[{"data":1,"prerenderedAt":2153},["ShallowReactive",2],{"top-banner-en":3,"blog-article-digital-tools-for-financial-roadshows-en":4},{"prismicDocument":-1},{"prismicDocument":5,"relatedArticles":280,"relatedPages":2152},{"id":6,"uid":7,"url":8,"type":9,"tags":10,"first_publication_date":12,"slugs":13,"linked_documents":15,"lang":16,"data":17,"_source":276},"en_blog_article_digital-utilise-pour-roadshow-financier","digital-tools-for-financial-roadshows",null,"blog_article",[11],"global","2026-07-02T10:07:46+0000",[14],"les-bonnes-pratiques-digitales-pour-reussir-votre-roadshow-financier",[],"en-us",{"distribution":11,"article_title":18,"author_name":23,"publication_date":24,"banner_image":25,"article_content":36,"main_tag":8,"body":261},[19],{"type":20,"text":21,"spans":22},"heading1","Best digital practices for a successful financial roadshow",[],"Raphaël","2019-03-10T23:00:00+0000",{"dimensions":26,"alt":29,"copyright":8,"url":30,"id":31,"edit":32},{"width":27,"height":28},900,506,"Photo of a film shoot in front of a château","https://images.prismic.io/digi-www/42a2b8ac-9b48-4d90-afc0-501a9c69ca23_k-mitch-hodge-Ht7zJAgYJSM-unsplash.jpg?auto=format%2Ccompress&rect=0%2C0%2C27689%2C15567&w=900&h=506","Xxm3PxAAAL1uODMn",{"x":33,"y":33,"zoom":34,"background":35},0,0.18028846153846154,"#fff",[37,42,46,57,64,67,70,73,76,79,92,103,106,112,118,121,124,127,129,132,135,138,141,147,152,155,163,166,169,172,176,179,182,185,188,196,199,214,223,226,229,232,235,238,246,249,251],{"type":38,"text":39,"spans":40,"direction":41},"paragraph","The financial roadshow can be defined as the high point of financial communication. Whether it's a commercial tour ahead of an IPO or a non-commercial one to support the appeal of a listed company's stock, communication sits at the center of the process during these periods. New technologies can improve the marketing and communication process and turn a roadshow into the lever event of a company's long-term strategy.",[],"ltr",{"type":43,"text":44,"spans":45,"direction":41},"heading2","Roadshow preparation: start the conversation",[],{"type":38,"text":47,"spans":48,"direction":41},"From the moment an IPO is officially announced, things start buzzing. On the communication side, alongside offline materials, companies often build dedicated websites with statistics and promotional videos as part of a branding effort, as Even Spiegel, CEO of Snapchat, did in this video. Using this kind of tool is necessary but not sufficient. You still need to make full use of the power that digitalizing part of the roadshow's communication offers.",[49],{"start":50,"end":51,"type":52,"data":53},282,287,"hyperlink",{"link_type":54,"url":55,"target":56},"Web","https://www.youtube.com/watch?v=5SaxB-3adRg","_blank",{"type":38,"text":58,"spans":59,"direction":41},"In fact, many companies only use their dedicated website as a showcase, when they could already be using it to encourage potential investors to interact with the team. Digital marketing isn't just a way to communicate information to future stakeholders, it's a way to find out who they are. This can prove decisive, particularly when preparing a question-and-answer (Q&A) session. The whole process your teams engage in is a conversation.",[60],{"start":61,"end":62,"type":63},144,152,"strong",{"type":38,"text":65,"spans":66,"direction":41},"To court financial institutions, the pre-IPO roadshow most often starts with private meetings, held at the financial institutions' own offices.",[],{"type":43,"text":68,"spans":69,"direction":41},"Intensive communication phase",[],{"type":38,"text":71,"spans":72,"direction":41},"",[],{"type":38,"text":74,"spans":75,"direction":41},"One-to-one meetings: a training ground",[],{"type":38,"text":77,"spans":78,"direction":41},"This phase is a decisive moment for companies preparing to go public. While banking and legal partners are on high alert, communication, investor relations, and marketing teams work hard to attract funds, private investors, and asset managers in general.",[],{"type":38,"text":80,"spans":81,"direction":41},"From this stage onward, more than logistics and scheduling, you'll need specific tools to plan your event and centralize all the features related to managing meetings and networking. On one hand because the packed schedule demands flawless organization, and on the other to optimize the return on this type of communication effort. The team is preparing the IPO itself, but must also keep in mind that it's preparing the marketing and communication of the stock after the listing.",[82,85,90],{"start":83,"end":84,"type":63},72,86,{"start":86,"end":87,"type":52,"data":88},129,137,{"link_type":54,"url":89,"target":56},"https://www.digitevent.com/fr/cas-client/rencontres-b2b-rendez-vous-experts/",{"start":91,"end":50,"type":63},274,{"type":38,"text":93,"spans":94,"direction":41},"Aaron Skonnard, CEO of Pluralsight (listed on NASDAQ on May 18, 2018), explains in detail how he used the one-to-one meeting phase to refine his message for investors. He's also a big fan of new technologies for recording the feedback from the investors he met.",[95,98],{"start":96,"end":97,"type":63},191,207,{"start":99,"end":100,"type":52,"data":101},257,260,{"link_type":54,"url":102,"target":56},"https://medium.com/pluralsight/inside-the-ipo-how-to-prepare-for-the-roadshow-and-tell-your-company-story-b84e6758f860",{"type":38,"text":104,"spans":105,"direction":41},"The one-on-one meeting phase is complex: it often involves seasoned investors representing institutions that can support the listing and send the market a positive signal about the stock. These meetings are an end in themselves. However, this phase should also serve as training for the roadshow's high point: the group meetings.",[],{"type":38,"text":107,"spans":108,"direction":41},"Investors can give valuable feedback during this phase. It's a crucial help in fine-tuning your message before the first listing. One of the challenges is successfully adapting your message, as well as the practical elements of the company's financial communication, to the new realities that emerge from this feedback. The approach is therefore truly iterative and requires constantly updating the messaging and communication materials.",[109],{"start":110,"end":111,"type":63},352,361,{"type":38,"text":113,"spans":114,"direction":41},"The mistake would be not sharing this feedback with all the teams involved in the roadshow. On this point, standard online collaborative project management tools will let you share feedback live and will be very useful.",[115],{"start":116,"end":117,"type":63},107,161,{"type":38,"text":119,"spans":120,"direction":41},"Holding one-on-one meetings has the advantage of giving executives time to build momentum. It's therefore advisable to hold small-group meetings of 10 people or more, depending on the fundraising targets. This saves time and, above all, makes the way you present and explain the company more impactful.",[],{"type":38,"text":122,"spans":123,"direction":41},"However, depending on the number of investors to meet, these meetings can be exhausting.",[],{"type":38,"text":125,"spans":126,"direction":41},"After this \"test the water\" phase, in which the dedicated project team meets investors one-on-one, it's now customary to hold larger-scale meetings.",[],{"type":38,"text":71,"spans":128,"direction":41},[],{"type":38,"text":130,"spans":131,"direction":41},"Tailor-made meetings\n\n",[],{"type":38,"text":133,"spans":134,"direction":41},"This is the path followed by many tech companies since the early 2000s. It's the path Alibaba took in 2014, launching a series of public roadshows across the United States, starting with a lunch at the Waldorf Astoria.",[],{"type":38,"text":136,"spans":137,"direction":41},"Of course, investor interest in this case was heightened by questions about the group's governance. This contentious element, combined with curiosity and promises of above-market returns, put Alibaba in the spotlight. A few years earlier, in 2012, Facebook had chosen the Sheraton for a highly publicized pre-IPO kick-off. More than 400 investors gathered in the hotel's ballroom.",[],{"type":38,"text":139,"spans":140,"direction":41},"This type of event draws even more attention when it's organized by a growing company with strong media coverage. However, these events aren't reserved for giants.",[],{"type":38,"text":142,"spans":143,"direction":41},"But above all, this type of meeting can have drawbacks that call for the use of technology suited to managing large-scale events.",[144],{"start":145,"end":146,"type":63},101,128,{"type":38,"text":148,"spans":149,"direction":41},"Here are a few problems Alibaba and Facebook ran into during their roadshows.",[150],{"start":33,"end":151,"type":63},77,{"type":38,"text":153,"spans":154,"direction":41},"To investors' great disappointment, Mark Zuckerberg only delivered an average performance, visibly bored during the question-and-answer session.",[],{"type":38,"text":156,"spans":157,"direction":41},"Some investors also complained about \"the long wait before entering the ballroom\" or said they \"felt like they were being treated like cattle\" source.",[158],{"start":159,"end":160,"type":52,"data":161},143,149,{"link_type":54,"url":162,"target":56},"https://money.cnn.com/2012/05/07/markets/facebook-ipo-roadshow/index.htm",{"type":38,"text":164,"spans":165,"direction":41},"At Alibaba, 500 investors were expected for the first stage of the roadshow, but 800 showed up.",[],{"type":38,"text":167,"spans":168,"direction":41},"For smaller roadshows, on the other hand, an empty room can put off more than one already-skeptical investor.",[],{"type":38,"text":170,"spans":171,"direction":41},"Here's a summary of the pitfalls to absolutely avoid:",[],{"type":173,"text":174,"spans":175,"direction":41},"list-item","The empty room",[],{"type":173,"text":177,"spans":178,"direction":41},"The overcrowded room",[],{"type":173,"text":180,"spans":181,"direction":41},"Low engagement",[],{"type":173,"text":183,"spans":184,"direction":41},"A poorly prepared pitch",[],{"type":173,"text":186,"spans":187,"direction":41},"A disappointing Q&A session",[],{"type":38,"text":189,"spans":190,"direction":41},"Solutions exist to handle this type of event. With digital tools, it's easier for the roadshow team to anticipate attendance numbers, and it's also simpler to manage entries and exits even when flows are heavy. With tools like digitevent, it's also possible to maximize guest participation in an event.\n",[191],{"start":192,"end":193,"type":52,"data":194},227,237,{"link_type":54,"url":195,"target":56},"https://www.digitevent.com/fr/",{"type":38,"text":197,"spans":198,"direction":41},"Get the most out of your Q&A.\n\n",[],{"type":38,"text":200,"spans":201,"direction":41},"Why not plan your Q&A using an electronic list that lets your guests send in questions for speakers to answer? If you decide to answer questions live during the session, a tool like sli.do or wisembly will be a valuable ally.",[202,207,208,213],{"start":203,"end":204,"type":52,"data":205},182,188,{"link_type":54,"url":206,"target":56},"https://www.sli.do/",{"start":203,"end":204,"type":63},{"start":209,"end":210,"type":52,"data":211},192,200,{"link_type":54,"url":212,"target":56},"https://wisembly.com/",{"start":209,"end":210,"type":63},{"type":38,"text":215,"spans":216,"direction":41},"This type of solution lets you optimize and streamline question-and-answer sessions. Optimization comes from grouping similar questions that participants can send via their phone or via equipment lent out by the event organizer. Streamlining comes mainly from anticipating speaker turns and reducing the lag between questions.",[217,222],{"start":218,"end":219,"type":52,"data":220},186,195,{"link_type":54,"url":221,"target":56},"https://www.handyamo.com/",{"start":218,"end":219,"type":63},{"type":38,"text":224,"spans":225,"direction":41},"Going further, participants can already jot down their questions on the fly, while the leadership team is presenting.",[],{"type":38,"text":227,"spans":228,"direction":41},"This way, you'll ensure that investors' questions and stated concerns are fully taken into account.",[],{"type":38,"text":230,"spans":231,"direction":41},"The data collected, in compliance with the GDPR, will be crucial in shaping your post-IPO financial communication, and will also be useful to all your teams once the company has actually gone public.",[],{"type":43,"text":233,"spans":234,"direction":41},"After the IPO: keep the conversation going",[],{"type":38,"text":236,"spans":237,"direction":41},"Whether it involves one-on-one meetings or larger gatherings, the roadshow is a touchpoint that later lets you send one or two follow-up emails to gather even more feedback and secure participants' support