maintaining an electric scooter will only interest people who have one or who are really planning to buy one in the short term.

This workshop will not be of interest to those in the Awareness or Consideration phase who are looking to improve employee mobility.

A workshop of the type “The challenges of mobility for VSEs/SMEs” would undoubtedly attract more people.

You see the idea?

The date of your event is not correct
Between holidays and everyone's priorities, it is not easy to find the right date to organize a B2B event.

The big mistake many B2B companies make is to rely on data that everyone knows.

In B2B, we tend to say that Tuesday and Thursday are good days because they are not affected by long weekends or 80% schedules.

On Tuesday and Thursday, we no longer have our minds set on the weekend, or not yet.

Yeah, okay, but everyone knows it and everyone is organizing their event at the same time.

It's like September, January and June.

For September and January, we want to take advantage of the return to school after the holiday drought. For June, we want to do something at all costs before the holidays to save the commercial pipeline after a month of May as full of holes as a Swiss cheese.

This is how your prospects receive 4 or 5 invitations to an event over the same period.