The Future of Event Marketing in Tech

In episode 1 of WTF News, we dive into the latest tech trends and innovations. In this blog post, we'll summarize some event marketing highlights specifically targeted towards tech. As the tech industry continues to evolve rapidly, staying ahead of the curve with marketing strategies is crucial for success.

Tech Trends and Funding

Before we delve into event marketing, let's first touch upon some notable tech trends. In 2024, several companies have already secured significant funding, indicating the immense growth potential in the tech sector. For instance, ZScaler, AppDirect, Shield AI, ExtraHop Networks, and AlphaSense have all received substantial investments. These companies are poised to disrupt various industries and create exciting opportunities.

Changing Event Marketing Landscape

When it comes to marketing your tech business, events have always been a go-to strategy. As the landscape continues to evolve, tech entrepreneurs need to adapt their event marketing approaches accordingly. Traditional approaches like big booths are no longer as effective as they used to be. Instead, alternative strategies are gaining momentum.

One emerging trend is the shift towards more intimate experiences to engage with target audiences. Executive dinners [and unique experiences like paintball outings!] are becoming popular choices. These unconventional approaches allow for deeper connections and more meaningful interactions with potential customers.

Event Budgets and ROI

A fascinating insight from a recent cybersecurity conference is the changing event budgets of companies. Recorded Future, for example, decided to downsize its booth at one event but still achieved a significant presence through parties, executive dinners, and meaningful conversations. Surprisingly, this shift didn't negatively impact their pipeline. It demonstrates that a well-planned and targeted event strategy can yield impressive results even with a smaller budget.

Unique Marketing Strategies

In today's competitive landscape, standing out from the crowd is crucial. One example of a unique marketing strategy is the partnership between HubSpot and Morning Brew CEO Alex Lieberman for the college football national championship game. By donning orange wigs, sunglasses, and shirts with the HubSpot logo, they aimed to create a viral presence at the event. This outside-the-box thinking can help entrepreneurs grab attention and differentiate their brand.

Building an Avengers-Like Content Squad

Content creation continues plays a vital role in marketing strategies. To amplify your reach and engage with your target audience effectively, consider building an Avengers-like content squad. This team should comprise subject matter experts with credibility, charisma, and character. Each executive should contribute to content creation, such as posting on LinkedIn, participating in webinars, and delivering impressive customer presentations.

The Revenue Amplifier Team

When assembling your team, focus on hiring individuals who can amplify your revenue. In the tech industry, a revenue amplifier team would include individuals like Kevin Dorsey, an exceptional leader with presentation skills and psychological insights into sales. You’d want Jen Allen-Knuth's expertise in demand generation and customer-centric marketing, while you’d bring Devin Reed on board for marketing strategy knowledge and community-building. You’d round out your team with Travis Tyler, who brings humor, quick execution, and platform expertise. Finally, Sarah Brazier’s creative sales skills and witty writing would complete your squad.

The Importance of Consistent Content Creation

To maintain a strong online presence and drive organic traffic to your brand, consistent content creation is key. Diversify the platforms you use, such as LinkedIn, blogs, and webinars, to reach a wider audience. By staying active and sharing valuable insights, you position yourself as a thought leader in the industry.

Conclusion

The future of b2b tech marketing is dynamic and full of exciting opportunities. By adapting to changing trends, embracing unique marketing strategies, and building a revenue amplifier team, you can stay ahead in the competitive landscape. Leveraging the power of events and consistent content creation will not only help acquire pipeline but also create long-lasting relationships with customers.

Check out the full WTF News episode HERE and RSVP for next month's episode HERE.

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