during the stock's launch. Rather than pushing these potential investors to buy the stock directly, it's better to keep them on a list you can use to share relevant information about your company.",[],{"type":38,"text":239,"spans":240,"direction":41},"Many groups now hold regular roadshows that are an integral part of the company's financial life, as you can see here.",[241],{"start":242,"end":243,"type":52,"data":244},113,117,{"link_type":54,"url":245,"target":56},"https://www.sodexo.com/fr/home/finance/presentations-and-publications/event-presentations.html",{"type":38,"text":247,"spans":248,"direction":41},"Thanks to all the questions you've received, you'll be able to address investors' concerns after the IPO with a personalized marketing campaign.",[],{"type":38,"text":71,"spans":250,"direction":41},[],{"type":38,"text":252,"spans":253,"direction":41},"Useful links:\n\nhttps://www.reuters.com/article/us-alibaba-ipo-roadshow-idUSKBN0H31I520140908\n\nhttps://money.cnn.com/2012/05/07/markets/facebook-ipo-roadshow/index.htm\n\nhttps://hbr.org/2012/08/the-right-way-to-run-an-ipo-ro",[254,256],{"start":33,"end":255,"type":63},13,{"start":257,"end":258,"type":52,"data":259},15,93,{"link_type":54,"url":260,"target":56},"https://www.reuters.com/article/us-alibaba-ipo-roadshow-idUSKBN0H31I520140908",[262],{"primary":263,"items":272,"id":274,"slice_type":275,"slice_label":8},{"seo_title":264,"seo_meta_descriptions":268},[265],{"type":38,"text":266,"spans":267,"direction":41},"Optimize your financial roadshow with digital tools",[],[269],{"type":38,"text":270,"spans":271,"direction":41},"Digital is key to a successful financial roadshow. Discover how SaaS tools optimize communication and marketing for deal and non-deal roadshows.",[],[273],{},"seo$0b8f43fa-b5f1-48c3-8398-99bd4973eeb0","seo",{"id":277,"lang":278,"type":9,"uid":279},"akYmeRIAACwAyt_r","fr-fr","digital-utilise-pour-roadshow-financier",[281,861,1715],{"id":282,"uid":283,"url":8,"type":9,"tags":284,"first_publication_date":286,"slugs":287,"linked_documents":289,"lang":16,"data":290,"_source":858},"en_blog_article_post-evenement","post-event-strategy",[285,11],"conseil","2026-07-02T10:07:51+0000",[288],"post-evenement--les-cles-pour-maximiser-lengagement-participant-et-le-roi-de-votre-event",[],{"distribution":11,"article_title":291,"author_name":295,"publication_date":296,"banner_image":297,"article_content":306,"main_tag":843,"body":844},[292],{"type":20,"text":293,"spans":294,"direction":41},"Post-event: the keys to maximizing attendee engagement and the ROI of your event",[],"Joy GRAND","2025-08-19T09:00:00+0000",{"dimensions":298,"alt":300,"copyright":8,"url":301,"id":302,"edit":303},{"width":27,"height":299},600,"Two professionals analyzing an event's results on a laptop, illustrating the importance of post-event follow-up and evaluation.","https://images.prismic.io/digi-www/aKRK6aTt2nPbadBb_Post-%C3%A9v%C3%A9nement.webp?auto=format,compress","aKRK6aTt2nPbadBb",{"x":33,"y":33,"zoom":304,"background":305},1,"transparent",[307,310,312,318,321,323,329,331,334,339,342,347,352,357,362,364,366,369,371,382,384,387,390,394,399,405,408,411,417,419,422,427,436,441,443,450,453,458,461,465,470,474,476,478,481,487,490,493,496,499,501,504,509,514,519,523,528,530,533,536,539,541,544,548,552,557,561,565,570,572,575,578,581,584,589,591,594,597,600,602,605,610,614,618,622,627,629,631,634,636,641,643,646,649,652,655,657,664,667,670,672,675,680,685,689,694,696,704,707,710,713,716,719,723,727,731,736,740,742,748,751,754,758,760,769,771,774,777,780,783,786,788,791,793,798,801,803,806,808,814,817,823,826,828,833,835,838,840],{"type":38,"text":308,"spans":309,"direction":41},"The lights go out, the attendees have left, the booths are being dismantled. You finally breathe a sigh of relief. But your work as an organizer is far from over. Because much of your project's success is decided in the hours and days after the event.",[],{"type":38,"text":71,"spans":311,"direction":41},[],{"type":38,"text":313,"spans":314,"direction":41},"The post-event phase, often pushed to the bottom of the to-do list, is actually decisive: this is where you extend the experience, measure your results, and lay the foundations for your future successes\n",[315],{"start":316,"end":317,"type":63},4,20,{"type":38,"text":319,"spans":320,"direction":41},"This phase of analysis, communication, and loyalty-building is a goldmine that's too often underestimated. ",[],{"type":38,"text":71,"spans":322,"direction":41},[],{"type":38,"text":324,"spans":325,"direction":41},"In this article, discover how to turn this \"after\" into a real strategic lever to maximize attendee engagement, the ROI of your events, and the impact of your future editions.",[326],{"start":327,"end":328,"type":63},56,134,{"type":38,"text":71,"spans":330,"direction":41},[],{"type":43,"text":332,"spans":333,"direction":41},"Why is it important to take care of your post-event phase?",[],{"type":38,"text":335,"spans":336,"direction":41},"Too often neglected, the post-event phase is actually a full part of any event strategy. It lets you turn a one-off moment into a lasting lever for your goals.\n",[337],{"start":145,"end":338,"type":63},158,{"type":38,"text":340,"spans":341,"direction":41},"The post-event phase should therefore be an integral part of your event management, as it's crucial for: ",[],{"type":173,"text":343,"spans":344,"direction":41},"Building loyalty and nurturing your attendees. Your attendees' journey with your organization doesn't stop at the end of the event. This is especially true for your leads, with whom you need to strengthen potential business relationships.",[345],{"start":33,"end":346,"type":63},45,{"type":173,"text":348,"spans":349,"direction":41},"Showcasing the experience delivered and the work accomplished. Post-event communication turns your event into materials and data that are useful to your organization.",[350],{"start":33,"end":351,"type":63},61,{"type":173,"text":353,"spans":354,"direction":41},"Measuring performance, to aim for maximum return on investment.",[355],{"start":33,"end":356,"type":63},21,{"type":173,"text":358,"spans":359,"direction":41},"Entering a continuous improvement process for your event strategy, to improve your future events.",[360],{"start":33,"end":361,"type":63},41,{"type":38,"text":71,"spans":363,"direction":41},[],{"type":38,"text":71,"spans":365,"direction":41},[],{"type":38,"text":367,"spans":368,"direction":41},"All good reasons to plan how you can extend the positive effects of your event on your attendees and your company.",[],{"type":38,"text":71,"spans":370,"direction":41},[],{"type":38,"text":372,"spans":373,"direction":41},"\"For your attendees, the 48 hours after the event are crucial: that's when their emotion is still vivid. Fast, personalized, well-targeted communication can turn a satisfied attendee into a true ambassador. For you, a successful event isn't just one that runs smoothly, but one you draw lessons from to do even better next time. The post-event phase is the starting point for your next success. This is where an event management platform makes all the difference: it lets you stay in control of the experience after the event, while feeding you valuable insights for your future editions.\", Clara Weber, Account Manager at Digitevent.",[374,377],{"start":33,"end":375,"type":376},589,"em",{"start":378,"end":379,"type":52,"data":380},591,634,{"link_type":54,"url":381,"target":56},"https://www.linkedin.com/in/clara-weber-digitevent/",{"type":38,"text":71,"spans":383,"direction":41},[],{"type":43,"text":385,"spans":386,"direction":41},"How do you effectively manage post-event logistics?",[],{"type":38,"text":388,"spans":389,"direction":41},"Good post-event management first requires special attention to logistics. Here are the elements not to overlook from this angle.",[],{"type":391,"text":392,"spans":393,"direction":41},"heading3","Handle the teardown and tidying of the venue ",[],{"type":38,"text":395,"spans":396,"direction":41},"First, make sure you plan the teardown of your event from the preparation stage. To do this, set a precise schedule, in line with the venue's constraints.",[397],{"start":356,"end":398,"type":63},79,{"type":38,"text":400,"spans":401,"direction":41},"Don't forget to check the equipment. Take inventory of rented equipment and do a visual check of technical items, and store internal equipment for later reuse.",[402],{"start":403,"end":404,"type":63},16,35,{"type":391,"text":406,"spans":407,"direction":41},"Handle deliveries and waste",[],{"type":38,"text":409,"spans":410,"direction":41},"Make sure to collect unused items (such as leftover goodies or printed materials) for storage or redistribution.\n",[],{"type":38,"text":412,"spans":413,"direction":41},"What's more, a successful event today can't do without an eco-responsible approach.",[414],{"start":415,"end":416,"type":63},55,82,{"type":38,"text":71,"spans":418,"direction":41},[],{"type":38,"text":420,"spans":421,"direction":41},"After the event, be sure to: ",[],{"type":173,"text":423,"spans":424,"direction":41},"Organize waste sorting (paper, plastic, technical items, food, etc.) according to local standards.",[425],{"start":33,"end":426,"type":63},22,{"type":173,"text":428,"spans":429,"direction":41},"Think eco-design. When creating your event brief, favor reusable materials, consider renting rather than buying, and keep printing to a minimum.",[430,431],{"start":33,"end":403,"type":63},{"start":432,"end":433,"type":52,"data":434},37,48,{"link_type":54,"url":435,"target":56},"https://www.digitevent.com/en/blog/event-brief",{"type":173,"text":437,"spans":438,"direction":41},"Put together a simplified environmental report if possible, including the amount of waste and estimated CO2 emissions, to build on your CSR approach in your communications.\n",[439],{"start":33,"end":440,"type":63},46,{"type":38,"text":71,"spans":442,"direction":41},[],{"type":38,"text":444,"spans":445,"direction":41},"To go further, discover our 12 concrete actions for an eco-responsible event.",[446],{"start":257,"end":447,"type":52,"data":448},76,{"link_type":54,"url":449,"target":56},"https://www.digitevent.com/en/blog/sustainable-event",{"type":391,"text":451,"spans":452,"direction":41},"Pay your vendors and complete your budget and administrative close-out",[],{"type":38,"text":454,"spans":455,"direction":41},"The end of an event is also a chance to maintain good relations with your vendors, especially local or recurring ones. To do this, make sure to respect their payment terms.\n",[456],{"start":61,"end":457,"type":63},171,{"type":38,"text":459,"spans":460,"direction":41},"Also take a close look at your event's budget close-out: ",[],{"type":173,"text":462,"spans":463,"direction":41},"Finalize your event's actual budget, by comparing the expenses incurred with your original projections.",[464],{"start":33,"end":404,"type":63},{"type":173,"text":466,"spans":467,"direction":41},"Run a variance analysis: did you go over budget or, conversely, save money? Which line items were underused or poorly sized?",[468],{"start":33,"end":469,"type":63},23,{"type":173,"text":471,"spans":472,"direction":41},"Update your dashboards to draw lessons for your future projects.",[473],{"start":33,"end":426,"type":63},{"type":38,"text":71,"spans":475,"direction":41},[],{"type":38,"text":71,"spans":477,"direction":41},[],{"type":391,"text":479,"spans":480,"direction":41},"Debrief with your teams ",[],{"type":38,"text":482,"spans":483,"direction":41},"A successful event is also one where your staff and external vendors coordinated well, without friction. That's why it's worth organizing a logistics close-out meeting with your teams, to take stock while it's fresh and record their feedback in a report.",[484],{"start":485,"end":486,"type":63},127,183,{"type":43,"text":488,"spans":489,"direction":41},"What are the best practices for your post-event communication?",[],{"type":38,"text":491,"spans":492,"direction":41},"Maximize your event's return on investment by creating high-value content. To do this, split your post-event communication plan into two phases: immediate content, then long-term content.",[],{"type":391,"text":494,"spans":495,"direction":41},"Share immediate content",[],{"type":38,"text":497,"spans":498,"direction":41},"To multiply your event's impact, it's essential to communicate quickly after the event.",[],{"type":38,"text":71,"spans":500,"direction":41},[],{"type":38,"text":502,"spans":503,"direction":41},"To do this, consider using: ",[],{"type":173,"text":505,"spans":506,"direction":41},"Personalized thank-you emails. These can include a summary of the event, a link to replays, or to your presentation materials. This email lets you thank your audience and keep the connection alive shortly after the event ends.",[507],{"start":33,"end":508,"type":63},29,{"type":173,"text":510,"spans":511,"direction":41},"A highlights video, shared on social media and by email.",[512],{"start":33,"end":513,"type":63},18,{"type":173,"text":515,"spans":516,"direction":41},"Vox pop videos, filmed during your event, that showcase your guests' feedback.",[517],{"start":33,"end":518,"type":63},14,{"type":173,"text":520,"spans":521,"direction":41},"Social media posts covering the highlights, memorable quotes, or behind-the-scenes photos from the day.",[522],{"start":33,"end":513,"type":63},{"type":173,"text":524,"spans":525,"direction":41},"An announcement of the results of a contest held during your event, to keep the excitement going.\n",[526],{"start":33,"end":527,"type":63},43,{"type":38,"text":71,"spans":529,"direction":41},[],{"type":38,"text":531,"spans":532,"direction":41},"Also remember to update your website with a post-event page featuring your recap video, event photos, or the day's highlights.",[],{"type":391,"text":534,"spans":535,"direction":41},"Create long-term content",[],{"type":38,"text":537,"spans":538,"direction":41},"After a recent event, don't let your audience forget it: it's up to you to share long-term content that extends the experience even further.",[],{"type":38,"text":71,"spans":540,"direction":41},[],{"type":38,"text":542,"spans":543,"direction":41},"To do this, you can create: ",[],{"type":173,"text":545,"spans":546,"direction":41},"Blog articles, covering, for example, the key takeaways from your event, or recapping a particularly interesting keynote.",[547],{"start":33,"end":255,"type":63},{"type":173,"text":549,"spans":550,"direction":41},"Post-event interviews with your speakers or attendees.",[551],{"start":33,"end":356,"type":63},{"type":173,"text":553,"spans":554,"direction":41},"A podcast where you interview your speakers or some of your guests.",[555],{"start":33,"end":556,"type":63},9,{"type":173,"text":558,"spans":559,"direction":41},"Infographics or data visualizations of your event's key figures.",[560],{"start":33,"end":404,"type":63},{"type":173,"text":562,"spans":563,"direction":41},"A white paper containing all the insights shared on the day by your speakers.",[564],{"start":33,"end":518,"type":63},{"type":173,"text":566,"spans":567,"direction":41},"An event wrap-up press release, presenting figures, major announcements, a few testimonials, and the date of the next milestone related to your event.",[568],{"start":33,"end":569,"type":63},30,{"type":38,"text":71,"spans":571,"direction":41},[],{"type":38,"text":573,"spans":574,"direction":41},"Be careful to adapt your content formats to the channels used (email, social media, website, press, etc.). Your goal: optimize their visibility with your audience, and generate post-event engagement.",[],{"type":43,"text":576,"spans":577,"direction":41},"What strategies keep engagement going after an event?",[],{"type":38,"text":579,"spans":580,"direction":41},"The idea here is to strengthen the relationships built with your attendees during your event, by continuing their experience with your organization. Here are a few keys to boost their engagement and loyalty.",[],{"type":391,"text":582,"spans":583,"direction":41},"Launch a user-generated content (UGC) strategy",[],{"type":38,"text":585,"spans":586,"direction":41},"Before and during your event, make your attendees want to share photos and videos on social media, tagging your organization, your event's account, or your event's hashtag.",[587],{"start":569,"end":588,"type":63},81,{"type":38,"text":71,"spans":590,"direction":41},[],{"type":38,"text":592,"spans":593,"direction":41},"And why not also launch a feedback or storytelling contest? For example, encourage attendees to share their favorite moment from the event on social media.\n",[],{"type":38,"text":595,"spans":596,"direction":41},"You can then ask for their consent to reuse their posts in your communication plan.",[],{"type":391,"text":598,"spans":599,"direction":41},"Set up a personalized nurturing journey",[],{"type":38,"text":71,"spans":601,"direction":41},[],{"type":38,"text":603,"spans":604,"direction":41},"Example of a post-event nurturing sequence, spread over ten days:",[],{"type":173,"text":606,"spans":607,"direction":41},"Day 1: personalized thank-you email (warm message, link to the replays, photo gallery, reminder of the highlight), to strengthen the relationship and extend the experience",[608],{"start":33,"end":609,"type":63},5,{"type":173,"text":611,"spans":612,"direction":41},"Day 3: event highlights reel (short video or image carousel with standout quotes), to revive emotional engagement and maintain interest",[613],{"start":33,"end":609,"type":63},{"type":173,"text":615,"spans":616,"direction":41},"Day 5: satisfaction survey (quick 3 to 5 question questionnaire), to gather feedback and measure the quality of the leads generated",[617],{"start":33,"end":609,"type":63},{"type":173,"text":619,"spans":620,"direction":41},"Day 7: inspiring results and testimonials (key figures, quotes, reviews or interviews), to showcase the community and build social proof",[621],{"start":33,"end":609,"type":63},{"type":173,"text":623,"spans":624,"direction":41},"Day 10: personalized call to action (invitation to a meeting, a demo or an exclusive offer), to convert leads",[625],{"start":33,"end":626,"type":63},6,{"type":38,"text":71,"spans":628,"direction":41},[],{"type":38,"text":71,"spans":630,"direction":41},[],{"type":38,"text":632,"spans":633,"direction":41},"If your event helped you generate leads, you now need to follow up with them. ",[],{"type":38,"text":71,"spans":635,"direction":41},[],{"type":38,"text":637,"spans":638,"direction":41},"To do this, start by segmenting your attendees, depending on whether they're your customers, warm or cold prospects, or your partners. Then send them, by email, content that makes them want to continue their journey with your brand.",[639],{"start":117,"end":640,"type":63},231,{"type":38,"text":71,"spans":642,"direction":41},[],{"type":38,"text":644,"spans":645,"direction":41},"You can prepare a series of automated post-event emails in advance, for example: ",[],{"type":173,"text":647,"spans":648,"direction":41},"On day 1: send your thank-yous, and share replays if relevant",[],{"type":173,"text":650,"spans":651,"direction":41},"On day 5: highlight a piece of content or an inspiring quote",[],{"type":173,"text":653,"spans":654,"direction":41},"On day 10: offer them a meeting or a promotional deal on your products or services \n",[],{"type":38,"text":71,"spans":656,"direction":41},[],{"type":38,"text":658,"spans":659,"direction":41},"Good news: on our Digitevent event management platform, nothing could be simpler. Our built-in emailing tool lets you send personalized post-event emails, and easily track your nurturing campaigns.",[660],{"start":518,"end":661,"type":52,"data":662},54,{"link_type":54,"url":663,"target":56},"https://www.digitevent.com/fr",{"type":391,"text":665,"spans":666,"direction":41},"Encourage community engagement",[],{"type":38,"text":668,"spans":669,"direction":41},"If your attendees go to events, it's often to feel like they belong to a real community. Your role, as an organizer, is to create that community spirit.",[],{"type":38,"text":71,"spans":671,"direction":41},[],{"type":38,"text":673,"spans":674,"direction":41},"Several options are available to you for this: ",[],{"type":173,"text":676,"spans":677,"direction":41},"Create or run a dedicated group. This could be a LinkedIn group, a Discord, or a Slack channel, centered around your event's theme.",[678],{"start":33,"end":679,"type":63},31,{"type":173,"text":681,"spans":682,"direction":41},"Encourage attendees to share their content with a dedicated hashtag on social media, this is the principle of UGC, which we covered earlier, and it boosts their engagement.",[683],{"start":33,"end":684,"type":63},42,{"type":173,"text":686,"spans":687,"direction":41},"Mention or reshare attendees' social media posts to give them recognition.",[688],{"start":33,"end":433,"type":63},{"type":173,"text":690,"spans":691,"direction":41},"Offer a networking app to your attendees during the event, so they can build interpersonal relationships. This creates lasting post-event momentum.\n",[692],{"start":33,"end":693,"type":63},57,{"type":38,"text":71,"spans":695,"direction":41},[],{"type":38,"text":697,"spans":698,"direction":41},"On this last point, Digitevent supports you with its Networking feature. The idea? You design a networking app that lets your attendees browse an interactive attendee directory, or scan each other's QR Codes to get each other's contact details.",[699],{"start":700,"end":701,"type":52,"data":702},53,71,{"link_type":54,"url":703,"target":56},"https://www.digitevent.com/en/feature/networking-chat-application",{"type":43,"text":705,"spans":706,"direction":41},"How do you evaluate the success of your event?",[],{"type":38,"text":708,"spans":709,"direction":41},"The post-event phase is also the time to measure your event's success, and identify issues you could fix for your future editions.",[],{"type":391,"text":711,"spans":712,"direction":41},"Choose the metrics to track ",[],{"type":38,"text":714,"spans":715,"direction":41},"Measuring performance means tracking KPIs.\n",[],{"type":38,"text":717,"spans":718,"direction":41},"To find out if you ran an effective event, track: ",[],{"type":173,"text":720,"spans":721,"direction":41},"Your attendance data: attendance rate, no-shows, average connection time (if your event was digital).",[722],{"start":33,"end":317,"type":63},{"type":173,"text":724,"spans":725,"direction":41},"KPIs related to attendee engagement: interactions, shares (particularly shares with your event hashtag), reactions, visits to your website or event app, etc. ",[726],{"start":33,"end":404,"type":63},{"type":173,"text":728,"spans":729,"direction":41},"The performance of your post-event content: views, downloads, clicks, etc.",[730],{"start":33,"end":684,"type":63},{"type":173,"text":732,"spans":733,"direction":41},"The press or media coverage of your event.",[734],{"start":33,"end":735,"type":63},27,{"type":173,"text":737,"spans":738,"direction":41},"ROI measurement: cost per attendee, conversion rate of leads generated, revenue generated during or after the event through new deals signed, etc.\n",[739],{"start":33,"end":257,"type":63},{"type":38,"text":71,"spans":741,"direction":41},[],{"type":38,"text":743,"spans":744,"direction":41},"If you haven't already, also dig into the qualitative feedback your guests gave you. Monitor your attendees' satisfaction, and analyze the verbatim comments from their questionnaires.",[745],{"start":746,"end":747,"type":63},38,62,{"type":391,"text":749,"spans":750,"direction":41},"Collect and use attendee feedback",[],{"type":38,"text":752,"spans":753,"direction":41},"Collecting feedback is one of the pillars of the post-event phase. It lets you not only measure your event's success, but also keep your attendees engaged in their experience.\n",[],{"type":38,"text":755,"spans":756,"direction":41},"First, respect the ideal timing for sending your post-event satisfaction survey. It's best to send it between 12 and 72 hours after the event, while the experience is still fresh in attendees' minds. Send it in a personalized email, and follow up with non-respondents a few days later.",[757],{"start":257,"end":398,"type":63},{"type":38,"text":71,"spans":759,"direction":41},[],{"type":38,"text":761,"spans":762,"direction":41},"Don't forget that your guests' time is valuable. A good post-event form should therefore be short (five to ten questions maximum), structured and easy to fill out on mobile.",[763,766],{"start":764,"end":765,"type":63},92,97,{"start":767,"end":768,"type":63},130,172,{"type":38,"text":71,"spans":770,"direction":41},[],{"type":38,"text":772,"spans":773,"direction":41},"You could include questions on: ",[],{"type":173,"text":775,"spans":776,"direction":41},"The quality of the overall experience",[],{"type":173,"text":778,"spans":779,"direction":41},"The relevance of the content and sessions offered",[],{"type":173,"text":781,"spans":782,"direction":41},"The organization and logistics",[],{"type":173,"text":784,"spans":785,"direction":41},"Attendees' suggestions for the next edition",[],{"type":38,"text":71,"spans":787,"direction":41},[],{"type":38,"text":789,"spans":790,"direction":41},"Offer a small reward (like a prize draw, a discount, or exclusive content) to encourage responses to your satisfaction survey.",[],{"type":38,"text":71,"spans":792,"direction":41},[],{"type":38,"text":794,"spans":795,"direction":41},"And of course, afterward, make use of your survey results. Turn this feedback into concrete actions by noting improvements to make for your next event. For example, if one topic drew more attention than the others, you can use it in a future event or piece of content.