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How can you use PR to promote your B2B business at events?

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Events are great opportunities to showcase your B2B business, connect with potential customers, and generate leads. But how can you make the most of your event presence and stand out from the crowd? One way is to use PR to promote your B2B business at events and create a buzz around your brand. In this article, you will learn how to use PR to promote your B2B business at events, including tips, best practices, and examples.

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Ece Ertan

B2B Marketing & E-commerce Strategist | R&D Project Coordinator | Industrial Manufacturing | Manager@EMOR
Deeksha Rai

Startups and strategy | Marketing Enthusiast | Lifelong Learner

1 Define your PR goals

Before you attend any event, you need to define your PR goals and align them with your overall marketing strategy. What do you want to achieve from the event? Who do you want to reach and influence? How do you want to position your B2B business in the market? How will you measure your PR success? These questions will help you plan your PR activities, target your audience, and craft your key messages.

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Deeksha Rai

Startups and strategy | Marketing Enthusiast | Lifelong Learner
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Whenever it's about events, it can be seen in two ways. As a host- The networking and PR will be different. you will be working around an agenda and you know exactly whom to connect for the longer partnerships. As an Attendee- You need to not collect the card. trust me it is the most vague way to networking. it's better to have small conversations with people you feel like connecting with and extending the conversations if you see the potential of having a long-term partnership.

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Julie Harrison

Head of Marketing | B2B Software, SaaS, and Professional Services
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In my experience, clearly identifying your PR goals is not only essential for your own success at the event, but to also champion your tactics and effectively assess the results with internal stakeholders.

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2 Choose the right events

Not all events are created equal. You need to choose the right events for your B2B business, based on your PR goals, your budget, and your target market. Do some research and find out which events are relevant, popular, and influential in your industry. Look for events that offer opportunities for networking, speaking, exhibiting, sponsoring, or media coverage. You can also create your own events, such as webinars, workshops, or roundtables, to showcase your expertise and value proposition.

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Melissa Fors Shackelford, MBA

Marketing & Growth Consultant | Healthcare | Technology | Board Director | Startup Advisor | Speaker | WBL Member | Top 50 Women Leaders in Healthcare | AMA Nonprofit Marketer of the Year
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A powerful strategy is to create your own platforms such as webinars, events, roundtables and podcasts. This enables you to showcase your own brand and control all aspects of promotion. You can leverage your own thought leaders and position them in the best light possible. Measurement of results can also be streamlined as you are not dependent upon other third parties.

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3 Create a PR plan

Once you have selected the events you want to attend, it's essential to create a PR plan that outlines your objectives, activities, timeline, and resources. Your PR plan should include a pre-event campaign to generate awareness and interest in your B2B business and the event. Here, you can use social media, email marketing, blogs, podcasts, or press releases to announce your participation, share your agenda, and invite your audience to join you. Additionally, an on-site campaign should be included to engage your audience and media at the event. Live tweeting, live streaming, video interviews, press kits, or demos are all effective ways to showcase your products, services or solutions, share insights, and highlight achievements. Finally, a post-event campaign should be implemented to follow up with leads and media contacts and amplify PR results. Thank-you notes, surveys, case studies, testimonials or media coverage can help nurture relationships, demonstrate value and reinforce messages.

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Ece Ertan

B2B Marketing & E-commerce Strategist | R&D Project Coordinator | Industrial Manufacturing | Manager@EMOR
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In B2B marketing world, PR strategy is one of the effective way to reach out your target audiences. BTL marketing tools can help to create the right strategy for marketers. Events are also very important. Many companies have attend business&trade fairs for contract new business. If you have a pack with company brochures, flyers or promotion material, your future customer can remember you easily. Also, sponsorship can be very effective for companies in that case. These are classic marketing methods but still highly influential in the B2B world.

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4 Leverage your PR assets

To make your PR campaign more effective and credible, you should leverage your PR assets. These include your team members, customers, content, and tools. Your team members should be trained on how to communicate key messages, answer questions, and handle objections. You should also ask customers for permission, feedback, and endorsement. Your content should be relevant, engaging, and valuable for your audience and media. Finally, you should use tools such as websites, social media platforms, email marketing software, or analytics tools to create, share, and monitor your PR campaign.

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5 Learn from your PR results

The last step in using PR to promote your B2B business at events is to learn from your PR results. Evaluating your performance, analyzing your outcomes, and identifying improvements can be done by measuring Reach, Engagement, and Influence. Reach is the number of people who have seen or heard about your B2B business or the event, such as impressions, views, or listeners. Engagement is the number of people who have interacted with your B2B business or the event, such as likes, comments, shares, or clicks. Influence is the number of people who have changed their perception, attitude, or behavior towards your B2B business or the event, such as mentions, ratings, reviews, or conversions. By taking these steps and learning from your PR results, you can optimize your PR strategy and improve your PR tactics to enhance your PR impact.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Julie Harrison

Head of Marketing | B2B Software, SaaS, and Professional Services
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I've been guilty of focusing so much on prospects at events that you forget about your existing customers who may also be in attendance. It's an ideal opportunity to do short, informal customer testimonial videos that you can use on your website and in social. Be sure to also have some high-value swag items set aside specifically for any customers that come to say hello at your booth so you can thank them for their business and build brand loyalty.

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How can you use PR to promote your B2B business at events?

1

2

3

4

5

6

1 Define your PR goals

2 Choose the right events

3 Create a PR plan

4 Leverage your PR assets

5 Learn from your PR results

6 Here’s what else to consider

B2B Marketing Strategy

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How can you use PR to promote your B2B business at events?

1

2

3

4

5

6

1 Define your PR goals

2 Choose the right events

3 Create a PR plan

4 Leverage your PR assets

5 Learn from your PR results

6 Here’s what else to consider

B2B Marketing Strategy

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