B2B Writing (SaaS) – A Sample by Eloise Väisänen
Aim: Promote a client’s online event management platform
Medium: Online landing page copy
?Use a matchmaking service
Networking is one of the main reasons people attend events. Up to 76% of attendees rank networking as an important reason to take part in an event.
By using AI-powered matchmaking, your attendees can make relevant, useful connections before they meet at your event. Matchmaking is an intelligent networking tool that allows your attendees to connect with others who share their goals before, during and after your event.
Sponsors can maximize their brand awareness using this tool, as they have more chances to connect with prospects.
Ultimately, when your attendees know they’re connecting with the best prospects and leads for them, they’re more likely to have meaningful conversations and engage with your event.
?One event, two journeys
Your virtual and in-person attendees will experience the same event differently. You need to treat your attendees differently, too.
A successful hybrid event tailors the event journey separately for different attendee types.
Consider the following hybrid best practices:
• Optimise your in-person event for mobile and virtual event for laptop
• Use matchmaking-facilitated networking to organize meetings in-person and virtually
• Let virtual attendees drop in on different talks with simultaneous livestreams
?Add novelty
Who doesn’t like fun? A novelty component can be a great way to get in-person and virtual attendees interacting with your event.
• Goodie bags: Send these to virtual attendees in advance, whilst your in-person attendees will receive theirs at the event. These small bags can have a big impact – use them to boost audience engagement, drive brand awareness and include calls to action for after the event
• Contests: Engage your attendees with an interactive activity such as a selfie contest or live quiz. These may also act as effective icebreakers and can translate well across in-person and virtual mediums
• Workout breakouts: Offer short guided workouts in between speeches and meetings to engage and refresh your attendees. Your in-person audience can take part in these sessions in physical breakout rooms whilst virtual attendees can do so from home. You could even hold these sessions as entirely separate streams so attendees can drop in at any point throughout your event
?Organizer communication
Engagement of attendees can be up to 20% higher for events with a clear communications plan than those without. Effective, timely communication from you, the event organizer, has a big impact on the smooth running of your event.
Make sure you’ve got a robust communications plan to avoid confusion and educate your attendees.
For example, let your attendees know how they can join your event. Explain what they should dobefore, during or after the event if they have any questions or problems, and how you’ll communicate with them. Use these exchanges as an additional chance to build brand awareness, foster a good relationship with your attendees, sponsors, and speakers, and ensure you deliver a great event.
Connecting In-Person and Virtual Audiences
Who says you can’t seamlessly connect in-person and virtual audiences and execute a great hybrid event? That’s exactly what [Company Name] did in Moscow in 2021 when we achieved a [Achievement Description].
Satisfied sponsors, engaged attendees and maximised event ROI are all benefits of crafting a seamless hybrid experience.
So, how can you achieve this seamless connection between in-person and virtual attendees? We know – and we’ll tell you!
?Use an event platform
Save time and skip the back-and-forth meeting requests and prospect finding. Using an event platform streamlines your event and facilitates a smooth connection between inperson and virtual attendees. Even better, if your event platform offers AI-powered matchmaking, attendees can easily find and meet the most useful people for them.
When attendees are having smooth, useful interactions, they’re more likely to:
• have deeper conversations
• convert these interactions to sales
• attend another of your events
?Host a competition
Why not foster some friendly competition to get your in-person and virtual attendees talking? With a competition or live contest, both in-person and virtual attendees can feel involved in the event and with each other.
Make the most of this opportunity and:
• offer prizes from you and your sponsors to further promote brand awareness
• display realtime rankings to help encourage friendly rivalry and break the ice
• clearly communicate contest rules and how attendees can take part