\n",[796],{"start":797,"end":693,"type":63},26,{"type":38,"text":799,"spans":800,"direction":41},"Showcase your attendees' testimonials, turning positive feedback into quotes to include in your marketing strategy, always making sure to get consent before publishing without anonymizing.",[],{"type":38,"text":71,"spans":802,"direction":41},[],{"type":38,"text":804,"spans":805,"direction":41},"Finally, don't hesitate to segment your responses, to analyze them by attendee type. This can guide your content or targeting strategy for your future editions.",[],{"type":38,"text":71,"spans":807,"direction":41},[],{"type":38,"text":809,"spans":810,"direction":41},"Need software to collect feedback from your attendees? Digitevent provides a simple and effective satisfaction survey tool for all your events.",[811],{"start":415,"end":812,"type":52,"data":813},65,{"link_type":54,"url":663,"target":56},{"type":391,"text":815,"spans":816,"direction":41},"Create clear, actionable reporting",[],{"type":38,"text":818,"spans":819,"direction":41},"Using the data you've collected, run a precise analysis, and put together a summary report to share with all your stakeholders. In it, include key figures, attendee feedback, areas for improvement, and opportunities identified for upcoming editions.",[820],{"start":821,"end":822,"type":63},74,126,{"type":38,"text":824,"spans":825,"direction":41},"Don't hesitate to also use this data to justify your projected budgets and your future event strategy directions.",[],{"type":38,"text":71,"spans":827,"direction":41},[],{"type":38,"text":829,"spans":830,"direction":41},"To help you, Digitevent provides advanced analytics features that let you measure your event's impact. Attendance and no-show rates, engagement on your apps and website, tracking of leads generated. Nothing escapes us on the platform.",[831],{"start":255,"end":469,"type":52,"data":832},{"link_type":54,"url":663,"target":56},{"type":38,"text":71,"spans":834,"direction":41},[],{"type":38,"text":836,"spans":837,"direction":41},"Ready to wrap up your post-event phase? Now all that's left is to build on your strengths and work on areas to improve for your next events. Update your organizational checklists, and consider reusing your content in a medium-term communication strategy, for example in your newsletters or articles.",[],{"type":38,"text":71,"spans":839,"direction":41},[],{"type":38,"text":841,"spans":842,"direction":41},"Well done: you've extended your attendee experience, and maximized your event's ROI.",[],"advice",[845],{"primary":846,"items":855,"id":857,"slice_type":275,"slice_label":8},{"seo_title":847,"seo_meta_descriptions":851},[848],{"type":38,"text":849,"spans":850,"direction":41},"Post-event: how do you boost your event's impact?",[],[852],{"type":38,"text":853,"spans":854,"direction":41},"Concrete tips to manage your post-event logistics and communication, keep your attendees engaged, and boost your ROI",[],[856],{},"seo$1d8ee9fa-aaff-44ad-a6ae-bb418c4fd7d7",{"id":859,"lang":278,"type":9,"uid":860},"akYmoxIAACoAyuCD","post-evenement",{"id":862,"uid":863,"url":8,"type":9,"tags":864,"first_publication_date":865,"slugs":866,"linked_documents":868,"lang":16,"data":869,"_source":1712},"en_blog_article_evenementiel-b2b","b2b-events-marketing",[285,11],"2026-07-02T10:08:00+0000",[867],"evenementiel-b2b--le-levier-souvent-sous-exploite-des-marketeurs---et-comment-lactiver",[],{"distribution":11,"article_title":870,"author_name":295,"publication_date":874,"banner_image":875,"article_content":881,"main_tag":1697,"body":1698},[871],{"type":20,"text":872,"spans":873,"direction":41},"B2B events: the (often underused) lever for marketers, and how to activate it",[],"2025-07-22T06:29:00+0000",{"dimensions":876,"alt":877,"copyright":8,"url":878,"id":879,"edit":880},{"width":27,"height":299},"Professionals chatting and networking at an in-person B2B event.","https://images.prismic.io/digi-www/aGzo2UMqNJQqHqnF_evenement-b2b-professionnels-header.webp?auto=format,compress","aGzo2UMqNJQqHqnF",{"x":33,"y":33,"zoom":304,"background":305},[882,891,893,896,898,901,903,906,909,911,914,916,919,926,935,940,947,952,954,957,959,962,965,967,970,979,981,984,989,991,994,1002,1004,1007,1016,1018,1021,1027,1029,1032,1038,1040,1043,1046,1048,1051,1055,1059,1063,1065,1068,1071,1074,1076,1079,1083,1085,1088,1091,1094,1097,1100,1103,1105,1107,1112,1115,1118,1121,1124,1131,1133,1135,1141,1143,1146,1152,1154,1159,1161,1165,1168,1171,1174,1177,1180,1183,1185,1187,1192,1194,1197,1200,1204,1206,1211,1214,1217,1220,1223,1226,1228,1230,1234,1236,1239,1244,1247,1250,1253,1256,1259,1262,1264,1266,1274,1276,1283,1285,1288,1291,1293,1295,1299,1303,1308,1312,1316,1318,1320,1336,1341,1343,1346,1349,1351,1354,1357,1359,1365,1367,1370,1373,1376,1379,1382,1385,1388,1391,1394,1397,1399,1405,1407,1410,1413,1415,1418,1422,1426,1428,1430,1433,1435,1438,1441,1443,1446,1448,1451,1459,1463,1467,1469,1471,1474,1479,1481,1484,1488,1492,1496,1500,1502,1504,1507,1510,1512,1516,1520,1524,1526,1528,1531,1534,1536,1539,1549,1553,1557,1559,1561,1564,1566,1569,1572,1574,1577,1580,1582,1585,1587,1590,1593,1596,1599,1602,1604,1607,1609,1615,1617,1620,1627,1629,1632,1635,1638,1640,1642,1645,1647,1650,1653,1656,1658,1661,1667,1669,1674,1682,1689,1692],{"type":38,"text":883,"spans":884,"direction":41},"Did you know that only 56% of B2B marketers use in-person events as a channel in their marketing strategy (Forbes)? That's a fairly low number, considering how much B2B decision-makers enjoy networking and meeting professionals live.",[885,888],{"start":116,"end":242,"type":52,"data":886},{"link_type":54,"url":887,"target":56},"https://www.forbes.com/advisor/business/software/content-marketing-statistics/",{"start":889,"end":890,"type":376},228,232,{"type":38,"text":71,"spans":892,"direction":41},[],{"type":38,"text":894,"spans":895,"direction":41},"It has to be said: B2B events are a promising lever, yet often underused. The reason? A fear of spending too much time on them for too little business return. ",[],{"type":38,"text":71,"spans":897,"direction":41},[],{"type":38,"text":899,"spans":900,"direction":41},"In this complete guide, we reveal every step and key to success for turning events into a growth and visibility driver for your company. All without pulling your hair out!",[],{"type":38,"text":71,"spans":902,"direction":41},[],{"type":43,"text":904,"spans":905,"direction":41},"Why include an event strategy in your B2B marketing plan",[],{"type":38,"text":907,"spans":908,"direction":41},"Still relatively few B2B companies rely on event marketing to reach their audiences, often favoring other levers such as content marketing, advertising, or taking part in events run by other organizations.",[],{"type":38,"text":71,"spans":910,"direction":41},[],{"type":38,"text":912,"spans":913,"direction":41},"Yet B2B events hold real promise for a marketing strategy!",[],{"type":38,"text":71,"spans":915,"direction":41},[],{"type":38,"text":917,"spans":918,"direction":41},"With a well-run business-to-business event, you can: ",[],{"type":173,"text":920,"spans":921,"direction":41},"Bring more human contact into your marketing strategy. Even in B2B, \"people buy from people\": your prospects and customers buy from humans first, not from a company. Through your events, you can build direct interaction with them and create a relationship of trust.",[922,923],{"start":33,"end":661,"type":63},{"start":924,"end":925,"type":376},69,91,{"type":173,"text":927,"spans":928,"direction":41},"Speed up your sales funnel. By building this relationship of trust, you naturally boost your lead generation and business opportunities. A particularly valuable benefit for long sales cycles involving strategic accounts. That's why 73% of B2B decision-makers cite building business partnerships as the main reason that motivates them to attend a B2B event (Good Firms).",[929,930],{"start":33,"end":797,"type":63},{"start":931,"end":932,"type":52,"data":933},357,367,{"link_type":54,"url":934,"target":56},"https://www.goodfirms.co/resources/top-tips-b2b-event-management-registration-sponsorship",{"type":173,"text":936,"spans":937,"direction":41},"Strengthen your customer relationships and loyalty. You can use event formats dedicated to your existing customers to build a sense of belonging to a community.",[938],{"start":33,"end":939,"type":63},51,{"type":173,"text":941,"spans":942,"direction":41},"Improve your brand image. By organizing your own events, you showcase your company culture in vivo, boosting your brand's visibility.",[943,945],{"start":33,"end":944,"type":63},24,{"start":925,"end":946,"type":376},98,{"type":173,"text":948,"spans":949,"direction":41},"Create reusable marketing content. B2B events complement your content strategy. Film your conferences, showcase testimonials from happy customers, gather field data about your potential customers, and use that data in your marketing plan afterward.",[950],{"start":33,"end":951,"type":63},33,{"type":38,"text":71,"spans":953,"direction":41},[],{"type":38,"text":955,"spans":956,"direction":41},"Enough to make you want to get started, isn't it?",[],{"type":38,"text":71,"spans":958,"direction":41},[],{"type":43,"text":960,"spans":961,"direction":41},"6 types of B2B events to consider",[],{"type":38,"text":963,"spans":964,"direction":41},"To organize a successful event, you first need to know what format it will take. Here are a few event ideas to consider for your company.",[],{"type":38,"text":71,"spans":966,"direction":41},[],{"type":391,"text":968,"spans":969,"direction":41},"Conferences and keynotes",[],{"type":38,"text":971,"spans":972,"direction":41},"59.2% of B2B event organizers offer conferences open to their audiences (Good Firms). These events let you position your brand as a thought leader and build momentum around a topic your guests care about. Remotely, conferences and keynotes can take the form of webinars.",[973,977],{"start":974,"end":975,"type":52,"data":976},73,83,{"link_type":54,"url":934,"target":56},{"start":116,"end":978,"type":63},146,{"type":38,"text":71,"spans":980,"direction":41},[],{"type":391,"text":982,"spans":983,"direction":41},"Trade shows",[],{"type":38,"text":985,"spans":986,"direction":41},"Trade shows are marketplaces where your company connects attendees and exhibitors to create business opportunities between buyers and suppliers. This is also a chance for your brand to showcase its own products or services.",[987],{"start":988,"end":159,"type":63},85,{"type":38,"text":71,"spans":990,"direction":41},[],{"type":391,"text":992,"spans":993,"direction":41},"Networking events and professional speed dating",[],{"type":38,"text":995,"spans":996,"direction":41},"More than 91% of decision-makers cite networking as the main reason that motivates them (or not) to attend a B2B event (Good Firms). A good reason to launch networking events, which create business opportunities between attendees and help them grow their network. Formats here vary widely: dinners, cocktail parties, themed evenings, meetups, etc. ",[997,1000],{"start":998,"end":767,"type":52,"data":999},120,{"link_type":54,"url":934,"target":56},{"start":203,"end":1001,"type":63},229,{"type":38,"text":71,"spans":1003,"direction":41},[],{"type":391,"text":1005,"spans":1006,"direction":41},"Seminars ",[],{"type":38,"text":1008,"spans":1009,"direction":41},"Seminars account for 52.9% of the event types organized by B2B companies (Good Firms). These are educational events aimed at educating the audience on a specific topic. They also let the organizing company generate qualified leads and build credibility for its expertise. ",[1010,1013],{"start":821,"end":1011,"type":52,"data":1012},84,{"link_type":54,"url":934,"target":56},{"start":1014,"end":1015,"type":63},125,167,{"type":38,"text":71,"spans":1017,"direction":41},[],{"type":391,"text":1019,"spans":1020,"direction":41},"Workshops and training ",[],{"type":38,"text":1022,"spans":1023,"direction":41},"Consider creating this type of hands-on event, which helps develop the skills of your prospects and customers. Especially if your goal is to build customer loyalty!",[1024],{"start":1025,"end":1026,"type":63},59,109,{"type":38,"text":71,"spans":1028,"direction":41},[],{"type":391,"text":1030,"spans":1031,"direction":41},"Product roadshow ",[],{"type":38,"text":1033,"spans":1034,"direction":41},"Roadshows aren't reserved for big, well-known brands! Organize a series of events where your brand travels to different regions to showcase its product and connect with its audience across its various catchment areas.",[1035],{"start":1036,"end":1037,"type":63},88,151,{"type":38,"text":71,"spans":1039,"direction":41},[],{"type":391,"text":1041,"spans":1042,"direction":41},"In-person or digital event? ",[],{"type":38,"text":1044,"spans":1045,"direction":41},"With the rise of digital, B2B brands are increasingly turning to remote events such as webinars or online trade shows. While the costs for this type of event are inevitably lower, they aren't necessarily suited to every goal.",[],{"type":38,"text":71,"spans":1047,"direction":41},[],{"type":38,"text":1049,"spans":1050,"direction":41},"Torn between an in-person or remote event? Here's how to choose: ",[],{"type":173,"text":1052,"spans":1053,"direction":41},"In-person events, while more expensive, are ideal for deep exchanges and relationship-building.",[1054],{"start":33,"end":403,"type":63},{"type":173,"text":1056,"spans":1057,"direction":41},"Digital events are convenient, scalable, and well suited if your targets are spread across many locations, but be careful to keep your audience engaged behind their screens!",[1058],{"start":33,"end":518,"type":63},{"type":173,"text":1060,"spans":1061,"direction":41},"Hybrid events are demanding to produce, but let you combine the impact of in-person with the extended reach of digital.\n",[1062],{"start":33,"end":255,"type":63},{"type":38,"text":71,"spans":1064,"direction":41},[],{"type":38,"text":1066,"spans":1067,"direction":41},"It's up to you to choose the format that will hit home with your prospects and customers!",[],{"type":43,"text":1069,"spans":1070,"direction":41},"5 steps to define your B2B event strategy",[],{"type":38,"text":1072,"spans":1073,"direction":41},"Want to launch a B2B event strategy that fuels your growth? Here are the key steps to follow.",[],{"type":38,"text":71,"spans":1075,"direction":41},[],{"type":391,"text":1077,"spans":1078,"direction":41},"Define your event goals",[],{"type":38,"text":1080,"spans":1081,"direction":41},"First, you need to align your event with your organization's marketing and sales strategy. Your event should serve your company's overall ambition: speeding up acquisition, driving upsell, building credibility for a new offer, etc.",[1082],{"start":1026,"end":978,"type":63},{"type":38,"text":71,"spans":1084,"direction":41},[],{"type":38,"text":1086,"spans":1087,"direction":41},"So select your goals, drawing inspiration from the benefits outlined earlier in this article: ",[],{"type":173,"text":1089,"spans":1090,"direction":41},"Lead generation ",[],{"type":173,"text":1092,"spans":1093,"direction":41},"Speeding up your sales cycle",[],{"type":173,"text":1095,"spans":1096,"direction":41},"Customer loyalty",[],{"type":173,"text":1098,"spans":1099,"direction":41},"Building your brand's reputation",[],{"type":173,"text":1101,"spans":1102,"direction":41},"Evangelizing your market. ",[],{"type":38,"text":71,"spans":1104,"direction":41},[],{"type":38,"text":71,"spans":1106,"direction":41},[],{"type":38,"text":1108,"spans":1109,"direction":41},"Select a maximum of two goals to ensure clear execution of your strategy.",[1110],{"start":1111,"end":508,"type":63},7,{"type":38,"text":1113,"spans":1114,"direction":41},"Finally, link a KPI to each goal, for example: ",[],{"type":173,"text":1116,"spans":1117,"direction":41},"For lead generation: number of registrations, attendance rate, number of qualified leads generated, etc. ",[],{"type":173,"text":1119,"spans":1120,"direction":41},"For speeding up your sales cycle: number of post-event meetings generated, conversion of invited leads, etc. ",[],{"type":173,"text":1122,"spans":1123,"direction":41},"For customer loyalty: satisfaction rate, post-event repurchase rate, NPS, etc. ",[],{"type":173,"text":1125,"spans":1126,"direction":41},"For building your brand's visibility: number of social media shares, number of mentions of the event on LinkedIn, etc. ",[1127],{"start":316,"end":1128,"type":52,"data":1129},36,{"link_type":54,"url":1130,"target":56},"https://www.digitevent.com/en/blog/which-kpis-to-measure-for-communication-and-awareness",{"type":38,"text":71,"spans":1132,"direction":41},[],{"type":38,"text":71,"spans":1134,"direction":41},[],{"type":38,"text":1136,"spans":1137,"direction":41},"For 79% of B2B event organizers, attendee numbers are the most relevant KPI, and for 64%, it's the sales generated directly or indirectly by the event (Good Firms). Worth emulating!",[1138],{"start":62,"end":1139,"type":52,"data":1140},162,{"link_type":54,"url":934,"target":56},{"type":38,"text":71,"spans":1142,"direction":41},[],{"type":391,"text":1144,"spans":1145,"direction":41},"Choose your event's targeting ",[],{"type":38,"text":1147,"spans":1148,"direction":41},"95% of B2B event managers say their event's performance depends above all on the choice of audience and the quality of targeting (Good Firms). A good reason to take a close look at the topic and study your target precisely.",[1149],{"start":767,"end":1150,"type":52,"data":1151},140,{"link_type":54,"url":934,"target":56},{"type":38,"text":71,"spans":1153,"direction":41},[],{"type":38,"text":1155,"spans":1156,"direction":41},"To do this, define your priority personas. Are they your existing customers? Your warm prospects? A still-cold audience whose interest you need to spark? Influencers in your\n industry? Potential business partners? Don't hesitate to segment your targets, so you can then tailor your communication, or even the activities during the event itself.",[1157],{"start":1158,"end":361,"type":63},19,{"type":38,"text":71,"spans":1160,"direction":41},[],{"type":38,"text":1162,"spans":1163,"direction":41},"Then study the profile of your target audience (if you haven't already). The goal: determine what its expectations are when it comes to B2B events: ",[1164],{"start":258,"end":978,"type":63},{"type":173,"text":1166,"spans":1167,"direction":41},"Which topics or themes resonate with its current challenges?",[],{"type":173,"text":1169,"spans":1170,"direction":41},"What types of content does it consume: case studies, benchmarks, trends, concrete solutions, etc.?",[],{"type":173,"text":1172,"spans":1173,"direction":41},"What formats does it prefer: conferences, workshops, panel discussions, demos, case studies, etc.?",[],{"type":173,"text":1175,"spans":1176,"direction":41},"What constraints does it have in terms of time and mobility?",[],{"type":173,"text":1178,"spans":1179,"direction":41},"What are its goals when attending a B2B event: learning, discovering trends, networking, etc.?",[],{"type":173,"text":1181,"spans":1182,"direction":41},"How does it find out about events it could attend: LinkedIn, influencers, trade media, professional clubs, associations, etc.?",[],{"type":38,"text":71,"spans":1184,"direction":41},[],{"type":38,"text":71,"spans":1186,"direction":41},[],{"type":38,"text":1188,"spans":1189,"direction":41},"To find out, you can ask other teams in the company (sales or customer service) for information. But don't overlook the idea of asking your customers directly what they think, via a short survey, for example in your newsletter. Nothing is worse than an event that misses its target because nobody listened to it beforehand!",[1190],{"start":146,"end":1191,"type":63},174,{"type":38,"text":71,"spans":1193,"direction":41},[],{"type":391,"text":1195,"spans":1196,"direction":41},"Design your event's format",[],{"type":38,"text":1198,"spans":1199,"direction":41},"Now you need to create the concept for your B2B event.",[],{"type":38,"text":1201,"spans":1202,"direction":41},"First, define the key message to convey to your targets, based on the event's goals. What do you want them to remember about your company, your products, your services? ",[1203],{"start":518,"end":415,"type":63},{"type":38,"text":71,"spans":1205,"direction":41},[],{"type":38,"text":1207,"spans":1208,"direction":41},"Then choose your event format based on this message and the audience profile.",[1209],{"start":1210,"end":508,"type":63},12,{"type":38,"text":1212,"spans":1213,"direction":41},"For example: ",[],{"type":173,"text":1215,"spans":1216,"direction":41},"For visibility or thought-leadership goals: a conference, a panel discussion, a webinar",[],{"type":173,"text":1218,"spans":1219,"direction":41},"For targeted leadgen goals: a VIP workshop, a business breakfast, a private demo",[],{"type":173,"text":1221,"spans":1222,"direction":41},"For customer loyalty goals: an afterwork event, a seminar",[],{"type":173,"text":1224,"spans":1225,"direction":41},"For sales acceleration goals: a networking event",[],{"type":38,"text":71,"spans":1227,"direction":41},[],{"type":38,"text":71,"spans":1229,"direction":41},[],{"type":38,"text":1231,"spans":1232,"direction":41},"Be careful to match your event's length to your audience's expectations. While a breakfast or afterwork event might last one to two hours, a themed conference can run up to three hours, and a seminar for highly engaged customers can take up a full day.",[1233],{"start":518,"end":701,"type":63},{"type":38,"text":71,"spans":1235,"direction":41},[],{"type":391,"text":1237,"spans":1238,"direction":41},"Create the journey for your attendees (and exhibitors, if applicable)",[],{"type":38,"text":1240,"spans":1241,"direction":41},"This is the time to design the schedule for your B2B event. ",[1242],{"start":317,"end":1243,"type":63},58,{"type":38,"text":1245,"spans":1246,"direction":41},"Spread the following across the time you have: ",[],{"type":173,"text":1248,"spans":1249,"direction":41},"Welcoming attendees",[],{"type":173,"text":1251,"spans":1252,"direction":41},"The event introduction",[],{"type":173,"text":1254,"spans":1255,"direction":41},"A value-adding segment",[],{"type":173,"text":1257,"spans":1258,"direction":41},"An audience-interaction segment or a social moment",[],{"type":173,"text":1260,"spans":1261,"direction":41},"The event closing",[],{"type":38,"text":71,"spans":1263,"direction":41},[],{"type":38,"text":71,"spans":1265,"direction":41},[],{"type":38,"text":1267,"spans":1268,"direction":41},"Then create your attendee journey. Ask yourself what content attendees need to have on hand to take part in your event: venue map, attendee app, immersive journey, networking meeting spaces, etc.?",[1269,1273],{"start":1270,"end":951,"type":52,"data":1271},17,{"link_type":54,"url":1272,"target":56},"https://www.digitevent.com/en/blog/event-qr-code-6-reasons-to-adopt",{"start":609,"end":951,"type":63},{"type":38,"text":71,"spans":1275,"direction":41},[],{"type":38,"text":1277,"spans":1278,"direction":41},"If you're organizing a B2B trade show, you'll also need to think through the same journey for exhibitors. To do this, define the offers dedicated to them: the features of the booths you rent them, the technical and service provisions you offer them, the communication tools available to them, etc.",[1279],{"start":469,"end":432,"type":52,"data":1280},{"link_type":54,"url":1281,"target":1282},"https://www.digitevent.com/en/blog/how-to-organize-a-trade-show","_self",{"type":38,"text":71,"spans":1284,"direction":41},[],{"type":391,"text":1286,"spans":1287,"direction":41},"Choose your tools",[],{"type":38,"text":1289,"spans":1290,"direction":41},"To simplify the organization of your B2B event, and depending on your goals, you might need specific tools.",[],{"type":38,"text":71,"spans":1292,"direction":41},[],{"type":38,"text":1212,"spans":1294,"direction":41},[],{"type":173,"text":1296,"spans":1297,"direction":41},"To organize your event in-house: project and task management tools ",[1298],{"start":33,"end":679,"type":63},{"type":173,"text":1300,"spans":1301,"direction":41},"To communicate about your event: an email tool, marketing content creation tools, etc. ",[1302],{"start":33,"end":679,"type":63},{"type":173,"text":1304,"spans":1305,"direction":41},"To manage your registrations: a ticketing tool that centralizes and qualifies your guests",[1306],{"start":33,"end":1307,"type":63},28,{"type":173,"text":1309,"spans":1310,"direction":41},"To measure your event's performance: event analytics and reporting tools, a survey tool for sending post-event satisfaction questionnaires, etc. ",[1311],{"start":33,"end":404,"type":63},{"type":173,"text":1313,"spans":1314,"direction":41},"To launch a hybrid event: equipment and a live streaming tool",[1315],{"start":33,"end":944,"type":63},{"type":38,"text":71,"spans":1317,"direction":41},[],{"type":38,"text":71,"spans":1319,"direction":41},[],{"type":38,"text":1321,"spans":1322,"direction":41},"And to make things easier, there's nothing like a dedicated event management platform such as Digitevent. Everything you need is right there: what it takes to create your event website, manage your invitations, your check-in, your badges, and your registration platform. Digitevent also lets you work on attendee engagement by creating your attendee and exhibitor apps, and your event matchmaking.",[1323,1328,1331],{"start":1324,"end":1325,"type":52,"data":1326},216,224,{"link_type":54,"url":1327,"target":56},"https://www.digitevent.com/en/blog/check-in-app-guide",{"start":640,"end":193,"type":52,"data":1329},{"link_type":54,"url":1330,"target":56},"https://www.digitevent.com/en/blog/digital-check-in",{"start":1332,"end":1333,"type":52,"data":1334},379,396,{"link_type":54,"url":1335,"target":56},"https://www.digitevent.com/en/blog/b2b-event-matchmaking",{"type":38,"text":1337,"spans":1338,"direction":41},"\nDiscover how Digitevent supports you for successful B2B events! ",[1339],{"start":304,"end":432,"type":52,"data":1340},{"link_type":54,"url":663,"target":56},{"type":38,"text":71,"spans":1342,"direction":41},[],{"type":43,"text":1344,"spans":1345,"direction":41},"Best practices for a successful B2B event strategy",[],{"type":38,"text":1347,"spans":1348,"direction":41},"Make your B2B event a success, from planning through to the end, with these keys to success.",[],{"type":38,"text":71,"spans":1350,"direction":41},[],{"type":391,"text":1352,"spans":1353,"direction":41},"Create a well-oiled event brief",[],{"type":38,"text":1355,"spans":1356,"direction":41},"Preparing an event usually requires collaboration, whether with your team, colleagues from other departments, or external partners and vendors.",[],{"type":38,"text":71,"spans":1358,"direction":41},[],{"type":38,"text":1360,"spans":1361,"direction":41},"Your event brief exists precisely to support that collaboration. Clear and structured, it lets you give everyone visibility into the strategy and details of the event.",[1362],{"start":1363,"end":1364,"type":63},99,153,{"type":38,"text":71,"spans":1366,"direction":41},[],{"type":38,"text":1368,"spans":1369,"direction":41},"A good brief includes, in particular: ",[],{"type":173,"text":1371,"spans":1372,"direction":41},"Your event's goals",[],{"type":173,"text":1374,"spans":1375,"direction":41},"The targets",[],{"type":173,"text":1377,"spans":1378,"direction":41},"The concept and theme",[],{"type":173,"text":1380,"spans":1381,"direction":41},"The estimated budget",[],{"type":173,"text":1383,"spans":1384,"direction":41},"The venue and dates",[],{"type":173,"text":1386,"spans":1387,"direction":41},"The program",[],{"type":173,"text":1389,"spans":1390,"direction":41},"Logistical and technical needs",[],{"type":173,"text":1392,"spans":1393,"direction":41},"The communication strategy",[],{"type":173,"text":1395,"spans":1396,"direction":41},"The KPIs used to measure the event's success ",[],{"type":38,"text":71,"spans":1398,"direction":41},[],{"type":38,"text":1400,"spans":1401,"direction":41},"\nTo learn more about this topic, find out how to create an event brief here.",[1402],{"start":951,"end":1403,"type":52,"data":1404},75,{"link_type":54,"url":435,"target":56},{"type":38,"text":71,"spans":1406,"direction":41},[],{"type":391,"text":1408,"spans":1409,"direction":41},"Work on your registration method",[],{"type":38,"text":1411,"spans":1412,"direction":41},"When launching your event, your goal is to maximize registrations and your guests' attendance on the day.",[],{"type":38,"text":71,"spans":1414,"direction":41},[],{"type":38,"text":1416,"spans":1417,"direction":41},"To do this, roll out different offers for: ",[],{"type":173,"text":1419,"spans":1420,"direction":41},"The first attendees to register for the event, following the Early Bird principle, which offers discounted rates",[1421],{"start":33,"end":346,"type":63},{"type":173,"text":1423,"spans":1424,"direction":41},"The last people to register, to maximize your event's turnout",[1425],{"start":33,"end":735,"type":63},{"type":38,"text":71,"spans":1427,"direction":41},[],{"type":38,"text":71,"spans":1429,"direction":41},[],{"type":38,"text":1431,"spans":1432,"direction":41},"The key? Promote your event right up to the day itself, to get the best possible results.",[],{"type":38,"text":71,"spans":1434,"direction":41},[],{"type":391,"text":1436,"spans":1437,"direction":41},"Choose your partners and vendors carefully",[],{"type":38,"text":1439,"spans":1440,"direction":41},"If you organize events often, or if you don't have all the necessary event skills in-house, it's a good idea to bring in external vendors.",[],{"type":38,"text":71,"spans":1442,"direction":41},[],{"type":38,"text":1444,"spans":1445,"direction":41},"Outsourcing your B2B event strategy can help you scale your events and improve their quality.",[],{"type":38,"text":71,"spans":1447,"direction":41},[],{"type":38,"text":1449,"spans":1450,"direction":41},"But to ensure your success, you need to choose these vendors carefully: ",[],{"type":173,"text":1452,"spans":1453,"direction":41},"Check that they're well aligned with your company values, particularly when it comes to CSR and eco-friendly practices",[1454,1455],{"start":33,"end":327,"type":63},{"start":1456,"end":1457,"type":52,"data":1458},96,118,{"link_type":54,"url":449,"target":56},{"type":173,"text":1460,"spans":1461,"direction":41},"Favor vendors who are B2B experts, since B2B events are noticeably different from B2C ones",[1462],{"start":33,"end":951,"type":63},{"type":173,"text":1464,"spans":1465,"direction":41},"Ask to co-build your strategy with your external vendors, to make sure the event aligns with your company culture and values",[1466],{"start":33,"end":327,"type":63},{"type":38,"text":71,"spans":1468,"direction":41},[],{"type":38,"text":71,"spans":1470,"direction":41},[],{"type":391,"text":1472,"spans":1473,"direction":41},"Industrialize your processes as soon as possible ",[],{"type":38,"text":1475,"spans":1476,"direction":41},"Planning an event entirely \"by hand\" can quickly turn into a real headache. To save time, set up shared templates and tools to industrialize the organization of your B2B events.",[1477],{"start":765,"end":1478,"type":63},157,{"type":38,"text":71,"spans":1480,"direction":41},[],{"type":38,"text":1482,"spans":1483,"direction":41},"In particular, think about creating: ",[],{"type":173,"text":1485,"spans":1486,"direction":41},"A standard timeline for each event format",[1487],{"start":33,"end":1158,"type":63},{"type":173,"text":1489,"spans":1490,"direction":41},"Templates for invitations, LinkedIn posts, and follow-up emails",[1491],{"start":33,"end":556,"type":63},{"type":173,"text":1493,"spans":1494,"direction":41},"Logistics checklists and production sheets",[1495],{"start":33,"end":317,"type":63},{"type":173,"text":1497,"spans":1498,"direction":41},"A directory of vendors who are vetted and tested",[1499],{"start":33,"end":426,"type":63},{"type":38,"text":71,"spans":1501,"direction":41},[],{"type":38,"text":71,"spans":1503,"direction":41},[],{"type":391,"text":1505,"spans":1506,"direction":41},"Center your strategy on the attendee experience",[],{"type":38,"text":1508,"spans":1509,"direction":41},"Every interaction between your company and your targets should add value for the target, not just for your company! To do this, you need to think in terms of attendee experience first and foremost.",[],{"type":38,"text":71,"spans":1511,"direction":41},[],{"type":173,"text":1513,"spans":1514,"direction":41},"Personalize attendee and exhibitor journeys as much as possible, along with the event content, for each of your guest segments",[1515],{"start":33,"end":527,"type":63},{"type":173,"text":1517,"spans":1518,"direction":41},"Choose speakers based on the credibility they carry with your target",[1519],{"start":33,"end":939,"type":63},{"type":173,"text":1521,"spans":1522,"direction":41},"Build in quality interaction and networking moments between attendees ",[1523],{"start":33,"end":939,"type":63},{"type":38,"text":71,"spans":1525,"direction":41},[],{"type":38,"text":71,"spans":1527,"direction":41},[],{"type":391,"text":1529,"spans":1530,"direction":41},"Work on communication before, during, and after the event",[],{"type":38,"text":1532,"spans":1533,"direction":41},"A good event strategy relies on multichannel communication before, during, and after the event.",[],{"type":38,"text":71,"spans":1535,"direction":41},[],{"type":38,"text":1537,"spans":1538,"direction":41},"Think about promoting your event: ",[],{"type":173,"text":1540,"spans":1541,"direction":41},"Beforehand, with teaser videos, creating a dedicated event website, social media posts, email follow-ups, etc. ",[1542,1544],{"start":33,"end":1543,"type":63},10,{"start":1545,"end":1546,"type":52,"data":1547},32,66,{"link_type":54,"url":1548,"target":56},"https://www.digitevent.com/en/blog/event-website-without-designer",{"type":173,"text":1550,"spans":1551,"direction":41},"During, with live-tweeting, video coverage, attendee activities, etc. ",[1552],{"start":33,"end":626,"type":63},{"type":173,"text":1554,"spans":1555,"direction":41},"Afterward, with replays, a recap video, a sales follow-up or nurturing, etc. ",[1556],{"start":33,"end":556,"type":63},{"type":38,"text":71,"spans":1558,"direction":41},[],{"type":38,"text":71,"spans":1560,"direction":41},[],{"type":38,"text":1562,"spans":1563,"direction":41},"Communicating: that's the key to maximizing the ROI of B2B events.",[],{"type":38,"text":71,"spans":1565,"direction":41},[],{"type":43,"text":1567,"spans":1568,"direction":41},"3 examples of B2B companies that turned events into a key to success",[],{"type":38,"text":1570,"spans":1571,"direction":41},"Need some inspiration? Take a look at these three organizations that turned their B2B events into standout moments for attendees.",[],{"type":38,"text":71,"spans":1573,"direction":41},[],{"type":391,"text":1575,"spans":1576,"direction":41},"Business France Mexico and French Healthcare Day ",[],{"type":38,"text":1578,"spans":1579,"direction":41},"French Healthcare Day 2024 is an event organized by Business France Mexico. Each year, this congress brings together experts from the medical sector, executives, and institutions.",[],{"type":38,"text":71,"spans":1581,"direction":41},[],{"type":38,"text":1583,"spans":1584,"direction":41},"In 2024, the event took place in Mexico City on November 26, with more than 200 attendees. The symposium's program included a series of notable talks, including one from Mexico's Minister of Health.",[],{"type":38,"text":71,"spans":1586,"direction":41},[],{"type":38,"text":1588,"spans":1589,"direction":41},"To simplify the management of its event, Business France Mexico adopted the Digitevent event platform, which lets it: ",[],{"type":173,"text":1591,"spans":1592,"direction":41},"Create a personalized registration journey for different types of guests",[],{"type":173,"text":1594,"spans":1595,"direction":41},"Set up a multilingual event website ",[],{"type":173,"text":1597,"spans":1598,"direction":41},"Easily manage invitations, reminders, and confirmations",[],{"type":173,"text":1600,"spans":1601,"direction":41},"Get an overview of key data \n",[],{"type":38,"text":71,"spans":1603,"direction":41},[],{"type":38,"text":1605,"spans":1606,"direction":41},"The platform helped Business France Mexico minimize its no-show rate and create a seamless attendee experience.",[],{"type":38,"text":71,"spans":1608,"direction":41},[],{"type":38,"text":1610,"spans":1611,"direction":41},"To learn more, check out the Business France Mexico case study.",[1612],{"start":257,"end":747,"type":52,"data":1613},{"link_type":54,"url":1614,"target":56},"https://www.digitevent.com/fr/blog/gestion-inscriptions-evenement-business-france-digitevent",{"type":38,"text":71,"spans":1616,"direction":41},[],{"type":391,"text":1618,"spans":1619,"direction":41},"HubSpot and its INBOUND event ",[],{"type":38,"text":1621,"spans":1622,"direction":41},"Every year, marketing software company HubSpot runs its INBOUND event. It's an event dedicated to digital marketing professionals, where they can attend inspiring expert conferences and also network with each other.",[1623],{"start":327,"end":1624,"type":52,"data":1625},63,{"link_type":54,"url":1626,"target":56},"https://www.inbound.com/",{"type":38,"text":71,"spans":1628,"direction":41},[],{"type":38,"text":1630,"spans":1631,"direction":41},"To ensure the success of its B2B event, HubSpot in particular sets up flawless communication before, during, and after: ",[],{"type":173,"text":1633,"spans":1634,"direction":41},"Their website highlights the big-name speakers and offers a simple, easy-to-understand registration funnel.",[],{"type":173,"text":1636,"spans":1637,"direction":41},"The brand shares content from previous editions: videos, content created by past attendees, blog articles, etc. ",[],{"type":38,"text":71,"spans":1639,"direction":41},[],{"type":38,"text":71,"spans":1641,"direction":41},[],{"type":38,"text":1643,"spans":1644,"direction":41},"Tightly run organization, which partly explains the success of this event, now a benchmark in the B2B marketing industry.",[],{"type":38,"text":71,"spans":1646,"direction":41},[],{"type":391,"text":1648,"spans":1649,"direction":41},"Weldom's annual B2B trade show ",[],{"type":38,"text":1651,"spans":1652,"direction":41},"Every year, Weldom organizes a trade show that brings together 2,000 attendees. The event's goal: strengthen ties between the stores, suppliers, and employees that make up the ecosystem of this neighborhood retail chain.",[],{"type":38,"text":1654,"spans":1655,"direction":41},"At the most recent edition, Weldom took the opportunity to launch the Home Index, an indicator that assesses the environmental and social impact of a product offered by the brand.",[],{"type":38,"text":71,"spans":1657,"direction":41},[],{"type":38,"text":1659,"spans":1660,"direction":41},"For this event, Weldom needed a solution to simplify the registration journey, check-in, and guest access management. The company chose Digitevent as a partner, which let it industrialize these processes while ensuring optimal tracking of the event and its outcomes.",[],{"type":38,"text":1662,"spans":1663,"direction":41},"To learn more, check out the Weldom case study here.",[1664],{"start":257,"end":939,"type":52,"data":1665},{"link_type":54,"url":1666,"target":56},"https://www.digitevent.com/fr/blog/weldom-optimisation-gestion-inscriptions-salon-digitevent",{"type":38,"text":71,"spans":1668,"direction":41},[],{"type":38,"text":1670,"spans":1671,"direction":41},"💬 Quote from the Digitevent expert:",[1672],{"start":1673,"end":1128,"type":376},3,{"type":38,"text":1675,"spans":1676,"direction":41},"\"Organizing a B2B event isn't just about ticking a date off an agenda. It's a real lever for creating connection, boosting your brand, and engaging your audience. A well-thought-out event leaves a mark: it inspires, it connects, and keeps fueling your marketing strategy long after it's over.