如何将取消的B2B活动变成销售机会

对于B2B品牌而言，在个人层面上建立联系对于将潜在客户转变为客户至关重要。这就是为什么这么多公司举行和参加其他重大活动的原因。对于熟练的B2B销售员来说，直接与许多人交谈是金矿领先一代.

However, things don’t always go according to plan. There are many reasons you might have to cancel your upcoming B2B events. In 2020, the COVID-19 pandemic has led to the cancellation of many large gatherings – including business conferences. Global pandemic aside, everything from a burst pipe to a venue mix-up might force you to postpone or cancel your event.

如果您必须取消活动，请不要惊慌或觉得这是世界末日。适应能力并在框框外面思考，您仍然可以抓住关键的销售机会。继续阅读以了解如何在每个被取消的活动中充分利用。

Five Ways to Capture Sales Opportunities from Canceled Events

If the present pandemic has taught us anything, it’s that brands must think creatively to survive. In uncertain circumstances, it’s agile firms thatthink on their feetwhich survive.

Image Source

When you have to cancel a B2B event, merely writing it off as a missed opportunity isn’t an option. Instead, you should explore one of the following ways to turn the cancellation into sales opportunities.

1.虚拟。

In the past few months, businesses and individuals alike have leveraged the power of technology. For some, that means learning they truly can work from home. For other, they discovered how to maintain productivity with far fewer workers.

If you’ve had to cancel a B2B event, tech could provide you with an avenue to recover, too.

Lots of firms are finding that virtual conferences and events are entirely possible. More than that, they even hold some advantages over their in-person alternatives, including:

• 降低设置和运营成本。
• 地理位置和旅行费用不必限制来宾列表。
• 在短时间内更改时间表或安排的灵活性更大。

如果您要安排虚拟会议，则必须为虚拟参加者提供价值。录制一些演讲和讲座并将其播放给您的前景是相对容易的，但是，这不是一个面对面会议的好传真。

B2B事件的大部分价值来自其提供的学习和网络机会的范围。公司及其代表参加这些活动，与其他专业人员见面并进行有用的讨论。研讨会和休闲晚间活动通常与主题演讲一样有益。

Image Source

You need to find a way to replicate such activities for your virtual events. The最好的虚拟会议are immersive online experiences. You must offer far more than a selection of links to recorded speeches.

考虑介绍诸如问答会议之类的内容。这些可以直接遵循或以其他方式支持主讲座。您可能还希望安排数字突破会议。借助当今的虚拟协作工具，较小的小组可以像在同一房间一样讨论问题和头脑风暴，即使他们是洲际隔开的。

如果您可以让演讲者参与这些较小的会议，那么与会者一定会从中获得很多价值。无论您做到这一点，都需要虚拟活动来吸引和激发与会者。这就是一旦会议结束，他们将使他们更有可能转化为客户。

2. Repurpose your event content.

This is a tip for those of you who may have to cancel an event at short notice. Conferences, seminars, and other activities need a lot of content and accompanying materials to be successful. This can include:

• PowerPoint presentations to accompany keynote speeches
• 图形，图表和视觉辅助工具以增强可听见的内容
• 促销或解释性视频
• 讲义和小册子

如果您到达了其中一些材料，那么它们就不必浪费了。取而代之的是，尝试重新利用此内容，以通过其他方法使您的潜在客户生成受益。高质量的内容可以使用多种用途。

For instance, take the charts or graphs you might have used in a talk at your event. Why not flex your firm’s graphic design muscles and turn them into an infographic? This kind of visual material is excellent for conveying complex information to an audience in an easy-to-understand way.

Image Source

There are a variety of ways to use infographics. You might make one the centerpiece of an email marketing campaign, or you could build a landing page to showcase your infographic. By repurposing an infographic this way, you can share your expert insights and boost your conversions in one fell swoop.

您也可以以更简单的方式使用活动内容。尝试作为电子书或PDF包装演示文稿，然后将其发送给您的活动与会人员。您仍然会为相关的潜在客户提供价值，并将您的品牌名称保持在他们的脑海中。

3. Engage with prospects online in personal, meaningful ways.

B2B事件的美感是，它们让您与大量的潜在客户面对面联系。在会议上，您可以与许多人保持有意义的水平。即使在尖端技术的帮助下，也很难在线复制。

While in-person events aren’t viable, it’s time to think of new ways to connect with prospects. When engaging online, a more personal touch is required. Rather than reaching out to as many people as possible for lead generation, it pays to be more selective and targeted when connecting online.

