This blog discusses the significant role of events in B2B marketing programs and the challenges marketers face in maximizing their investments in these events.
B2B marketers face the following issues with event marketing:
- underutilization of event content, with 63% of marketers failing to maximize content value
- difficulty in leveraging event data for insights, with 55% of marketers not fully exploiting this data.
- personalizing events for next-generation attendees poses a challenge for many marketers.
Artificial intelligence can help in transforming event planning and execution. Although 87% of B2B marketers are still in learning mode with AI, there’s a strong belief that AI’s capability will revolutionize B2B event management within the next two years.
Here is how AI can be used across pre-event, at-event, and post-event phases:
Pre-Event
AI can enhance audience targeting, streamline content creation, and simplify event management processes.
At-Event
AI offers personalized attendee experiences through data analysis, chatbots for assistance, and inclusive features like captions and translation.
Post-Event
AI aids in maximizing ROI through data analysis. It also enables repurposing of event content that extends its lifespan and reach.
By adopting AI, marketers can overcome traditional challenges, improve productivity, deliver personalized experiences, and enhance the overall value of their events. Read the original published at Forrester.
Augmented Experts on Using AI for B2B Event Promotion
One of the most pressing challenges of marketers nowadays is balancing AI, human potential, and ethical questions. Building trust and credibility with your target audience is critical to building long-term growth and partnerships for your B2B. A potent way to establish trust and demonstrate expertise through events and thought leadership. Another way is creating future-proof content. Building this foundation is impossible without deep expertise.
Thought Leadership in B2B
Partnering with thought leaders for co-created content (e.g., blogs, interviews, podcasts) can leverage your expertise and networks for broader reach and credibility. Augmented Experts allows you to do just that, and because AI powers it, it optimizes and scales created content.
Future-proof Content for B2B
While AI generates content at unprecedented scales, it cannot inherently create truly future-proof, engaging content. AI can’t experience the market in real-time. AI can’t grasp nuanced shifts and emerging trends that industry experts are uniquely attuned to.
Industry experts do not merely observe the market; they shape its direction through their decisions and innovations. Something AI won’t have soon. Deep, experiential knowledge, sacrificed for speed, leads to losing engagement and respect from prospects. Industry experts are the only ones equipped to assist in crafting content that not only resonates with the industry’s current state but is also agile enough to adapt to future changes.
Unlike AI, industry experts can predict shifts in consumer behavior, anticipate regulatory changes, and foresee technological advancements, ensuring that the content they help create remains relevant and impactful in the long run.
AI shouldn’t be used alone; it should complement human effort. Our AI-powered industry expert platform can help you establish authority in the industry and create converting future-proof content. Expert-backed blogs and social posts will maximize the positive impact on your events’ reputation and reach.
To check out our solution, go to the Augmented Experts page.
