Learn about the common obstacles and solutions for conducting event marketing research for B2B companies in this informative article.

One of the things that B2B companies do is "old fashioned" cold calling and knocking on doors and / or spamming everybody they find on LinkedIn. However this is counter productive because it just turns good potentials into frustrated customers. Similar to consumer marketing, B2B marketing needs to have a bullseye customer(s) / target audience in mind so that they can invest not just in proper lead generation but also invest in right messaging with the right approach. This will improve strike rates of success and give them a clearer outcome in ROI

What challenges do B2B companies face when conducting event marketing research?

Event marketing research is the process of collecting and analyzing data related to the planning, execution, and evaluation of events that aim to promote a brand, product, or service to a target audience. B2B companies often use events as a way to generate leads, nurture relationships, and showcase their expertise and value proposition. However, conducting event marketing research can pose several challenges for B2B companies, especially in the current context of the COVID-19 pandemic. In this article, we will discuss some of the common obstacles and how to overcome them.

1 Defining clear objectives and metrics

One of the first challenges of event marketing research is to define clear and realistic objectives and metrics that align with the overall business goals and strategy. B2B companies need to identify what they want to achieve with their events, such as increasing awareness, generating leads, or closing deals, and how they will measure their success, such as by tracking attendance, engagement, feedback, or ROI. Without clear objectives and metrics, B2B companies may waste time and resources on events that do not deliver the desired outcomes or fail to demonstrate their value to the stakeholders.

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Sonia K. Sarpal BSc Hons, MBA, Doctoral Candidate

Social Entrepreneur| A+ Omni Channel Marketing| Award Winning Brand Strategist| Biz Consultant| Adjunct Mentor| Trainer| Speaker| Doctoral Candidate| Social Impact Maker | Help Business Leapfrog into MillionDollar Growth
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One of the things that B2B companies do is "old fashioned" cold calling and knocking on doors and / or spamming everybody they find on LinkedIn. However this is counter productive because it just turns good potentials into frustrated customers. Similar to consumer marketing, B2B marketing needs to have a bullseye customer(s) / target audience in mind so that they can invest not just in proper lead generation but also invest in right messaging with the right approach. This will improve strike rates of success and give them a clearer outcome in ROI

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2 Choosing the right data sources and methods

Another challenge of event marketing research is to choose the right data sources and methods that can provide reliable and relevant insights for decision making. B2B companies need to consider the type, quality, and availability of data they can collect before, during, and after their events, such as surveys, interviews, observations, or analytics. They also need to decide on the best methods to analyze and interpret the data, such as descriptive, inferential, or predictive statistics, or qualitative or quantitative approaches. Choosing the wrong data sources and methods can lead to inaccurate or incomplete results, or miss important opportunities or risks.

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R. Stefan Deeran

Co-founder of Vendelux - we are hiring!
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Vendelux is the first AI-powered event intelligence platform that enables event marketers to plan, execute, and systematically evaluate their event strategy based on data & insights across 160k+ global b2b events. Powered by over 65 million data points and also partnerships with leading event organizers, Vendelux provides the most accurate information about conferences anywhere. Vendelux allows event marketers to see which conferences their customers and competitors will be attending and sponsoring. Simply sync in with your CRM to understand where your clients will be, see which events are the best bets for ROI and plan the perfect calendar for your company.

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3 Adapting to the changing event landscape

A third challenge of event marketing research is to adapt to the changing event landscape, especially in the wake of the COVID-19 pandemic. B2B companies need to rethink their event strategies and formats, such as shifting from physical to virtual or hybrid events, or adjusting the frequency, duration, or content of their events. They also need to update their event marketing research practices, such as finding new ways to reach and engage their audience, or using new tools and platforms to collect and analyze data. Adapting to the changing event landscape can be difficult and costly, but also offer new opportunities and benefits.

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4 Integrating event marketing research with other marketing activities

A fourth challenge of event marketing research is to integrate it with other marketing activities, such as content marketing, email marketing, social media marketing, or SEO. B2B companies need to ensure that their event marketing research supports and complements their overall marketing strategy and objectives, and that they leverage the data and insights they gather from their events to inform and improve their other marketing efforts. They also need to coordinate and communicate their event marketing research findings and recommendations with other marketing teams and stakeholders, and align their actions and expectations. Integrating event marketing research with other marketing activities can help B2B companies create a consistent and coherent marketing message and experience for their audience.

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5 Addressing ethical and legal issues

A fifth challenge of event marketing research is to address the ethical and legal issues that may arise from collecting and using data from their events. B2B companies need to respect the privacy and consent of their event participants, and comply with the relevant laws and regulations, such as the GDPR or the CCPA. They also need to ensure the security and confidentiality of their data, and prevent any unauthorized or inappropriate access, use, or disclosure. They also need to avoid any bias or manipulation in their data collection and analysis, and report their results honestly and transparently. Addressing ethical and legal issues can help B2B companies protect their reputation and trust, and avoid any potential fines or lawsuits.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What challenges do B2B companies face when conducting event marketing research?

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1 Defining clear objectives and metrics

2 Choosing the right data sources and methods

3 Adapting to the changing event landscape

4 Integrating event marketing research with other marketing activities

5 Addressing ethical and legal issues

6 Here’s what else to consider

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