\"",[1677,1679],{"start":1546,"end":1678,"type":376},67,{"start":1680,"end":1681,"type":376},291,293,{"type":38,"text":1683,"spans":1684,"direction":41},"Raphaël Le Doucen, account manager at Digitevent",[1685,1688],{"start":33,"end":433,"type":52,"data":1686},{"link_type":54,"url":1687,"target":1282},"https://www.linkedin.com/in/raphaelledoucen/",{"start":1270,"end":433,"type":63},{"type":38,"text":1690,"spans":1691,"direction":41},"\nAs you can tell, events are often the missing link between digital marketing and customer relationships. They fuel your entire funnel, strengthen your brand image, and let you generate content to use all year round.",[],{"type":38,"text":1693,"spans":1694,"direction":41},"\nWant to launch high-impact B2B events too? Digitevent supports you, helping you automate registrations, access control, and attendee engagement from A to Z. Discover the event management platform that makes your life easier, and maximizes the success of your events!",[1695],{"start":338,"end":1325,"type":52,"data":1696},{"link_type":54,"url":663,"target":56},"news",[1699],{"primary":1700,"items":1709,"id":1711,"slice_type":275,"slice_label":8},{"seo_title":1701,"seo_meta_descriptions":1705},[1702],{"type":38,"text":1703,"spans":1704,"direction":41},"B2B events: the keys to a successful strategy from A to Z",[],[1706],{"type":38,"text":1707,"spans":1708,"direction":41},"B2B events are often an underused lever for marketers. Discover how to activate it with these steps and keys to success",[],[1710],{},"seo$c9b721c0-ebf2-4ddb-a95e-63360520a690",{"id":1713,"lang":278,"type":9,"uid":1714},"akYm7RIAACgAyuGi","evenementiel-b2b",{"id":1716,"uid":1717,"url":8,"type":9,"tags":1718,"first_publication_date":1719,"slugs":1720,"linked_documents":1722,"lang":16,"data":1723,"_source":2149},"en_blog_article_cahier-des-charges-evenement","event-requirements-document",[285,11],"2026-07-02T10:07:53+0000",[1721],"comment-concevoir-le-cahier-des-charges-de-votre-evenement-",[],{"distribution":11,"article_title":1724,"author_name":295,"publication_date":1728,"banner_image":1729,"article_content":1735,"main_tag":1697,"body":2137},[1725],{"type":20,"text":1726,"spans":1727,"direction":41},"How to write your event specifications document?",[],"2025-04-08T06:29:00+0000",{"dimensions":1730,"alt":1731,"copyright":8,"url":1732,"id":1733,"edit":1734},{"width":27,"height":299},"Spiral notebook showing an event specifications document structured into 14 sections: objectives, target audience, concept, venue, program, budget, logistics, communication, and evaluation.","https://images.prismic.io/digi-www/ajKuSI1P9HI4UoJi_ChatGPT-Image-17-juin-2026_-16_24_09-1.webp?auto=format,compress","ajKuSI1P9HI4UoJi",{"x":33,"y":33,"zoom":304,"background":305},[1736,1739,1744,1747,1749,1752,1754,1757,1761,1763,1766,1768,1771,1774,1779,1782,1785,1788,1791,1793,1797,1799,1802,1805,1808,1811,1813,1817,1819,1824,1826,1831,1835,1837,1840,1843,1846,1849,1852,1856,1860,1864,1866,1869,1872,1876,1880,1882,1885,1890,1893,1895,1898,1901,1904,1908,1912,1916,1920,1922,1925,1927,1930,1933,1937,1943,1945,1948,1951,1955,1960,1962,1965,1968,1971,1978,1982,1984,1987,1990,1995,1997,2000,2006,2011,2013,2016,2019,2021,2024,2029,2034,2037,2041,2043,2046,2049,2053,2056,2059,2061,2064,2067,2069,2072,2077,2079,2082,2085,2087,2090,2094,2096,2099,2103,2105,2108,2111,2120,2122,2125,2130,2132],{"type":38,"text":1737,"spans":1738,"direction":41},"You have a clear vision for your event, but how do you convey it to your vendors and teams? Without a structured document, misunderstandings pile up and the risk of mistakes increases sharply. ",[],{"type":38,"text":1740,"spans":1741,"direction":41},"Your event specifications document is your compass: it turns an idea into a concrete action plan. ",[1742],{"start":33,"end":1743,"type":63},50,{"type":38,"text":1745,"spans":1746,"direction":41},"Follow this guide to learn how to write a precise, optimized specifications document, guaranteeing a smooth event with no bad surprises.",[],{"type":38,"text":71,"spans":1748,"direction":41},[],{"type":43,"text":1750,"spans":1751,"direction":41},"What is an event specifications document?",[],{"type":38,"text":71,"spans":1753,"direction":41},[],{"type":391,"text":1755,"spans":1756,"direction":41},"A simple definition of the event specifications document",[],{"type":38,"text":1758,"spans":1759,"direction":41},"An event specifications document is a structuring document that lists all the technical, logistical, and organizational needs of an event.",[1760],{"start":1128,"end":822,"type":63},{"type":38,"text":71,"spans":1762,"direction":41},[],{"type":38,"text":1764,"spans":1765,"direction":41},"Why is it essential? Because it helps structure needs and specifications, frame the budget, and ensure all stakeholders are aligned. It then serves as a reference for vendors and internal teams, particularly as part of an event RFP.",[],{"type":38,"text":71,"spans":1767,"direction":41},[],{"type":391,"text":1769,"spans":1770,"direction":41},"The difference between a specifications document and an event brief",[],{"type":38,"text":1772,"spans":1773,"direction":41},"Defining a specifications document and writing an event brief don't serve exactly the same purpose.",[],{"type":38,"text":1775,"spans":1776,"direction":41},"The event brief is a more concise document than the specifications document. It gives a global view of the project (objectives, concept, key message).  It's often used at the start of a collaboration with an agency or vendor.\n",[1777],{"start":84,"end":1778,"type":63},114,{"type":38,"text":1780,"spans":1781,"direction":41},"It's used to: ",[],{"type":173,"text":1783,"spans":1784,"direction":41},"Guide an agency or vendor without going into every last detail.",[],{"type":173,"text":1786,"spans":1787,"direction":41},"Give direction to an agency that has free rein to propose a creative concept.",[],{"type":173,"text":1789,"spans":1790,"direction":41},"For simpler or recurring events, where a base already exists - for example, a company party, where the only goal is to create a fun, memorable moment without too many constraints.",[],{"type":38,"text":71,"spans":1792,"direction":41},[],{"type":38,"text":1794,"spans":1795,"direction":41},"The specifications document, on the other hand, is operational and detailed: it frames the resources, logistics, and technical constraints. It serves as a working basis for vendors and agencies so they can propose a suitable response.",[1796],{"start":939,"end":1403,"type":63},{"type":38,"text":71,"spans":1798,"direction":41},[],{"type":38,"text":1800,"spans":1801,"direction":41},"Use it: ",[],{"type":173,"text":1803,"spans":1804,"direction":41},"When preparing a complex event (conference, trade show, seminar, team building) requiring several vendors.",[],{"type":173,"text":1806,"spans":1807,"direction":41},"When you have a clear vision of the event and want to receive detailed quotes.",[],{"type":173,"text":1809,"spans":1810,"direction":41},"For a consultation or RFP with several event agencies.",[],{"type":38,"text":71,"spans":1812,"direction":41},[],{"type":38,"text":1814,"spans":1815,"direction":41},"For example, where a brief states: “We want to organize a conference for 500 people to promote our new software solution”, a specifications document details the venue, the budget, the schedule, and the needs in ticketing, check-in, and an attendee mobile app, etc.",[1816],{"start":1128,"end":998,"type":376},{"type":38,"text":71,"spans":1818,"direction":41},[],{"type":38,"text":1820,"spans":1821,"direction":41},"To dig deeper into the topic of the event brief, click here.",[1822],{"start":33,"end":1025,"type":52,"data":1823},{"link_type":54,"url":435,"target":56},{"type":38,"text":71,"spans":1825,"direction":41},[],{"type":38,"text":1827,"spans":1828,"direction":41},"“To put together an effective brief, everything comes down to thoroughness: you need to give your contact a precise understanding of the event you're picturing. It's better to add too many details than too few - that's how you'll get proposals that match your expectations, especially during RFPs. At Digitevent, we make sure to cover these expectations across many parts of your brief: event marketing, registration, access control, and attendee engagement. All on a single platform: keep that in mind!”",[1829],{"start":33,"end":1830,"type":376},504,{"type":38,"text":1832,"spans":1833,"direction":41},"- Lucas Bohème - Key Accounts Manager at Digitevent",[1834],{"start":33,"end":939,"type":63},{"type":38,"text":71,"spans":1836,"direction":41},[],{"type":43,"text":1838,"spans":1839,"direction":41},"The essential elements of an event brief",[],{"type":38,"text":1841,"spans":1842,"direction":41},"Writing your event brief requires close attention to every detail - otherwise, your project will be less well structured. Take note of all the essential elements to include here.",[],{"type":391,"text":1844,"spans":1845,"direction":41},"General information",[],{"type":38,"text":1847,"spans":1848,"direction":41},"First, highlight the event's various stakeholders: advertiser, project manager, event agency, vendors, internal team, sponsors. ",[],{"type":38,"text":1850,"spans":1851,"direction":41},"Also describe here: ",[],{"type":173,"text":1853,"spans":1854,"direction":41},"The type of event: is it a conference? A seminar? A trade show? A product launch?",[1855],{"start":33,"end":1270,"type":63},{"type":173,"text":1857,"spans":1858,"direction":41},"The event's objectives: do you want to generate brand visibility? Encourage networking among attendees? Boost company sales? Run training for your teams?",[1859],{"start":33,"end":426,"type":63},{"type":173,"text":1861,"spans":1862,"direction":41},"The target audience: describe your audience, and specify exactly how many attendees to expect.",[1863],{"start":33,"end":1158,"type":63},{"type":38,"text":71,"spans":1865,"direction":41},[],{"type":391,"text":1867,"spans":1868,"direction":41},"Key messages",[],{"type":38,"text":1870,"spans":1871,"direction":41},"In this second section, the goal is to formalize the message you want to convey during your event.",[],{"type":38,"text":1873,"spans":1874,"direction":41},"Start by describing the event's theme. Is it related to your products or services? Does it support the company's values or mission?",[1875],{"start":556,"end":432,"type":63},{"type":38,"text":1877,"spans":1878,"direction":41},"Also go into detail about the experience you want for attendees. What atmosphere do you want your event to convey? Do you have any requests regarding staging or style?",[1879],{"start":797,"end":1624,"type":63},{"type":38,"text":71,"spans":1881,"direction":41},[],{"type":391,"text":1883,"spans":1884,"direction":41},"Budget",[],{"type":38,"text":1886,"spans":1887,"direction":41},"Here, the goal is to give your overall budget constraint, then break the budget down into different spending categories. Allocate your financial resources across venue