Event marketing and content marketing are typically the two biggest line items in B2B marketing budgets. Too often, companies don’t capitalize on the synergies between these two practices. Those who can see a significant boost to ROI. Here’s how.

Most B2B enterprises allocate 30% or more of their total marketing budgets to events; more than a quarter (26%) spend 50% or more in that area. Meanwhile, the average B2B company spends 29% of its overall marketing budget on content marketing, with the best-performing firms spending upwards of 40%.

Netting that out, most companies are spending between 60% and 70% of all marketing dollars on these two tactics. There is tremendous leverage to be gained by optimizing the use of both channels together.

Virtual event platform provider VII Events recently hosted a global virtual event dedicated to event marketing, A2Z Virtual 2021. Visit the event site and click on Roundtable 9 to see my full presentation on how to maximize ROI from your event marketing content.
[Read more…]