{"id":172981,"date":"2025-03-18T11:22:45","date_gmt":"2025-03-18T10:22:45","guid":{"rendered":"https:\/\/spotler.com\/blog\/what-are-b2b-events-actually-for"},"modified":"2025-03-18T11:22:45","modified_gmt":"2025-03-18T10:22:45","slug":"what-are-b2b-events-actually-for","status":"publish","type":"blog","link":"https:\/\/spotler.com\/en-de\/blog\/what-are-b2b-events-actually-for","title":{"rendered":"What are B2B events actually for?"},"content":{"rendered":"

\u201cManagement would like us to run a live event every quarter this year.\u201d<\/strong><\/p>\n

\u201cOk, why? What do they want to achieve?\u201d<\/em><\/strong><\/p>\n

\u201c\u2026\u201d<\/strong><\/p>\n

Sound familiar?<\/p>\n

Events often seem to represent the glamorous side of marketing. Out in the world, getting face-to-face with an audience that\u2019s increasingly digital, breaking out the branded t-shirts and the cool merch. But they cost a lot more money than an email, and many marketers say they don\u2019t deliver measurable value. So, what\u2019s going wrong?<\/p>\n

Not setting a clear objective! Events can serve several different purposes, but never all of them at once. So, take your pick from what you want to accomplish:<\/p>\n

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Generating Leads<\/h2>\n

Let\u2019s start with the big daddy. You can absolutely generate new leads through events.<\/p>\n

Lead generation events tend to work best when you have something big and new to talk about. We\u2019ve run events to launch Spotler AI<\/a>, or our Maturity Model<\/a>. Incremental improvements to our platforms are better suited to an email announcement.<\/p>\n

<\/div>\n

How to measure success with Lead Generation events<\/h3>\n

The most important metric is what sort of people came. They will need to be budget-holders with a pressing issue that you could solve. Numbers are a secondary metric; remember that at any given moment, only 5% of your entire audience will have both a pressing need and the mandate to deal with it immediately<\/p>\n

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\"\"<\/figure>\n

Generating Demand<\/h2>\n

Lead generation\u2019s less flashy cousin.<\/p>\n

In Breakthrough Advertising<\/em>, Eugene Schwarz describes customer awareness as coming in 5 distinct stages:<\/p>\n