The world of B2B events has grown by leaps and bounds. Long time B2B marketers have been trying to scale their event planning process in order to reduce the operational hassles of managing large events. The market is inundated with event management technologies that promise to ease out scheduling operations, registrations, ticketing etc. In spite of this, no event marketer can ever boast of a tool that lets them manage their events flawlessly.
On the day of the event, marketers tend to get drawn in so many directions that they are left with no time to check on their customer’s booth/meeting experience. As a result, booth footfalls decrease and visiting customers go empty handed without any information about your product.
Here are the top 7 reasons why customers tend to float away from your booth or not attend the scheduled meetings.
1. Time zone errors
Timezone errors are very common when event planners are overloaded with scheduling hundreds of meetings with stakeholders across geographies. When customers/prospects travel from afar to participate in an event, setting the wrong meeting time can cost you dearly. Getting time slots on the calendars of senior executives is tough. Thus, make sure to use the right scheduling tools that can automatically update invites in the correct time zones.
2. Last minute changes
Last minute changes wreak havoc for everyone involved in the event meeting management chain. 11th hour cancellations can be a sour experience for the attendees. Similarly, sending out changes information almost close to the event date can be tedious. It burdens the attendees with travel and stay rescheduling and costs them a big chunk of money and effort. Such errors put off the attendees and they might choose not to attend the event. Avoid this by providing them with enough time to reschedule or provide them with sufficient information about the new plan.
3. Not sending reminders prior to meetings
Events revolve around hundreds of non-stop meetings. The attendees are typically busy professionals, senior sales and marketing executives, and other prospects with tightly packed event schedules. There’s a possibility that they might miss a meeting due to double bookings or lack of reminders. Sending out a snooze message to alert them at the right time for the meeting reduces chances of a no show.
4. Long checking in queues
Checking in at an event should be a seamless process. Its cumbersome for your customers to stand in long queues before attending a meeting. If you are an event marketer, look out for technologies that allow you to check-in your guests or allow them to do it in few simple steps using a mobile app.
5. Meetings with wrong attendees
Choosing the right subject matter experts or right teams to attend a meeting is a critical aspect of sales advancement. Event marketers should do their research well in advance using pre-event surveys and gather the requirements of attendees. A meeting with wrong attendees serves no purpose and is a waste of time for all.
6. Inappropriate venues
Venue selection is one of the most important parts of event meeting management. Be it a trade show, offsite or a dinner reception, choosing the right venue plays a vital role in determining the event ROI.
Venue space at events is expensive and therefore, marketers need to make optimal use of the rooms Use a software that allows you to see room capacity and availability overlapping with an attendee’s calendar availability.
7. Delaying follow-ups
Events are a whirlwind of meetings for Sales and Marketing teams. Between endless demos, introductions, offsite and ad hoc interactions, they tend to lose track of all the people they need to follow up with. This delays the already long B2B sales cycles as deal closing discussions get pushed further. Its an absolute must for marketing and sales to follow up with a prospect within 24 hours of the meeting. Event management tools that integrate deeply with your CRM can be quite useful for this. You can schedule your follow up meeting, enter deal information and save notes and action items – all under one umbrella.
The power of face-to-face human interactions for advancing sales and closing deals remains undisputed even in the age of virtual reality and artificial intelligence. Events are a great place to capitalize on this power to build strategic partnerships. Jifflenow can help you eliminate the above mentioned errors from your event planning. Check out our blog for more insights on how to become an event rockstar!