You’ve got a killer idea for an event that’ll enhance every other marketing effort you’ve been nurturing over the last quarter. Whether it’s a keynote speech followed by a gala dinner, an industry convention, or simply a product launch, ensuring that it’s well attended is key (have a read of our previous blog post for how to do this).
There are a variety of channels you can use to guarantee the success of your event – and we believe that B2B telemarketing is one of the most effective. In this blog post we’ll delve into the benefits of using B2B telemarketing for planning events, as well as event support.
It’s easier to build and nurture relationships with prospects over the phone than via email
Your event is a brilliant way to start and nurture important relationships with clients and leads. But it isn’t only the conversations you have at the event that achieve this. How you engage invitees before and after the event is just as important as how you engage them in person. And even if they don’t attend the event, any conversation you start with a prospect helps create lasting relationships. Email communication definitely has its place in event planning, but less so in nurturing relationships (no matter how personalised the correspondence). A phone call to check whether the invitee has received the invitation or remind them to RSVP is an opportunity to get to know your prospective customers a bit better. Much more can be got out of a couple of minutes of telephonic conversation than from a few lines of email. If you’re calling an existing client, use the phone call to check in with them, gather feedback or as a potential upselling opportunity.
Personalisation underpins successful marketing efforts – telemarketing helps you deliver this
When it comes to marketing in the digital age, personalisation should underpin virtually every touch point you create with your audience and customers. From content marketing to social media, and lead nurturing emails to event marketing, if you don’t engage leads in a way that feels comfortable and special to them, you won’t catch their attention – especially given the rising prevalence of marketing automation. Your prospects are human beings and will respond better to an invitation if you treat them as if their presence at your event is important. A B2B telemarketing phone call follow-up after the initial email invitation has been sent out is an effective way to do this.
Every phone call helps you gather more data about your prospects
One of the greatest advantages of using B2B telemarketing for event planning is that it’s a chance to gather data about your prospects. Before the first phone call, you should have some basic information about your invitee (otherwise how will you be able to engage them in a personalised way?). You should also have some idea about the data (the known unknowns) you need to get a more insightful picture of them. Use a phone call – both before and after the event – to ascertain information that can be used to influence marketing messaging and to create an event that has the potential to resonate with them.
If you still need convincing that B2B telemarketing has a place in the digital age, or would like to know how the channel can complement your digital marketing strategy, download our guide:
