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More and more event business leaders are finally getting serious about online communities for their events - after all it works right (I'd be out of a job otherwise!) and to stay in the game they're wising up to the fact that it's not the future anymore. It's now! 

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There are unlimited amount of website developers that can build websites, the big problem is which one to choose? Almost every person I meet that has had their website developed asks someone they know or trust “Who built your website? Do you know a good web development agency?”

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Note: This was originally published on June 12, 2014 but reviewed and updated on June 27, 2017.

I love our industry and it's great to see there are more and more events and conferences popping up for our own folk.

Interestingly enough June and November seem to be particularly busy for the events world. Fortunately there's a good variety of them, some of which are more marketing related, that we all should put in our diaries and make a point of attending.

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This blog was written by Jessica McGreal and was first published by our friends at B2B Marketing, who have kindly allowed us to share it with you.
 

I’ve just managed to get on top of my inbox. It took quite a large chunk of time (I won’t say how many hours). I’ve responded to those ‘I’ll reply tomorrow’ flagged messages, the forgotten-about starred memos and the mass of unread (and now deleted) marketing messages. Although I feel pretty triumphant, I know it will be overflowing again by next week.

Email has become a large part of every professional’s daily routine – whether we like it or not. A mountain of 123.9 billion business emails whizz around the web every day, with the average professional sending and receiving 131 emails every 24 hours, according to a study by Radicati.

Email can be a powerful marketing channel when used correctly. An Adobe report has revealed engagement via email is still the most desirable form of communication between businesses.

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This blog was written by Alex Aspinall and was first published by our friends at B2B marketing, who have kindly allowed us to share it with you.
 

Marketing automation has many advantages. But none of them are particularly easy to realise, not least because many marketers underestimate the upheaval required to make their MA systems do what they want.

Beware the common pitfalls, and learn to recognise when it might be time for a change of tack. Here are four telltale signs that something's gone wrong:

1. Your leads are being rejected

One of the main bullet points on the box your MA platform came in was: more effective lead management. Marketing automation means marketers are able to pass only the hottest leads over to sales, and myriad inter-departmental benefits cascade down from there. But this nirvana is far from automatic.

If sales are rejecting a large chunk of MA-approved leads, it’s very likely that the agreed definitions and scoring models in place are wrong. Yes, the system has spat them out and labelled them ‘ready to buy’ but that’s only because you’ve set the parameters by which it decides what’s what. It pays to regularly monitor the attributes of prospects that close and those that don’t. Subtle adjustments to lead scoring rules can make all the difference. 

2. You’ve got no time to think

Relatively few marketing departments are blessed with spare time. I’m yet to meet a marketer boasting about their super-manageable workload. But there is a difference between someone who’s busy and someone who’s run ragged. And misaligned MA set-ups can certainly create the latter.

A hell of a lot of work goes into setting up successful marketing automation campaigns; this shouldn’t be forgotten. But the trick to making sure it doesn’t leave you pulling your hair out is to focus down on key groups and key messages. It’s tempting to run before you can walk with MA, but baby steps – and a laser-sharp focus on which sections of your audience to target –  will help.

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Ex-Euromoney MD Luke Gibson lifts the lid on inbound marketing for traditional events businesses and explains why they're so glacially slow at adopting the new inbound marketing methods. Luke talks tough at times and certainly doesn't sugar coat his messages to marketing directors and others seeking investment in inbound marketing for their events.

Catch a few highlights below or watch the full interview here:

Inbound Stories: Luke Gibson - Why event businesses are slow at deploying content marketing - YouTube
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Content marketing is one of the most important aspects I discuss with B2B marketing professionals and business owners before they start developing their project strategy. In my view this will be the only way for the companies to differentiate themselves in the future.

It is important to outline these fundamental truths as content marketing is a set of tactics and a particular approach that is going to take time. The journey will be successful and hugely rewarding only if the right steps are followed.

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Most B2B marketers have an idea that writing about events they are hosting is a little different from their day to day workhorse emails, landing pages etc. But how can you be sure you've covered all the essentials in your B2B brand event communications plan?

We've created a checklist of items that should feature in communications about every B2B event, no matter what the event type. Some are channel specific, some apply across all your communications. Ready to see what's on our hit list?

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Want the inside scoop on the hashtags every B2B marketer should use to make sure their event is super successful? Look no further. We've done all the hard work for you, compiling a list of the essential hashtags in each category, plus tools to help you find the ones that could make or break your event. 

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You might be a bona fide B2B email strategy guru, but do you know what it takes to tweak those strategies to make them suitable for event marketing? Find out...

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