Email is the holy grail of event marketing, and that doesn’t look set to change just yet. Chances are you’ve got a healthy and reasonably responsive email database, but event companies can’t afford to rest on their laurels – growth is key, and sustaining a consistently increasing number of sign ups is a must. There are a number of ways to go about this, but if you try even one of these tips in the next couple of weeks we’re certain you’ll see the kind of results which will undoubtedly aid your event email marketing strategy for 2015. 

As an experienced marketer, you’re no doubt aware of the power of LinkedIn as a B2B marketing tool. But are you making the most of it for your events? If used correctly, social media (and LinkedIn specifically) can aid your event marketing strategy enormously, building the credibility of your conference portfolio, and you as an individual event industry leader.

Here are our top ten LinkedIn to-do's to help you raise your profile, engage with your community and ultimately generate leads for your B2B event.

Event marketers are wising up to the fact you need to think about optimising for mobile. Usablenet have revealed that 52% of B2B customers now use smartphones to research products for their business, and mobile users now account for 16% of B2B website traffic. Those numbers are only going to increase.

I recently took part in a panel at Event Tech Live in Shoreditch. My fellow panelists and I were talking all things social media – the current landscape for events, how to effectively market events using it, and what the future holds. You can watch the video here, or if you’d like a quick summary, here are my top takeaways from the session: 

The term "event producer" is old, tired and needs to be retired. Aside from being outdated, it has so many meanings now that it’s not really a position you can effectively recruit for. What one company deems an event producer is another event organisation’s content officer, project manager, planner... the list goes on and on!

You need to seek the kind of individual that lives and breathes the industry your event is based around, and is very active within it. These are the people who will truly know what our prospects want, and how to package and deliver it. To get these high quality experts on board you’ll need to discover them at work. The best way to source an industry expert is to think like one – so these are the places you’ll find them:

Twitter can be a hugely useful tool in the run up to your B2B event. You can use it to shout about any ‘VIP’ speakers, get your delegates involved before the day, and generally create a real buzz around your conference. For old school event marketers, the way twitter, and other social media outlets have revolutionised the events sphere, and B2B marketing generally, is a daunting prospect. But if you want to keep up with the ever quickening pace of the event industry, you need to get on board.

Unfortunately, we’ve seen quite a few examples of event companies jumping on the social bandwagon, just to have a presence. They’re not using it to add value, engage with their audience or even post interesting things about their events – they just populate it with links to their registration pages, standard event information which could be easily sourced online, and repeat tweets of their updates. How likely do you think it is you’ll be trending with this approach? Here are our absolute worst practices for event marketing on twitter – avoid at all costs!

It's great to see that events specifically talking about "events and conference marketing" are on the up and the newly launched Event Marketing Summit by the Global Conference Network took place just recently. Over 150 people attended - from event marketers to senior management, old friends as well as new faces.

As a content officer, conference producer, event planner or even a CEO for an event company, you probably have a lot on your plate already – and the prospect of striving to become a thought leader might seem daunting. However, as the face of your organisation with your potential delegates, it’s absolutely critical that you outwardly portray that you’re an authority within the industry your event serves. There isn’t a quick fix to ensure you’re regarded as such, but we’ve figured out the ultimate approach to get yourself, and your events, noticed.

These are 17 of the best examples of B2B online communities launched by event organisations, or companies with a strong event presence. Most of them center approach on simplicity. We hope this ebook serves as some inspiration, or a means to show your teams that it doesn't have to be complicated. 

I was recently interviewed by Events Uncovered TV, to share my observations on the ever changing shape that B2B event marketing is taking. The premise of my argument is that while some traditional marketing techniques may have worked superbly in their heyday, the industry is undeniably evolving (and some event marketers are struggling to keep up). Enjoy the interview and please comment away if you have views of your own.

A clear trend is emerging: B2B publishers are becoming increasingly aware that events are a profitable opportunity not to be passed up. Simultaneously, event companies are realising that the industry needs to change. They must think more as publishers do in the battle to fight declining revenues and add value to both sponsors and attendees on a 365 basis.

The current sentiment on both sides is "yes we know we need to behave/think/act more like them", but nobody seems to know where event and publisher paths converge. Neither side knows how exactly how to get to this sweet spot, where to start, or who internally is best placed to drive the change.

Largely, the challenge lies in finding the employee who can be bothered to propel this internal shift in attitudes with different stakeholders, and get their buy in.

The actions publishers and events need to take are clear and they don't have to be complicated! Here's my rundown of where the covergence lies, and what kind of results each side can expect to achieve:

Content marketing is often viewed as a passing fad by B2B event marketers - or ignored completely - but unlike some marketing trends this one is set to stick around. As an experienced marketer, chances are you’re familiar with the fundamentals – but how can you translate the returns of this approach to your event marketing? 

It's all about changing your mindset, and applying the key elements of the content philosophy to your outlook. Ultimately, treating your event as a content offer, rather than a standalone occurrence, will help you to adapt your strategy, generate relevant leads, and increase registrations. 

You’ve spent a great deal of time creating a strong event brand – the name, logo, theme or topic, format etc – but potential delegates still don’t appear to be engaging with you online. Your event website homepage is arguably the most powerful tool you have at your disposal to market your event, and reach potential delegates, and doing it well can impact registrations enormously. So what might you be getting wrong? Here are the nine most common mistakes event marketers are making, and how you can avoid these pitfalls.

There are various different terms associated with marketing partnerships which all mean exactly the same thing. Whether you refer to them as contra deals, bartering agreements, media partnerships, or anything else – essentially these are non-financial, mutually beneficial agreements. If you’re able to demonstrate how you can increase a prospective partner’s members, visitors, subscribers, or revenue, you can get them to help market your conference for free.

As appealing as they are, marketing partners can be tricky to pin down (or so some marketing team members might say). We’ve previously detailed how to identify key marketing and media partners and this is the next stage towards actually securing them.

B2B events marketing can be stressful, but when things go right, it is a rewarding, sociable and incredibly diverse profession. It may not be one of the jobs people dream of doing while at school, but it still has huge appeal and is a career that requires a specific skillset within a field that not everyone could excel in. Hiring someone with the right attributes is crucial, so here is our list of just what you need to look out for when recruiting - or if you're an aspiring events marketer, the skills you need to demonstrate.