A Hybrid Future for B2B Experiential Marketing in 2021 and Beyond

“Quality speaks for itself” — A common phrase used in business the world. But, is it the truth? Not really.

Yes, quality goods and services are the main priority. However, trusting them to reach your target audience effortlessly is a dream. Marketing is now a priority for most businesses. Thanks to COVID, the adoption of digital mediums for marketing skyrocketed. Now, there exists an even playing field for ventures to reach their consumer base.

However, there is more to marketing than just selling products or services. Nowadays, businesses are focussing on creating experiences for their customers. And this is not limited by any geographical barrier. Rightly why Hybrid Experiential Marketing is growing in popularity amongst businesses.

But before that, what is Experiential Marketing?

Experiential marketing is a technique of creating experiences for customers to build lasting relationships. Also referred to as live marketing, it is a new way to connect with customers. To make the customer stop, notice, and participate in the new norm rather than running behind them in the form of endless messages and email pitches.

And this strategy seems to be paying great dividends as MNCs and startups alike are employing it.

Will it make sense for B2B companies?

It is a known fact that B2B and B2C marketing although may seem similar but are poles apart. But, it is not necessary that what can be applied to B2C cannot be used for B2B as well. This is because customer experience is the most significant factor in this day and age. And experiential marketing provides just that. 

Several B2B firms have leveraged the potential of this strategy to increase their outreach and sales. Organizing a trade show is a simple example of how B2B firms can create valuable experiences for other firms.

How are Hybrid Events better for B2B marketing?

As the COVID-19 hit last year, the entire B2B marketing went for a toss. With no personal interactions, the onus shifted to virtual with webinars being hosted day-in and day-out. However, the effectiveness and the personal touch of in-person events were missing. 

So as the restrictions are being reduced, companies are trying to hit a middle ground. And this has given rise to hybrid events.

Hybrid events with their technology-enabled facilities offer a range of benefits like the increased reach of prospective clients, reduced travel and environmental cost, loads of valuable data of clients as well as the flexibility to attend from anywhere and everywhere.

Hybrid Experiential Marketing Techniques

Hybrid events are a challenge to execute considering the needs of both virtual as well as in-person event audiences. Alongside, it must be crafted in a way that attracts customers to attend online. But, it should also provide enough value and incentives for people to attend the event in person. 

So, brands need to find a fine balance between the two. Here are a few tips to keep in mind while planning hybrid experiential events for B2B companies:

-Live streaming on platforms like Facebook or LinkedIn is ideal to provide a valuable experience. Last year, we saw a host of online events from world-famous companies like Benefit, Buzzfeed, and Dunkin’ Donuts. 

-To engage both the offline and online audience by introducing polls, quizzes, etc is another effective option.

-Gamification is a trending way to host events and make the young audience participate from far and wide.

-Interaction with your audience while conducting the event is not enough. Keeping pre-event and post-event interaction on is an essential part of the entire customer experience as well.

-A flexible registration facility is another new trend helping attendees change their choices whenever possible since there is a lot of uncertainty around traveling.

-Accommodating remote attendees in personal interactions is necessary. This enables for an inclusive marketing experience, while still being convenient for all.

Conclusion

Marketing for corporates and MNCs can be made fun of with experiential marketing. With a well-planned hybrid event, B2B marketing can provide superior results to otherwise traditional methods. 

Likewise, B2B firms need to plan and create valuable experiences for their audience. Given the dynamic nature of this strategy, execution is difficult.

So, considering all these, B2B firms should embrace the fairly new experiential marketing to leverage the first-mover advantage.

To excel in new marketing strategies, marketers need to master the art of connecting Experiential Marketing to Experiential Value and Customer Satisfaction!