Six Ways B2B Marketers Can Harness the Power of Experiential Marketing

Much of B2B marketing is one-sided: companies rely on fairs and conferences to make their name known and do business. They carry brochures, gifts, and helpful representatives in an attempt to attract attention, but generally think it is an unpredictable approach.

It can be effective, but it can also get you easily lost in a sea of   competition.

However, there is a way for B2B marketers to differentiate themselves, even in a busy conference.

Experience marketing is a successful B2C marketing strategy, but it can also be a powerful tool for B2B marketers. The entrepreneurs you want to reach are like all of us – they also want to have fun and interactive experiences while learning more about your company.

How to convert experimental marketing into a B2B strategy

Specialized marketing can help you create unique brand experiences, involving, educating, and creating deeper connections with target customers and employees.

Here are some of the ways that B2B marketers can reach their full potential.

  1. Play your position

A 2019 report found that 67% of B2B marketers plan to increase their experience budget over the next 18 months. But if you can’t find a way to stand out and be memorable, the value of marketing events will not be used. To prevent this from happening, forget the idea that the cage space is just an information delivery area. Instead, use it as an opportunity to create a unique and fun brand experience.

Gamification is a great way to do this. You have probably seen rudimentary versions of this approach before, how to set up or assemble lottery wheels to attract potential customers. Keep creating games that educate and entertain participants: perhaps a low-tech offering (a game of questions and answers), something more elaborate (a giant Plinko board), or a little more tech-savvy (a fish hunt) games). geolocation app enabled).

The goal is to involve others in the salesperson’s presentation.

  1. Create your demo or lecture

If you find it difficult to stand out on the exhibition floor, let go of the middleman and develop a truly engaging experience by creating your own showcase.

Some companies have already followed this path. Salesforce, for example, produced the successful Dreamforce. And LG has designed a showcase that explicitly targets the B2B market. LG TechTour, as it is called, travels to six cities, providing businesses with hands-on experience with a variety of business products, from their digital directions to their renewable energy solutions.

Unlike traditional conferences, where representatives spend little time with each customer, the showcases immerse themselves in the products and give a real sense of what the companies have to offer.

  1. Bring your marketing directly to customers

If you are a small business, you do not need to create your event or differentiate yourself from the competition to reach customers. Instead, try to go directly to customers with a personalized experience and create a unique opportunity to showcase your products in a controlled and competitive environment.

With this kind of experimental approach, companies can adapt the conversation to an audience fascinated by key decision-makers, instead of wasting time shouting about competitors.

  1. Create a recruitment tool to attract top marketing talent

Effective marketing is effective thanks to the people behind it. To attract the best talent, offer recruitment opportunities, such as those promoted by the Ford Motor Company, at universities across the country.

Ford’s days are small steroid car shows. These events not only feature a variety of vehicles but also provide students with the opportunity to meet and listen to Ford employees from top executives such as CT Washington, Ken Washington.

Experiences like these are a great way to introduce your company to potential employees and build connections.

  1. Make employee training more meaningful and memorable

Employee training is essential in marketing. If a marketing team doesn’t know the product they’re promoting, how can they sell it? Consider making employee training and experience that your team will remember as an internal marketing opportunity to increase productivity and retain knowledge.

When Scion unveiled its iM and in models, the company not only sent a brochure to dealers but also took them on the track so they could test the vehicles. There, they gained practical experience with professional pilots and classroom training with product instructors.

This experiential approach is a much more incredible and fun way to exercise. And it is so effective because marketing is not just limited to external customers; great experiential marketing is aimed mainly at the internal public.

  1. Involve marketing employees

After recruiting and training your employees, it is critical to keep them engaged and passionate about marketing your product, so don’t stop marketing to them. It is not just about keeping people interested; It is also a way of showing that you care about your team and learn from them to help them create a better environment and marketing messages in the future.

Ford offers another roadmap for companies looking to take experience strategies to the next level. The company recently launched a Check Your Blind Spots mobile tour, which offered a series of interactive experiences designed to challenge unconscious prejudice and help people develop more inclusive behaviors.

Opportunities like this can involve employees because they show that companies care about the well-being of marketers.

Conclusion

When building experiences, it is not a question of B2B versus B2C marketing – both can benefit from this strategy. In fact, 54% of B2B marketers say they get more value from opportunities than any other form of marketing.

Go beyond traditional B2B methods to develop customer relationships and use this great way to attract new customers for the rest of your life.