What’s It All Worth?: Measuring Return on B2B Investment

MH3 —  June 11, 2011

An expert in conference management, Ian MacGillvray at OOMPH! Events brings out the best in every conference he’s helped organize. Today, Ian helped guide delegates through the process of measuring ROI on B2B investment and demonstrated how they can achieve a high ROI by streamlining and automating their operations to increase efficiency while simultaneously reducing costs and cycle time. Along some with some examples of B2B sponsorship in unlikely places, Ian provided delegates with tangible lessons that will help put the OOMPH! into their B2B investments.

1. Map the full network — and connect it! (Think partner orgs, parent orgs, media partners, suppliers, etc…)Sponsor Council

  • Advisrory board meetings
  • Speaking Opportunities/co-presenting
  • At pre-events, press conferences
  • Host at other events
  • Good old fashioned introductions

2. Facilitate Sales (Branding/Exposure is not good enough)

  • Provide delegate list
  • Direct 1-1 introductions at events
  • Ask sponsors “who are the top 5 companies you’d like to meet during the event?”
  • Business Development Match-Making (but establish criteria and ensure buyers don’t feel like fish among sharks!)

3. Network in Relevant B2B Circles

4. Exclusive Hosting/Sub-event Branding

  • B2B :branding is about professional positioning
  • Hosting exclusively sponsored keynotes, panels, receptions etc
  • Intro speaking opps are very important

5.  Mine the Data/Identify Key Connections

6. Align with a B2B Media Partner

  • While a thank-you ad in the newspaper is nice, B2B publications offer more value to B2B sponsors

7. Create Unique, Custom Hosting & Entertainment Experiences

  • Hosting & entertainment is BIG business in B2B compnies
  • Great opportunity for non-business properties
  • CSF this weekend is a GREAT example (Thanks, Ian!!)

8. Pay Attention to MULTIPLE Objectives of B2B Sponsors

9. Integrate Projects/Initiatives (in addition of one-off events)

10. Integrate Online Marketing