if Sales is the Destination, Events are the Roadmap
All Hands on Event-Led Growth: the B2B Compass : )
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Events are essential for building relationships and driving growth in B2B marketing. Despite a temporary dip during the pandemic, events are regaining momentum as a key marketing strategy. In fact, the U.S. B2B trade show market is projected to hit $15.78 billion, surpassing pre-pandemic levels.
Source: Statista
However, traditional events often fall short by focusing on quantity over quality. They prioritize attendee numbers instead of creating meaningful connections and long-term engagement. Shifting the focus from volume to relevance and relationship-building is crucial for businesses looking to maximize the impact of their events.
This strategy shift moves from creating narratives for gathering people to creating narratives with the people. The approach is to increase the frequency of targeted events and elevate conversion rates by creating tailored experiences with engaged prospects. This makes events more collaborative, growth-oriented, and achievable through Event-Led Growth, which delivers both engagement and tangible outcomes.
Most events involve exchanging cards and making small talk; the best way to make them more engaging is by creating tailored events such as:
Let Customers Take the Stage
In 2023, Salesforce's annual Dreamforce conference showcased how its customers, including IBM and Deloitte, leverage Salesforce’s platforms. These sessions allowed clients to explain how they used Salesforce to transform their operations, turning them into advocates for the brand.
Invest in Event Swag
At the 2023 Google I/O conference, attendees received exclusive AI-powered Pixel Buds before their official market release. This generated excitement and solidified Google’s innovative image while providing attendees with a tangible connection to the brand.
Engage Influencers for Collaborations
During Adobe MAX 2023, Adobe collaborated with influential digital creators such as Chris Do and Aaron Draplin. Their presence helped create buzz and drew wider attention to Adobe’s latest creative tools and software, reinforcing Adobe's connection with the creative community.
Create a Hackathon
Microsoft Build 2023 hosted a hackathon where developers collaborated to solve real-world problems using the company’s AI tools. Teams worked on projects tackling challenges in healthcare and sustainability, demonstrating how Microsoft’s technology can deliver impactful solutions within a short timeframe.
Plan a Live Demonstration
At CES 2023, Sony created buzz with the live unveiling of its Afeela electric vehicle in collaboration with Honda. The CEO drove the car onto the stage, capturing the audience’s attention and demonstrating Sony’s entry into the automotive market, creating excitement for their innovation.
Establish a Signature Event Trend
In 2023, Tesla’s AI Day continued its trend of showcasing futuristic tech, focusing on AI and robotics developments. The event has become known for announcing cutting-edge projects like the Tesla Bot, keeping the tech community and Tesla enthusiasts eagerly awaiting their annual innovations.
Dreamforce: Turning Customers into Brand Advocates
Salesforce's Dreamforce conference stands as one of the largest and most influential B2B tech events globally. It exemplifies Event-Led Growth by placing customers at the heart of the event. In 2023, Dreamforce hosted over 170,000 attendees and emphasized customer-driven sessions, with IBM, Deloitte, and other major companies showcasing how they successfully used Salesforce solutions to drive innovation. This approach transformed customers into brand advocates, demonstrating the practical value of Salesforce’s platforms. The result? A deeper connection with their audience, who could directly relate to the experiences shared, further solidifying Salesforce’s role in driving enterprise growth.
Salesforce also extends the value of Dreamforce beyond the physical event by amplifying content post-event. Sessions are repurposed into webinars, blogs, and social media content, maximizing their reach and engagement across multiple platforms. This strategy aligns with data showing that businesses leveraging event content see a 3x increase in engagement.
SaaStr: Building a Global Community of SaaS Leaders
SaaStr Annual, another iconic event in the SaaS ecosystem, exemplifies the power of events to foster deep connections and collaboration within an industry. With over 12,500 attendees and 250 speakers in 2023, SaaStr emphasizes a collaborative, knowledge-sharing atmosphere. The event strategically focuses on providing tangible insights for SaaS leaders, enabling them to scale their businesses by learning directly from top industry experts and successful peers.
Like Dreamforce, SaaStr capitalizes on the post-event engagement by offering attendees and non-attendees access to recorded sessions and resources, keeping the event’s momentum going throughout the year. Additionally, the event’s focus on networking through interactive sessions ensures lasting relationships are built, aligning with the 90% of attendees who value such opportunities for connection.
By leveraging customer success stories, fostering industry-wide collaboration, and creating continuous engagement, both Dreamforce and SaaStr are exemplary models of how Event-Led Growth can build strong, long-term relationships with customers and drive business success.
Conclusion
By transforming customers into advocates, creating collaborative environments, and maximizing post-event content, these events drive deeper connections and sustained engagement. As businesses increasingly shift to event-based strategies, leveraging these insights can bring substantial growth and loyalty in an ever-competitive market.
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