B2B companies spend over 30% of their marketing budget at events. How do they choose where to invest that spending? We’re hearing companies prioritizing 2022 manufacturing and B2B events based on their strategic goals.
Selecting Which Events to Attend
With the pandemic continuing to limit event attendance, this year provides an excellent opportunity to narrow you focus.
First consider what business objectives you most need to achieve at events.
Then review event options to see which ones best fit your goals.
What Goals Do You Have for 2022 Trade Events?
Event goals generally fall into two major categories:
1. Developing customer and prospect relationships
2. Developing strategic knowledge and networking
Customer and Prospect Relationship Objectives
Studies show that 97% of trade show attendees show up looking for new products and new solutions. That makes B2B events a good place to nurture your sales pipeline. Consider these objectives:
Shore up customer relationships through direct contact and conversation
Meet up with prospect company contacts to strengthen trust
Shorten the sales cycle by meeting with a customer company representative
Generate one or more new customers for the pipeline
Strategic Knowledge & Network Development
A recent survey found that 77% of business decision-makers found at least one new supplier at the last trade show they attended. Knowledge-related objectives to consider:
Exchange knowledge with other industry representatives
Learn more about the challenges companies are having with products and services
Show up as a thought leader in the field
Forge new supplier relationships
What Events Fit Your Goals?
It’s beyond the scope of this blog to detail all possible 2022 manufacturing and B2B events, but here are a few national events to consider: