B2B

6 Strategies Behind the Trend in B-to-B Client Conferences

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By Ruth P. Stevens

Have you noticed how so many B-to-B companies seem to be running their own proprietary conferences these days? I can’t turn around without another customer event popping up on the radar. AppNexus has its Summit, three years now. Quad/Graphics relaunched its Camp Quad last year. MeritDirect celebrated its 16th Co-op this year. This got me wondering: Producing an event is expensive and risky. What’s the benefit? Should you launch a client conference of your own? In conversations with several marketers, I have identified six reasons to consider it.

Customer events are especially popular in the tech world. Kathleen

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Headshot of Ruth P. Stevens

Ruth P. Stevens

Ruth P. Stevens consults on customer acquisition and retention, and teaches marketing at companies and business schools around the world. She is past chair of the DMA Business-to-Business Council, and past president of the Direct Marketing Club of New York. Ruth was named one of the 100 Most Influential People in Business Marketing by Crain's BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She is the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, and Trade Show and Event Marketing. Ruth serves as a director of Edmund Optics, Inc. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University.

Ruth is a guest blogger at Biznology, the digital marketing blog. Email Ruth at ruth@ruthstevens.com, follow her on Twitter at @RuthPStevens, or visit her website, www.ruthstevens.com.

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