Event marketing is an increasingly important part of B2B tech marketing strategy.
According to Gartner research, "In-person events budgets are on the rise. Technology marketers have increased investments by close to 5 percentage points between 2022 and 2023." (Evolve Your Event Marketing Strategy for 2024 and Beyond, 15 December 2023)
Event marketing is a strategy deployed by high-growth organizations—"technology marketers using virtual events in their marketing campaigns are 3.7 times (or 270%) more likely to have seen 10% or greater year-over-year growth in the past 12 months." (Evolve Your Event Marketing Strategy for 2024 and Beyond, 15 December 2023).
Flex Reprints can be incorporated into your event marketing strategy in the following ways to drive increased business impact via increased lead capture, more effective lead nurture, and improved brand awareness.
Capture More Leads At Conferences
Offering a Gartner report to those who visit your booth at an in-person conference is a great way to turn booth traffic into tangible leads, increasing your overall conference ROI.
Advertise the complimentary report at your booth via email and social media. As always, make sure to position it so your audience knows what they will learn from the report and the value of the information being offered.
Create a QR code connected to the Reprint landing page and place the QR code image on collateral within your booth, or on booth signage, ensuring it is visible to all who visit your booth. Even a printed 8x11 sheet of paper in a display frame can increase your booth's lead capture.
The QR code should direct to your Reprint landing page and lead generation form. Deliver the report via email after they fill out the form so they can read it later, as opposed to trying to read it on the exhibit hall floor.
Advanced Tip
If your conference package includes a speaking opportunity, you can use the Reprint to capture leads of those who attend your session—promote the Reprint in your presentation and include the QR code on a slide.
Nurture Leads from Events
Leads from the conference you exhibited at are warm and should be engaged via lead nurture efforts.
Content marketing best practices include nurturing event leads with high-quality, valuable content to stay top of mind and to surface strategic next steps like a product demo or sales consultation, but marketers often lack enough content to engage leads more than one or two times following an event.
Providing a Gartner report, or short form content derived from your Reprint, is an easy way to extend your lead nurture track, while making engagement (email open, email clicks) more likely, given the high demand for Gartner content.
Incentivize Webinar Sign Up
Gartner insight is well-respected and highly coveted by technology professionals, and Gartner reports are written to address the problems and questions your target audience is trying to solve.
Offering a complimentary piece of Gartner research is a great way to get more registrations and attendees for your digital events - you can send registrants a copy of the report as soon as they sign up or offer it only to those who actually attend the event.
If your webinar topic, Reprint topic, and audience interest are aligned, providing the full report and insights will be an additional boost to the value of your webinar.