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10 B2B Marketing Strategies in a World without Face-to-Face Events

What's a B2B marketer to do? The pandemic has taken away one of our steadiest, most reliable sources of lead generation and customer engagement, on a global basis. It is not easy to replace a marketing channel that represents on average 20% of our marketing mix — with many marketers devoting as much as 60% of their budgets to events.

The last pre-pandemic study I saw pegged event marketing usage among B2B marketers at 91%. It is been an essential B2B marketing tool for decades — even centuries. Why? Business events are simply the most efficient means for enabling face-to-face conversations at scale.

But now — we need workarounds. Let us look at some ways we can mitigate what might seem like a disaster. Here are 10 strategic approaches to consider.