How to Elevate Your Branding at B2B Events

A strong brand presence is imperative as it builds awareness, credibility, and trust among your target audience. Companies with strong branding also inch closer to being top-of-mind solutions for potential customers. Additionally, increased brand awareness can result in significant returns over time.  

It takes an average of 5 to 7 impressions for a brand to become memorable (Action Card). Therefore, it’s vital to explore branding opportunities on different platforms. B2B events in particular offer significant branding opportunities.  

Here are ways to elevate your brand presence at both virtual and in-person B2B events.  

IN-PERSON EVENTS

Networking 

A B2B buyer is still a human buyer at the end of the day. Therefore, networking at in-person B2B events is a great way to grow your brand organically. For instance, ME Matchmaking customers can attend full-day invitation-only local events where you can meet and network with hundreds of top-decision makers in the region under one roof.  

Networking allows your customers to put a face to your brand.  

They may not always remember your company name, website address, or product offerings; but they are more likely to remember your face, name, and conversation. Therefore, it’s important to make a good first impression and put your best foot forward at these events.  

If possible, contact the event organizers and ask if they can share the list of attendees with you. That way, you can shortlist a number of people you want to speak to so you’re more prepared at the event. You can also comb through the event agenda and take note of interesting panel discussions, presentations, and keynote speeches you want to attend. That will allow you to establish common ground and connect over the session with the people you meet.  

On-site Branding  

Catapult your branding by exploring partnerships with authoritative organizations that have earned the respect of your target audience. For example, ME Matchmaking offers a variety of on-site branding opportunities at in-person flagship events attended by leading C-level decision-makers from Top500 companies across Europe. On-site branding can include logo visibility on stage backdrops and banners, as well as opportunities to distribute brochures about your services, and even a chance for on-the-spot product demos.  

One more angle to consider is to position your brand as a subject-matter expert and a trustworthy knowledge partner by sharing your expertise. For example, if you’re partnering with an AI event, find out if there are speaking opportunities where a representative can speak about an AI-related topic, present a case study, or join a panel. This is a great way to get your brand out there to hundreds of decision-makers at once who are already interested in AI applications.  

According to Harvard Business Review, 64% of people cite shared values as the main reason they have a relationship with a brand. It’s also important that your brand shows personal value over business value, as B2B customers are more likely to consider a brand if it does. 

VIRTUAL EVENTS

Join relevant webinars 

54% of C-level decision-makers doubt a brand’s credibility due to lack of comprehensive information (KoMarketing).  

Therefore, your brand needs to have a strong digital presence.  

Other than content creation and social media engagement, make sure to join relevant webinars to build your brand and gain unique insight into your customers’ needs.  

For example, if your company develops cloud software, try to join cloud-related virtual insights-sharing sessions. Similar to in-person events, explore opportunities to not only join relevant webinars but to be a host or a speaker for increased exclusivity and visibility. In virtual and physical spaces, you can position yourself as a knowledge expert on a specific topic to build trust among decision-makers.  

Be active and engaging 

Utilize online channels to communicate with other virtual event attendees. For example, use the chat box to ask questions to the other participants and get to know them better; and eventually introduce yourself and your brand. Have a look at the attendees and connect with them on other platforms such as LinkedIn.  

Other than networking with virtual event attendees, consider online branding opportunities at these events. For example, ME Matchmaking by Management Events offers coveted logo placements during virtual insights sessions about topics that are popular among C-levels and are relevant to your brand.    

PICK THE RIGHT EVENT

As there are plenty of B2B events to choose from, do your research and attend the right events so your branding efforts don’t go to waste. Your research should include considerations such as: 

• Scale: Are you interested in attending small events with less than 100 attendees or events with hundreds of people? The event chosen must be tied to a purpose, whether it’s to introduce a new product or network.  
• Format: There’s a wide range of business events from intimate forums and dinners to exhibitions and trade shows. Go back to your needs as well as your budget, as you will most likely need to pay to enter those events.  
• Industry: Check the agenda of the event carefully to ensure that it’s beneficial to the industry your company is in. Is it related to your company and service? Is it of interest to your target audience?  
• Topics: If there are panel discussions and presentations, make sure the topics are of value to you and your target group.  
• Attendees: Find out who has attended or spoken at past events – dig deeper to find out their seniority and job functions too.  

Once the event has been chosen, set clear goals: 

• Define your target audience and ensure that the decision-makers in your target group are at those events. 
• Establish a solid brand message – Be familiar with the USPs that your product can offer to your target audience.  
• Prepare your team to represent the brand – Go through talking points, digital business cards, printed materials, and more. 

Lastly, have a strong presence at the event, and remember to practice active listening during your conversations with your prospects.