A lot of B2B marketing now takes place online. Digital channels aren't just for finding customers either. They're often the main way marketing leaders catch up with their colleagues and educate themselves about the latest trends and developments in the industry.

However, while reaching out via LinkedIn, email marketing and inbound techniques all have their place in a good B2B marketing strategy, sometimes there is simply no alternative to getting out and having direct conversations with colleagues, partners and prospects.

There are plenty of ways you can have face-to-face discussions. Making sure to book in-person meetings directly with potential clients during the sales and marketing process is only one small part of this. Trade shows, conferences, educational seminars and more all have roles to play in building up contacts and earning trust.

Why in-person networking matters

The last few years have seen major changes in the way we connect - with much of this enforced by social distancing during the Covid-19 era. Many of the habits picked up at this time, such as a reliance on video meetings and virtual events, have stuck around. But there's often no substitute for the in-person experience.

For example, when it comes to securing new business, research by Marketing Expertus claims 40 per cent of prospects become customers after in-person meetings, compared with just 16 per cent when conversations take place via phone or email.

It's not just about connecting directly with potential customers either. Being able to meet up with industry peers is essential in sharing knowledge and learning about new trends. And there are no better places to do this than at trade shows, conferences and other industry-focused events.

What to expect when attending events

Attending events is the best way to meet new people in the marketing industry and get different perspectives on the sector. This helps build stronger, longer-lasting business relationships as well as improve your personal and professional development.

When at events, you can expect to speak directly with leaders in the industry and develop your skills. Learning about the latest market developments is often a key goal for many event attendees in addition to developing professional networks and making new connections.

However, if you want to make the most of this, you'll need a clear idea of what to expect. There can be a lot to see and do at a conference, and not all of it may be relevant to your current needs. Therefore, it's important to do your research, plan ahead and prioritise where you want to spend your time - especially if you only have a single day in your schedule. Coming armed with the right questions helps ensure you make a good first impression on any future partners, supplies or customers and gets you off on the right foot.

The advantages of exhibiting

If you really want to make the most of in-person events and expand your networking reach, however, it pays to be more than just a visitor. Signing up to exhibit at these events, or better yet, participating directly in sessions such as seminars, roundtables and Q&As, is a great way to boost brand recognition and show off your expertise and authority.

This can help directly with the conversion process. For example, according to Lincoln West, 81 per cent of trade show attendees have buying authority at their firms, making these events a perfect opportunity to meet up, find out more about their needs, and get them started on the sales process.

Indeed, it's no surprise that 95 per cent of exhibitors prefer in-person events to virtual shows, with 65 per cent saying they are an invaluable part of their marketing strategy. Therefore, if you aren't making these face-to-face opportunities a part of your own planning, you're missing out.