依靠你sales engagement platform (SEP)to identify those prospects who are most useful to reach out to. These might be people who have performed a particular action that suggests they’re closest to making a purchase.

当您与这些线索接触时，以有意义的方式连接至关重要。采用单独的方法使您可以与每个潜在客户进行独特而有用的对话。在拨打电话之前，开始视频聊天或发送电子邮件，请花点时间了解收件人。他们为什么？他们在决策过程中在哪里？他们需要什么？您如何帮助他们？

如果潜在客户将参加您取消的活动，请不要避免主题。取而代之的是，讨论取消可能是您进行更多个人对话的途径。例如，如果由于19号而取消了会议，您可能会谈论大流行对您的领导业务的其他影响。

4. Reinvest time and money in other lead generation activities.

B2B事件做得很好，但是在做得很好，但一开始就很昂贵。如果您在可预见的未来无法举办此类活动，那么您就有机会将财务和努力重新投资其他潜在客户生成渠道.

凭借面对面的活动，请考虑与您的营销组织合作，以重新构想您公司的潜在客户产生情况。bob全站app问任何SaaS marketing agencyand they’ll tell you there are many viable lead gen options to consider. They include channels such as:

• 按点击付费（PPC）广告
• Social media outreach, and social selling
• 电子邮件广告系列

在PPC潜在客户生成活动方面，有很多选择要探索。除了经典的Google广告外，您还可以转向社交网络，B2B目录等。有了更多的预算，您可能会对竞争激烈的Google Ads Sphere产生更多影响。有了更多的时间，您可能会发现竞争对手错过的有利可图的目录或平台。

Image Source

社交媒体宣传与其他主要一代活动相结合。例如，如果您正在举办虚拟会议，则要利用社交媒体的力量。主题标签和PPC社交广告是宣传事件的有效方法。与您的营销团队合作，建立一个针对那些已注册的潜在客户的活动，以参加任何即将举行的虚拟活动。

B2B公司偶尔将电子邮件视为频道。随着当今社交媒体的重视，这是可以理解的，但是我鼓励您不要陷入陷阱。

一些B2B营销人员的40％假设电子邮件新闻通讯bob官网官方网站对他们的内容营销成功至关重要，并且有意和一致，这也可能导致销售的巨大胜利。.花点时间使广告系列正确，他们仍然可以交付。

5.让在线会议为您服务。

Having to cancel B2B events is a symptom of a wider shift in working patterns. Though the remote work trend has accelerated due to the COVID-19 pandemic, it was already gaining momentum.If you’re going to keep maximizing sales, you must make online meetings work in your favor.

Nurturing leads and making sales remotely is vastly different from doing so face-to-face. Even if you utilize video conferencing to add a visual element, a remote meeting isn’t the same as an in-person one. For one thing, you can’t ensure you have a participant’s undivided attention in a remote environment.

在视频打电话中，潜在客户的电子邮件，松弛消息和其他中断只是单击。您必须更加努力地真正吸引潜在客户。没有会议或其他活动，现在是在线会议礼节上审议的绝佳时机。

这里有几种有效的在线会议的方法：

• 使用协作工具and screen share to make meetings more engaging.
• 给潜在客户有很多讲话的机会，并真正聆听他们所说的话。在您的会议期间，定期停下来，让他们有时间表达问题和疑虑。
• 安排一系列较短的会议，而不是一次漫长的会议来处理所有细节。不要试图一次关注一个小时或更长时间。
• 始终安排会议，以适合您的潜在客户。

在最好的时间和现在，商业世界是不可预测的，事情已经达到了一个全新的水平。在这种不确定的情况下，至关重要的是不要让挫折雪球陷入灾难。如果您不得不取消B2B活动，那么一些灵活性，创新和努力就可以帮助您解决问题。

找到新的方法来使用您和您的团队为活动准备的内容。以尽可能多的方式保持个人和有意义地与潜在客户互动。在框外思考，以找到铅Gen的新渠道。通过实施这些策略，更多的销售机会将临近。