Event strategy & planning
Agree the audience, format, message and success measures. Give the event a clear role in the wider marketing and sales plan.
B2B event marketing that leads somewhere
Webinars, roundtables and in-person events, with the right audience before, a useful experience during, and a clear next step afterwards.
In plain terms
B2B event marketing uses events to build relationships, share expertise and support buying conversations. The event is the middle of the campaign, not the whole of it. As a B2B event marketing agency, we plan the whole campaign around your webinar, roundtable or in-person event.
You may know this story
The room is full. The feedback is good. Then what?
The speakers were strong. People said “great event”. Marketing reports the registrations, sales gets the attendee list, and a week later the momentum has gone.
The event itself may have worked. What was missing was the connection: why those people were invited, what you hoped to learn and who would continue each conversation afterwards.
The campaign around the event
Before. During. After. One connected plan.
Design the experience and the next step together, so the follow-up is not something to invent once everyone has left.
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Before: give the right people a reason to come
Define the audience, purpose and value of attending. Connect the invitation, LinkedIn and email promotion with a clear registration journey.
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During: make the time worth their while
Shape the content, discussion and interaction around the audience. Capture useful questions and engagement, not just a list of names.
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After: continue the right conversations
Segment follow-up by interest, agree what sales owns and reuse the useful content. Give attendees and non-attendees an appropriate next step.
What our B2B event marketing covers
The work that makes an event part of the bigger picture
Support can cover one part of the campaign or the whole journey.
Webinar campaigns
Develop the topic, speaker plan, registration page and promotion. Shape the session and follow-up around what the audience needs.
Virtual & hybrid delivery
Connect the live and online experience, with clear responsibilities for content, coordination, assets and audience participation.
Promotion & demand generation
Use appropriate channels and a relevant invitation to reach the people you want in the room, not just fill the registration list.
Sales alignment & follow-up
Agree qualification, conversation ownership and CRM hand-offs before the event. Help the team continue interest while the context is fresh.
Content reuse
Turn worthwhile discussions into useful follow-up content, clips and future campaign material, with each piece serving a clear purpose.
Choose the format around the purpose
Different rooms. The same need for a good reason to attend.
We match the format to the audience, depth of discussion, delivery needs and budget.
Webinars
Useful when your expertise can help an audience understand a problem or explore an approach remotely. The topic and follow-up matter as much as the broadcast.
Roundtables & smaller events
Create room for discussion with a focused group of customers, prospects or named accounts. Design for participation, not a smaller version of a conference.
Larger & hybrid experiences
Coordinate a wider programme or mixed audience, with a clear journey through the content and a plan for what happens once the event ends.
Where NowComms fits
Connect the event team with the people building demand
An event touches positioning, promotion, content, sales and systems. We help those teams work to the same audience, message and next step.
That means agreeing useful measures at the start, bringing sales into the plan and knowing how the follow-up reaches your CRM. Logistics still matter; they support the experience and the conversation it is there to create.
Learning from the campaign
Let the next event benefit from this one
Review what happened across the whole campaign, not only the attendance figure.
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Review who responded
Look at the audience, invitations and registrations. Which people and accounts found the topic relevant?
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Understand the engagement
Use attendance, participation, questions and feedback to understand what was useful. Engagement is a signal, not automatic buying intent.
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Follow the conversations
Review the agreed next actions with sales and connect available CRM outcomes. Separate pipeline influenced from revenue you can reasonably attribute.
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Improve the next campaign
Refine the topic, format, targeting and follow-up using what you learned. Carry forward the useful content and be clear about what remains uncertain.
Ways to work together
One event done properly, or a programme with continuity
Start with the event you have in mind and the role you need it to play.
A focused project
Plan and deliver a defined event campaign, repair a webinar approach or improve a follow-up process, with an agreed scope and handover.
An ongoing partnership
Build a connected event programme, reviewing the audience, content, conversations and follow-up so each campaign informs the next.
Fractional CMO+
Senior marketing direction with the team to deliver, putting events alongside the wider positioning, content, campaigns and sales plan.
Need a plan before committing to delivery? The wider offer includes a strategy roadmap. We can help you choose a useful starting point.
Who does the work
A small team, working with yours
We bring strategy, writing, design and systems into the same campaign. Your speakers, event team and salespeople help shape the experience and what happens after it.
Useful answers
Your B2B event marketing questions, answered
What is B2B event marketing?
B2B event marketing uses webinars, roundtables, conferences and other experiences to share expertise and build commercial relationships. We treat the audience, promotion, event and follow-up as one connected campaign.
Does webinar marketing still work for B2B?
Webinars can be useful when the topic is relevant, the session is worth attending and the follow-up fits the audience’s interest. They are not automatically the right format for every goal; we consider what the audience needs from the experience.
What is the ROI of B2B event marketing?
There is no universal event ROI. Compare the costs with outcomes you can reasonably attribute, while tracking conversations and influenced pipeline separately. Registrations, engagement and pipeline are useful measures, but none is the same as realised return.
What types of B2B events work best?
It depends on the audience and purpose. A webinar can explain an idea remotely; a roundtable can support deeper discussion; a larger or hybrid programme can serve several audiences. We choose around the experience you need, not a guaranteed conversion rate.
How do you measure event marketing success?
Agree measures before promotion begins. Review relevant registrations, attendance, participation, follow-up conversations and available CRM outcomes. Each helps explain a different part of the campaign; attendance alone cannot tell you the commercial result.
What does a B2B event marketing agency do?
An agency can help define the purpose, audience and format, run promotion, shape the experience and coordinate follow-up. Our role connects the event to content, campaigns, sales and the systems used to track the response.
LinkedIn is usually where invitations and follow-up happen, so we plan it with our LinkedIn lead generation work.
How do I choose a B2B event marketing agency?
Ask how they connect audience selection, delivery and follow-up. Establish who owns each task and how results will be assessed. A useful partner should also be able to explain when an event is not the right next investment.
How much does B2B event marketing cost?
The format, audience, production and level of support all affect the scope. A webinar campaign and a larger in-person programme are different commitments. We agree delivery responsibilities and third-party costs as part of the brief.
What's the difference between event marketing and field marketing?
The terms overlap. Event marketing covers a wide range of event-led activity, online and in person. Field marketing often focuses on particular regions or accounts and works closely with sales, with events forming one part of that programme.
Do you help with trade shows and exhibitions?
Yes. A stand works best as part of a campaign that starts well before the show and follows up while people still remember you. We’ve run campaigns around shows such as Learning Technologies for years.
“I think these guys do a great job and so does my wife.”
Toucan
Your next step
Make the next event a beginning, not a finish line
Tell us who you want in the room, what you want them to take away and what should happen afterwards. We will help you build the campaign around it.