Experiential marketing has been used by B2C brands for years, and it can also drive B2B sales. People love novelty and crave connection, making virtual events a great way to engage buyers. Companies should use events to share brand stories and create interactive activations. Generating authentic engagement will help build a strong emotional connection with buyers.
Skittles provided a great example of brand storytelling when it celebrated Pride Month in partnership with GLAAD. Companies can provide hands-on remote training opportunities or offer virtual tours of their facilities to demonstrate innovative thinking and capabilities. Effective experiential events should help achieve attitudinal alignment between buyer and seller, rather than pushing for purchases.
Experiential activations can easily transfer to a digital landscape, so businesses should use these tactics to create online experiences to further their marketing efforts. In the current climate, opportunities abound for companies that have refined their capabilities for remote work and virtual sales.
These Three Experiential Tactics Lead to Better B2B Virtual Events
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B2B buyers are increasingly being influenced by personal decision drivers, such as how comfortable they feel with a vendor, vs. professional drivers, such as pricing, according to recent research.
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