rental, equipment, catering, communication, accommodation, transport, entertainment, etc.",[1888],{"start":797,"end":1889,"type":63},119,{"type":38,"text":1891,"spans":1892,"direction":41},"Don't hesitate to rank these spending categories by priority based on your objectives. This will help your vendor have enough flexibility to align with both your budget and your objectives. ",[],{"type":38,"text":71,"spans":1894,"direction":41},[],{"type":391,"text":1896,"spans":1897,"direction":41},"Logistics and technical requirements",[],{"type":38,"text":1899,"spans":1900,"direction":41},"This is where you get into the functional part of your brief.",[],{"type":38,"text":1902,"spans":1903,"direction":41},"On the logistics side, describe your event's constraints. These may relate to: ",[],{"type":173,"text":1905,"spans":1906,"direction":41},"Accessibility of the venue (particularly in terms of access for people with reduced mobility)",[1907],{"start":33,"end":255,"type":63},{"type":173,"text":1909,"spans":1910,"direction":41},"Accommodation",[1911],{"start":33,"end":255,"type":63},{"type":173,"text":1913,"spans":1914,"direction":41},"Transport",[1915],{"start":33,"end":556,"type":63},{"type":173,"text":1917,"spans":1918,"direction":41},"Facilities ",[1919],{"start":33,"end":1543,"type":63},{"type":38,"text":71,"spans":1921,"direction":41},[],{"type":38,"text":1923,"spans":1924,"direction":41},"Also include your equipment constraints here. Highlight your needs in terms of sound, lighting, projection, video recording, internet connection, etc.",[],{"type":38,"text":71,"spans":1926,"direction":41},[],{"type":391,"text":1928,"spans":1929,"direction":41},"Program and schedule",[],{"type":38,"text":1931,"spans":1932,"direction":41},"Now it's time to describe how you envision your event unfolding.",[],{"type":38,"text":1934,"spans":1935,"direction":41},"Detail the agenda you want for your event. Specify the dates and times to plan for, as well as the talks and activities you want to include. Also describe the type of speakers and activities to plan.",[1936],{"start":1111,"end":361,"type":63},{"type":38,"text":1938,"spans":1939,"direction":41},"If you need an event website built or an attendee app to communicate the program and manage registrations, mention it here as well.",[1940],{"start":1210,"end":1941,"type":52,"data":1942},34,{"link_type":54,"url":1548,"target":56},{"type":38,"text":71,"spans":1944,"direction":41},[],{"type":391,"text":1946,"spans":1947,"direction":41},"Registration and guest management",[],{"type":38,"text":1949,"spans":1950,"direction":41},"In this section, specify exactly how you plan to manage invitations to your event.",[],{"type":38,"text":1952,"spans":1953,"direction":41},"Mention your needs in terms of registration methods and ticketing. Don't forget to mention whether you want to use specific technologies, such as an online registration platform to automate guest management, or a quick check-in system on the day to streamline arrival and avoid queues.",[1954],{"start":679,"end":812,"type":63},{"type":38,"text":1956,"spans":1957,"direction":41},"Best practice? Plan to use an event management solution like Digitevent, which lets you manage your invitations online, set up a registration platform, and securely control access to your events.",[1958],{"start":735,"end":701,"type":52,"data":1959},{"link_type":54,"url":663,"target":56},{"type":38,"text":71,"spans":1961,"direction":41},[],{"type":391,"text":1963,"spans":1964,"direction":41},"Communication and marketing",[],{"type":38,"text":1966,"spans":1967,"direction":41},"Now it's time for the part of your event brief covering your communication plan.\n",[],{"type":38,"text":1969,"spans":1970,"direction":41},"Define here: ",[],{"type":173,"text":1972,"spans":1973,"direction":41},"The expected event promotional materials: event website, social media, email, print formats, etc.",[1974,1976],{"start":33,"end":1975,"type":63},40,{"start":1977,"end":975,"type":376},78,{"type":173,"text":1979,"spans":1980,"direction":41},"The strategic need to attract and engage attendees. Note in particular, if needed, that you'll require an event app to boost attendee engagement.",[1981],{"start":33,"end":1743,"type":63},{"type":38,"text":71,"spans":1983,"direction":41},[],{"type":391,"text":1985,"spans":1986,"direction":41},"Security and compliance",[],{"type":38,"text":1988,"spans":1989,"direction":41},"Remember to include a section on security in your event brief.",[],{"type":38,"text":1991,"spans":1992,"direction":41},"Include the creation of emergency plans, security measures, and insurance coverage. Also highlight the need to properly manage attendee access, as well as event badge control.",[1993],{"start":998,"end":1994,"type":63},142,{"type":38,"text":71,"spans":1996,"direction":41},[],{"type":391,"text":1998,"spans":1999,"direction":41},"Measuring performance",[],{"type":38,"text":2001,"spans":2002,"direction":41},"The last part of your brief involves detailing the KPIs that will help assess the event's effectiveness, such as the number of attendees, engagement, feedback rate, etc. Also plan here to run satisfaction surveys to gather qualitative feedback.",[2003],{"start":2004,"end":2005,"type":63},47,103,{"type":38,"text":2007,"spans":2008,"direction":41},"Here again, an event management platform like Digitevent gives you access to detailed dashboards, and lets you easily collect the results of your satisfaction surveys. Keep that in mind!",[2009],{"start":1210,"end":327,"type":52,"data":2010},{"link_type":54,"url":663,"target":56},{"type":38,"text":71,"spans":2012,"direction":41},[],{"type":43,"text":2014,"spans":2015,"direction":41},"How to write an effective event brief?",[],{"type":38,"text":2017,"spans":2018,"direction":41},"You now know how to put together a well-structured event brief. Here's how to proceed, in terms of the steps to follow and the tools to use.",[],{"type":38,"text":71,"spans":2020,"direction":41},[],{"type":391,"text":2022,"spans":2023,"direction":41},"The key steps ",[],{"type":38,"text":2025,"spans":2026,"direction":41},"First, gather the needs of your various stakeholders. List all these stakeholders - both internal (management, marketing, sales, logistics, etc.) and external (vendors, partners, and sponsors). Then organize meetings or individual interviews to gather their expectations regarding event objectives, key messages to convey, and budget or logistical requirements.",[2027],{"start":1111,"end":2028,"type":63},52,{"type":38,"text":2030,"spans":2031,"direction":41},"Second, define the objectives and priorities of your event project. To do this, gather all your event's objectives, and prioritize them if needed. ",[2032],{"start":2033,"end":1546,"type":63},8,{"type":38,"text":2035,"spans":2036,"direction":41},"To properly set your priorities, rank your objectives based on which ones bring the most value to your company or the department involved in the event. This lets you then indicate in the brief the essential elements that absolutely must be included in organizing the event, those that are important, and those that are optional.",[],{"type":38,"text":2038,"spans":2039,"direction":41},"Finally, move on to drafting and validating the detailed event brief with your vendors. Structure the brief clearly (you can draw inspiration from the structure described above). Validating your brief internally, before sending it to vendors, is crucial to ensure flawless alignment afterward.",[2040],{"start":317,"end":924,"type":63},{"type":38,"text":71,"spans":2042,"direction":41},[],{"type":391,"text":2044,"spans":2045,"direction":41},"The tools to use",[],{"type":38,"text":2047,"spans":2048,"direction":41},"To define your event brief, you can use a pre-filled template and customize it based on the elements you want it to include.",[],{"type":38,"text":2050,"spans":2051,"direction":41},"Also make sure to centralize all supporting documents on a document management tool (Drive) that will be made available to your potential vendors.",[2052],{"start":513,"end":975,"type":63},{"type":38,"text":2054,"spans":2055,"direction":41},"If you're creating your event brief as part of an RFP, also create a document to score the various applications based on the requirements and constraints. ",[],{"type":38,"text":2057,"spans":2058,"direction":41},"This type of document is often an Excel spreadsheet listing each point mentioned in the brief. Each response provided by participants is then given a score, so potential vendors can be compared and an informed choice made.",[],{"type":38,"text":71,"spans":2060,"direction":41},[],{"type":43,"text":2062,"spans":2063,"direction":41},"6 mistakes to avoid in your event brief",[],{"type":38,"text":2065,"spans":2066,"direction":41},"Don't stop there: take the time to avoid the following six mistakes, for a flawless event brief!",[],{"type":38,"text":71,"spans":2068,"direction":41},[],{"type":391,"text":2070,"spans":2071,"direction":41},"Not going into enough detail",[],{"type":38,"text":2073,"spans":2074,"direction":41},"A brief that's too vague or poorly structured can confuse vendors and teams. So write a structured, detailed, and explicit document, with well-defined sections and specific figures.",[2075],{"start":84,"end":2076,"type":63},131,{"type":38,"text":71,"spans":2078,"direction":41},[],{"type":391,"text":2080,"spans":2081,"direction":41},"Neglecting budget constraints ",[],{"type":38,"text":2083,"spans":2084,"direction":41},"If you don't provide a prioritized budget breakdown, your vendor or project manager may miss one of your key objectives! Define an overall budget and a detailed budget by category (venue rental, catering, equipment, communication, etc.). ",[],{"type":38,"text":71,"spans":2086,"direction":41},[],{"type":391,"text":2088,"spans":2089,"direction":41},"Forgetting to clearly identify stakeholders",[],{"type":38,"text":2091,"spans":2092,"direction":41},"Not stating who is responsible for what can cause misunderstandings and delays. In the first part of your event brief, define a specific role for each stakeholder: event agency, vendors, internal team, sponsors, etc.",[2093],{"start":822,"end":1139,"type":63},{"type":38,"text":71,"spans":2095,"direction":41},[],{"type":391,"text":2097,"spans":2098,"direction":41},"Not including a precise schedule",[],{"type":38,"text":2100,"spans":2101,"direction":41},"The lack of key dates can throw your whole project into disarray. So include a detailed reverse timeline for your event, with deadlines for each task: choosing the venue, sending invitations, technical tests, etc.",[2102],{"start":151,"end":1889,"type":63},{"type":38,"text":71,"spans":2104,"direction":41},[],{"type":391,"text":2106,"spans":2107,"direction":41},"Neglecting the attendee experience",[],{"type":38,"text":2109,"spans":2110,"direction":41},"A poorly organized event can frustrate attendees. If they lack information, have inadequate signage, or face a confusing program, your whole attendee experience suffers.",[],{"type":38,"text":2112,"spans":2113,"direction":41},"So plan for clear communication before and during the event in your brief. Also set up an event mobile app to centralize the program, maps, and notifications.",[2114,2115],{"start":1210,"end":1025,"type":63},{"start":2116,"end":2117,"type":52,"data":2118},87,106,{"link_type":54,"url":2119,"target":56},"https://www.digitevent.com/en/feature/event-app",{"type":38,"text":71,"spans":2121,"direction":41},[],{"type":391,"text":2123,"spans":2124,"direction":41},"Writing a rigid, inflexible brief",[],{"type":38,"text":2126,"spans":2127,"direction":41},"A document that's too rigid prevents any adaptation to the unexpected. And as we know, an event very rarely goes exactly as planned! Build in a margin of flexibility and set up follow-up to adjust certain points as the project evolves.",[2128],{"start":1994,"end":2129,"type":63},165,{"type":38,"text":71,"spans":2131,"direction":41},[],{"type":38,"text":2133,"spans":2134,"direction":41},"What if you simplified organizing your events? From the brief stage onward, Digitevent and its intuitive event management platform support you with invitations, registrations, check-in, and engagement for your events.  Enjoy simplified planning, and successful events!",[2135],{"start":447,"end":767,"type":52,"data":2136},{"link_type":54,"url":663,"target":56},[2138],{"primary":2139,"items":2147,"id":1711,"slice_type":275,"slice_label":8},{"seo_title":2140,"seo_meta_descriptions":2143},[2141],{"type":38,"text":1726,"spans":2142,"direction":41},[],[2144],{"type":38,"text":2145,"spans":2146,"direction":41},"The elements to include in your next event's specifications document, the steps to follow, and mistakes to avoid, for spot-on planning",[],[2148],{},{"id":2150,"lang":278,"type":9,"uid":2151},"akYmthIAACwAyuDF","cahier-des-charges-evenement",[],1784899144024]